Author: Pink Sheep Publicity

Pink Sheep Publicity is an innovative public relations and digital media & marketing agency, offering services in both the creative and business facets of the fashion industry. Our holistic approach to brand building and public relations makes us a one-stop solution for today’s and tomorrow’s biggest and brightest ethical, sustainable and slow fashion and lifestyle brands.

Email Marketing Isn’t Dead—Your Strategy Might Be

How to Fix Underperforming Email Campaigns

It’s easy to write off email as yesterday’s marketing tool, but it can still seriously deliver. Email marketing boasts an average ROI of $42 for every $1 spent—and 18% of brands are earning even more, with returns upwards of $70 per dollar. Email marketing is direct, personal, measurable, and—when done well—ridiculously effective.

So why are so many brands still seeing flat performance in their inboxes?

Because it’s not email that’s broken. It’s the strategy behind it.

Whether your list has gone cold or your campaigns are running on autopilot, this guide will help you diagnose what’s not working, rebuild your email program with intention, and optimize for results. Because for fashion brands looking to scale, a healthy email marketing strategy isn’t optional—it’s essential.

Diagnosing the Problem—What’s Not Working?

If your emails are falling flat, it’s time to take a hard look at the signs. Underperforming email programs often show symptoms like:

  • Low open or click-through rates
  • High unsubscribe or spam complaints
  • No noticeable impact on sales
  • Inconsistent sending schedules or tone

Other red flags to watch for:

  • Flows that haven’t been updated in 6+ months
  • Newsletters that go to your entire list with no segmentation
  • A “blast-first, strategy-later” approach

These issues don’t just hurt engagement—they can damage your domain reputation and make it harder to reach inboxes in the future. But don’t panic. Let’s fix it, one step at a time.

Rebuilding Your Foundation—Flows First

Before you send another newsletter, get your automations in order. Why? Because email flows work 24/7, converting customers while you sleep.

Every brand should have at least four foundational flows:

  • Welcome Flow – Introduce your brand, set expectations, and share a first offer
  • Abandoned Cart Flow – Remind shoppers of what they left behind
  • Post-Purchase Flow – Say thank you, offer styling tips, and suggest complementary items
  • Win-Back Flow – Re-engage customers who haven’t shopped or clicked in months

Some brands thrive with four or five flows. Others need 14. The key is to test, tweak, and find your flow sweet spot. These automated sequences often generate the highest ROI across your entire marketing mix—don’t overlook them.

Reimagining Your Campaigns—Think Like Your Customer

Flows are foundational. But campaigns—aka your one-off newsletters—are your chance to show up consistently, creatively, and with value.

Strong campaigns have:

  • Clear goals: Are you educating, promoting, or building community?
  • Value-first content: Offer tips, styling advice, or founder insights—not just discount codes
  • Fresh creative and storytelling: Think editorial-style visuals, founder Q&As, or collection deep-dives

And don’t send the same email to everyone.

Instead, segment by:

  • Purchase history
  • Engagement level
  • Product preferences
  • Email behavior

Email is a relationship. Every message should either build trust, deliver value, or invite action. Sending with intention—and always thinking about what your audience wants to see, not just what you want to say—is invaluable.

Design & Deliverability—The Overlooked Essentials

You could have the best content in the world, but if your emails don’t render well—or don’t reach inboxes at all—it won’t matter.

Here’s what every brand should prioritize:

  • Mobile optimization – 68% of online shopping orders in 2024 came from mobile devices
  • Clear hierarchy – Your CTA should be easy to find and act on
  • Branded visuals + plain text fallback – Great design meets accessibility
  • Verified sending domain – Builds trust and keeps you out of spam folders
  • Avoiding spam triggers – Steer clear of all caps, excessive punctuation, and generic subject lines

Pro tip: Audit your emails regularly. Check how they load on various devices, review broken links, and ensure they still reflect your current branding.

Subject Lines & CTAs—Small Changes, Big Results

Subject lines are your first impression—and your biggest gatekeeper to opens.

Tips for subject line success:

  • Keep it under 50 characters
  • Add urgency, curiosity, or clarity
  • Test emojis, personalization, and formatting
  • Avoid spammy language (“Free!!!” “CLICK NOW”)

Once they open, don’t waste the opportunity. A strong call-to-action (CTA) is what turns interest into clicks—and clicks into sales.

