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Strategic Thinking Matters

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These are scary times for fashion PR companies.

I feel awful for my friends who have carefully built up their companies only to now find themselves having to, at best, furlough staff and, at worst, lay them off. The brands who employ these agencies, of course, have to make decisions in their own best interests – it’s all about survival right now – but some PR companies are going from a roster of 30 clients down to a handful. Is that survivable?

Having said that, some brands are thriving and in need of PR advice more than ever – home gym equipment is selling fast, ath-leisure, nightwear, beauty and well-being products are also doing well. Even jewellery is still selling.

For those clients who have stuck with you and still want to go the distance, now’s the time to show them what you are worth and be imaginatively involved with their brands.

I was impressed this week by an invitation from LM Communications to a Zoom Seminar or Zoominar by Christies’ handbag specialist, Lucile Andreani, whom, from her flat, talked around 10 journalists through “100 Years of Hermes”, an informative presentation about the history of the secondary bag market. This was an example of a PR company actively and directly engaging press in the expertise and values of their client.

Not everyone can have a Christies’, but it’s the strategic thinking that matters.

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