VFS Mentoring Event Review - PR and Media Relations

The New Year certainly has got off to a good start with Tuesday’s mentoring class (the first for 2011) perhaps being the most popular of the season. This may well have been due to our impressive panel of industry experts who joined us especially for our discussion on the topic of ‘Fashion PR and Media Relations’:

JESSICA BUMPUS: FASHION FEATURES EDITOR, VOGUE.COM

Jessica is the Fashion Features Editor for Vogue.com and is responsible for the writing and breaking daily news stories, designer interviews and Vogue Loves pages. She covers and features the shows during Fashion Week and is always on the look out for new designers.

CAROLINE ISSA : EXECUTIVE FASHION DIRECTOR OF TANK MAGAZINE

Caroline Issa is the Exclusive Fashion Director and Publisher of Tank magazine. Her publishing house, Tank Magazine Ltd, also publish "O:Magazine by Tank", the luxury fashion supplement for The Observer.Caroline is also editor-in-chief of online publication, Because Magazine.

Courtney Blackman: MD of Forward PR

Courtney Blackman is the founder of London’s Forward PR in 2004, she is serving as managing director. She also founded Fashion Business Club in 2006 and was appointed board member of the Ethical Fashion Forum in 2009, both working towards shaping the fashion industry. An Entrepreneur in all aspects of life Courtney works internationally including producing art and music festivals. She has also been featured in numerous publications and is a regular fashion commentator for NBC’s Today Show (New York).

Lauren Martin: Mainline Account Manager of Blow PR

Ivan Moya Denia: Mainline Account Manager of Blow PR

After following the steps advised in our previous mentoring classes that focused on the topics of ‘Production’, ‘Pricing & Brand Positioning’ and ‘Sponsorship’, you will hopefully now be beginning to build a professional and proficient brand, (which will no doubt be producing a sizable amount of attention within the world of fashion media!) So I bet now your thinking ‘what next?’

Well like with most things the best place to start is with a spot of research:

• Think where would you like to be featured. For example, do you see your pieces within the pages of Vogue or Grazia? Remember different magazines/ blogs/ webzines relate to different markets and therefore not all press will be suitable for your brand identity and consumer.

• Similarly, begin to think about whom would you like to be seen wearing your creations. (i.e. which celebrity/ model)

Contacting the press:

• If you are to get in touch with an editor/journalist/publisher make sure you contact the right person! (For example, if you are a clothing designer there isn’t much point contacting the jewellery editor!) If you are unsure then look at the masthead (usually found at the front of the magazine) to find the appropriate contact details, or alternatively ring their head office and they will happily point you in the right direction.

• It is polite to send an introductory email or letter first (you can always follow up with a phone call later.) Additional research may be needed to ensure your message is personal and tailored to the individual journalist/ editor/ publisher. For example; ‘Dear Jessica…’ ‘As fashion features editor of Vogue.com, you may be interested in…’

• This research isn’t something that should be done only once: you should always be looking into new publications/ blogs and follow what specific journalists/ editors/ publishers are up to. (Twitter is a useful tool to achieve this)

• Some press may also be interested to know what you’ve been up to and if you have any exciting new projects/ stockists/ collaborations/ events/ celeb fans…etc so don’t be too modest or shy to get in touch! It is also a good idea to use social media (Twitter, Facebook…etc) to your advantage to spread word about your brand and all your latest news.

• It takes time to build up a brand and gain recognition so don’t be offended if you don’t receive a response straight away. If you’re concerned then follow up with a friendly email/phone call a few days later.

• Once you have contacted/ established a relationship with a member of the press be sure to maintain it!

• If a printed publication features your clothing/ shoes/ accessories you should contact them to request tear sheets/ a copy of the issue for your press cuttings/ website/ portfolio.

Press Requests:

If the press contact you it is essential you are as prepared as possible to maintain a high standard of professionalism:

• You should have a set of images of your pieces/collection (either styled on a model or as individual product images or even better, both!)

