A Tasty Growth Story

I will only go to an editor with a brand story idea when I feel I’ve got enough information to tickle their fancy. I was thinking about this earlier in the week after an international PR reached out in an email to suggest a profile on the fashion brand she works in-house for. 

The label is relatively young and of a medium size, which is the kind of size business that I love writing about. How a brand has grown from being a tiny operation to, say, turning over £30-million plus on an annual basis, always makes for an interesting and inspiring story on a lifestyle page. It’s an engaging amount of money for the reader. Once you get into the hundreds and thousands of millions, it’s a business story on a different scale and one with less human interest. I tend to zone out at that point! 

Anyway, my international PR friend lured me in with a few growth figures that pricked up my ears. The success was particularly striking given the dreadful year so much of fashion retail has had. 

So I replied and told her I was interested, but did she have some idea why this had happened and did she also have a news angle I could hook a story to? Her reply was specific and interesting from a business point of view. And she told me there would be a store opening later in the year. 

It did the job. With a minimal back and forth I now have all the information I need to go ahead and make a confident pitch to my editor. But what lured me in was the £££s. Never underestimate the power of a tasty growth story to get a journalist’s mouth watering!