Make sure your CTA:

  • Focuses on one action only
  • Uses benefit-driven language
  • Is easy to find and tap

Instead of “Click Here,” try “Discover Our New Collection” or “Shop the Top-Rated Styles.”

A/B test both subject lines and CTAs regularly to learn what your audience responds to.

Let the Data Lead

Sending emails without tracking performance is like driving blindfolded.

Monitor key metrics like:

  • Open Rate – Are your subject lines and sender name compelling?
  • Click-Through Rate (CTR) – Is your content delivering value and inviting action?
  • Conversion Rate – Are readers actually purchasing?
  • Unsubscribe/Spam Rate – Are you annoying your list or misaligned in messaging?

Use industry benchmarks as a litmus (like an average retail open rate of 33.8% and click rate of 1.11%), but the trends in your own data matter more.

Look at:

  • What types of content generate what types of consumer responses
  • Which days and times yield the best engagement
  • Which flows drive the most revenue
  • Which flows drive the least revenue
  • What types of content is converting least

What to Do If You’ve Let Your Email Strategy Slide

If your email program has been neglected (no judgment—it happens), it’s never too late to revive.

Here’s how:

  • Start with a “We Miss You” or exclusive welcome-back message
    • Don’t hit your full list all at once—warm up your domain with smaller, engaged segments
  • Focus first on your most active subscribers: people who’ve clicked, opened, or purchased recently
  • Rebuild with consistent, value-driven content—no firehose of promos, please

Pro tip: Don’t expect results overnight. A healthy email program takes time, testing, and consistency—but the payoff is worth it.

A Healthy Email Program Drives Real Growth

With the number of email users expected to reach 4.59 billion by the end of 2025 and over half of consumers making purchases directly from emails, this channel isn’t going anywhere.

The difference between a revenue-generating email strategy and a forgettable one lies in intention, segmentation, strategy, and storytelling.

And the brands seeing serious results from email aren’t winging it. They’re building smart, strategic programs that prioritize customer relationships—and consistently deliver value.

So no, email isn’t dead. But if your results are? It’s time for a strategy refresh.

Pink Sheep Publicity builds bold, data-backed email strategies for fashion and lifestyle brands that want to scale. If you’re ready to turn your list into your most powerful sales and storytelling tool, we’re here to help.

Beyond the Grid: Social Media Strategy Is More Than Pretty Posts

Social media can easily feel like a full-time job—because, let’s be honest, it is. For fashion brands, managing social platforms means more than just choosing the right filter or posting perfectly posed flat lays. Yet too often, social media is treated like a curated mood board: aesthetically pleasing, but ultimately ineffective.

The truth? Pretty posts alone don’t convert. A visually stunning grid without a strategy, data, engagement, or direction is just digital noise. If a brand wants to see real ROI from social media, it needs to go deeper.

In 2025, the stakes and competition are both higher than ever. With over 85% of Gen Z and 72% of millennials reporting that social media influences their purchase decisions, brands can’t afford to wing it anymore. The fashion brands making the biggest impact on social aren’t guessing—they’re working with a plan that combines great content and thoughtful strategy. Let’s break down what actually matters when building a social presence that fuels brand growth, community, and conversions.

Aesthetic Alone Isn’t a Strategy

There’s no denying that fashion is a visual industry. The look and feel of your brand matters—but visuals without meaning don’t build trust or drive results. A beautifully curated Instagram grid might earn a few likes, but if there’s no context, story, or call to action behind the post, it won’t do much else.

Aesthetic should be used to support a brand’s message—not cover up the lack of one. Fashion brands must focus on clarity, consistency, and storytelling that aligns with their voice and values. The grid is just the beginning.

Pro tip: Think of your feed as your storefront. A great window display can can stop people in their tracks, but what’s inside the store—how you show up, what you say, how you serve your audience—that makes people stick around.

Strategy First, Always

Before a post is published, before a caption is drafted, and long before content is batch scheduled—there should be strategy.

Every post should serve a clear purpose: to drive awareness, spark engagement, or inspire conversion. Without this clarity, content becomes filler.

Strategic social media marketing starts by asking:

  • Who is this content for?
  • What action will customers ideally take after seeing it?
  • How does / can social media support our larger business goals?