• You should have two sets of these images: one in high resolution (generally 300 DPI) for print use and another in low resolution (72 DPI) for web.

• Each image should be labelled clearly (for example: yourname_outfit1) so there is no confusion amongst the press who receive your images.

• You will also need a professionally written press release. If you don’t feel comfortable writing this yourself then get a friend or even better a fashion communication/journalism student to do it for you (they usually won’t charge for their services and they will appreciate the experience.)

• Your press release should include a short biography about yourself (where you studied, your previous experience before setting up your label… etc), an outline of the inspiration behind your latest collection, a list of your current stockists (if you are at that stage yet) and your contact details (your registered company address, website URL, telephone number and email plus any social network profiles you have such as Twitter.)

• It is also really important that by this stage you have created a full brand identity (i.e. brand name and logo.) This could also be included on your press release.

Celebrity Requests:

• At the beginning of your career it might seem exciting when a celebrity requests to wear your clothes/shoes/accessories, however be selective; don’t just say “yes” to any so called ‘celebrity’

• Think to yourself ‘does this celeb typically reflect my style and brand identity?’

• Lending samples to celebrities and press that are below standard of your target market may actually do your brand more damage than good!

• If a reputable celebrity is seen wearing your pieces make sure you request pictures for your press cuttings/ website/ portfolio.

 

PR Agencies:

As your brand continues to grow and become evermore popular, you may decide to employ a PR to assist you with your publicity and press requests.

• Again, the first step is research. Look at various PR companies’ websites to find out what section of the market they fit into and what other labels they represent; are their current clients similar to you?

• Arrange some appointments to meet a few PRs and their show rooms: it is advised you visit as many PR agencies as you can before settling on the one that’s right for you.

• As like when meeting with a buyer (discussed previously in ‘Pricing & Brand Positioning’) you should be fully prepared before your meeting and take along with you a well presented look book/look books of your current and previous collections, a short written bio on yourself as a designer and a press release outlining details of your latest collection.

• If you decide to sign with a PR agency make sure you have a contract in place. Agency fees can range from a couple of hundred pounds a month to thousands so only commit if you are certain you have the funds to support it. (Remember to include this in your costings for the season’s budget: for more details on this please look back at the ‘Pricing & Brand Positioning’ notes) Additional fees for press days, couriers, mail outs, shows and events may also be added onto your final monthly fee.

• The best time of year to join a PR company is usually just after fashion week/ the selling season so your PR will have more time on their hands to ensure you’re ‘settled in’ and your collection will be present in their showroom during those all important ‘press days’.

• The worst time to leave your PR company is (unsurprisingly) a couple of weeks before your Fashion week presentation/show!

• Building a relationship with your PR is important so constant communication between you both is essential. If you are unhappy with the service you are receiving from your PR then don’t just ignore the situation or disappear, arrange a meeting and discuss your issues with them.

In-house PRs / PR interns:

• If you do not have the funds to sign with a PR agency or employ your own PR but still require assistance it may be a good idea to take on an intern to fill this position. It is advised to consider a Fashion Promotion or PR student/graduate or someone who you feel you can trust. However one of the most important things to remember is that this person will be representing you as a designer so it is essential that they understand you and your brand identity.

• Whether you employ an experienced PR or take on an intern its essential that you don’t just ‘leave them to it’ so to speak but manage and over see all that they do: Find out what press they have contacted, what stylists/editors they have sent samples out to, which magazines have featured/ wrote about you...etc and constantly ask for feedback. The same applies if you are signed to a PR agency.

Remember to sign up for the next VFS mentoring class on the topic of ‘Sales,’ taking place 3rd February at the Hospital Club.

Sarah Barlow

Interview with VFS Ones To Watch - Tze Goh

How are you feeling of winning the Ones to Watch from Vauxhall Fashion Scout?

