Garnering press for your collection and company is one of the most important aspects of keeping your name ―hot‖ and in the public eye—a necessity if you plan on building a luxury brand. How many times have you walked into a store and justified spending a lot of money on a designer‘s work simply because of the ―buzz‖ surrounding the company? the designer world is built on dreams, and the one way to sell yourself as a desirable, must-have designer is by having your collections worn by the right celebrities.
Celebrity dressing is an expe, so make sure you think through your strategy. For example, if you make clothes for Upper East Side socialites, it does not make a lot of sense for your clothing to be seen on the latest sultry hip-hop star. Make sure that the people you target are men or women who inspire your customers and are people they try to emulate.
Most celebrities now employ stylists who choose their clothing for red carpet events and appearances. Do not send clothing to managers, PR people, venue managers, people who say they are friends of the celebrity, etc. Your clothing will most likely be ―regifted‖ by these people to their friends, and the celebrity will never see your designs. Celebrities pay their stylists a lot of money, trust them, and really do wear what they present. Find out who these stylists are (it‘s not hard, because they are constantly on TV fashion programs and often credited in magazines). Send them your lookbook, fashion show DVD, and press kits. Be persistent but not pushy. Stylists are always interested in seeing new work, but after many years of experience in the biz, they have a very good sense of what is right for their client and what isn‘t. They do not want to hear your opinion on why Ms. So-and-So would look so much better in your outfit than that Couture Chanel the stylist recently picked out for her!
A stylist might ask you to make something special for the celebrity that is not already included in your line. This is a great way to gain entry into that celebrity‘s closet! But stay true to yourself. If you specialize in tailored suits and a stylist asks you to make leather hot pants, you might want to suggest that a different designer handle the project. When you do accept an assignment, listen to what the stylist needs but feel free to put your own stamp on it.
Never, unless very specific arrangements are made prior, give your clothing away! Celebrities only wear things once and do not need to hold on to any clothing. You need the outfit back for other important editorial placements, especially after it‘s been worn by that hot celebrity. I have heard horror stories of items being placed on eBay or sold to resale shops by the celebrity‘s assistant! the only time this is acceptable is if it is for charity and you have cleared it first.
Networking
Fashion is a small industry, and often an invitation to a single party or a courageous ―hello‖ can put you on track to potential suppliers, editorial coverage, or investment. Fashion is a social industry that thrives on people. As an entrepreneur, you need other people and connections to help you find solutions and expertise.
It is critical to talk to people. Make calls—ask to meet with people just to tell them about your company. Get out and attend events. Go to the runway shows, fashion week parties, and other industry events where fashion people meet and ask others to introduce you to buyers and editors. It may be intimidating but force yourself to go alone or take someone who is connected and can make introductions for you. At a Council of Fashion Designers of America (CFDA) Business of Fashion seminar, Kristina O‘Neill, the fashion news features director for Harper‟s Bazaar, advised designers to ask editors who like a collection to use their connections to help you meet stylists and celebrities. She calls this the ―honeycomb effect‖ of the industry. Editors and buyers know everyone, from each other to finance and production contacts. And Peter Arnell, founder and CEO of The Arnell Group, advised designers to reach out to people who have money and influence. He says people are desperate to do good deeds, and big names in the industry want to help smaller names.12
Often, powerful people will be more responsive than you expect. When Lazaro Hernandez of Proenza Schouler saw Anna Wintour boarding the same flight as he was at Miami airport, he asked a flight attendant to pass her a napkin on which he‘d written a note. Weeks later, he received a call from Michael Kors‘s studio stating that: ―Anna Wintour says you should work here.‖13Rod-nik designers
Phillip Colbert and Richard Ascott saw Anna Wintour standing alone at the British Academy of Film and Television Arts (BAFTA) film awards in London and said hello. They told her about their label, and she invited them to the Vogue Anglomania Ball at the Met in New York.14
When you go out, wear your product (if it looks good on you) or take a beautiful person dressed in your clothes and get noticed. When Zac Posen started out, he was constantly seen with model and celebrity friends wearing his designs. He was building buzz for a year before he even launched the collection.
Many designers are naturally shy. But as an entrepreneur, it is important to schmooze, and the more you do, the easier it will become. You don‘t need to talk a lot. Introduce yourself and ask questions. Be sincere and really listen. People like to talk about themselves, and you can learn a lot. When you do talk, talk about things that you are passionate and excited about. You don‘t need to talk just about fashion and business, but don‘t be negative or gossip. If there people you want to meet, find out something about them first and learn to be brief and move on so you do not take up too much of their time. After you meet someone, always follow up right away just to say it was nice to meet them, and try to include a personal detail about them or your conversation so they know you were paying attention and can quickly recall your meeting.
If you really struggle with networking, you may want to seek media training to help you in social situations. For better or worse, designers increasingly need to have personality. Editors are looking for someone interesting to write about, and buyers want someone who can come into the store and charm the customers.
Blogging
Blogging has become a legitimate PR strategy in itself. Designer Robert Geller says that blogs directly affect his retail sales. The customers are passionate and loyal, and it builds an ―underground‖ desire for the product. The buzz grabs the attention of established fashion editors and buyers who are encouraged by the customer base and cool factor that is already there. For a designer who is trying to control his growth and stay ―new‖ as long as possible, blogging can be the first step to being ―discovered‖ multiple times.
Some designers create their own blogs to build buzz and create a stronger identity and relationships with their customers. Holly Dunlap from Hollywould told the New York Times that her website receives an average of 80,000 hits a day.15Designers Rafe, Sue Stemp, and Malcolm Harris of Mal
Sirrah are just a few who keep their own blogs.