Fashion Industry Forum

In the creative industry, media plays an extremely crucial role in promoting an artists’ image or business.  Media can elevate the position of artist to a star.  Media works the same magic in the fashion industry as well. Good media relations can easily replace an inflated advertising budget.  Your brand becomes famous, buyers and investors are more interested when you have a media image. 

Handling Media Relations

Media is always looking to exalt someone new, in the creative business.  Be it any medium, whether print or audio visual, media is always looking to create a buzz.  Media can exalt the work of any artist and declare him a genius.  With the praise comes pressure to perform. Name and fame do not bring profits to the designer, yet without media coverage designers with great futures do not get the accolades they deserve. The flip side is that the media will praise you at one step and on the next step it could try to raze you. 

To always keep things in perspective, remember that media is a marketing method to promote your designs, your collections, and yourself.  Merely pursuing media for articles, pictures, or coverage will not get the profits you are seeking.  Media has to be used effectively to promote your collections and draw in profits. When your product is good and your customer is satisfied and happy with it, the buyer will come back to you time and again.  However, a new designer or flavour of the season is news and buzz for media.  If not you then someone else.

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Keeping the balance

For a budding designer, the focus ought to be on sales and using media to promote sales.  Some designers opine that media doesn’t leverage sales; in fact the only way to boost sales is concentrating on collections and buyers.  Instead focus on developing marketing material, hand outs, samples, lookbooks and the like.  There are a plethora of designers who are not media favourites but they have long and loyal customer lists. Customers look at products and prices and not media coverage.  Yet, a good press image invites sales.  Press coverage in the right magazine can get you the attention of retailers and buyers.  Media coverage often is an element of deal clinchers.  Buyers keep a watch on designers with good prospects through media as well.  They follow up with media to find out about upcoming events of new designers. If you appear in certain magazines related to fashion, chances are the coverage will boost your sales.