Strong strategies are built on clear content pillars, a consistent brand voice, and a mapped-out funnel that takes customers from discovery to decision. Whether you’re posting a behind-the-scenes Reel or sharing a founder Q&A, every post should connect back to the bigger picture and cohesively build a fashion brand’s story in the mind of the target consumer.

Data Is the Feedback Loop You’re Ignoring

Social media algorithms aren’t your enemy—they’re your mirror. They show you what your audience responds to. Instead of guessing, smart fashion brands are using analytics to guide decisions and optimize content.

Metrics that matter:

  • Engagement rate: Are people connecting with your posts?
  • Saves and shares: Are you adding value worth remembering?
  • Link clicks/swipe-ups: Are people taking action? What actions are they taking?
  • Conversion rate: Are they buying? And if so, where (on socials? on the ecomm site?)

Rather than chasing vanity metrics (like counts that don’t convert), look for patterns across top-performing content. The data will tell you what your audience wants more and less of—if you’re paying attention.

Not Every Post Needs a CTA

CTAs—calls to action—can be powerful tools to drive traffic, boost engagement, or prompt conversions. But not every post needs one.

Remember that sometimes the goal is connection, not immediate conversion. Posts that educate, inspire, or share behind-the-scenes moments can build trust and brand affinity without asking for anything in return.

Use CTAs strategically when you’re promoting a product, launching something new, or driving engagement. Keep asks to the audience clear, relevant, and action-oriented—but don’t overuse them, because when every post feels like a pitch, your audience tunes out.

Pro tip: If the post delivers value on its own, it doesn’t always need a next step. Sometimes, that genuine connection should be the goal.

Community Is the Point

It’s called social media for a reason.

The brands winning right now aren’t the loudest—they’re the most engaged. They’re showing up in their DMs, commenting like real people, sharing their followers’ content, and listening to feedback in meaningful ways.

In fact, 71% of consumers say they’re more likely to recommend a brand after a positive interaction on social media. That’s not just brand love—that’s brand loyalty.

Ways to build real community:

  • Reply to comments like a human (not a copy-paste bot).
  • Repost and celebrate user-generated content in a way that authentically works with your overall strategy.
  • Share behind-the-scenes moments to build intimacy.
  • Ask for opinions—and respond thoughtfully.
  • Be open to feedback. Serving customers requires listening to customers.

Pro tip: You don’t need a huge following to build a powerful community—you just need to genuinely show up for the one you have and grow from there.

Cross-Channel Planning > One-Platform Burnout

Let’s be real: Instagram alone isn’t going to carry your entire social strategy. Today’s consumers are spread across platforms—and they engage differently on each.

Don’t repost the same video on every channel and hope for the best (consumers can tell when you’re phoning it in). Tailor your content to each platform’s strengths:

  • TikTok: Short-form video with personality
  • Pinterest: High-res visuals and mood board energy
  • Threads: Thoughtful or punchy conversations
  • LinkedIn: Founder stories and business insight
  • Email: Intimate and direct storytelling

Also? Don’t forget your website. A strong content ecosystem connects social to email to e-comm and back again—maximizing ROI without burning out your team or exhausting your audience is imperative.

The ROI of Getting It Right

Brands that treat social media as a business tool—not just a visual platform—are seeing serious returns:

  • 39% of customers say they only trust brands they’ve interacted with on social media.
  • 86% of consumers say they’ve made a purchase in the past month after discovering a product online.
  • Gen Z? 85% report social media influences their buying decisions.
  • Boomers may be less active on Instagram, but 52% still rely on online reviews to guide their purchases.

Translation? No matter your audience, your social presence matters. And strategy drives results.

The 2025 Social Playbook: Best Practices That Work

If you’re trying to get smarter about social, here’s what’s working right now:

  • Post with purpose. Every post should connect to a clear brand or business goal.
  • Engage like a human. Reply, listen, show up. Don’t automate your entire personality away.
  • Ride trends selectively. Yes to staying current. No to trying every TikTok challenge that doesn’t align with your brand.
  • Know your audience. Stop guessing—use social listening and analytics to find out what they actually care about.
  • Test, tweak, repeat. Your strategy should evolve based on data, not instinct alone.
  • Balance value and promotion. Think 80% value-driven content, 20% direct promotion.
  • Use analytics (not just your gut). Know your top-performing formats, platforms, and times.
  • Optimize by platform. What works on Threads might flop on TikTok.
  • Stay ahead of algorithms. Know how they work. Adjust when they change.
  • Crisis-proof your plan. Have a response strategy ready for the unexpected.
  • Repurpose smartly. Turn one great piece of content into five—without diluting the message by being strategic during the creation process not just editing.

