25th
“Fashion houses, designers and retailers are rushing into the free social media phenomenon”
- Lauren Stephenson’s WWD story yesterday was forwarded to DCR by a veteran PR and a fashion journalist. (Theory PR Melissa Gellman Weiss apparently told friends it had ‘Inspired’ her.)It’s great that fashion houses are talking about themselves online, but this not PR in the *image-driving* sense.
To truly *alter the rules*, fashion houses should be doing so much more than posting pretty things about themselves on their social media profiles.
They should be instigating culture-changing online conversations. When done well, Digital PR gets people who aren’t even fans to talk about your brand all over the web. And without you having to be in the same “room” with them.
In real life, PR’s create or do special things in order to get journalists to give a brand or product a powerful independent endorsement. Fashion Houses should be thinking about how this applies online to generate chains of independent endorsement.(if you have a subscription, get Stephenson’s full article here - http://www.wwd.com/retail-news/social-media-rewrites-the-rules-for-brands-2187071)
