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I looked into current jobs advertising PR roles and read their job description. This has helped me see what skills employers are looking for and areas I can develop further. The most frequent skills I have seen is strong communication and being organised, which are skills I have gained through part time employment and balancing my university studies.

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My Education - Level 3 Fashion and Textiles, Fashion Marketing and Communications Degree

Work - part time fashion retail jobs e.g. Selfridges, M&S, Jack Wills, Host Staffing. Volunteer work for Cancer Research and internship at LFW

Interests - fashion, beauty, PR, events

Values - acceptance, team work, challenge

Vision and goals - career in fashion or beauty PR, gain experience through internships

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Progress within a PR role or move more into event planning/ producing

Promotion

Buy a house

Work regularly on fashion shows

Travel to new countries

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Stage 1 – Reflective practice skills of education, skills, interests, and values.
Stage 2 – Identify core knowledge, talent, strengths, and skills.
Stage 3 - Compare results and findings to core industry requirements, key industry trends and themes
and different career and education options.
Stage 4 – Find “best-fit” (something you love and something you are good at).
Stage 5 – Create your UNIQUE Visual Career Plan strategy to turn your proposals into actions.

The Plan must be created in the form of a timeline covering following periods 0-6 months, 6 – 12 months, 12 – 18 months, 18 months – 2 year and finally year 3 to Year 5

The career plan must include a range of both Professional and Personal goals and objectives. The plan should include supporting visual and auditory content, where appropriate

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Project brief

Goals and objectives

How to draw your future (benefits of visualisation)

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Focus on jobs and how the industry is shifting. These are the key themes for future careers.

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Job Description - Fashion PR is the promotion of clothing brands via a range of marketing and media channels including social media, online outlets, print and broadcast. The main role of a Public Relations Officer is to build and maintain a good public image for a brand.

Core Skills - strong written and verbal communication skills to build relationship which is crucial to get brand coverage.

Trends in the industry - inclusivity, omnichannel retailing, influencer marketing, customisation, visual commerce

How to get into PR - internships and experience!!

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add quotes, reference, my own words, published materials

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Now - Working part time at Space NK and Host Staffing, whilst also completing my uni assignments

May 2024 - 3 week FRA placement

June/ July - Look for graduate jobs or internships related to PR and events

August 2024 - Hand in FMP

August 2024 - Move to Reading with my boyfriend and family

September 2024 - Start full time job in fashion/ beauty PR based in London (I can commute to London within 20 minutes). Also do another internship at LFW and hopefully buy a car.

November 2024 - Graduation

December 2024 - My 22nd birthday

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January to December 2025 - Continue to work hard in my PR role and gain hands on experience with events and influencers

February and September 2025 - Work at LFW

Summer 2025 - Travel to new countries and do more charity work

Also saving money for my future home!!

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PR Expert and founder of East of Eden PR agency, Nick Ede, describes PR as "taking an object, a person, an item and giving it some space. Giving it a bit of fame. PR educates a consumer and hopefully makes them buy a product!”

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Read our fashion PR careers guide and discover what public relations is, what PR managers do, how much they earn and how to kickstart a career in fashion PR.

Fashion PR is one of the most exciting, fast-paced careers in the fashion industry. With its glamorous image of fashion shows, parties and celebrities, it's unsurprisingly one of the most popular careers in the industry too.

It takes a lot of skill and hard work to be successful in fashion PR as it's unsurprisingly highly competitive. But if you're creative, have excellent communication skills and love to network, then this could be the perfect career path for you.

Read our fashion PR careers guide and discover what public relations is, what PR managers do, how much they earn and how to kickstart a career in fashion PR.

WHAT IS FASHION PR?

Fashion PR, also known as fashion public relations, is the promotion of clothing and accessories brands via a range of marketing and media channels including social media, online outlets, print and broadcast.

The main role of a Public Relations Officer is to build and maintain a good public image for a brand. PR specialists don't pay for publicity or media coverage, so they have to find creative ways to get their brand attention. Traditionally, this involved getting products in fashion magazines but over the years, the role has expanded into social media and influencer marketing.

Brands can't succeed if no one knows they exist. PR helps them build a strong, positive brand image and drives enthusiasm and demand for their products. PR Expert and founder of East of Eden PR agency, Nick Ede, describes PR as 'taking an object, a person, an item and giving it some space. Giving it a bit of fame. PR educates a consumer and hopefully makes them buy a product!"

WHAT DOES A PR MANAGER DO?
A Public Relations Managers role is to create and maintain a positive public image for the fashion brand or client they work for through planned publicity campaigns.
As a PR professional, you'll plan, develop and implement PR strategies across all forms of media and communication. It's your job to build positive relationships with people across the industry with fashion editors, stylists, journalists and influencers. You'll be mingling with some of the biggest names in fashion - and you'll want to make sure you're on good terms! Competition is severe, so you'll sometimes need to use your connections and call in favours to secure the best media coverage.

You could work in-house for one brand, or at a PR agency and have several brand clients. The job is generally office-based, but you'll probably have to travel regularly for events and parties. Often, these will be outside the traditional 9-5 working hours. In many cases, you might need to travel internationally as well.

It's a wide-ranging role that can cover everything from press to events management, marketing campaigns to crisis communications and reputation management. Amy Simon, Head of PR at Pretty Little Thing, describes her role as "Head of PR, Influencers, VIP and the Kitchen Sink"

The main responsibilities of someone working in fashion PR are:

Network and build strong relationships

Monitor media coverage and opportunities

Research and create content

Plan events

Send gifts and samples

Analyse competitors

Report on performance

Crisis management

1. Network and Build Strong Relationships

One of the main responsibilities of someone in fashion PR is to network and build strong relationships with people. This includes everyone from celebrities, influencers and models to the press, photographers and stylists. The purpose of networking is to establish, build, maintain and ultimately leverage the right connections in order to promote your brand or product.

Networking is great for raising brand awareness and opening up opportunities. Whether it's building a relationship with a journalist who is willing to provide your brand coverage or liaising with a celebrity to gift them a clothing sample to post on social media, the opportunities are endless.

2. Monitor Media Coverage and Action Opportunities

Working in fashion PR not only means that you will need to send press releases, but you will also need to keep an eye on your competitors and monitor press coverage for your brand. You'll run regular checks of the daily/weekly/monthly media for any mentions of your brand or potential new opportunities. Staying on top of current trends and news is crucial for ensuring you are the first to find out about any coverage opportunities. All of this information will be collected and made into reports to show senior managers at your brand.

You will also need to carry out interviews, attend press conferences and send press releases to journalists. The ability to work with the media to gain continued attention for your client's brand is how to keep them at the forefront of the public's attention. Keeping the client's message front and centre while managing tough questions is an essential skill for any PR fashion professional.

3. Research and Create Content

Researching and creating content to share online and in press releases is an essential component of fashion PR. You'll need to create buzz and excitement around your products. Where the Marketing team might have a large budget for a big advertising campaign, you'll have to generate press without directly paying for it.

You'll need to do your research and be creative when it comes to getting your brand or products coverage. Whether you generate buzz through a PR stunt, get celebrities and influencers to wear your products or provide clothes for a music video or event, being innovative in how you generate content is a must.

