On a PR budget of $2,000 a month, Scotto said she’s promoting the site and positioning the overall brand by hosting trunk shows and events; identifying appropriate partnerships, which currently include Little Black Dress Wines and E! Online; and reaching out to fashion blogs, publications, and friends in the media and beauty industry who she met while working in PR.
“I feel I have the instinct," she says. "I know who my target is and try to be resourceful in reaching that target."
Scotto developed that instinct working in PR at AMC networks; WE, where she was involved in the launch of the series Full Frontal Fashion; and the Emmys. Before launching the line, she was director of PR for L'Oreal’s hair care divisions.
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