Get to Know Your Industry

I have selected the fashion industry as my topic. Fashion has always been a special hobby of mine, but I know there’s a lot I don’t know from a PR perspective. With this course and blog I hope to open up new areas of interest and possibilities in a career in fashion.
The fashion industry has many stakeholders representing myriad interests in this enormous business. These include suppliers, customers, investors, and employees. However, with recent trends in ethics and the environment, the fashion stakeholders also include groups such as those interested in corporate responsibility (e.g., accounting practices), animal welfare (e.g., use of furs), environmental social justice (e.g., keeping away manufacturing pollutants from from low socio-economic populations) and local community groups concerned with how a business will impact their lives. The fashion industry includes these and many other stakeholders, all of whom want to be heard. Creating and maintaining effective communication with all the stakeholders is a huge public relations job!

Being a part of the fashion industry doesn’t always mean living in a glamorous world, especially when it comes to public relations. The fashion industry has many challenges: unethical behavior, body image problems, the growing complexity of the market, standing out uniquely from the competition, and appealing to a radically shifting customer base. Most of the time it is a public relations specialist who deals with many of these problems behind the scenes. Companies are trying to reach customers with their communication efforts in hopes to maintain personal relationships. They hope to gain insight on what could be improved with their apparel, what style customers are interested in next, and ways to improve their stores, as well as their online sites. It seems today that social media is the most widely used form of communication for the largest fashion companies, as well as small boutiques and retailers. According to the Luxury Daily website, many luxury brands have been heavily using Twitter as a way to communicate with their audience. This allows two-way communication between the brand and the consumer. Luxury brands have even given customers direct tweet access to designers. Brian Hongiman, a New York-based content marketing consultant and social media marketer, explains: “Twitter helps a luxury brand become personable by allowing their customer base who may not have access to the same events, people and circumstances to see updates from these activities in real-time. This helps enforce the exclusivity since customers are able to see that the exclusivity around the brand lifestyle still exists, but they are able to experience glimpses of it.” Three prominent brands that communicate with the public and use social media as their key marketing strategy are H&M, Nordstrom, and Burberry. These brands use Facebook, Instagram, Twitter, Pinterest, and Tumblr to introduce new products, obtain customer feedback, promote events, and much more. Customers thoroughly enjoy using social media as a way to see products without having to go to the actual store and to give their input on what they like or dislike. Back in 2010 the Forbes website reported a story about Ann Taylor posting pictures of a very skinny woman modeling Ann Taylor pants to their Facebook. While many people liked the product, they complained that it was difficult to tell what the pants might really look like on themselves because they were displayed on a tall and slender 5’10” model. The very next day the retailer responded to the feedback with pictures of their employees wearing the same pants but in different sizes. This is a great example of real-time social media effects.

 

Your first forum • Welcome to phpBB3

This is an example post in your phpBB3 installation. Everything seems to be working. You may delete this post if you like and continue to set up your board. During the installation process your first category and your first forum are assigned an appropriate set of permissions for the predefined usergroups administrators, bots, global moderators, guests, registered users and registered COPPA users. If you also choose to delete your first category and your first forum, do not forget to assign permissions for all these usergroups for all new categories and forums you create. It is recommended to rename your first category and your first forum and copy permissions from these while creating new categories and forums. Have fun!

Statistics: Posted by kyfpyi — Mon Aug 31, 2015 10:43 pm


Your first forum • Welcome to phpBB3

This is an example post in your phpBB3 installation. Everything seems to be working. You may delete this post if you like and continue to set up your board. During the installation process your first category and your first forum are assigned an appropriate set of permissions for the predefined usergroups administrators, bots, global moderators, guests, registered users and registered COPPA users. If you also choose to delete your first category and your first forum, do not forget to assign permissions for all these usergroups for all new categories and forums you create. It is recommended to rename your first category and your first forum and copy permissions from these while creating new categories and forums. Have fun!

Statistics: Posted by kyfpyi — Mon Aug 31, 2015 10:43 pm


Your first forum • Welcome to phpBB3

This is an example post in your phpBB3 installation. Everything seems to be working. You may delete this post if you like and continue to set up your board. During the installation process your first category and your first forum are assigned an appropriate set of permissions for the predefined usergroups administrators, bots, global moderators, guests, registered users and registered COPPA users. If you also choose to delete your first category and your first forum, do not forget to assign permissions for all these usergroups for all new categories and forums you create. It is recommended to rename your first category and your first forum and copy permissions from these while creating new categories and forums. Have fun!

Statistics: Posted by kyfpyi — Mon Aug 31, 2015 10:43 pm


Your first forum • Welcome to phpBB3

This is an example post in your phpBB3 installation. Everything seems to be working. You may delete this post if you like and continue to set up your board. During the installation process your first category and your first forum are assigned an appropriate set of permissions for the predefined usergroups administrators, bots, global moderators, guests, registered users and registered COPPA users. If you also choose to delete your first category and your first forum, do not forget to assign permissions for all these usergroups for all new categories and forums you create. It is recommended to rename your first category and your first forum and copy permissions from these while creating new categories and forums. Have fun!

Statistics: Posted by kyfpyi — Mon Aug 31, 2015 10:43 pm