Whether it because budgets are tight or you’re a business owner who’s decided the best person to market yourself, is yourself – do-it-yourself marketing and PR are now extremely en vogue. Once again, we’ve partnered with PR Couture to bring fashion industry professionals building their own product lines insightful, strategic online marketing and PR advice. This time, we went one on one with fashion designer Jesica Milton. Milton’s designs, recently recognized Seattle Magazine for Most Cohesive (fashion) Collection, are timeless, simple and quietly stunning, while maintaining decidedly current, modern style.

Here are Jesica’s questions and our answers.

I started a blog on my website mainly as a place to share company news, but during the times when I am busy working behind the scenes I feel that I have a lack of information to share. Is it a good idea to branch out to covering other topics, or would that detract too much from my brand?

PR Couture says…

For independent designer especially, I think a blog can be a great way to play with and expand your identity and the aesthetic of your clothing. As a potential customer, I absolutely want to know if you love vintage bikes, early eighties movies or VC Andrews novels! A blog is a means to forge a deeper, more intimate relationship with your readers. If we have things in common, that just solidifies my desire to support and wear clothes that are reflective of who I am.

Macala says…

Your content should amplify your brand’s message. There are thing all around that match the lifestyle of your customer. It may be home trends (interiors, decor), lifestyle (yoga, Pilates) or a cause (animal welfare, equal rights). As long as it’s in line with what your brand represents and the customer who buys your products lifestyle; it’s okay to write about. It shows relevance and it shows that you’re listening and consciously creating your collections.  A great example is Free People’s blog, cleverly titled, A Caravan of Curiosities. See how the content is delightfully of interest to the person who buys the brand?  It’s social, it’s unique and even a bit odd.

The cost of printing good quality marketing materials is extremely high for independent brands. For that reason I’ve chosen to use digital look books instead. Is this a big negative in the eyes of buyers and press?

PR Couture says…

I don’t think it’s a negative – it is often appreciated – even I have stacks and stacks of press kits – and unless it’s really beautiful – it’s probably going to get tossed and I’m going to keep a linesheet or a business card as a reminder. However, having something physical on hand can be great, especially if it is tactile. I think the challenge there is to think about how to make it affordable in a way that stays on brand. For example, could you sketch an rough illustration on a left-over piece of fabric and include a card with your web site? What about swatches of fabric from your collection with a URL that takes editors to a unique page on your site with information (digital press kit) just for them.

Macala says…

While some people haven’t adopted to digital technologies yet, there is nothing negative about implementing digital look books or catalogs. Not only are they more environmentally friendly, the are also cost effective. Now, if you are attending trade shows or market weeks, you must have something printed. A simple, well design take away is effective. Make sure the collateral points them to the complete line available in digital format online. Alice + Olivia has a very creative way of showing products to retailer and wholesale customers. Yuliz Ziv (also wrote a great article on how designers are incorporating digital technologies into runway or doing away with runway all together from NYFW S/S10.

Besides reposting my press mentions on places like twitter, facebook and my blog, what else can I do to help make the most out of current buzz?

PR Couture says…

In addition to the sites listed, taking advantage of social shopping sites like StyleHive, StyleFeeder, and perhaps even short-term advertising on sites like Chictopia could also be considered – if not to promote your press but to just get your designs in front of more eyeballs! This is sort of social media version 2 – going above and beyond simply using the tools as a mouthpiece but thinking about engaging your fans with contests, unique opportunities, behind-the-scenes content etc.

Macala says….

I highly recommend sharing your press and really great blog posts on other sites like Kirtsy.com, Digg.com and StumbleUpon.com. This is great for creating links to your content building traffic. Figure out what sites work best and incorporate those into your social marketing strategy. You can also share you articles with other communities you participate in. Sites like Chictini (http://chictini.com/) allow you to submit items.  If you have a retail website, I’d  have your webmaster create a direct feed to Polyvore.com ( I wrote an article on What Polyvore means for retailers) so community members could easily find your products and create sets with them.

To read the full article, please visit Show Me Pretty on PRCouture.com.

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