I am thrilled to be participating in Vauxhall fashion scout’s ones to watch and am honoured to have the opportunity to show my collection among my peers.

What did you do to celebrate?

After the madness is over I am planning to celebrate with close friends and family that supported me along the way.

What was your experience in the fashion industry before forming your own brand?

I was working for various brands in Paris and also studied at Parson’s in New York before completing the MA course at Central Saint Martins.

Who is your favourtie designer and why?

I admire different designers such as Jil Sander and Roi Kawalwto for the minimalism and simplicity aesthetic incorporated in their designs.

If you were not a fashion designer, what would you do?

I would like to be a professional astronomer.

What music do you listen to when you design?

I prefer to design without any music.

What's your inspiration for last season's collection?

Bright summer colours and the transformation of a T-shirt into a cape

Where would you like to see your brand in a few years?

I see it growing into a profitable business and my collections being sold internationally in various boutiques and department stores.

Have you been to any of our mentors? What are your thoughts of it? Has it helped?

I find the mentoring events very helpful and insightful as they provide information that allows me to better run my business and prepare for events such as fashion week.

Are you looking forward to your show in London Fashion Week? What do you expect from it?

I am extremely excited for my collection to be showcased at London Fashion Week and I hope there will be a good turnout at the show!

 
Kenny Wang

Vogue.com celebrate its 15 years Anniversary!

15 years of Vogue.com, has it been that long already? An achievement for both fashion and modern technology, having pre dated even Google, Vogue.com is now celebrating its 15th anniversary. Beginning in 1996, it has tracked the world’s leading fashion icons and now Vogue have called in a few favours to celebrate their latest anniversary with a bang.

It’s an online party and you are invited, image what the conversation could be a party with fashions contributors there you have the backbone of Vogues online celebration. Contributors from Alexander Wang to Zandra Rhodes have all weighed in with their 15 favourite.

A few highlights are Dolce and Gabbana’s 15 favourite style tips and Sarah Doukas 15 faces to watch in 2011 and not forgetting our friends Felder Felder and their 15 favourite nights out.

So join us and pop on down to the Vogue.com party to celebrate an exciting and iconic anniversary.

Sara Bishop

Livia Firth will wear Prophetik to the Golden Globes this Sunday

Livia Firth has excited us all by announcing her plans to wear Prophetik at this Sundays Golden Globes on her blog at Vogue.co.uk! Livia has chosen US label Prophetik as a part of her Green Carpet challenge (to only wear sustainable or eco friendly garments throughout awards season). She has chosen to don a Tussah silk dress for the glamorous event, although we will have to wait until Sunday to see the dress itself down the Red Carpet. We can’t wait!!! What a great end to the week for Prophetik, award attendees take note: we want to see more Prophetik on the Red Carpet.

Sara Bishop

Interview with VFS Ones To Watch - Kirsy Ward

After graduating from Central Saint Martins, Kirsty Ward debuted her first collection with us at September Fashion Week. Her jewellery is just as popular as her womenswear, which is stocked on youngbritishdesigners.com. Last week saw the unveiling of Kirsty's window feature in Selfridges. Having just been announced as one of our four Ones to Watch designers, it certainly been a very busy time for Kirsty, but  we managed to find some time to get her reactions on the good news.

 

How are you feeling about winning Vauxhall Fashion Scout's Ones to Watch?

I feel that it a great opportunity to participate in a group catwalk and after only exhibiting last season its something im looking forward to.

What did you do to celebrate?

I'd love to say something extravagant but knowing me I probably just had a cup of tea and then getting on with my work!

 

What was your experience in the fashion industry before forming your own brand?

Before having my own label I completed the womenswear MA at Central St Martins. I then went straight to Italy after that to work for Alberta Ferretti as a designer, my label is still very young though, Feburary will be my second season.

Who is your favorite designer and why?