Final Thoughts

The fashion brands seeing the biggest results on social aren’t just posting—they’re planning. They’re listening. They’re connecting. They’re testing and adjusting. And they’re using every post, story, and campaign to move closer to their business goals, not just posting pretty pictures based on vibes.

A beautiful grid might get a scroll or a save. But strategy, community, data, and clear calls-to-action? That’s what drives growth.

And if you’re ready to turn your feed into a fully-functioning growth engine?
That’s where Pink Sheep Publicity comes in. We don’t just make things look good—we build strategies that work. Let’s talk.

10 Questions Fashion Founders Should Ask Themselves This Earth Day

Building a more sustainable future starts with the questions we’re willing to ask.

Earth Day is more than a hashtag.
It should serve a checkpoint—not a finish line—for every founder, designer, and brand leader shaping the future of fashion.

In an industry that generates 92 million tons of textile waste annually, with global production expected to increase by 63% before the end of this decade, Earth Day serves as a powerful reminder: we can’t afford to wait for the industry to change. We are the industry. Whether your brand is still in early development or scaling internationally, the responsibility to prioritize people and planet is real—and urgent.

At Pink Sheep Publicity, we work with brands that lead with purpose. So this Earth Day, we’re inviting you to pause and reflect with intention. These 10 questions aren’t just about optics or trends—they’re about long-term, values-driven business growth that makes room for both profitability and progress.

1. Where are My Materials Coming From—and Who’s Making Them?

Every sustainable decision starts with transparency. Knowing your supply chain inside and out—from the fibers you use to the factories that cut and sew your garments—builds the foundation for everything else. Ask your suppliers hard questions. Know your certifications. Don’t settle for vague answers.

As the Business of Fashion’s 2025 Outlook reminds us, “inaction is not an option.” Brands that aren’t clear on their sourcing open the door to greenwashing—or worse, exploitative labor.

2. Am I Using More than I Need?

Whether it’s textiles, trims, energy, or packaging—excess creates waste. Simplicity isn’t just chic; it’s sustainable. Limited drops, thoughtful SKUs, and low-waste production practices can significantly reduce your environmental footprint while also increasing brand profitability.

When over 100 billion garments are produced annually and 85% of them go to landfills, every yard you don’t waste, and every unnecessary shipment you avoid, makes a difference.

3. Can my Products be Reused, Repaired, or Recycled?

Sustainability isn’t just about how a garment is made—it’s also about what happens next. Design with the end in mind. Using materials that are biodegradable or recyclable, and considering construction that supports repair, resale, or reuse allows products to have a lifecycle past initial purchase and wear.

Brands like Patagonia and Eileen Fisher have proven that designing for circularity can build customer trust and brand longevity.

4. Do I Understand the Footprint my Brand Has?

Organic cotton doesn’t automatically equal low impact. Bamboo isn’t always better. Many “eco” fabrics come with hidden tradeoffs—excessive water use, harmful dyes, non-biodegradable blends .

Take time to truly understand your brand’s footprint across the board—materials, shipping, production volume, and product lifecycle from a critical, objective point of view. The fashion industry currently accounts for 10% of global carbon emissions, more than international flights and maritime shipping combined.

Knowing your impact is the first step to reducing it.

5. Are my Production Partners Aligned with my Values?

You can’t build a truly ethical brand without ethical production. That means asking how workers are compensated and treated, how waste is managed, and whether your manufacturer is truly operating in alignment with your brand’s mission.

True partnership goes beyond price and MOQs. It’s built on shared goals and mutual accountability.

6. How do I Educate and Engage my Customers on Sustainability?

If your brand is doing the work—share it. If you’re learning—share that too. Transparency builds trust, and the more you educate your audience, the more powerfully they’ll advocate for your brand.

