Throughout my internship in New York, I’ve learned that editorials and magazine placement are great achievements for the public relations department, but when a celebrity wears your line it trumps all and is the ultimate PR prize. While NY is the fashion capital of the US, LA is creeping up to be just as important and maybe could be called the Celebrity Fashion capital? Celebrities wearing your collection is a brand booster and highly coveted. When consumers see your product on a celeb, they want it. Celebrity product placement without a doubt creates consumer demand.
I came across this article from the Examiner.com which covers why LA marketing offices are so important to every fashion label. With my internship, we send samples for celebrities at least one a week to our press office in LA and often times is a good investment because celebrities will wear our clothes for night-outs, red carpets, and TV appearances. If we didn’t have a press office in LA, we would be missing out on those opportunities and perhaps not have as big as a brand reach as we do today. See the article below for why celebrities are so important to fashion PR.
Los Angeles marketing offices prove key to major luxury fashion brands
…Celebrities have become the keystone of brand marketing… But the dramatic rise of celebrity culture just within the last ten to twenty years has completely changed the way fashion companies specifically market themselves… The proliferation of both of these social trends has been driven by the internet, which has created a platform for heavily influential commentary on both celebrity and fashion.
Katie Holmes with Chloe Paraty Bag Boosted Bag Sales
…Perhaps the most crucial avenue of celebrity endorsement is the red carpet moment. “Red carpets have become a primary marketing channel for fashion,” writes Christina Binkley (“Which Stars Sell Fashion?” WSJ February 2010). With more stylists based in L.A. like their clients’ agents and managers, getting dressed for the all-important red carpet has become a Los Angeles operation. Stylists pull looks from stores and showrooms, conduct meetings and fittings, and send out for tailoring all in L.A. With heavy coordination happening in the city generally overlooked by high-end fashion, designers have noted the importance of establishing a corporate West Coast presence. Companies such as Christian Dior, Dolce & Gabbana, and Chloe have press offices in Los Angeles to oversee Entertainment Marketing. Other brands, such as Givenchy, Pucci, and Chanel, have Los Angeles public relations firms handling their VIP Relations. More brands, such as Tory Burch and Burberry, are planning to open West Coast offices in the coming months. The goal of these offices is to secure strong relationships with celebrities who will optimize their brands’ image and visibility.
West Coast outposts have been highly successful in meeting this goal. After Chloé’s L.A. team gifted the label’s Paraty bag to key celebrity clients, the ubiquitous paparazzi shots of the bag on the arms of Katie Holmes and Ashley Olsen turned up in the glossies and blogosphere alike, creating a demand that retail suppliers struggled to keep up with.
While Los Angeles may not boast the sophistication, heritage, elegance, or gusto of its high-fashion counterparts, it contributes a quality that has proven vital to the fashion world: star power.
Why Celebrities Are So Important to Fashion PR & Why Los Angeles is becoming important to the fashion industry. http://budurl.com/8ekg
RT @ttrujillo: Why Celebrities Are So Important to Fashion PR & Why LA is important to the fashion industry. http://budurl.com/8ekg
RT @ttrujillo: Why Celebrities Are So Important to Fashion PR & Why LA is important to the fashion industry. http://budurl.com/8ekg
RT @fashmarketing: Y Celebs R So Important to Fashion PR & Y LA is important 2 the fashion industry. http://budurl.com/8ekg
RT @fashmarketingWhy Celebrities Are So Important to Fashion PR & Why LA is important to the fashion industry. http://budurl.com/8ekg
RT @FashMarketing: RT @ttrujillo: Why Celebrities Are So Important to Fashion PR & Why LA is important to the fashion industry. http://budurl.com/8ekg
Celebrities are more important to Fashion brands now more than ever & pave the way for LA to be an impt industry city http://budurl.com/8ekg
RT @ttrujillo: Celebrities are more important to Fashion brands now more than ever & pave the way for LA to be an impt industry city http://budurl.com/8ekg