4. Plan and Organise Events

You could be responsible for organising and running events to help raise awareness of your brand or client. There are lots of different types of events in the fashion industry including fashion shows, fashion week parties, influencer trips and press events. You will need to use your creativity to determine which event will work best for the brand you're trying to promote.

You will be in charge of arranging every detail. From organising catering and music to sourcing guest speakers and sponsorship opportunities, there's no limit to how your organisation skills might be put to the test.

"We're their ambassador to the world," says Brian Phillips of Blackframe PR in New York, "We find a way of doing that in interesting and unconventional ways sometimes."

5. Send Gifts and Samples

A big part of fashion PR involves getting your brand or product in front of the right people. This often involves giving or loaning sample items to celebrities and stylists in the hope that they will be photographed, gaining your brand publicity.

The PR team will have their own sample showroom or "fashion cupboard" to store all the sample products. You'll be sending backwards and forwards across the city to magazines, stylists and celebrities. As well as loaning samples, you'll also send out VIP gifts to your brand ambassadors in the hope they'll give your brand some free promotion and create some user-generated content (UGC).

6. Crisis Management

There may be times where you also need to manage your brand's image in a potential crisis situation. Negative press or scandals can have a huge effect on brand loyalty and sales, so you'll need to keep this to an absolute minimum. When disaster strikes, you'll need to be the voice of the brand when interacting with the media, answering tough questions.

What Makes a Good Fashion PR Officer?

To succeed in the world of PR, you'll need drive and determination, and a willingness to learn. The job can be hard work with long hours, so you'll need enthusiasm and a positive mindset to get you through the tougher days! It can be an extremely rewarding and satisfying role, and it's always rewarding to see your hard work pay off with a great piece of coverage. The nature of PR means it truly is a job where every day is different.

Fashion PR Skills

1. Knowledge of Journalism and Current Affairs

As you'll regularly be talking and working with fashion journalists, editors and stylists, it's important that you understand the world of journalism. You'll need to know about news release formats, and how to write an effective press release. Fashion magazines are fast-paced companies, so if you don't give the teams exactly what they need, you'll miss out on the coverage!

You'll also need to have good business awareness and a strong knowledge of current affairs. Amber recommends "[getting] to know the media landscape and [reading] as many different magazines and newspapers as you can". You'll want to be up-to-date with the latest trends; Instagram, TikTok and Twitter will keep you in the loop of pop culture and the news agenda.

2. Creativity

As a PR professional, you won't be directly paying people for coverage. This means you need to be highly creative and imaginative, coming up with exciting and interesting ideas that will grab people's attention in a competitive market.

As well as being creative, you'll also need to be able to think strategically to develop ideas that make good business sense and match your brand's image.

It was only when I left uni that I realised there are actually loads of jobs that allow you to be creative that don't involve designing!

Amber, EMERGE PR

3. Excellent Communication and Presentation Skills

"In public relations, you have to be able to talk to anyone and put yourself out there", says Amy.

In order to build your strong professional network, you'll need to have excellent interpersonal and communication skills. In the fast-paced world of fashion, you have to get your point across as quickly and clearly as possible.

"In the end what I'm looking for is communication skills. Good copy always gets you - that's the power of words," says Melvin Chua, who's worked in PR for brands including Giorgio Armani, Burberry and Louis Vuitton in China. To be successful, you'll need excellent writing skills, for crafting the perfect persuasive email or an impactful press release.

4. Networking

One of the most important parts of the PR role is your network, and your relationships with colleagues, clients and the media. So alongside your communication and teamwork skills, you'll also need to be good at networking! As part of your job, it's key to maintain good relationships with stylists, editors and social media managers across the industry.

You'll also be working with many different people every day, so good teamwork and negotiation skills are absolutely vital.

Be good to people on the way up. Never be bad to people, you never know when you might need them again

Nick Ede

5. Time management, multi-tasking and organisation skills

You'll often have a lot of different tasks on your plate, so you'll need to be organised with good time management. Every day you'll have a lot going on; being an effective multi-tasker is absolutely vital. Being able to prioritise your jobs to meet various deadlines is also important.

6. Good under pressure

As a PR expert, you need to keep a cool head under pressure. You'll need to be flexible and adaptable because things can (and will) go wrong! Strong problem-solving skills and the ability to think on your feet will also be very helpful in your career.

Another top tip from Amy: you have to be able to "remain very calm and polite in a difficult situation!"

Fashion PR Salary

The salary for fashion PR can vary depending on whether you work in house or for a PR agency. Typically you can expect to earn between £18,000 and £100,000.

You'll normally start off as a Public Relations Assistant, earning between £18,000 and £24,000 in a full-time role.

After a few years, you can expect to rise to a Public Relations Officer or Coordinator. At this middle level, you should be earning between £25,000 and £40,000 a year - depending on your experience.

With many years of experience, you can progress to senior management positions such as PR Director or Head of PR. At the highest level, you could be earning up to £100,000 a year.

How To Get Into Fashion PR?

Fashion PR is a highly competitive field, so it's important to have a strong CV to stand out in interviews. The market for PR specialists focused solely on fashion is growing quickly, so there are plenty of job opportunities available. These jobs are usually found in larger cities, including London, Manchester and Glasgow.

Qualifications

Having a qualification in a relevant field is almost essential for breaking into PR.

Here at the Fashion Retail Academy, we have a number of great courses that can help kickstart your career in fashion PR. Our Level 4 Digital Marketing diploma can set you up for a career in fashion PR in an increasingly digital world. Alternatively, our Level 4 Fashion Business (with Marketing) diploma covers all areas of fashion retail and includes modules on consumer behaviour and marketing.

Our BA (Hons) Marketing & Communications for Fashion degree is another fantastic choice. You'll study a variety of marketing modules, including Promotions, PR and Communication where you'll learn how to develop, communicate and manage a fashion brand's image.

Internships and Work Experience

Practical experience working in an industry PR role is also extremely beneficial. You'll learn first-hand how a PR office or agency works day-to-day, and you can show potential employers you'll hit the ground running on your first day! "That's what really helps you get a job," explains Carla Filmer, global communications director at Manolo Blahnik.

At the Fashion Retail Academy, all our Level 4 and Undergraduate courses include an integrated industry placement programme. You'll spend between 3 weeks and 3 months getting experience with one of our fashion retail and brand partners as part of your studies. Over 70% of our students said that their industry experience at the FRA gave them an advantage when applying for jobs!

Amber's best piece of advice for getting into PR? "Say yes to every little opportunity, as you never know where it might take you. Even if you feel like you're not quite experienced enough, just take it, run with it, and work it out along the way - you might surprise yourself at what you're capable of."

Think a role in fashion PR is right for you? Take the first step to your dream career and study with the Fashion Retail Academy.
Read our guide How To Get Started In The Fashion Industry for more information.
If you have any more questions about any of the courses on offer at the Fashion Retail Academy, send us an email at info@fra.ac.uk. We'd love to hear from you!

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Fashion Careers: Guide to Fashion PR | FRA

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Read our fashion PR careers guide and discover what public relations is, what PR managers do, how much they earn and how to kickstart a career in fashion PR.

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A career in Fashion PR is one of the most popular within the fashion industry. But what does really mean to work in fashion PR and how can you get your foot in the door?