78% of consumers say they’re more likely to engage with personalized, values-aligned offers. Telling the story behind your practices, your people, and your decisions will bring your customer into the journey.

7. What is my Packaging Made of—and is All of it Necessary?

The unboxing experience doesn’t have to cost the earth. Recyclable tissue paper, compostable mailers, and soy-based inks are small shifts that add up. But it’s not just about materials—it’s about intention.

Do your consumers need three layers of packaging for their single garment order? Probably not.

Audit your packaging like you’d audit a collection. Every detail should align with your values and customer experience. If it isn’t adding value, it’s costing money and wasting resources.

8. How Inclusive and Equitable is my Business Model?

Sustainability and social justice are deeply connected. Are you creating opportunities for underrepresented voices in your team, your campaigns, your supply chain?

Are your size ranges inclusive? Are your price points accessible—or are you unintentionally gatekeeping your values?

Fashion can’t call itself sustainable if it’s only accessible for a privileged few.

9. What Happens to my Product after it Leaves my Hands?

Once a customer checks out, is your responsibility over? Offering resale partnerships, garment care guides, or even take-back programs to keep a brand’s product in circulation longer are increasing in popularity. Reformation and Stella McCartney are continuously looking for new ways to increase their designs’ lifecycles by promoting resell of product, while AllSaints recently introduced a new circular initiative to repair and increase the lifespan of their leather jackets.

The future of fashion is regenerative. Your brand should be too.

10. Am I Making Progress or just Promises?

Sustainability is so much more than a checkbox or an Instagram caption. It’s a long-term, evolving commitment. Set measurable goals. Track your progress. Own your missteps. Communicate honestly.

It’s not about perfection—it’s about showing up.

Collective industry action is crucial to meeting sustainability goals. But change starts with individual brands doing the hard, behind-the-scenes work.

What Can we Accomplish by This Time Next Year?
No brand is perfect. But every brand can do better.

This Earth Day, let reflection lead to action. Let these questions guide the conversations you’re having with your team, your customers, and yourself.

From Launch to Legacy: How PR Shapes Every Stage of a Fashion Brand’s Growth

In fashion, success is never static; even the most iconic brands are constantly evolving to remain relevant. From debuting the collection to becoming a household name, the journey of a fashion brand mirrors a lifecycle familiar to anyone in business: Introduction, Growth, Maturity, Decline, and, eventually, Obsolescence.

While creative vision and product innovation fuel the artistic side of fashion, a strong public relations (PR) strategy is what ensures a brand not only enters the market with impact but sustains momentum over time. Strategic PR doesn’t just complement the design process—it drives perception, demand, and longevity; it’s the through-line from launch to legacy that consistently keeps a fashion brand in the minds and on the feeds of consumers.

Each phase of a fashion brand’s lifecycle demands its own approach to building awareness, shaping perception, and influencing consumer behavior.

We’re breaking down how PR can evolve with a business, ensuring that the public sees, believes in, and ultimately buys into the fashion brand.

Stage 1: The Launch — Building Buzz and Awareness

Objective: Establish a strong brand presence in the market.

For early-stage fashion brands, PR is all about planting seeds. This is the make-or-break moment when the right storytelling can generate enough curiosity to attract those all-important first customers, media hits, and stockists.

Key PR Activities:

  • Crafting a compelling brand story that differentiates the label from others in a saturated market.
  • Securing early press mentions in trade publications, fashion blogs, and niche outlets covering launches and emerging talent.
  • Partnering with micro-influencers and tastemakers who resonate with the brand’s aesthetic and values using affiliate marketing to incentivize mutually beneficial collaborations.
  • Hosting a launch event or campaign to create a splash and generate newsworthy events for a young, new brand, whether through a pop-up, intimate press preview, or virtual showcase.

Outcome: Brand awareness begins to build, the media starts paying attention, and the first wave of consumers is introduced to the brand.

Stage 2: Growth — Solidifying Brand Identity and Expanding Reach

Objective: Transition from a “new” brand to one with a recognizable identity and loyal customers.

Once a brand is on the radar, the focus shifts to reinforcing what it stands for and establishing industry authority. This is where PR helps shape how the brand is perceived and ensures it remains top-of-mind as competition intensifies.

