new age fashion pr (digital)
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P O W E R I N G B R A N D S
PR I COMMUNICATION I DIGITAL I CONTENT
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
P O W E R I N G B R A N D S
PR I COMMUNICATION I DIGITAL I CONTENT
M E D I A M O M E N T S New Age Media
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)
P O W E R I N G B R A N D S
PR I COMMUNICATION I DIGITAL I CONTENT
M E D I A M O M E N T S New Age Media
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
P O W E R I N G B R A N D S
PR I COMMUNICATION I DIGITAL I CONTENT
M E D I A M O M E N T S New Age Media
Product I Campaign Experiential
Content: Video, Images and quotes
Product Seeding
Connect
New Age Publishing- Social Media
WOM
High Visibility I High ROI
Amplify
P O W E R I N G B R A N D S
PR I COMMUNICATION I DIGITAL I CONTENT
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
P O W E R I N G B R A N D S
PR I COMMUNICATION I DIGITAL I CONTENT
M E D I A M O M E N T S New Age Media
Powering Brands
PR I COMMUNICATION I DIGITAL I CREATIVE