There are many, to name a few: Margiela, Helmut Lang, Raf Simons...............

If you were not a fashion designer, what would you do?

I don't know, own a sweet shop?

What music do you listen to when you designing?

I'm quite into Hot Chip, Metronomy, Fever Ray/The Knife

What’s your inspiration for your last season’s collection?

Last season it was a selection of bad taste, tinsel/lametta and Felix Topolski

Where would you like to see your label in a few years? 

I would like it to grow each season, so I would like to see it be stocked in internationally respected fashion stores

Have you been to any of our Mentoring Events? Has it helped you?

Yeah I've been to a couple of the Mentoring Events - they offer really great advice and best of all its free of charge to young designers like myself!!

Kenny Wang

VFS Ones To Watch Announcement

Vauxhall Fashion Scout is delighted to announce the AW11 line-up for London Fashion Week’s Ones To Watch. Internationally recognised as the leading showcase for new fashion talent, this season Ones To Watch AW11 presents Anja Mlakar, Kirsty Ward, Sara Bro-Jorgensen and Tze Goh in a back-to-back show during London Fashion Week this February.

Over the past three seasons Ones To Watch has successfully launched a whole new generation of emerging, innovative designers, including Eudon Choi, David Longshaw, Hermoine de Paula, Alice Palmer, and Dean Quinn.

Anja Mlakar

Anja Mlakar graduated from CSM Womenswear MA in 2010. Her debut 'Blue Tube' collection ignited interest and generated requests far and wide, with sustained press demand throughout the season. Anja's SS11 collection echoes elements of the three dimensional, sensual silhouettes she has become known for; while clean lines and a muted colour palette signify her venture into a new breed of elegance.

Kirsty Ward

Central Saint Martins’ Kirsty Ward graduated in 2008 with distinction and went straight on to design for Alberta Ferretti in Italy. Ward launched her label with a S/S11 debut at Vauxhall Fashion Scout during LFW. Ward’s trademark use of metal jewellery combines to create structured silhouettes and classical pieces.

Sara Bro-Jorgensen

Sara Bro-Jorgensen graduated from Royal College of Art 2010 and was immediately selected for the coveted ITS9 Award. Sara’s work draws from 2D imagery and the multi-tonal qualities of black and white photography, employing a spectrum of fabrics from chunky hand knits to paper thin silk tulle.

Tze Goh

Singapore born designer Tze Goh graduated with a BA Degree from Parsons before completing his MA at Central Saint Martins. Tze’s commitment to finer detail is evident, using malleable fabric to create a 3-Dimensioanal look, allowing the female form to come through the architectural construction. This has already proven successful with Tze’s graduate collection being snapped up by LN-CC.

"Vauxhall Fashion Scout’s Ones To Watch has a strong history of showcasing the hottest new talents and attracts top international buyers and media. It is great to be able to launch and nurture the stars of tomorrow. We support them through the challenge of their first catwalk show as well as helping them build sustainable businesses” Martyn Roberts, Director of Vauxhall Fashion Scout.

Ones To Watch is chosen by panel of leading industry figures who have extensive experience in working with and promoting new talent including Vogue.com, ASOS and Tank Magazine.

Kenny Wang

VFS Mentoring Event Tomorrow!

Vauxhall Fashion Scout is kicking off the New Year with the fourth in our new series of mentoring event in partnership with the Hospital Club.

With Fashion Week just around the corner, generating press coverage is hugely important to all designers. With guest speakers from different specialist disciplines, this event will be able to advise on

what you can do for yourself

approaching the press

what’s newsworthy

how to handle interviews

securing press credits

how to get the most out of a PR agency

JESSICA BUMPUS: FASHION FEATURES EDITOR, VOGUE.COM

Jessica is the Fashion Features Editor for Vogue.com and is responsible for the writing and breaking daily news stories, designer interviews and Vogue Loves pages. She covers and features the shows during Fashion Week and is always on the look out for new designers.

