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Autumn - Fashion

Designers - Taking your Message to the Market!

January 27th 2008 12:37
So I am here at three of the biggest Fashion Salons in Paris as a fashion journalist.

The Designers have laboured all night on the finishing touches and now have their new label ready to launch internationally. They have spent a ton of money on their stands, their look books and flights and accomodation - but now they are all out of budget.

How does one designer stand out in a field of thousands!!!! and how do you generate buyer traffic to your stand.

A direct email campaign to your buyer list in advance asking them to reserve the date, giving them a brief preview of whats to come and an invitation to your stand .

But it is not enough. Because you also need to generate awareness - you must get press!



I am blown away by the number of designers who have no press materials or images on hand to support the media who might attend their stand.

Public Relations can:
Build an image for your Brand
Reinforce and further your company's reputation.
Raise awareness
Educate
Increase understanding
Change behavior
Build credibility
Influence opinion leaders in your industry... and
Motivate your audience to action!

Ideally your press kit should consist of:
The Designers Bio or Background behind the Brand
The Lead Press Release - This is your pitch with backgrounder
Your Collection lookbook
Information about any Press Conferences you might be attending or hosting
Website link
Images

Remember its everything a journalist needs to write a great story about your label!

The Press Release is
Written in third person, objective
Sent to news outlets
Entices a journalist to write about you
Includes a ready made headline
Includes a brief paragraph on your project
Includes a few ready made quotesImages to catch their attention
Written in news article style
Includes Who, What, When, Where and Why in the first paragraph
Includes contact details
Keep it short!

There are a few rules you should remember when communicating to a journalist!
The journalist does NOT want
Fluff
Stories that are not relevant to their audience
Stories that have no ‘news’ value
Stories that are inaccurate
Stories that are old or ‘re-hashed’
Stories that are poorly written or presented

Then you need to start to generate awareness of your brand. Here are the top 20 sites that will help you to take your fashion news to the wire in a few easy clicks and for little and even no investment! YES - MANY ARE FREE!!!!

24-7PressRelease.com - Free release distribution with ad-support

1888PressRelease.com - Free distribution, you can pay and get better placement and permanent archiving.

ClickPress.com - This site distributes to sites like Google News and Topix.net, Gold level will also get your message to sites like LexisNexis.

EcommWire.com - Focuses on ecommerce and requires you include an image, 3 keywords and links. Must be e-commerce based or expect to have your release rejected.

Express-Press-Release.com - Free distribution company with offices in 12 states across the United States.

Free-Press-Release.com - Easy press release distribution for free. There are of course more features for paid accounts.

Free-Press-Release-Center.info - Distributes your release, offers a web page with one keyword link to your site. Pro upgrade will give you three links, permanent archiving and other features.

I-Newswire.com - Allows for free distribution to sites and search engines. Paying for premium membership differs only slightly in adding in graphics.

NewswireToday.com - All the usual free distribution tools, premium service includes logo, product picture and other features.

PR.com - Not only will they distribute your press releases, but you can also set up a full company profile. Great for branding.

PR9.net - Ad supported press distribution site.

PR-Inside.com - European-based free press release distribution site.

Best of luck!!!
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Posted By: Leesa - Category: Autumn, Spring, Summer, Winter
   


Autumn Trends

September 26th 2007 16:33
Its the holy grail for every high street fashion chain boss - take the cream of the best catwalk designs from London, Paris, Milan and New York and turn them into speed chic, affordable fashion that flies off the shelves.

In the golden years of Haute Couture (1947-1957) Dior, Fath and Balenciaga had a one month publication ban on all images of their runway, as the exclusive sale of one calico toille to a Ready to Wear house was often enough to fund the beginnings of their next collection; Those caught sketching in public faced public prosecution. Today copying is rife, and it seems that not an Australian Fashion Week goes by without another young designer being accused by the media of copying


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Queens of Bling

September 15th 2007 15:17
Designing a crown fit for a Queen is no simple feat but Jewellery Designers Ana and Contessa Nicolaou of Tessarella House have become quite the experts since being announced as the Exclusive Designers for Miss World Australia two years ago.

Miss World, tiara, Tessarella House
Miss World Australia 2006 wears Tessarella House

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The Ultimate A List Accessory - the Parisian Baby Stylist

September 9th 2007 15:28
We have all seen the power of the stylist. Before we knew it, Hollywood stylist Rachel Zoe had Lindsay Lohan, Nicole Ritchie and Jessica Simpson all sporting drapey gowns over wispy thin bodies. One journalist touts that its only since Celebrities and Designers realised that revenue could be bought in from red carpet photographs, that the Stylist has forged a position in society on par to a Publicist and Celebrity Manager. They are THE ultimate accessory and Celebrities today dont leave home without them.

