Designers have to be unique in how they project themselves so that they get good returns from different avenues
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You know fashion has become so competitive that designers have to think of innovative ways to stay in the limelight all the time and get publicity.
Why what makes you say that?
We already have designers swarming all over social media. In fact there are special courses started by fashion institutes on how to use social media to one’s advantage.
I know that being active on social media is important these days.
But being active is not enough. Designers have to be unique in how they project themselves so that they get good returns from different avenues.
Why are you saying that?
There are some designers who had followed a sustainable path quietly for many years but have now suddenly realised being incommunicado does not help business.
Okay so what are they doing?
They use social media by featuring celebs from media, fashion, Page 3 and millionaires as their models who come cheap, as these ladies are thrilled to be asked to model.
How does that help?
Well the media persons will be so thrilled they will give free publicity to the designer in the press.
The Page 3 celebs will urge their colleagues to buy the designer’s creations.
Okay what else?
The fashion persons will ensure the designer gets some free shows at the next event and the millionaire will ensure that everyone in the social group buys the designer’s clothes.
Wow that is so clever.
Then there was a top designer who tied-up with a carrot/cucumber ice-cream brand so he was flown to the North Pole to launch their new ice-cream flavour.
Really but that doesn’t make sense – ice cream, fashion designer, North Pole? All three are poles apart!
Yes, but the designer and brand got a lot of publicity.
That’s so silly, the designer is doing everything to stay in the limelight and the brand is making a fool of its self.
Brands also want to be in the forefront of their business, a lingerie designer tied-up with a dessert brand.
Now where is the connection between these two products?
The designer’s collection looked like delicious dishes so the brand too was happy.
Now this is going to ridiculous limits.
It is but when there is competition all around what can one do. You have to stand up and fight with innovative PR angles to grab publicity - a jewellery designer even tied-up with a mithai brand.
Oh no, what was the result?
The designer created jewellery that looked like delicious mithai but the collaboration was a flop.
Why did that happen?
The jewellery looked so yummy women didn’t want to buy it since they were getting tempted and reminded to eat the real thing.
This is crazy.
But wait till you hear about the designer who tied up with a mountain climbing club.
Now where did this end?
The designer created a collection that critics stated “would climb great heights”.
That is so funny, I hope it sold well and raised the designer’s bank balance after being so publicity hungry.
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