What’s next for PR pros in the fashion industry?

Communicators and PR pros who work with fashion and lifestyle companies are facing the same problems as other industries. How should these sectors adapt to the changing media landscape?

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How has PR in the fashion sector changed?

From a communications perspective, the media landscape has shifted wildly over the last several years, opening up new opportunities to connect brands directly with consumers while also limiting many of the traditional mainstays of agency and in-house work.

As the industry embarks on the last quarter of 2018 and on the heels of yet another fashion week season, six leaders within the fashion and lifestyle field speak up about the shifts witnessed and how they plan to serve clients next year and beyond.

In recent years, many PR agencies continue to move away from articulating results predominantly in secured press coverage. This approach aims to position themselves as true communication experts across all consumer touchpoints, ahead of the curve on relevant trends and technology. From dropping the PR in their company names entirely, to coining themselves as integrated marketing or brand consultancies, there is an industry-wide acknowledgment that thriving public relations agencies can no longer exist in a tactical silo.

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