The general purpose of those working in PR is promoting the brand, which does not only mean organizing an event when launching a product but taking care of the whole image of the brand and so how clients, industry insiders, editors, and in general everyone, perceive the brand.

What Is Fashion PR?

PR professionals are key players for any fashion brand. An exceptional PR strategy is necessary for brand positioning: is it a luxury brand or a fast fashion one?

Depending on the brand and its values, the PR strategies change to ensure that the world outside the company has the correct perception of it. Of course, the end goal of a PR is taking care of all the communications of a brand to grow sales. A bad PR strategy can ruin the image and perception of the brand despite the products being exceptional.

In order to promote the brand, the main task of a fashion publicist is to develop relationships with fashion editors, celebrities, influencers, models, and stylists to leverage those business relationships and secure media coverage.

The day-to-day activities of those who work in Fashion PR include:

Pitch stories to the media

Write Press Release

Organize events: product launches, press presentations, and fashion shows. A PR takes care of the event from the idea to the day of the event: from making lists to sending invitations, choosing the location, welcoming guests, taking care of the social media during the event, and sending photos of it to the publications the following day.

Get clothing to the stylists in charge of red-carpet event dressing.

PR Samples: pack, dispatch, and receive back clothing from editors for editorials. When you see a beautiful Valentino dress in a Vogue editorial, behind all this huge work, there is also a PR manager of the brand who had to coordinate with the stylist and the magazine to dispatch the clothing or accessories for the shooting. The fashion PR takes care also of the returns and prepares everything to send to the next fashion magazine.

Maintain existing and new media lists and databases.

Conduct research and tracking of all daily newspapers, print, online, and broadcast press coverage for the brand.

Monitor all outlets for brand mentions and inclusion.

Coordination on Press Day: Press Days are organized by the brands or PR agencies to show to the press (editors, journalists, bloggers, influencers) the preview of a new collection before the official launch.

The skills of a Fashion PR

If you want to get a job as a Fashion PR, of course, the main skills you need are strong written and verbal communication. You'll need communication skills to impress the editor enough to encourage him or her to write an article, a stylist to use your products for a celebrity, and of course, communication skills are necessary for relationship building. Building as many relationships as possible is crucial for a PR to get brand coverage. It is therefore essential to be an extrovert who manages to have a conversation with anyone.

Already having a wide network of people in the field can benefit your career and a company can hire you for the relationships you have with people within the industry especially editors, influencers, bloggers... Obviously, it's important to know the media landscape which doesn't stop at only the most famous magazines such as Vogue.

There are two main options when working in Fashion PR: working at a Pr agency or working in-house. In general, the tasks are more or less the same. Most large fashion houses keep their PR in-house. They may contract out for any assistance during fashion week. When you work in PR in-house you are the brand so you work together with other departments, while a Fashion PR agency takes care of different brands at the same time and oftentimes in different verticals (fashion, beauty, fitness ...).
How to become a Fashion PR
Studying Fashion PR is not necessary; a bachelor's degree in communications, literature, journalism, marketing, psychology, or business would be fine. You just need to write great and know how to express yourself.

What matters the most for a career in Fashion PR is the work experience. The first thing you need to do to get your first job in PR is interning, even better when you're still in school during the summer holidays for example. You can either do an internship at a fashion PR agency or get an internship at a fashion brand; they are both good and if you still don't know what you prefer, you can try both. At the beginning of your career as a fashion PR, get ready for more operational jobs, like adding sample labels, bringing coffee, and making lists. Someone even has to clean up after an event.

Working in PR means you are often behind the scenes watching the glamorous happen while you work, but as an intern or entry-level starter, the exposure you get in doing so is what really helps make a career.

How To Find Fashion PR Jobs

The first thing you can do to look for a fashion PR internship or entry-level job is to go to the official website of the fashion brand or Group to see if they have any open vacancies. Another option is LinkedIn, which is the most popular and best social media platform to look for fashion jobs.

At Glam Observer, we make the job search process easier by featuring the latest (PR) fashion jobs and internships every Friday in our 365 days of fashion newsletter. Click here to subscribe.

So these are the official ways to apply. But there is an unconventional strategy to get a job or internship in PR: emailing the companies directly. See, you don't want to waste time and opportunities by waiting for brands to post PR jobs online. Be proactive and cold-email them instead and submit a spontaneous application with a strong resume and a customized cover letter. Companies love that; they appreciate people who think outside of the box.

I teach more about emailing companies directly as well as other unconventional strategies inside this free masterclass, so you can learn how to differentiate yourself and stand out during the job application.

I hope that you have a clearer understanding by now of what a fashion PR does. If it sounds like a dream career, start practicing the commonly required skills you might be lacking. Look for an internship at your favorite brand or PR agency, and get prepared for an exciting career as a fashion PR.

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How to become a Fashion PR - GLAM OBSERVER

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Do you want to get a job as a fashion PR? Learn what does a fashion pr do, what are the skills required, what to study and how to get your first job

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Two main options when working in Fashion PR: working at a Pr agency or working in-house. Most large fashion houses keep their PR in-house. They may contract out for any assistance during fashion week. When you work in PR in-house you are the brand so you work together with other departments, while a Fashion PR agency takes care of different brands at the same time and oftentimes in different verticals (fashion, beauty, fitness etc)

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Key takeaways - teamwork, initiative, undertake research, managing events

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Key takeaways - organised, clear communicator, Microsoft office skills, experience or study in marketing, attention to detail

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Key takeaways - organised, motivated, dynamic, networking, event production, online platforms

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I read this article on key trends for the PR industry for 2023. The main trends which I believe will carry on into the next following years are influencer marketing, inclusivity and customisation. These trends stood out to me as they are extremely important to utilise when connecting with an audience, building coverage, and maintaining a good brand image

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7 top fashion PR and marketing trends for 2023

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People can’t seem to get enough of fashion. This industry has grown immensely in the last few years, and it doesn’t show signs of stopping. One of the contributing factors is the rise of digitization,

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Camille Roy is a luxury fashion and beauty PR assistant at Selfridges! I have followed her journey and TikTok videos for quite some time now and I find it inspiring and interesting to see what she gets up to in her role. Her videos show glimpse of her work life and some amazing events/ brands she has worked on. I am very interested in both beauty and fashion PR so a role within a department may be a great option for me as I get to experience both. Additionally, I like the idea of the fast paced environment that comes with working within a department store as your not limited to just one brand and get to work with so many!

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The event aspect of PR has always fascinated me and after I gain years of experience in the PR world I would love to go on to producing fashion shows or something similar. This article highlights the role of a fashion show producer and the key skills required to be successful. Organisation and creativity is a huge aspect of this role and I feel this would be an amazing role for me once I have gained experience in PR, seen more behind the scenes of fashion shows through fashion week internships and developed an even deeper understanding of the fashion industry! As the industry is changing and technology is becoming more advanced, fashion shows in the future may be more digital and technology driven so it will be exciting to be apart of this change.

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Explore the dynamic role of a fashion show producer. Learn key skills, industry insights, and success tips to turn your fashion passion into a career.