Key PR Activities:

  • Refining media relations to include features in major publications like Vogue, Elle, and Harper’s Bazaar.
  • Expanding influencer collaborations to include mid-tier and macro-influencers aligned with the brand.
  • Launching partnerships and capsule collections that build credibility and expand reach.
  • Generating consistent press coverage through interviews, editorials, and event activations.

Outcome: At this stage, a fashion brand begins to take on a stronger identity in the marketplace, with press and consumers associating it with distinct values, aesthetics, and a growing presence.

Stage 3: Scaling — Becoming a Market Leader

Objective: Shift from a growing brand to an industry leader.

This is when a fashion brand has traction. Now the goal is to scale impact while navigating the increased scrutiny that comes with success. Strategic PR ensures growth is matched with polish, authority, and authenticity.

Key PR Activities:

  • Cultivating deep relationships with top-tier editors to secure long-lead features, cover stories, and fashion week spotlights.
  • Launching large-scale campaigns around seasonal drops or high-profile collaborations.
  • Managing potential crises with well-thought-out reputation strategies.
  • Positioning brand executives or designers as thought leaders through op-eds, podcast interviews, and industry panels.

Outcome: The brand becomes known not just for its products, but for its cultural relevance. Not only does the brand earn a spot among the top players, but it also becomes a part of the broader fashion conversation.

Stage 4: Legacy — Sustaining a Timeless Brand Presence

Objective: Ensure longevity through cultural relevance and commitment to core values.

Legacy isn’t just about time; it’s about building an enduring reputation and making a lasting impact. At this stage, PR helps the brand stay relevant while honoring the values and vision that brought it here.

Key PR Activities:

  • Increasing brand reach by executing global PR campaigns to support international growth and align messaging across regions.
  • Celebrating brand milestones (major anniversaries, runway retrospectives, museum exhibitions) with PR activations that reinforce the brand’s journey.
  • Maintaining a consistent tone of voice across all channels, including earned media, social platforms, and internal communications.

Outcome: The brand becomes more than a label—it becomes a legacy. It earns cultural capital, consumer trust, and long-term brand equity.

PR Is the Common Thread

From the moment a fashion brand introduces itself to the world to the decades it spends influencing trends and culture, public relations plays a critical role at every step. While design captures attention, it’s PR that ensures the world keeps watching.

The brands that succeed long-term are those that treat PR as a non-negotiable—a strategic partner in shaping their narrative, connecting with their audience, and evolving with purpose. As fashion continues to move faster and consumer expectations shift, a great PR strategy is more than a support system—it’s the very foundation on which enduring brands are built.

For brands seeking not just visibility, but legacy, PR isn’t just part of the plan. It is the plan.

10 Reasons Every Fashion Brand NEEDS a Great Public Relations Strategy

The reality of the fashion industry is that it’s not enough to have stunning collections or trendsetting designs. Without a plan – preferably a dynamic public relations (PR) strategy – even the most fabulous, innovative fashion labels can fade into obscurity. It’s easy, particularly amidst the uncertainty of the current economy, to underestimate the power of any strategy that isn’t directly sales-driven, but it’s the fashion brands that understand the value of public relations and consistently strategize based on their brand’s goals, that can and will thrive in today’s market and beyond.

1. Visibility in a Crowded Market
The fashion industry is saturated with emerging designers and established powerhouses alike. A strong PR strategy ensures a brand doesn’t just get noticed—it gets remembered. Through media placements, influencer collaborations, and event activations, PR cuts through the noise to spotlight a brand’s uniqueness.

2. Crafting a Compelling Narrative
At its core, when it’s done well, public relations is storytelling. A great PR team crafts a compelling brand story that goes beyond the product and explains not only what the brand does but why it matters. This narrative communicates a brand’s heritage, values, and aspirations—essential elements that create emotional connections with consumers.

3. Building and Maintaining Brand Reputation
Reputation is everything, particularly when it’s easier than ever to set up a drop-shipping site and sell low-quality, low cost product from anywhere at anytime. Actively managing public perception is part of building consumer trust. By being open and honest with consumers, anticipating crises, managing media relations, and ensuring the brand’s messaging is consistent and positive across all channels, fashion brands will be better positioned for success.

