new age fashion pr (digital)

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M E D I A M O M E N T S New Age Media

Digital has disrupted Fashion PR traditional methods of communication

Data will drive campaigns, prove ROI and inform success

New PR is all about the adaption of Web 2.0 tools in to the fashion industry

Fashion 2.0

Emergence of: LBS for Promotions, Mobile- IM, New Runway, Interactive Magazines

Quality in Content, Concept and Community will matter

To standout: Own a Culture, a Social POV

Online Platforms: •  Websites •  Microsites •  Blogs •  Social Media

Pages •  Content

Management Systems

Media- Online & Offline •  Traditional

Offline Media •  Newspapers,

Magazines and TV Channels

•  Newswires •  Other News

Online

Influencers •  Celebrities + Opinion Leaders •  Publishers •  Society

connectors •  Fans and

Friends

Blogs: •  Fashion Blogs •  Business Blogs •  Lifestyle Blogs •  Forums and

Communities Blogs

Social Media Enthusiasts: •  Social Media

consumers •  Opinion leaders

and Influencers •  Bloggers,

Media and Content experts

•  Loyal Customers

New Age Media Broadly split into 5 spaces:  

Use of New Age Media for News/ Stories Amplification= Integrated + Disruptive

Online Platforms: •  Broadcast the

story •  Share the story

Media- Online & Offline •  Publish the Story

Online and Offline through Media connect

Influencers •  Align Opinion

leaders + Fans + Publishers for WOM

Blogs: •  Blog

Community amplification= Positive and Planned Stories

Social Media Enthusiasts: •  Reach out to

the Target Consumers

What is Hybrid Media

Total Reach= Total Eyeballs Generated = Online Media + Offline Media + Social Media + Blog + Influencer + Events/ Activations

Digital PR= Fashion PR + Digital + Production Fashion World + Digital World

Strategies Initiation and Management of Digital Content and Experiences for Fashion Brands

Digital PR

Management of Relationships Between Fashion Brands and Digital Partners

Sourcing Experts and Talent for Digital Brand Building Activities

Development and Implementation of Digital Press Strategies

Strategizing Digital Opportunities for Fashion Brands

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Fashion PR in the Digital Age

Reputation management in an always-on communication cycle Information stream Rapid response reputation management is NB (reaction times have to be quicker and more efficient) Building digital expertise from inside — and out Build the digital vision PR’s need to prioritise their digital agenda Relationships — not numbers — count most in blogger engagement Influence Vs Followers (e.g. Shobha De Vs Facebook) Development a blogger engagement strategy. E.g. Blogger breakfast, Coach- Bloggers case studies Monitoring, Amplifying and Measuring social buzz Consumers shape the overall brand conception Twitter accounts for PR Agencies? Social Listening Streamlining Traditional PR processes with digital tools Fashion GPS

Fashion PR in the Digital Age

Be Live Be Video proficient Be Precise: Youthful Innovation in Voice Constant Evolution Build Facebook Communities Tailor your message for various platforms Tell a story about Your Customers Lifestyle: Innovative promotional possibilities Build a Pictures generating Tribe

Using Visual Media to spread a Fashion Vision: Inspirational but Inexpensive

6 Steps to successful Fashion PR in the Digital World

•  Listen (audience, client, culture) •  Data (research and analyze) •  Target (be specific because you can) •  Engage (are you on Twitter?) •  Share (self PR) •  Analyze Data (better execution)

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Boards & Illustrations- Trends/ Color/ Silhouettes- GO DIGITAL

Trade Previews- Sharing the Links

Press Samples- Key 50 pcs- Fashion GPS

Pre-Season

Collection Release/ SMNR/ Product Notes

Trunk Shows- Delhi and Mumbai- LIVE Stream

Stylist Outreach Plan I Bloggers Outreach Plan

Season

Reward and Recognize- Top 10 Stylists

Pinterest Boards

Twitter Contests- Style Spotting

Stylist I Features I Fashion Directors I Outreach Plan

Stylists I Fashion/ Features Director Brunch

Store Initiatives + Stylists sessions

Twitter Contests- Style Spotting

Beginning of the Season to cover Month 4-6

Designer + Publishers launch of the collection

Consumer Trunk Show- Product Launch

Trunk Show

Images- Outsourced Image Managers

Videos- Vlogs of Collection in the store

Campaign dynamic Content- Behind the scene, Curated events

Content

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Product I Campaign Experiential

Content: Video, Images and quotes

Product Seeding

Connect

New Age Publishing- Social Media

WOM

High Visibility I High ROI

Amplify

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M E D I A M O M E N T S New Age Media

What's the Idea: Theme, concept and a connect

Content: Video, Images and photo shoots

Invitation for Guest Blogging

Befriend Bloggers

Integrated and Multi channel

Amplify

Curated and Concept Store Events

Reward and Recognize- Build up the Engagement

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M E D I A M O M E N T S New Age Media

Powering Brands

PR I COMMUNICATION I DIGITAL I CREATIVE