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There are few sectors of the economy that offer as wide and interesting a range of career opportunities as fashion. For more careers content or to browse current job opportunities in fashion, visit BoF Careers.
LONDON, United Kingdom - When it comes to working in the fashion industry, it might seem like there are only a few pathways in the business, such as becoming an editor, designer, buyer, stylist or photographer. But in reality, these functions represent a small portion of the overall industry. The fashion industry has significantly evolved over the last 10 years and emerging trends, such as the evolving store, changing consumer preferences, a heightened need for radical transparency and more, is shifting companies' priorities and the roles they are hiring for. BoF meets six fashion professionals with jobs that are becoming increasingly important, to discuss how they landed their roles and how each one contributes to the industry.
1. 3D Printing Engineer
For fashion designers, one of the most challenging aspects of the business is the manufacturing process. The adoption of 3D printing, however, would make manufacturing quicker, easier and cheaper, lowering the barrier to entry for emerging designers across the globe. Even major players like Chanel and Iris Van Herpen are experimenting with the medium to print designs that would otherwise be impossible to manufacture.

"A job in 3D printing bridges two areas: being able to execute the technological aspects of the business as well as the creative vision," says Naomi Kaempfer, creative director at Stratasys, which manufactures 3D printers and materials, and works with companies like Safilo, the world's second-largest eyewear producer, and Iris Van Herpen to produce prototypes and parts directly from 3D CAD files.

Indeed, 3D printing will play a bigger part in fashion as it turns conventional manufacturing on its head. Instead of starting with some fabric and removing sections to create a desired shape or design, 3D printing begins with nothing and only adds material as the production process unfolds. "This is one of the biggest attractions for manufacturers as they can cut down on potentially vast amounts of waste," says Rob Walker, a contributing analyst at Euromonitor International. 3D printing also has implications for 'fast fashion', most of which is produced overseas in sweatshop conditions as workers are exploited for cheap labour.

A job in 3D printing bridges ... the technological aspects of the business as well as the creative vision.

As more apparel makers adopt the technology, it has the potential to trickle down to the masses. According to Wohlers Associates, publishers of the annual Wohlers Report, more than 278,000 desktop 3D printers were sold worldwide in 2015. The worldwide 3D printing industry is expected to grow from $3.7 billion in revenue in 2013 to $12.8 billion by 2018, and hit $21 billion in worldwide revenue by 2020. The technology raises significant questions: If everybody is printing clothes at home, will people still visit retail stores? Will retail stores even be relevant?

"3D printing puts more power in the hands of consumers, who can play a bigger role in the design and realisation of their products," Pascal Morand, the executive president of the Fédération française de la Couture, du Prêt-à-Porter des Couturiers et des Créateurs de Mode, previously said on BoF. "3D printing will facilitate differentiation and customisation, enriching the dialogue between the consumer and the designer, giving rise to a wider range of goods than ever before."
2. Consumer Psychologist
Over the centuries, clothing has evolved from a practical necessity to become an influential 'tell' of our personalities. This has led to the rise of a niche group of industry professionals - the fashion psychologists - who apply psychological theories to what we wear, understanding that our clothing choices impact not only our own emotions, but also those of the people we interact with.

"I work with brands, agencies and creatives to help them understand consumer behaviour and how that can be applied to make more effective, strategic business or creative decisions," says Kate Nightingale, head consumer psychologist and founder of Style Psychology, a consultancy firm that works with clients such as retail chain Debenhams and menswear brand Thomas Pink, to provide insight on why people buy what they buy.

"If you understand how human perception works on a neuroscientific level and how people choose clothing based on their psychological makeup, you can create an incredibly effective strategy, ultimately enhancing the overall customer experience and the bottom line," says Nightingale. Indeed, fashion businesses can use consumer psychology to make shoppers more willing to purchase certain products or services. This could include looking at details like packaging, shelf placement or advertising.

To become a fashion psychologist, or any psychologist for that matter, "you should complete extensive psychological studies. BSc is theoretically enough, but many courses are simply not in-depth enough," advises Nightingale. "I often urge people who are interested in becoming fashion or consumer psychologists to study not only psychology, but explore other behavioural sciences like neuroscience, anthropology and sociology."

However, this type of role has only emerged in recent years. "It's still not very common to hire consultants like myself," Nightingale says, although the biggest advantage would be for global companies, who have relationships with customers around the world with very different backgrounds, behaviour and preferences. "I believe at some point, all brands will be consulting either in-house or external behavioural experts."
3. Data Scientist
Advanced machine learning has become a more integral part of the fashion industry, as brands are increasingly focused on anticipating and predicting what shoppers might be looking for. According to McKinsey, a retailer using big data could increase its operating margin by more than 60 percent. As a result, today's companies are moving away from using simple statistical analysis and using AI and deep learning to predict and personalise recommendations at an individual level.

Dubbed the sexiest job of the 21st century by Harvard Business Review, the role of the data scientist was only coined in 2008 by DJ Patil and Jeff Hammerbacher, then the respective leads of data and analytics at Linkedin and Facebook. Today, thousands of data scientists work at both fashion startups and well-established companies, using statistical machine learning and other quantitative methods to gain data-driven insight into consumer behaviour.

"My time is split between machine learning, engineering and management," says Eddie Bell, lead data scientist at Lyst, which allows users to shop products from multiple retailers within its own online platform. "On a typical day, I'm trying to teach our mathematical models about fashion. We accomplish this by showing our models millions of product images and descriptions, with the aim of teaching them the fashion knowledge that humans take for granted."

When a user searches for 'red dress', do they want a red dress by Valentino or a dress by Red Valentino? Data science can answer these questions.

Certainly, for an online fashion aggregator like Lyst, which catalogues 13 million products from 15,000 designers and introduces 60,000 new products each week, it's not feasible for a team of individuals to manage content of this magnitude. "When you have a million pairs of shoes, how do you decide which shoes to show to a user? When a user searches for 'red Valentino dress', do they want a red dress by Valentino or a dress by Red Valentino?" asks Bell. "Data science can answer these questions. If you want to scale the business, data scientists can help automate what is normally done by a human."

The most common backgrounds for those who are interested in pursuing this career path are computer science and physics, says Bell. "Those two degrees have the right combination of algorithms, mathematics and pragmatism. But generally speaking, any quantitative background, whether it's biology or economics, works."

"Join a collaborative research project such as ai-on.org or openai.com. See how high you can get on the leaderboard machine learning competition site, kaggle.com. Try to understand and implement an ML paper on arxiv.org. Take to people at data science meet-ups and contribute to open-source data science projects," he advises.
4. Fabric Research and Development
Over the past few years, several major apparel giants from Nike to Lululemon have been sourcing or developing new technologies to create a new generation of materials that enhance the style, performance and sustainability of their products.

Ball boys wear Ralph Lauren's biometric shirts at the US Open 2014 | Source: Shutterstock

"Materials are at the heart of the industry," says Peter Logan, technical director of raw material development at Lululemon, which has been building its reputation as a top-quality athletic apparel maker after bouncing back from a consumer backlash in 2013, sparked by a defective product ($98 yoga pants that went sheer when the wearer bent over).

Major breakthroughs in fabric development occurred in 1958, when Lycra hit the market, followed by Gore-tex, which disrupted the outdoor and performance-wear sector. But recent years have also seen a wave of new innovation, such as the emergence of wearable technology and smart materials, which has been explored by companies including Ralph Lauren (the company unveiled technology-enabled tennis shirts, which monitored the heart rate and stress levels of players at the US Open Tennis Championships in 2014).

