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Design Create Sell: A guide to starting and running a successful fashion business by Alison Lewy

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CHAPTER 9. Telling the World

An Overview of Marketing and PR

YOU MAY HAVE the most amazing collection of products, but it doesn’t mean anything unless your target customer knows about it; whether that is a retailer, the end consumer or both. A clearly defined USP and brand positioning will make it easier to promote your label and get the message out there.

Marketing and promotional activity encompasses a combination of activities, including public relations (PR), product placement, websites, selling opportunities, trade shows, events, advertising and social media platforms.

Create a marketing and promotional action plan so you can keep track and monitor progress of this activity.

Public Relations

PR is crucial for most fashion ...

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