[wdm_vimeo_gform_overlay]
Communicating with fashion media is a pillar of marketing. Fashion media controls when, how, and on what scale your brand’s message is publicized. As an ambassador for your brand, you have to be a willing and capable storyteller that understands how to engage with media personnel. Evan Clark, Fashion Business Essentials contributor and Deputy Managing Editor at WWD, discuss the intricacies and benefits of communicating with fashion media.
Watch the full video to learn about:
- How to clarify your brand’s message
- Crafting your messaging to fit the type of media outlet
- Deciding whether or not your initiative is newsworthy
- How to build buzz around a new product or collection
Identify Your Brand and Mission
Communicating your brand’s story and message to fashion media is important for launching your fashion brand. However, the media’s role in the whole mix is evolving. There will be a series of gatekeepers if you’re reaching out to a glossy magazine or going to Women’s Wear Daily (commonly known as WWD) with your new initiative or product category.
It’s useful to cultivate and grow your media and fashion business relationships. Vogue and all of the glossy magazines still impact the millions of people who read fashion websites and magazines. Brands need to let the websites, the big e-commerce platforms, fashion education, and the retailers know when they’ve got some big projects underway. Brands ultimately must be good at building buzz around their new collections and brand developments.
Make Your Message Fashion Media News
When you have a brand with a big initiative and something that you’re trying to push, you need to communicate your brand’s news far and wide. You want to properly educate people on your brand’s values and unique backstory. Everyone in the industry should be aware of it from the stylists, companies doing the sourcing, marketing companies, your competitors, etc. The news story can become a tsunami once you make the whole industry aware.
One example is Stella McCartney, who implemented sustainability and was one of the first ones in that lane. This sustainability message in fashion was communicated to consumers, suppliers, competitors, and marketers. When you start a movement that affects an industry’s infrastructure, media can make a big splash in the end.
Would you like to take the next step in fashion media and marketing? Download Yellowbrick’s Ultimate Fashion Career Guide and check out our Fashion Business Essentials online course.