While smart fabrics may still be in their infancy, it is a fast growing market with new capabilities and is sure to play a more significant role in fashion, particularly given the emergence of the athleisure sector, which has led to a greater interest in performance materials. Smart materials have also opened up a whole new conversation around clothing and health, Todd Harple, director of pathfinding and innovation strategy at Intel, told BoF: "If I have my mother and she's elderly, I want to know when she's afraid or anxious - how might I do that without being bothersome? Or if I have a child that I'm providing care for who has autism, wouldn't I like to know when he's focused or not? These are all possible through garments."

"It's important to stay inspired and ahead of the ever changing needs of our customers," says Lululemon's Logan. "[For a career as a fabric developer], a degree in textiles science or textile engineering is preferred. But if a candidate's experience demonstrates a strong technical background in working with raw materials, exceptions can be made."
5. Sustainability Expert
Many fashion companies are prioritising sustainability and putting sustainable business models at the heart of their organisations. This means taking how they produce their products more heavily into consideration and hiring sustainability consultants whose sole function is to ensure that the company is doing whatever they can to integrate sustainable sourcing and environmentally friendly practices.

"[My job is] to constantly look for ways to incorporate more recycled materials into our products, drive innovative projects that cut our impact on the planet, and expand programs like Fair Trade that have a direct positive impact on the people who make our products," says Rachel Cantu, vice president of global supply chain at Patagonia, an outdoor clothing giant that has built its brand on sustainability. It boasts North America's largest repair centre and also offers mobile repair vehicles that travel around the United States to fix garments, free of charge.

There's a recognised need for sustainability, especially if you're a large business.

"As consumers become more conscious with their buying decisions, the demand for companies to be able to demonstrate radical transparency and measurable improvement in both environmental and social impacts of their supply chains will be more and more critical," says Cantu. Indeed, by pursing a green agenda from the beginning, the brand has built immense loyalty amongst consumers, particularly millennials, who market experts say are more likely to buy a brand that supports a cause.

Adidas, Kering and H&M were the fashion brands among Corporate Knights' 100 most sustainable corporations for 2016. "There's a recognised need for sustainability, especially if you're a large business. We're at a point where there's nowhere to hide. You can't make excuses like 'It's not within my control,' or 'I didn't know about it.' There's an expectation for all businesses to own up to their responsibilities and they have to go beyond that," Burak Cakmak, Parsons' dean of fashion, told BoF.

It's important for us to "never stop looking for ways to improve and question the status quo," says Patagonia's Cantu.
6. Personal Stylist
Personal styling was once reserved for Hollywood starlets, affluent socialites and top executives. But as e-commerce has become a dominant way to shop - 54 percent of consumers worldwide shop online weekly, according to PricewaterhouseCooper's 2016 Total Retail survey - tech-savvy retail companies are trying to democratise styling, just as Uber has granted everyone a private driver. "The whole shopping experience is becoming less tactile and more impersonal," says Shaunie Brett, style director of the personal styling website for men, Thread. "As more and more people are shopping online, the ability to offer expert advice and a personal touch needs to exist in the online market."

Thread stylist Sophie Gaten | Source: Thread

Thread, founded in June 2012, has only eight stylists, but has helped thousands of clients sharpen their wardrobes through online communication and a powerful algorithm. "As fashion and tech become more entwined, the role of a personal stylist has evolved to incorporate a more in-depth understanding of technology," explains Brett. "My role is to help our software engineers and data scientists grasp how a stylist makes decisions, so that they can apply this to our algorithm and make personal styling scalable for the first time."

In recent years, the e-commerce space has heated up and fashion brands, big and small, are catching up fast to enter and leverage the digital marketplace. As a result, online styling services using intelligent algorithms to offer personal styling help have emerged. "We want to be able to bring personal styling to millions, but people can spot a robot from a mile off, so we want to keep things personal by combining our algorithmic technology with a team of actual stylists. We call it stylist-driven AI," says Brett.

The competition today ranges from New York-based Keaton Row, which creates personalised "look books" of outfit ideas from online retailers such as Asos and Shopbop, to Trunk Club, which, working with Nordstrom, creates a wardrobe for men. New entrant Everywear, launched in April 2015 by Brandon Holley, the former editor-in-chief of Condé Nast's Lucky magazine, offers customers recommendations based on what's already in their closets, and in return, shares that information with stores to help them better understand why some products are selling and others aren't.

"A good personal stylist [has] good emotional intelligence and a motivation to help people, rather than wanting to make it 'big' in the business," says Brett. "The most important quality is taste. Taste is something you can't teach; it's innate. Regardless of whether a stylist has just graduated or has been in the industry for five years, taste should be evident in their work."
There are few sectors of the economy that offer as wide and interesting a range of career opportunities as fashion. For more information, visit BoF Careers.

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From consumer psychologists to data scientists, BoF meets fashion professionals working in "careers of the future" to learn about how their work contributes to the industry.

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Makeup and beauty in general

Events

Planning and coming up with ideas through assignments (pop up shops and events etc)

Fashion

Social media - TikTok and Instagram (my favourite influencers: Grace Foley, Madison Beer, Aimee Smale, Camille Roy)

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Maths (A in Maths GCSE)

Communication (customer service jobs)

Creative (through art, textiles and fashion studies)

PR and Internationalisation was my best assignments (1st in both)

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CAREER HIGHLIGHT

A career highlight for a fashion event producer would be running a big event that they're passionate about with a great team.

SKILLS NEEDED

Event producers have to have good leadership skills and the ability to communicate effectively and efficiently. They have to be good with numbers and spreadsheets to manage budgets and keep on top of their tasks.

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Event Production - Graduate Fashion Foundation

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As a fashion event producer, you could be involved in putting on a fashion show or fashion week event, product launches, award ceremonies, and much more. It can be a high-adrenaline, fast-paced career where you'll be collaborating with many different people to ensure that the event comes together on

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Public Relations — Graduate Fashion Foundation

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Working in fashion public relations (PR) is a popular career path for many aspiring fashion professionals. Essentially, a fashion PR is responsible for helping to promote a brand or company in order to sell its products. They might work for a PR agency that has a range of clients, or for an in-house

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I took another mock interview on the FRA careers website. I scored high on confidence which I am proud of! However it took me slightly longer on time spent (average was 7 minutes) so this is an area I need to improve on and be quicker at my interview answers.

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Overall I did well on my mock interview and I found it very helpful. I looked through my feedback and it was good. Some key points I need to focus on are smiling more and slowing down my speech at certain points. As this wasn't a face to face interview I wasn't focused on smiling and my speech rate however now I know this is an area to improve on for the future.

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Tell us about your experience and education and how that relates to the role you're applying for?

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What have you accomplished outside of education and work that you're proud of?

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How would your colleagues describe you?

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I found this quite difficult, however it was an interesting way to see my speed and accuracy when answering these questions.

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As I don't have a lot of PR experience yet, I would love to develop my knowledge of the industry further through LinkedIn Learning. I have seen a couple of courses I will be taking in the following weeks such as Public Relations Foundations and building relationships.

