A little peek behind the scenes of a PR girl in a fashion start-up

The fashion industry is always seen as a glamourous elusive world from the outside, but let me assure you, as Shakespeare once famously wrote in The Merchant of Venice - all that glitters is not gold. 

There are many stakeholders that one has to deal with when working in a fashion e-commerce start-up. Here are some of the important ones that I have to manage with on a daily basis:

1. My boss and colleagues

2. The labels that my company is currently stocking

3. The labels that want to be stocked by my company

4. The media

5. My customers

6. Existing and potential partners of my company

Due to my company's positioning as an online retailer that stocks only the best and top Asian designers, there are many brands who wish to be stocked with us. Meetings are arranged for potential brands to showcase their collections, and I would have to join in the meeting along with my colleague who works as a retail executive, to evaluate and give my opinion on the media friendliness of the pieces and if there are any key pieces that we can highlight to the media. The following picture shows a meeting we had with a high-end Chinese shoe label. 

As a multi-label retailer, I would also have to deal with the copious amount of press material from the labels that we are stocking, and the working corporate partners of the company. Press materials such as lookbooks and media gifts have to be sorted, along with the existing promotions that my company has with our partners. These are then distributed to the media (along with any press releases), and our VIP customers. 

Events are commonplace in the fashion industry. It is particularly important as editors, fashion writers, fashion bloggers, and customers are spoilt for choice when it comes to fashion. There are thousands of brands all vying for the same pie. 

This is how an event may look like.

We chose to hold this event in an art gallery, to emphasis that luxurious fashion pieces are just like art - things worth splurging for because of their beauty and refinement. The event was a success, with the attendance of fashion editors and stylists, as well as noteworthy influential customers. 

However, what the publics and media do not see is this:

This is how our showroom/pressroom looks like before and after an event. One. Big. Unglamourous. Mess. The image above does not even show the messiest state that my showroom has been in. It is just horrible and so tiring to deal with the packing, setting up, tearing down, and unpacking. I remember having to pack musky, funky smelling press clothes (smelly from being worn by many different models for various photo-shoots and fashion shows around Asia) into those large black transport cases after a fashion season is over. I still shudder when I think it. 

Anyway, this reminds me of something that is not taught about in school, but is so obvious when you think about it. The press room, or showroom, or press rack room (fashion industry specific), or whatever term a company decides to use, is under the sole responsibility of the PR/corporate communications people. So, yes. That mess above is mine, and mine alone to bear. I had probably half a day to turn that disaster zone into this:

Why the time crunch? I had to entertain some writers and stylists coming over that day for fittings, and to pick up items for fashion editorials and spreads. 

I hope this has been a small but interesting glimpse into the busy world of fashion communications, where it isn't all just fun and air kisses!