I have chronicled what goes into putting on a show as an in-house fashion publicist and sponsoring a show as a beauty publicist, but what happens when the lights go down and the shows are over?
The days after a show are just as important as the days leading up to it. Post-press is essential to the overall success of the show and the ROI. As a fashion publicist, the press you get on the show determines a lot of decisions you make as a brand when editing the line and ultimately what the buyers end up purchasing. So, you look out for the reviews of your show from major fashion critics at publications including Women's Wear Daily, Style.com, The New York Times, Los Angeles Times, The Daily Telegraph (UK), and International Herald Tribune. You then start making decisions about the collection before market appointments begin.
As a beauty publicist, you do most of the post-press yourself. Once the look is finalized and you have the face chart from the show, it must be blasted out to the press with photos of models from the event in an effort to garner buzz among the beauty press and bloggers. It is also important as a brand to translate that look into one that is attainable by your everyday consumer, so leveraging social platforms to give customers a step-by-step tutorial on creating runway to reality beauty is also part of the job. Lastly, creating trend reports based on beauty looks from other shows is always helpful in getting more press and exposure, especially internationally.
The long and short of it is that Fashion Week is a PR-driven machine. Shows are very expensive to produce, so although some money is spent on advertising these events, it is the PR departments of the fashion and beauty brands that do a lot of the heavy lifting. The features, reviews, tweets, Facebook posts, viral videos, etc. all shine a spotlight on Fashion Week in a way that no other mediums could, with PR teams behind the curtain orchestrating it all. PR teams deserve more credit than they receive for the their blood, sweat, and tears, so hats off to all the beauty and fashion publicists who survived yet another grueling Fashion Week. See you in February.
Alexis Rodriguez is executive director of global communications at Bobbi Brown Cosmetics - @LexiRo29 or @ThePRCloset.