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Fundamentals of Digital Marketing Course

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Fundamentals of Digital Marketing Course

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As the industry has shifted and almost everything is digital, I feel having a digital marketing course is an amazing way to develop my skills and lead me to my dream job. I am currently in the middle of completing this Google course and I aim to complete this in 2 weeks time. There are about 26 modules of curated video classes and tests, each addressing different areas of digital marketing. I am half way through my course at the moment and so far I have learned about SEO, Search Engine marketing and social media marketing. This course will also be helpful for my other university module 'digital and social media marketing'.

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I aim to complete my 3 week work placement for university and at least one more internship before I graduate in November. To gain another internship I am going to use website such as LinkedIn, Business of Fashion and Fashion Workie to find new opportunities and apply.

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In the future AI will be a massive change for the fashion industry in general and in order for me to have a successful career I will need to adapt to changes and future technology. I have read this article, that highlights ways AI will change fashion such as consumer personalisation, AI generated images and models and making online shopping a smoother experience.

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Whether it's dressing the Pope in a Balenciaga puffer jacket, or speeding the process of crafting next season's collection, artificial intelligence is expanding the scope of the industry.

Just like in other sectors, generative AI has the potential to help fashion businesses become more productive, get to market faster, and personalise the customer experience.

According to a study by McKinsey, generative AI could add up to £216 billion to the apparel, fashion, and luxury sectors' operating profits.

However, change tends to be accompanied by disruption. As generative AI becomes more intuitive, creatives and models fear the extent to which AI will become a replacement rather than a companion of their work.

How is AI changing the way the fashion industry works?

To understand how AI is giving the fashion industry a glow up, we spoke with Startups 100 alumni, Intelistyle. The startup uses artificial intelligence to bring personalised, in-depth style advice to customers of some of the world's most popular brands, including Tommy Hilfiger and Max Mara.

One exciting frontier AI is crossing is outfit generation. Kostas Koukoravas, Co-Founder of Intelistyle, explains, "What we do is crawl the web, understand what looks good, train an AI model to be stylish, and then help customers see entire outfits."

In addition to enhancing the customer experience by giving every buyer their own personal stylist, it also answers to a growing consumer expectation: personalisation. 80% of consumers are more likely to buy from a company that provides a tailored experience, while 66% of consumers expect brands to understand their individual needs.

However, fashion brands will often experience overdemand for certain trendy pieces and run out of stock. Koukoravas notes that AI can be trained to identify those pieces in iPhoto or on social media and then find the closest match that is in stock.

What could be considered more important is the way AI is helping fashion become inclusive. Historically, the fashion industry has been criticised for giving the spotlight to the classic model archetype - tall, slender, with knife-sharp cheekbones. As a result, many feel underrepresented or frustrated when a certain garment doesn't fit or look the way it does on a marketing ad.

"What really excites us, and something that we're working on, is the ability to visualise how a particular garment might look on different models as that might be a better representation of models with different body types and different skin tones," explains Koukoravas. "I think it makes fashion a lot more inclusive and it makes sense as it is relatable to customers."

Could models go out of fashion?

If you remember the Sony World Photography award being snapped up by an AI generated image, you wouldn't be alone in questioning whether real models still have a place in ads and magazines.

From the perspective of brands, replacing models with AI certainly has its allure. Paying professional models for a photoshoot can be expensive - especially if you go directly to a modelling agency.

"I think it enables retailers to do more because if you think of a retailer and all their costs, the pressure on gross margins, it is a tough industry and they don't have the ability to do multiple photoshoots," points out Koukoravas. "AI allows them to create 10 different versions of a photoshoot that would not have been done anyways, because the cost would've been too high."

Nevertheless, physical models continue to be the inspiration for AI, which means models still have a stable catwalk to walk on. As regulation governing AI is still drafted, Koukoravas notes models can still raise intellectual property as a defence to claim their place in the spotlight.

Photoshoots using generative AI would still theoretically need the approval of models or their agencies as it is still their image appearing on the ads - even if they didn't pose in front of the camera for that particular ad.

"We, the artists, are saying AI is kind of copying our work because it can learn what we do and then just replicate it, and that's a difficult question on where the line is," says Koukoravas. "But AI is a great tool and you certainly don't want to stop its progress with some really regressive intellectual property laws."

If anything, the leading role of creatives and models in the fashion industry is still safe from a technological takeover. Generative AI is trained based on the data it is fed, which is still protected by creative licences.

The outcome, therefore, might be that AI will be used as a tool to speed up the creative process and sprout inspiration, rather than a replacement for human creativity.

Will the highstreet still be part of the runway?

Efficient personalisation and a smoother online experience as well as the rise of the fashion circular economy could spell an uncertain future for the highstreet. According to a study by SAVOO, 25% of consumers are spending on the high street less than once a month.

However, Koukoravas doesn't think that the big fashion stores will be closing their businesses. In fact, AI could play a key role in revitalising the high street shopping experience.

"I don't think that it is going to significantly impact physical stores. I just think it's going to make online shopping smooth and easier for people, and a more pleasant experience," predict Koukoravas.

Regulating the catwalk

However, if AI is to thrive in fashion, regulation needs to be designed to foster innovation while still upholding ethics at its regulatory core. Although the government's AI whitepaper is a first step, fashion startups, like Intelistyle, are still hoping for a clearer idea on the limits.

"I think it's an iterative process and a good thing that the government is thinking about it, but everyone needs to engage a lot more and try and put some meat around it to get a concrete set of regulations."

Startups recently spoke with an AI Startups 100 Alumni, Rafie Faruq, the CEO of Genie.ai, an AI-based legal assistant. During this interview, it was surprising to note that startups are not included in the policy making process.

Faruq attended an All-Party Parliamentary Group meeting, noting "There were, I think, no startups there and pretty much no machine learning engineers or academics. It was all policymakers and political scientists, which was a bit worrying to me," confesses Faruq.

"I think you need to hear the voice of people who are on the cutting edge of creating new products, new services, and then you need that pool to be diverse in terms of socio-economic background, gender diversity, and every other form."

Is AI taking over the fashion industry?

AI is not yet ready to become a replacement for creatives. In fact, the picture we used in this article was generated by AI and, if you look closely, the blonde model on the runway sporting an orange skirt is missing a leg.

"Creators need to be there because creators are the lifeblood of everything," emphasises Koukoravas. "AI effectively copies or learns from that creativity, and I don't think that AI will ever be able to do as good as creators."

Generative AI still needs to be trained on human creativity. If anything, some processes in the fashion industry will be automated, but rather used as a helping hand rather than a replacement for a human. Importantly, AI can also help digitise and speed up creative processes, which means prototypes can be created more efficiently and produce less waste.

Although AI can help transform someone's look or find them the perfect outfit, it's unlikely there will be an automated replacement for a modern-day Coco Chanel. Creativity is something that is an innately human trait.

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The future of fashion marketing: is AI giving the industry a makeover?

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From photoshoots to enhancing customer experience, AI seems to be rocking the fashion industry boat. What will fashion marketing look like?

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As an aspiring PR assistant, it is important for me to be aware of industry trends. Some key trends I have learned about through this article are changing demands of consumers, advancements in technology, influencer collaborations, sustainability, diversity, technology integration, and storytelling.