CAROLINE ISSA : EXECUTIVE FASHION DIRECTOR OF TANK MAGAZINE

Caroline Issa is the Exclusive Fashion Director and Publisher of Tank magazine. Her publishing house, Tank Magazine Ltd, also publish "O:Magazine by Tank", the luxury fashion supplement for The Observer.Caroline is also editor-in-chief of online publication, Because Magazine.

Kenny Wang

Jemma Dyas Talk to Fashion Scout about ASOS Market Place

ASOS, the go to fashion site for everything from exclusive collections to niche designers, well-priced accessories, cleverly selected high-street brands, menswear and kidswear recently added Marketplace to their almost-overflowing stable. Powered by a ‘collective love of fashion’, users are able to sell their wares – as individual sellers or boutiques, meaning Marketplace sits somewhere between eBay and streetstyle blogs. Minus annoying and pouty poses. If your New Year resolutions included streamlining your closet whilst earning some dollar, Marketplace might be your best bet. We caught up with Jemma Dyas, Marketplace Fashion Scout, responsible for sourcing fresh fashion talent for the site – recent additions include Draw In Light and Astrid Anderson – to find out more.

Obviously Google just launched their Google Boutique, to much blogger fanfare and hype. Was you worried that it might distract attention from ASOS's new venture?

Not at all, the two concepts are quite different. ASOS Marketplace is about celebrating personal style, small businesses and innovative creative talent we believe that it’s not only the catwalk that starts and create trends but individuals and street culture also have huge influences.

I love the manifesto, how important was it that the key message behind the venture be conveyed to the consumer? I like that honesty, lots of brands seem to jump on a trend (maybe eco issues, green living etc) just as a way to reach a new audience easily...

The success of Marketplace relies on our fashion community interacting with the site, showing off their love of fashion through buying, selling and ‘loving’ items across the site, so we want everyone on board! The site is a true celebration of fashion, it’s a place for style inspiration as much as shopping. It puts control and creativity back into the users hands, so it’s incredibly important to convey this message.

ASOS is clearly doing well despite the Recession, do you see Marketplace as a natural progression of ASOS, or an acknowledgement of a market gap and an attempt to fill it?

Marketplace has been a dream of ASOS for several years now, it’s always been about empowering our customer, creating even more of a community and realising that there is so much creative talent around the world that should be celebrated. ASOS is a destination for fashion discoveries!

The recession has changed how and why people shop, do you think Marketplace would have worked five years ago?

I think that shoppers want something unique and special and this is a huge part of ASOS Marketplace but individuality is something that has always been prevalent in fashion and great personal style has always been aspirational so in those terms yes however the evolution of the community aspect in shopping and online wasn’t anywhere near as developed five years ago and this is hugely important to the Marketplace DNA.

Where will you be 'scouting' for new fashion sellers and brands?

Worldwide, which is the most exciting thing about Marketplace. Because we are looking for so many different “sellers” whether vintage, emerging designer, multi brand boutique, independent label or even wardrobe recycler the mix should always remain eclectic and exciting.

Is there any specific criteria you look for?

When recruiting for the boutiques my criteria hasn’t changed from when I was buying. It’s about falling in love with a designer and their collection first and foremost but then because we are giving them their own platform to sell from we need to ensure that they have good support systems, reliable production, relevant pricing structures and good understanding of the importance of good customer service and delivery times in place. It’s about believing in a brand/designer/store’s vision for the future and supporting them on the journey to achieve their goals.

Any plans to develop Marketplace further in the future?

Absolutely expect bigger and better things to come from Marketplace, it’s developing all the time! Our next big focus will be on opening up for international sellers.

Please visit ASOS Market Place Here!

