In the fashion industry, image reigns supreme. And when it comes to getting a line seen by the top trendsetters, editors, and style forecasters, gaining exposure relies directly on how a brand is presented. The wrong pitch can make or break chances of building an audience of potential consumers and buyers.
â€śNo matter whether you are a designer of gowns, jewelry, belts, or furs, your brand is your baby–which is your image–which is your everything,â€ť says Daisy Lewellyn, says Daisy Lewellyn, style expert and author of Never Pay Retail Again: Shop Smart, Spend Less, and Look Your Best Ever ($15; Gallery).
Lewellyn, who as an editor, handpicked the hottest accessories and fashion for the likes of In Style, Glamour, and The Today Show, tells how to get your designs exposure.
Lewellynâ€™s Doâ€™s and Donâ€™ts:
Ignore the details when it comes to your lookbook: â€śI get some lookbooks that have beautiful packaging, expensive paper, and special intricate detailing, only to find not so great pictures of the garments or accessories.â€ť Be sure images are clear, properly labeled and current.
Offer items that are not available: “If you send images of items, they should be available immediately,â€ť she says. You should be able to get stock upon request, otherwise you risk losing a good opportunity.
Get too personal before you establish a relationship: Editors and writers see hundreds of collections, so be patient and humble in your correspondence with them. â€śGetting offended if they need refreshing as to who you are or what your collection is should not offend you,â€ť Lewellyn says. â€śInstead feel privileged that they are interested.â€ť
Have a clear concept of what youâ€™re offering and portray that: â€śStrategically decide what you want to be identified as, who youâ€™re similar to, who you will be compared to, your goals, [and] your target market,â€ť she says.
Have a clear understanding of the person/company youâ€™re pitching to: â€śIf itâ€™s a womenâ€™s magazine, and you are a menswear designer, how can you somehow fit in?â€ť she says. â€śBe honest and strategic about the match.â€ť
Hire a publicist with solid relationships and a good reputation: â€śItâ€™s their job to be persistent, not pesky, and get you access to cover shoots, celebrity features, and stories.â€ť
Finishing touch: Send a token or note of thanks after youâ€™re granted a meeting: â€śIf she mentioned that she canâ€™t live without Sprinkles cupcakes, by all means, give a gift card to Sprinkles, or send a half dozen cupcakes for her to share,â€ť she says. â€śSmall gifting is a wonderful way to compete with the big poppas of the industry.â€ť
Further Reading: Three Ways to Brand Personalization