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Hatch - PR, Social, Content & Activation Agency

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In the fast-paced and competitive world of fashion, maintaining a strong brand image and effectively communicating with the target audience is crucial. This is where, you guessed it, PR comes into play.

PR and marketers are the driving force behind successful fashion campaigns, bridging the gap between brands, designers, influencers, and consumers. As the fashion industry continues to evolve, so does the landscape of fashion PR.

Here's the latest trends that are shaping the field and revolutionising the way brands interact with their audiences.

The Rise of Influencer Collaborations

In recent years, influencer marketing has become an integral part of fashion PR strategies. Collaborating with influencers, particularly Tik Tokers, offers brands a powerful way to reach their target demographic and establish authenticity. However, the focus is shifting from macro-influencers to micro-influencers who possess a more engaged and niche audience. Authenticity and alignment of values are key factors when selecting influencers to partner with, as consumers are becoming increasingly discerning and demanding genuine connections with brands.

The rise of video when it comes to influencers is undeniable too. These short for, shoppable videos such as 'hauls', and 'GRWM' (Get Ready with Me) videos are some of the most engaging across social platforms.

Sustainability Takes Centre Stage

The fashion industry is undergoing a major shift towards sustainability, and fashion PR is no exception. Consumers are demanding transparency and eco-conscious practices from brands, and PR professionals are playing a vital role in communicating these initiatives. Fashion PR now focuses on highlighting sustainable materials, ethical production processes, and the overall CSR commitment of brands towards environmental and social responsibility. Creating and promoting sustainability-focused events, campaigns, and collaborations is crucial to remain relevant in the industry.

Embracing Diversity and Inclusion

Fashion PR is becoming a catalyst for change by championing diversity and inclusion. Brands are actively working towards representing a wider range of body types, ethnicities, genders, and abilities. PR professionals are responsible for ensuring that these efforts are effectively communicated to the public and generating positive conversations. Inclusive campaigns, diverse brand ambassadors, and thoughtfully curated events are just some ways in which fashion PR is fostering a more inclusive industry.

Integration of Technology

The rapid advancement of technology has greatly influenced fashion PR. Fashion is a visual industry, so social media platforms, online publications, and digital influencers have transformed the way brands engage with their audiences.

Social platforms, influencers and digital publications make fashion story-telling instantaneous. Virtual reality (VR), augmented reality (AR), and live streaming are also being integrated into PR strategies to enhance brand experiences and create interactive experiences - shoppable platforms such as Instagram are also creating a real-time connection and an omni-channel retail experience for consumers. Take Casablanca Paris, which has just launched a summer editorial campaign entirely generated by AI.

What's more, like many industries and sectors, PR professionals are leveraging data and analytics to create story angles, gain insights into consumer behaviour, optimise campaigns, and measure success.

Storytelling and Emotional Connections

In an age of information overload, fashion PR is focusing on creating meaningful connections through storytelling. Brands are delving deeper into their narratives and values, sharing compelling stories that resonate with their audience on an emotional level. PR professionals are tapping into the power of emotions to forge long-lasting relationships with consumers. This trend involves crafting authentic, relatable stories and utilizing multimedia platforms such as videos, podcasts, and interactive content to engage and captivate the target audience. Rather than typical product placement or reviews, brands such as Balenciaga, which is redefining itself following the backlash from last year's campaign scandal, are focusing on heritage and brand values.

What does this mean in 2023?

Fashion PR continues to evolve alongside the fashion industry, adapting to the changing demands of consumers and advancements in technology. Influencer collaborations, sustainability, diversity, technology integration, and storytelling are key trends that are shaping the future of fashion PR. By embracing these trends, fashion PR professionals can establish a strong brand presence, foster authentic connections, and create impactful campaigns that resonate with the target audience. In this dynamic field, staying ahead of the curve is vital for success, and being open to innovation is the key to thriving in the ever-evolving world of fashion PR.

If you're interested in learning more about future fashion PR trends and how to make them work for you - get in touch at hello@hatch.group

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Trends in Fashion PR & Marketing: Shaping the Industry - Hatch - PR, Social, Content & Activation Agency

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In the fast-paced and competitive world of fashion, maintaining a strong brand image and effectively communicating with the target audience is crucial. This is where PR comes into play.

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This article shows an excellent overview of the fashion events market size and trends in the industry. Overall the main trend for fashion shows is sustainability. Fashion shows are being pushed to embrace more sustainable techniques as environmental concerns rise. Some ways shows will embrace this trend is by using eco-friendly materials in runway collections, reducing waste during event production, and incorporating ethical/ sustainable fashion practices into event themes.

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The global fashion events market size was valued at $33.6 billion in 2022, and is projected to reach $61.5 billion by 2032, growing at a CAGR of 5.3% from 2023 to 2032.

The term "fashion event" refers to a broad range of activities and gatherings within the fashion business. These gatherings are planned to present new collections, advertise fashion labels, encourage industry experts to network, and interact with customers.
MARKET DYNAMICS
The digitalization of fashion events is one important dynamic. The COVID-19 pandemic has accelerated the fashion industry's sudden shift toward digital platforms. Virtual fashion displays, livestreaming, and digital showrooms have all become essential components of fashion events as they embrace technology more and more. The reach of fashion events has increased as a result of the digital revolution, enabling businesses to interact with a global audience. It has also democratized access to fashion, enabling customers to take part in events and experience them like never before. The incorporation of augmented reality (AR) and virtual reality (VR) experiences is anticipated to become more widespread as technology develops, further boosting the immersive quality of fashion events.

Another major driver in the industry for fashion events is sustainability. Fashion shows are being pushed to embrace more sustainable techniques as concerns about the environment rise. This involves utilizing eco-friendly materials in runway collections, reducing waste during event production, and incorporating ethical and sustainable fashion practices into event themes. The industry's dedication to minimizing its environmental impact is shown in the rise of sustainability-focused fashion events and conversations on ethical design decisions.

The market dynamics of fashion events have also shifted to place a strong emphasis on inclusivity and diversity. The industry has changed as a result of efforts to increase the presence of different ethnicities, body shapes, genders, and abilities on runways and in activities associated with fashion. Fashion shows that promote diversity and inclusivity typically receive more support from stakeholders in the business as well as from customers. This change is a result of shifting societal ideals and the requirement that the fashion business represents a wider variety of voices and viewpoints.

The market has changed significantly as a result of COVID-19. The pandemic drove numerous fashion shows to switch to virtual formats, disrupting established event models. While live events are progressively making a comeback, the pandemic's lessons have prompted the rise of hybrid events, which combine live and virtual components. Events are still planned with a focus on health and safety, and more stringent guidelines like contactless check-ins and social segregation policies are still in place.

Participation and engagement from consumers have developed into important dynamics. Pop-up shops, exclusive previews, and interactive experiences are some of the ways that fashion shows today try to directly interact with their audience. With businesses and designers using digital channels to connect with customers and foster a sense of community, social media plays a critical role in generating enthusiasm and anticipation for events.

Additionally, there is a lot of rivalry in the fashion events market. Prestigious fashion weeks are held in major fashion hubs like Paris, Milan, London, and New York and attract well-known designers and businesses. Emerging fashion hubs all around the world are competing for attention, escalating competition between local and foreign talent. The dominance of conventional hubs has been challenged by the growth of regional fashion weeks in Asia, the Middle East, and other locations. Emerging designers and companies can now become more visible because of digital disruption, but it has also increased competition for online attention and sales.

