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Topic: Is there a secret to product placements?
| Author | Message |
| damngoodidea | Posted – 4/13/2007 4:56:01 PM | show profile Hi everyone, I do PR for a clothing store. I know fashion editors are insanely busy, but my employer is expecting product placements in these glossies. Frankly, I think our garments are gorgeous enough, and who wouldn't want them in a fashion spread? What is the secret to getting their attention? I know they are bombarded with dazzling samples, but there has to be something I can do. Thank you, Summer |
| linjohn | Posted – 4/13/2007 6:24:25 PM | show profile It's hard to answer this without knowing more about the store, what lines you carry, what city you are in. But here goes... Stores usually get national/glossy press when they are on the forefront of fashion, doing something no one else does or carrying hard-to-find labels - especially if you are a super trendy store in a less than trendy city. But stores rarely lend out clothes to the magazines (at least the long leads) because the designers have usually already shown their collections to the press months before, and that falls to the designer's PR department, not the retailers. If you are looking for local/regional coverage in your area, that is different. You still may want to have samples on hand to send to the press, but you are more likely to get coverage by pitching trends - announcing that you carry everything one might need for, say, the nautical look, or that you are the one-stop-shop for the summer social season. With this pitch, you should have a look book or other professional pictures of the clothes in order to back this up. You could also host an event in your space, so that the editors can see first-hand whatever concept it is you are trying to pitch. If there is just one designer, and the store is the sole outlet, then that is different. There should be a sample collection created every season and presented to the editors 3-6 months before the clothes hit stores. It would also help for the designer to be there and meet the editors, explain the inspiration behind the line, and make the one-on-one connections that will help him/her stand out. If you aren't in NYC and can't do an editor presentation, at the very least you should create a look book so the editors consider it. But you are right - they are all bombarded with samples and designers and pitches - and you shouldn't underestimate their needs. Not sure if this helps... |
| damngoodidea | Posted – 4/15/2007 5:34:39 PM | show profile Hi Linjohn, I just about fell off my chair when I saw that someone actually replied to a posting on this forum! You seem like you really know what you are talking about. I know this might sound pushy, but I promise you I am a cool, normal person: can we talk sometime? I mean, the way glossies / fashion worlds funciton seem like such a "secret handshake" world. I gotta have someone who's been there explain it to me. Tell me if that would be cool with you. And thanks for your response. You don't know how much I appreciate it. |
| Metro Writer | Posted – 4/15/2007 7:44:49 PM | show profile It's nothing you don't already know. You need really good contacts at the magazines and the ones that you really want to know seem to be very closed to new shops. Among other things, I write advertising copy and I've tried to get short pieces published on some really amazing stores. I can take a rejection if they don't know my work, but it hurts to see these storeowners, who have put so much time and money into creating these wonderful, unique places, not get any recognition unless they pay for advertising space. Quite frankly, it doesn't do readers any good if editors, who think seem to they are decision makers on what's stylish, go with variations of the same old stuff. I think that's laziness on their part. So how can they possibly be THAT busy? |
| linjohn | Posted – 4/16/2007 12:20:36 PM | show profile | email poster Hi, I've enabled my email option on here so feel free to email me. I'm happy to help any way I can. : ) |
| muggle | Posted – 4/16/2007 10:20:14 PM | show profile Send samples to PerezHilton.com. He'll gush about anything he gets for free.... |
| maphop | Posted – 4/16/2007 10:42:31 PM | show profile linjohn gave you good advice about the lead times; it's nearly impossible for a store to compete with design labels that have product samples ready 6-8 months in advance. Still, you can absolutely work with local and regional magazines, and almost all of them do special issues throughout the year; bridal, bathing suit/summer issue, holiday attire, career gear, cruise clothes, etc. That may be a good entree for you. |
| girlEmedia | Posted – 4/16/2007 11:13:16 PM | show profile Summer, have you thought about sending queries or pitches to top blogs? the glossies are paying more and more attention to blogs because they stay on top of cutting edge boutiques and trends. |
| damngoodidea | Posted – 4/18/2007 9:34:13 AM | show profile Thanks Sandra I will look into that. If there are any specific blogs you would recommend, please name them. Thanks again. |
| damngoodidea | Posted – 4/22/2007 1:13:10 PM | show profile Linjohn, I have emailed you off list, but have received no response. Did you ever get it? |
| linjohn | Posted – 4/23/2007 11:37:12 AM | show profile | email poster Hi Damngoodidea, Yes, I responded to you last week, and figured you must be busy when I never heard back! Try again? Also, maybe check your bulk/junk mail box? I've had a few legit messages get sent to Bulk over the last few weeks. (And spam getting sent to my Inbox.) |
| betsy balega | Posted – 6/22/2007 2:10:08 PM | show profile Perez Hilton This guy needs a good lawyer for copyright infringement. Betsy |
| advicesisterA | Posted – 6/22/2007 4:02:38 PM | show profile | email poster As someone who writes online beauty and fashion column including a large, monthly review column, I have wanted to include more fashion-related items, but I have often turned down samples because it's challenging for me to catalogue, track, and return pricey samples. I haven't the room or the staff, or a closet like the famous ones at Vogue or Elle. And, I won't "gush" about anything just because it is free! If I dislike something, I try to remember that beauty is subjective and what I dislike, someone else might love. But if it is truly hideous, I take a pass on writing about it. Although I generally can't accept actual samples, I do attend launches, fashion shows, and events and blog about those on a regular basis. There, I can add photos and talk about the designer more easily than I can in my actual web columns. Have you thought about having an event and displaying the clothes, that way? And, feel free to email me off the forum if you wish. Good luck |
| girlEmedia | Posted – 6/28/2007 2:27:44 AM | show profile DamngoodAdvice, Sorry, I just saw this. I can give you plenty. Email me and we can talk. Sandra |
| girlEmedia | Posted – 6/28/2007 2:44:20 AM | show profile | email poster forgot to turn on my email |
| Metro Writer | Posted – 6/28/2007 12:44:24 PM | show profile I heard from a veteran PR person that there are PR agencies that specialize in product placement. Alternately, you need a celebrity to come into that store. As for your client's expecting product placements in the glossies, where did that idea come from? Most clients know that PR people can't guarantee their services. All they can do is try to get the client's name out there, but it's a basically a crap shoot. They pay PR to come up with good copy and good ideas about publicity, but that doesn't mean it will be successful. |
