Snowing outside, this morning I become so lazy, lying in bed and reading. Recently I am interested in a fashion book called Fashion Marketing-Theory, Principles, & Practice, written by Marianne C. Bickle. I haven't finished yet but in the fashion PR chapter,I do believe that it is worthy reading the whole book.
In chapter 4 Public Relations, Promotion and Advertising, it introduces a various range of PR and marketing strategies, which helps readers to have an overall understanding of commercial tactics. Tom Ford says: as a fashion designer, I was always aware that I was not an artist, because I was creating something that was made to be sold, used, and ultimately discarded. His statement reminds me that fashion need to shout out and stand out, by using PR, marketing and advertising. Otherwise, fashion could be just unknown and unsung.Now his fashion business is truly a success, when I work in the office, the PR manager asked me to search info about our competitors, and Tom Ford is the no.1 on the list.
Speak of public relations in fashion industry, "the PR component of the marketing mix continues to be an important and valuable tool for fashion companies. Public relations provides stakeholders with current information regarding the company's product lines, marketing efforts, and interaction and assistance to the community through good works." In large fashion organisations typically they have a PR department. In fact, PR should be an integral section and get involved in marketing in every fashion organisation.
According to the book, print literature, press releases, and stockholders' meetings are three common forms of communication. For internet part it can count on fashion shows, new product lines, customer service and blogs.The author also mentions multiple goals to PR effort, including building positive and ever increasing brand awareness, communicating with stakeholders, instilling stakeholders' confidence, promoting a social cause, recruiting best talent in the world, etc.
In my point of view, in fashion industry PR and marketing are like twins, which are not easily separated from each other. Both are for brand and consumers, and some of tactics could be connected with both PR and marketing. Nowadays we have social media but we also create a new word called social marketing; I suppose in the future we will have public marketing or similar form to combine these two concepts together. No matter which way is for PR or marketing, the way is the best which can make them get the best benefit they can, for organisations' sake.
Reference:
The Telegraph, David Beckham launches his underwear range at H&M, 2012 http://fashion.telegraph.co.uk/news-features/TMG9055115/David-Beckham-launches-his-underwear-range-at-HandM.html
Clamour, Victoria Secret, 2009,
http://www.glamourvanity.com/glam-events/2009-victorias-secret-fashion-show/
No comments:
Post a Comment