The fashion events industry is driven by innovation. Innovative and creative brands and designers stand out and draw attention, whether they use immersive technology like virtual showrooms or special partnerships with musicians and artists. Innovative lighting and staging methods, as well as environmentally safe and sustainable materials, are becoming more and more crucial in the event production industry. As a result, the fashion events market is a dynamic and quickly changing industry that is influenced by numerous factors. The dynamics of the market are shaped by the ongoing digital revolution, sustainability requirements, inclusivity and diversity programs, long-lasting effects of COVID-19, consumer engagement methods, fierce rivalry, and dedication to innovation. In a constantly shifting industry environment, fashion events must remain flexible and receptive to these changes.
SEGMENTAL OVERVIEW
The global fashion events market is analyzed on the basis of type, revenue source, organizer, and region. By type, the market is divided into fashion shows, trade shows/exhibitions, fashion contests, and others. By revenue source, the market is segmented into ticket sale, sponsorship, and others. Depending on the organizer, it is classified into fashion houses, fashion designers, event management companies, and others. Region wise, the fashion events market is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, France, the UK, Italy, Spain, Russia, Netherlands, and the rest of Europe), Asia-Pacific (China, Japan, South Korea, India, Australia, and the rest of Asia-Pacific), and LAMEA (Brazil, Argentina, Saudi Arabia, South Africa, United Arab Emirates, and the rest of LAMEA).
BY TYPE
As per type, the fashion shows segment dominated the global fashion events market in 2022 and is anticipated to maintain its dominance throughout the fashion events market forecast period. Several major trends are influencing fashion shows in the market for fashion events. Global accessibility is being offered by the emergence of virtual and hybrid formats. Eco-friendly products and zero-waste methods are gaining popularity as sustainability becomes more and more important. With a wider variety of models and designers, diversity and inclusivity are honored. The viewing experience is improved by the incorporation of technology, such as augmented reality and live streaming. Interactive components like pop-up shops and immersive experiences increase consumer engagement. With contactless transactions and improved cleanliness controls, health and safety precautions remain crucial. The future of fashion shows is further shaped by developments in fashion technology, customized experiences, and industry partnerships.
BY REVENUE SOURCE
The sponsorship segment dominated the global fashion events market in 2022. Sponsors look for genuine relationships with fashion events that share their values and emphasize sustainability, diversity, and inclusiveness. Virtual and hybrid events provide distinctive sponsorship opportunities, including digital showrooms and interactive content. Sponsors are increasingly able to successfully target particular consumer categories due to data-driven sponsorships. In addition, non-fashion companies including tech and health companies are increasingly sponsoring fashion events, widening the event's experience for guests and opening up new revenue streams.
BY ORGANIZER
The fashion designers segment is predicted to show the fastest fashion events market growth during the forecast period (2023-2032). The rise of e-commerce and rapid digitization gives designers additional opportunities for sales. Sustainability continues to be a major trend, increasing demand for environmentally friendly products and moral behavior. Diversity and inclusivity are essential for creating novel design ideas. This is driving the fashion events market demand. Unique creative opportunities are provided through collaboration with the technology, art, and music industries. Influencer marketing's growth increases brand recognition. Events that combine physical and virtual elements increase designer exposure. Success in this dynamic industry requires the capacity to adjust to shifting consumer tastes and design healthy events.
BY REGION
Region wise, Europe is predicted to dominate the market with the largest fashion events market share during the forecast period (2023-2032). Trends like sustainability, digital innovation, and inclusivity are driving the expansion of the European fashion events market for fashion designers. Sustainable fashion techniques, such as the use of environmentally friendly materials and ethical production, are becoming more significant. Their reach will increase if they embrace digital platforms for virtual entertainment and online shopping. The industry is also still being influenced by efforts to promote diversity and inclusiveness in design and runway representation. Collaborations with regional artisans and global visibility through occasions like Milan, Paris, and London Fashion Weeks will be crucial.
COMPETITION ANALYSIS
The key market players in the fashion events industry include IMG, Eventbrite, Inc., Production Resource Group, L.L.C., Fashion Nova, LLC, Reed Exhibitions Limited, Farfetch Limited, Fiera Milano S.p.A., Messe Frankfurt GmbH, Zalando SE, and GL Events Group.

Prestigious fashion weeks are held in major fashion hubs like Paris, Milan, London, and New York, which increases rivalry among well-known designers and businesses to land desired slots. New fashion cities are also competing for attention. Future fashion weeks in places like Asia and the Middle East threaten the supremacy of established fashion hubs by attracting both local and foreign talent. The fashion events market has been disrupted and opened up to a global audience due to virtual fashion events, live streaming, and e-commerce integration. The competition for online engagement and sales has increased as a result of the digital revolution.

As consumers want eco-friendly fashion events, companies that adopt sustainable methods have a competitive advantage. A wider audience is attracted to fashion events that value diversity and inclusivity in their runway shows, which encourages competition in the cause of advancing representation and acceptance. Innovative brands and designers stand out in a crowded market and attract attention. Examples of these experiences range from immersive technologies to unique collaborations.

It is critical to compete for consumer interest and involvement through interactive experiences, pre-event teasers, and social media promotions. Competition between local and international fashion events highlights the significance of addressing regional preferences while pursuing global recognition. It's fiercely competitive to secure sponsorships and agreements with premium companies, publications, and influencers as these alliances raise the profile of the event.
SOME EXAMPLES OF PRODUCT LAUNCH IN THE MARKET

In September 2022, Fiera Milano S.p.A., launched a new fashion exhibition, namely, HOMI Fashion&Jewels Exhibition. This exhibition showcases jewellery and numerous fashion accessories with a participation of over 420 brands in the event.

In May 2022, IMG (IMG Focus) announced programming for MADE x PayPal, which is a two-day fashion event. This event features fashion shows, performances, DJ sets and special appearances by Nas, Parris Goebel, Heron Preston, among others.

SOME EXAMPLES OF PARTNERSHIP IN THE MARKET

In September 2021, Fashion Nova, LLC partnered with Afterpay, which is an Australian financial technology company in order to offer shoppers a more flexible way for the payments.

In September 2023, Zalando SE extended its partnership with Copenhagen Fashion Week as its strategic partner for three years, 2024 to 2026.

Key Benefits For Stakeholders

This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the fashion events market analysis from 2022 to 2032 to identify the prevailing fashion events market opportunities.

The market research is offered along with information related to key drivers, restraints, and opportunities.

Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.

In-depth analysis of the fashion events market segmentation assists to determine the prevailing market opportunities.

Major countries in each region are mapped according to their revenue contribution to the global market.

Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.

The report includes the analysis of the regional as well as global fashion events market trends, key players, market segments, application areas, and market growth strategies.

Fashion Events Market Report Highlights
Analyst Review
Frequently Asked Questions?

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Fashion Events Market Size, Share, Trends | Forecast 2032

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Fashion Events Market to reach $61.5 Billion by 2032, Sponsorship segment to cross at 6.0% CAGR; Asia-Pacific region to cite at 6.2% CAGR