Can PR Talk the Talk and Walk the Walk?
Published on March 3, 2021, at 7:15 p.m.
by Emma Britt.
New York Fashion Week is a bi-annual event full of runway shows designed to highlight designers’ newest masterpieces that are expected to take over the next fashion season. This week-long event is significant because it allows designers to showcase their talents and hard work and ultimately brings their ideas to life. It is all about trends and glamorous retail, which is where public relations comes into play.
Being involved in NYFW can be a major asset to a brand or company, fashion-related or not. With more than 300 shows in seven days and bloggers, influencers and celebrities posting daily, the opportunities are endless for up-and-coming brands to participate. Here are three strategies that boosted engagement during NYFW.
Newsjacking, in the best way
Timing. Is. Everything. It is especially a key factor when it comes to earning media coverage for large events such as NYFW. Newsjacking is the art of simply inserting your ideas or brand into a news-breaking story and then generating coverage and social media engagement from that exposure. In 2017, Rihanna launched her new fashion brand, Savage x Fenty, right before NYFW so that bloggers and designers were already in New York for the reveal. Being savvy, timely and ever so strategic is key when newsjacking in the entertainment industry.
Influencer marketing
I think we all can attest that influencer marketing is continuously on the rise. One main tactic used by NYFW is swag bags. Giving away free products or exclusive sneak peeks into each specific show has proven to be a great way to boost interaction. At the physical fashion shows, swag bags geared toward the show’s theme are usually given out to each audience member.
According to Vicki Ho, senior account executive at Turner PR, choosing specific influencers to promote the free products is just as important as the product itself. Ho reported that sometimes the following is more important than the job. The main goal is to get the product or brand photographed and posted for followers to see, which can be done by strategically picking influencers and sending them swag bags.
Utilize social media to include fans
Whether it is something as little as an “outfit of the day” hashtag or an interactive Instagram story, fans are becoming increasingly eager to participate in events.
This year, designer Rebecca Minkoff broadcast her live runway show on TikTok for fans to experience virtually. On Sunday of fashion week, Pinterest launched a campaign featuring exclusive images from designers Anna Sui, Candice Cuocoand Minkoff, along with fashion design how-tos and tutorials; this campaign is now on the “Today Tab” of Pinterest’s homepage. Vogue reported that designer Maisie Wilen launched a virtual-inspired fashion line consisting of blazer and skirt sets specifically designed for Zoom meetings.
Newsjacking, influencer marketing and the utilization of social media to include fans are just three of the PR strategies we can learn from NYFW. PR really can talk the talk and walk the walk.
