PR has long become an integral part of our lives. Not a single company or project can do without PR of its products and services. People and their blogs, corporations and their supremacy and, of course, small businesses are dependent on PR for themselves and their products. This is where partnerships come into play. Partnerships and PR are interconnected poles when it comes to promotion, and the fashion industry has long used various PR methods for the benefit of brand and designer recognition.

In 2024, the fashion world is changing rapidly. Consumers are becoming more knowledgeable and demanding, and new technologies and platforms are opening up new opportunities for advancement. In this environment, PR and partnerships are becoming increasingly important tools for success.

Concept and PR strategy.

A successful brand uses the right PR strategy and implements it competently. It all starts with an idea based on the concept of a certain brand and the formation of goals. Yes, basically the brand team is not limited to one goal, as it covers many sources of promotion. For example, your main goal is to attract new people to offline stores, but you will do this through advertising on Instagram, VKontakte and, for example, Telegram, accordingly, you immediately advertise both for brand recognition and for working with the associations of a potential buyer when mentioning your brand.

The most recognizable and popular brand at the end of 2023 was the Italian brand Prada. The DNA of this brand is based on minimalism and femininity. A distinctive feature of the brand is its uniform. The current fashion trend “office-core” is inspired by the Prada brand.

Prada FS 2024

Partnership in the fashion industry.

Remember the sensational photo session of Asap Rocky, allegedly filmed by paparazzi? The Bottega Veneta brand presented its new collection in such a simple way. This is a classic example of a brand partnering with a celebrity. Instagram* plays an important, if not decisive, role in this entire partnership (banned in the Russian Federation). It was he who gave birth to a new generation of fashion influencers and gave impetus to the global development of the industry. Accordingly, the platform itself acts as a partner for brands and designers; it is there that, first of all, photos and reels from shows are uploaded, and the vast majority “go” there to watch.

Asap Rocky для рекламной компании Bottega Veneta

The largest partnership can be called LVMH, namely its executive director Bernard Arnault, a collector of luxury goods and the richest man on earth. LVMH is known for owning prestigious luxury brands, including perfumes, cosmetics, spirits and just about every brand you're familiar with, like Cristian Dior and Louis Vuitton. The point is this - to stay afloat a particular brand needs to do several fashion shows a year, this takes a lot of time and the work of a huge team, the use of high-quality materials and maintenance of work premises. It becomes difficult for a local brand to cope with such a load and the likelihood of closure increases - then the best solution is to sell a share of the company.

But there are brands that have opted for independence. Among the original brands, the leader is the French brand Jacquemus, whose designer is Simon Porte. A young brand that has just become recognizable due to unusual advertising campaigns and locations for shows. He is considered the best because he uses successful PR strategies and promotion tools. His campaigns feature model Kendall Jenner and rapper Bad Bunny, while he also films his own grandmother for the launch of a new capsule collection. This is one of the features of the brand - connection with the roots. For example, one of his shows took place in the middle of a lavender field in Provence in the south of France, where he is from. Also, he was one of the first to introduce AI in advertising, for example, the huge Le Bombino tote bags that were traveling around the center of Paris. This is the same WOW effect. And there were some collaborations; one of the last ones was with Nike.

 Jacquemus

In the ever-changing world of fashion, where trends change at lightning speed and competition inexorably increases, PR and partnerships are becoming not just tools, but vital strategies for fashion brands and designers.

And clothing is no longer in first place here. First of all, emotions are sold, which are precisely caused by a successful advertising campaign.

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