Getting publicity can be amazing for your fashion brand. Whether it's in print or online, good press has the ability to really grow your business by improving brand visibility, increasing sales and potentially landing you a new retail account.
Something to remember when it comes to getting press is that editors and journalists want to cover your brand. They're always looking for new stories and new businesses to talk about that their readers will be interested in.
You don't have to be a huge brand with an already large following on social media in order to get the attention of media outlets. One important key to getting press is to simply be ready. Meaning, having all the necessary items in place so whether your pitching the media or the media approaches you, you have the necessary items to get featured. Your goal is to make it as easy as possible for editors and journalists to work with you.
If getting press and media features is one your goals and you don't have the budget to hire a PR rep, here are 3 things you need to have in order to land some exposure for your fashion business.
NO. 1 A PRESS KIT
A press kit/media kit is a collection of assets and information that helps the media get a better understanding of your brand and is typically sent after an editor has expressed interest in featuring you. Your press kit should include:
- A Company Fact Sheet. Your company fact sheet is the who, what, when and where of your business. It allows editors and journalist to quickly get the important facts about your business and brand.
- Designer Bio and/or Interesting Q&A About the Founder. Editors and journalists are always looking for a good story to share with their readers. For this reason they want to know why you started your business, what's different and special about your brand, what inspires you and the inspiration behind your new collection. Make sure you have a clear understanding of your brand narrative so you can easy and share it with others.
- A Professional Headshot. If you want to go the extra mile you can have multiple headshots that are a few different sizes. This gives the journalist options. You can have a traditional headshot, a full-body image, an image of you in front of a clothing rack or in the process of designing clothes. The goal is to have a few different image options on file that shares your personality and helps tell the story of your brand.
- Current Lookbook. Share a few images that tell the visual story of your product and share the lifestyle of your brand. These images should show your product in use.
- Product Shots. Include product shots of each item you're pitching on a plain white background with no packaging or extra items. Often editors will use the photos you provide in their piece for product roundups and such.
- Retail Pricing. Make sure to include the MSRP of the products your pitching.
- Retail Credits. Include a list where your products can be purchased.
- Recent press coverage. Include recent, noteworthy press features less than 6 months old, if you have it.
- Links to website and social media.
- Contact information.
PRO TIP: All photos included in your press kit need to be high-res 300dpi (dots per inch). As mentioned, many editors are using the photos provided to them in the magazine. 300dpi is the minimum resolution that magazines will publish.
PRO TIP: Never include images in your pitch as an attachment. Instead, insert it into the body of your email or, use an app like Dropbox to store and share your images. This makes it easy to the share links with press whether you're on the go or sitting in front of your laptop.
If you don't have the budget to create an extensive press kit. Download our eBook, Pitching Fashion™ and get step-by-step training on how to create your media kit and pitch your brand to editors. Plus, word-for-word email templates and worksheets to help you DIY your PR. No previous PR experience necessary. Get your first exclusive look at Pitching Fashion™ here.
NO.2 A POLISHED WEBSITE & ONLINE PRESENCE
Your online presence matters, especially in the fashion industry that's driven by aesthetics. You want to make sure that when press visit your website, they're greeted by a site that accurately represents your brand. Your online presence in some cases can determine if a journalist decides to cover your brand. I've heard stories from an Editor at a large publication outside of Portland that wanted to feature a brand but their social media presence wasn't strong enough for them to consider including them in their story. TIP: You don't have to be a web designer or, spend a lot of money to have a nice website. There are many affordable platforms like Squarespace and Shopify that offer plug-and-play templates that make designing a website a breeze.
NO.3 BE ACCESSIBLE
Editors need to be able to easily find and contact you. Don't miss out on opportunities simply because your contact info is hard to find. TIP: If you're currently have a contact form on your website, I recommend also putting your direct email address somewhere on your website. Sometimes it's easier for journalist to contact you directly, especially if they need to include an attachment.
Something to remember is that the editors and journalists at your favorite publications and media outlets are extremely busy receiving tons of piches daily and are often working on a tight deadline. Try to think ahead to what the media might need from you and keep it available. Anything you can do to quickly provide editors and journalists with the information and materials they need will increase your chances to be featured.