A new super power has emerged with the baby boom among CEO's, Supermodels and Hollywood's A-List - having on call one's very own Parisian Baby Stylist. I had the pleasure of catching up with the name in every starlets Little Black Book - Laetitia Lerouge


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Junya Watanabe or College Days Revisited

June 26th 2007 00:01
In this rainy wintry weather looking at Junya Watanabe’s men’s collection in Milan I was reminiscing about college. For those of you unfamiliar with the Canberra education system, years 11 and 12 at public schools are called colleges, are located on their own grounds, have no uniforms and the teachers are called by their first names. There’s no HSC, assessment is close to the university system and generally they’re far nicer places to be. Anyway when I was at college the boys used to dress like this, themselves nostalgic for some sort of 80s punky/motorcycle rider style.

Junya watanabe chequered pants
From Vogue.co.uk

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Gucci sucks

June 13th 2007 00:43
Just about anyone with any style steers clear of Gucci on the whole and their Autumn/Winter 07 collection only affirms that general principle. Let’s take a look at some examples.

Lily Donaldson in Gucci
From Gucci.com

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Sex and Zeitgeists - The life and times of Vivienne Westwood

June 8th 2007 00:07
VivienneWestwood.com
From Viviennewestwood.com


After visiting the Victoria and Albert exhibition which travelled to the National Gallery in Canberra a few years ago, I’ve been obsessed with Vivienne Westwood. It’s not just that she’s sixty and has a beautiful thirty-year-old Italian lover, although that does impress me, and it’s not just that she’s been an inspiration for generations of fashionistas, mostly it’s because for Westwood, fashion is thought


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Balenciaga, Vernacular Fashion

May 31st 2007 00:33
Gemma Ward Balenciaga
From Style.com
After using Balenciaga as an example in my white shirt post I remembered what a stand-out collection Nicolas Ghesquière produced for Fall 2007 collection and I was reminded by our very own (why are we so patriotic when it comes to beautiful people) Gemma Ward wearing Balenciaga at Cannes.

Balenciaga Dress
From Style.com

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I love Marc Jacobs

May 21st 2007 00:22
What I really wish I had right now is the entire Marc Jacobs Fall 2007 Ready to Wear Collection. So rarely do I view a collection and consider that not only would I wear just about every piece therein but would look exquisite, savvy and elegant in the process. This collection is a sort of blend of Gatsby-esque 20s chic and slender 70s day-wear. Jacobs manages to create a collection so rich in detail and pleasurable in palate that I just want to eat it all up.

Blue-grey coat
From Style.com

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It's all in the curve

May 18th 2007 03:55
One the most complex conundrums of autumn/winter 2007 is the fine distinction between cocoon and bubble skirts, a difference to elucidated below with pictorial and linguistic explication.

The important difference between cocoon skirts and bubble skirts is that one is attractive, flattering and altogether desirable while the other is not. Bubble skirts are like this


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Posted By: Fashion - Category: Autumn, Winter, Clothes, Fashion Tips, Random, Trends
   


Black pinafores a-go-go

May 17th 2007 05:59
For any young style monger the contradictions that are Sydney weather in May produce a host of difficulties and the only solution is layering. And the best kind of layering? Why the black pinafore dress of course!
I can hear some of you screaming, but Alice, didn't you say yesterday that ubiquity is death? Here comes the important distinction between an overdone trend and classical elegance. Trench coats, high leather boots, large (but not too large) sunglasses and black pinafores all have something in common, even if every second person on the street is wearing them, each item has sufficient flexibility to be adapted by the wearer. Audrey and Marilyn had entirely different body shapes but each worked the elegance factor in their dress styles.
The black pinafore can work for everyone, depending on the cut, obviously. So if you don't have one it's time to invest, they can be worn over long sleeved tops or under man-style jumpers for day, with bold jewelery and heels at night, over skinny jeans if you like that sort of thing and in just about any weather Sydney wants to throw at you in May
Classic not boring
. You won't regret it. Trust me.
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Ubiquity is Death

May 15th 2007 23:41
Those black leggings


The black-leggings-under-skirts trend was inoffensive at first. It allowed larger women to engage in the one of the most pervasive trends of the last few seasons, the seriously short skirt, and prevented embarrassing underwear exposure for many on windy days. Skirted women were free to sit with legs spread without altogether abandoning decorum. But when tweenies and their younger sisters have adopted said item, it is time to move on. While something can be said for following trends – there is surely a connection between intellectual and cultural zeitgeists and what happens in the world of fashion – such movements are time-critical and by the advent of ubiquity the zeitgeist has moved on


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Posted By: Fashion - Category: Accessories, Autumn, Fashion Tips, Trends
   


Current Fashion Obsessions

April 18th 2006 11:12
Here are my predictions for clothing/shoe/accessory obsessions of Autumn/Winter 2006:

- Polka dots: I love them! They're establishing themselves as the flavour of the month, with countless celebrities such as Kate Moss and Nicole Ritchie being spotted wearing them (pardon the pun!). For authentic big 80s dots, check out your local op shop or vintage store.
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Posted By: Sisi - Category: Autumn, Winter, Fashion Tips, Trends
   




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