Every time you visit a fashion website or open the pages of a style magazine, it feels like there’s another season taking place. Fall, Pre-Fall, Winter/Holiday, Resort—even the most devoted fashion follower will have a hard time keeping up. So why are the seasons broken up like that? Is there a system to it all? Fashion writer Faith Bowman of Examiner tries to explain the order behind the chaos:
“I want to take a second for us all to understand that there is a Fashion Calendar. An actual schedule that revolves around the basic premise that stores and some of the richer customers need months of lead time to identify trends and solidify orders. Before we had instant bloggers and fast fashion, the designers would show at different points of the year and then the buyers and clients would come and order their clothing.
The items would then have to manufactures and shipped, and by the time it reached the stores for public consumption you would see the clothing in the magazines and make YOUR selection. Most magazines had a 90 day lead time on their stories, and thus was the fashion of yesteryear.
Lately, things have gotten scrambled but the stately fashion calendar marches on regardless.”
Indeed, the fashion industry is so fast-paced that everyone in it can be working on three or more seasons at any given time. Some multinational fashion companies even produce more than 16 new collections in a year!
A Sydney fashion PR agency like Polkadot PR is not exempt from the dictates of the fashion calendar. In fact, they strongly abide by it. To cite a specific example, Polkadot PR started working months ahead of the launch of a new home-decorating campaign, in order to optimise the leverage for its exposure.
These advanced preparations are required in order to better promote the new Autumn Winter collection of their client, Rapee (www.rapee.com.au), so that by the time the product hits the stores in June, the media coverage is simultaneously published as well. The end result: a timely marketing strategy that draws in clients to redecorate the interior of their home with deep reds and plums, textured fabrics including velvets and faux fur, and rich browns and navy.
A hardworking lifestyle PR agency like Polkadot PR is well aware of the preparations that need to be made in order to promote a product efficiently for the specific fashion season it’s designed for. Not only do they apply their knowledge and skills in highlighting a product using lifestyle imagery; they also use product placement energy to showcase the latest trends in fashion and home decorating.
