Public relations in the fashion world

1. Public Relations in the Fashion World, by Giorgiana Magnolfi
Giorgiana Magnolfi, Senior Public Relations and Marketing Director
with leading fashion design company Brunello Cucinelli USA,
understands the importance of a directed, industry-based public
relations strategy. Here, she describes a few of the principles that
guide her highly successful work in fashion marketing.
One of fashion's salient characteristics is its emphasis on the
personal. If a line or a designer has a compelling story or a unique
relationship with the industry, boutiques and magazines can use
these angles to market the product. For example, a new line
introduced by an up-and-coming young relative of a lead designer is
exponentially more likely to captivate a boutique owner than a line
created by the same designer's long-time colleague.
The personal nature of fashion also extends to celebrity. A highly
publicized event can be a top opportunity to mention who was
wearing whose design. And since fashion is also characterized by
quick change and trend development, the fast-moving world of
Hollywood forms an ideal stage for showcasing a designer's latest
work.