A well-written and curated fashion press release is a sure way to get into the inboxes of key fashion editors. If executed well, it may secure you much desired editorial coverage and publicity. But writing one is easier said than done. So let’s take a look and demystify it – shall we? To begin with, remember that a press release should be clear, informative, visually exciting and specific. BE CLEAR Let’s take it from the top, literally. Start with headed paper. Your company logo should appear clearly at the very top of the page, as it appears everywhere else. This consistency should already be a cornerstone of your marketing strategy. Set clear instructions on when this press release should be published. Write ‘FOR IMMEDIATE RELEASE’ at the very top of the page on the left. Give it a title: each collection, and newsworthy story about your brand will require a new press release. Make it easy for the reader to know at a glance what the release is about. This headline is v...
Target’s latest design collaboration, a 250-piece collection with old school Palm Beach brand Lilly Pulitzer , doesn’t hit stores until April 19. Yet editors and fans alike have are expecting a hit. “Lilly Pulitzer seems like a safe -- but smart -- bet for Target; its visual identity is established and its customer base is fanatic,” wrote Racked ’s Nicola Fumo. “I’ll be camping outside Target for the next four months....,” commented @sjwiley on an Elle magazine Instagram post. The appeal of Lilly for Target is easy to understand. The brand is bright, cheerful and aspirational. But after more than a decade of designer collaborations behind us , what does it really need to accomplish to be considered successful? “First off, even when they’re not successful, they’re successful,” says Marshal Cohen, chief industry analyst at the market research firm NPD Group, who has been been tracking these partnerships closely sin...
The rise of personalisation 'YOUR’ letters, Anya Hindmarch; 'Name’ clutch, Edie Parker; 'ON IT’ badges, Etre Cécile at Shopbop Bethan Holt 13 DECEMBER 2015 • 8:45AM F rom bracelets to backpacks, scents to stationery, personalisation is Christmas 2015’s biggest trend. Sugary pink, ’70s and boho are some of the major trends we’ve seen on the catwalks and in shop windows this year, but look to the corner of a bag or the back of a denim jacket and you’ll spy 2015’s real hit. Personalisation might not be as immediately striking as fringing or florals, but the subtle statement of initials or a bespoke colour combination is the hottest way to show your fashion nous. The concept of making anything – from a bracelet to a pair of heels or trophy knit – unique to the wearer has been adapted to every price point and taste, spawning countless pop-ups and limited editions. Given the myriad personalisation options around right now, y...
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