Victoria Loomes

VFS February Fashion Week Dates

For AW11 London Fashion Week, Vauxhall Fashion Scout will continue to play host at the prestige Freemasons Hall in Covent Garden. After nine successful seasons, VFS will expand to include a second show space. The second space will allow designers the flexibility to produce a salon show, presentation, or installation. Showcasing the best womenswear and menswear designers, from Britain, as well as Internationally, VFS is the first place to spot future talents.

Vauxhall Fashion Scout Fashion Week Dates:

London Catwalk Womenswear days: Friday 18th February to 23rd February

Menswear day: 23rd February

London Exhibition: 10AM – 7PM, Friday 18th to Tuesday 22nd

Vauxhall Fashion Scout is home to the official Off-Schedule Media & VIP Lounge. February London Fashion Week will see the Media & VIP Lounge move to a more convenient location. The VFS Media & VIP Lounge will offer guests the perfect place to relax during the highly busy Fashion Week period, as well as a perfect place to work, with use of free computers and high speed internet.

Media & VIP Lounge: 10AM – 7PM, Friday 18th to Tuesday 23rd

Kenny Wang

Merry Christmas and Happy New Year from Vauxhall Fashion Scout!!!!

Selfridges Christmas Windows Review

I had the highest of expectations for Selfridges Christmas Windows. They are at the heart and soul of what makes London such a shopping Babylon, and they have inspiring and exciting windows displays all year round. Like their Knightsbridge rivals they took on a cartoon theme where clothing was turned into googly-eyed creatures. The main product being pushed to consumers were toys, some classically child friendly, others more sinister with disproportioned features.

The main focus of toys over clothing portrayed a Santa’s Grotto atmosphere. This may have been to highlight the presence of Santa himself, the main man, who has been residing inside the shopping institution for a few weeks now.

The windows each have a new activity or story being told so you can spend vast amounts of Christmas shopping time ogling the dolls houses and puppet shows. There is a lack of clothing being marketed through the display but does Selfridges even need to highlight their supreme range of designer and high street goodies? This year when both Harvey Nichols and Harrods had sold out of vital Paul Smith and Acne stocking fillers, I found everything I had longed for in the Oxford Street Mecca. Even if the child inside me was not thrilled by the Selfridges windows this holiday season, they still are doing us proud with up to the minute, glamazon merchandise; my family will be a very happy, fashionable family this Christmas!

Charlotte Summers

Martina Spetlova Teams Up with Pringle of Scotland

VFS exhibition designer Martina Spetlova has been picked up by 4 fashion experts as their one to watch young designer.  How exciting!

Martina is also busy working on the collaboration with Spanish Eco brand, Skunk Funk, and will be producing 6 looks for the S/S 2012 collection.

Well done Martina!! We can't wait to see Martina's creations next season!

Kenny Wang

Harvey Nichols Christmas Window Review

Harvey Nicks has an enormous reputation for the best Christmas window display in town. However this year I think they missed a trick! The theme appeared to be a sinister Pac-man headed party involving vast swatches of tacky tinsel and wrapping paper. I do sometimes say that tack is a good thing so maybe we can look at this raucous combination of in a positive light and celebrate the bad taste.

The partying figures are your standard mannequins but with the alarming twist that their heads are enormous Christmas Tree Baubles. They are lounging in bright and dazzling Christmas scenes surrounded by infinite sheathes of tinsel, glowing words, and designer merchandise. The traditional snowman, Christmas dinner, snow covered mountain and carols embody a classical scene. Every window is overloaded with shining decorations only appropriate for this festive period but the eerie characters that inhabit each scene over shadow this. Not only are their heads enormous but also their swollen eyes refer to those of Animé characters.

The combination of frenzied decoration and super natural cartoon characters produce an unsettling sense of a corrupt Christmas seen through intoxicated eyes. In Harvey Nichols’ credit, from a distance it creates a thoroughly festive and celebratory atmosphere and entices you closer to the store. This year they have been beaten by their neighbour Harrods, but with their great reputation I am sure they will be back on top in no time.

Charlotte Summers