4. Media Relationships That Matter
Public relationship agencies have cultivated relationships with editors, journalists, influencers, and tastemakers. The right PR partner will have cultivated relationships within your niche and understand your specific industry and market. These relationships are not only essential for securing valuable media coverage and getting featured in reputable publications, but also amplifying brand messaging through trusted voices in the industry.

5. Launching Collections with Impact
Whether it’s a seasonal collection, a capsule drop, or a designer collaboration, public relations should play a central role in launching products with maximum impact. Through exclusive previews, celebrity seeding campaigns, fashion show support, and coordinated press releases, strong public relations campaigns, when effectively run, create anticipation and drives interest before product even hits the shelf.

6. Supporting Sustainability Messaging
As consumers increasingly demand transparency and accountability (per industry research 73% of consumers are willing to pay more for products that guarantee total transparency), fashion brands must communicate their sustainability efforts authentically and honestly. Public relations professionals can and should help brands articulate their environmental and ethical initiatives in a way that resonates with conscious consumers without veering into greenwashing.

7. Influence Buyer Decisions
The fashion media and culture are of course highly influential in consumer behavior. When a fashion brand has a strong public relations strategy, a brand becomes a part of the cultural narrative, influencing not only brand image but purchasing behavior of target consumers (ie: more sales for the brand). Strategic placements and well-timed features position a brand as aspirational and trend-forward, helping it stay top of mind for buyers and consumers alike.

8. Strengthening Digital Presence
Today’s PR strategies extend far beyond traditional media. Digital campaigns, paid affiliate media, social media integrations, and influencer partnerships all tend to fall under the PR umbrella, particularly for smaller brands with smaller teams. A cohesive digital approach incorporating dynamic public relations and digital marketing strategies ensures brand consistency across all platforms, expanding reach, deepening engagement, and increasing revenue through both D2C and in-store sales.

9. Shaping Industry Dialogues
Great fashion PR doesn’t just follow the conversation—it helps shape it. PR teams position their clients as thought leaders on topics like innovation, sustainability, and inclusivity through op-eds, interviews, and panel participation, contributing to meaningful industry dialogue.

10. Long-Term Brand Equity
Public relations builds lasting brand equity. It nurtures relationships, reinforces positioning, and ensures a brand remains relevant and respected over time. The cumulative effect of strong public relations efforts helps fashion brands leave a lasting legacy and stand out.

Conclusion
Because we live in a world where perception often equals reality, a strong public relations strategy is no longer a luxury for fashion brands—it’s a necessity. From narrative development to reputation management and sustainability storytelling, PR shapes how a brand is seen, understood, talked about, and remembered.

The Power of Social Commerce: How Fashion Brands Are Turning Social Media Into a Sales Machine

Social commerce—the direct selling of products within social media platforms—is reshaping the way consumers shop. Blending content and commerce into one seamless experience, this evolution is changing the fashion industry at a rapid pace. With global social commerce sales projected to reach $8.5 trillion by the year 2030, the question is no longer whether brands should embrace social commerce but how they can do so effectively.

The Rise of Social Commerce in Fashion

Social media has long influenced consumer behavior and has now become a fully integrated sales channel. According to Statista, global retail social commerce sales are expected to exceed $100 billion this year and by 2026, social commerce is projected to account for 19% of total e-commerce sales. Underscoring its growing influence and importance as a sales channel, particularly for emerging brand, social commerce is a critical strategy for fashion brands looking to capture market share.

Consumer behavior supports the growing reliance of shoppers on social commerce. Approximately 86% of people made an online purchase within the last month, and 82% of consumers use social media for product discovery and research. As of 2025 social commerce already has a 25% penetration rate (meaning 1 in 4 Platforms such as Instagram, TikTok, and Pinterest are transforming from inspiration sources into fully functional shopping destinations, creating a frictionless path from discovery to purchase.

Platform-Specific Trends in Social Commerce

While social commerce is expanding across multiple platforms, each has unique strengths in influencing purchasing behavior. It’s important to understand where a brand’s existing audience is already purchasing before determining which channels in which to invest:

YouTube is a leading platform for Gen Z product discovery, with 70% of this demographic using it to research and explore products before purchasing.

Facebook continues to be the dominant platform for social commerce with almost all demographics (the exception being Gen Z). Data shows that older demographics, are already accustomed to shopping within the platform’s ecosystem, continue to increase their on-platform spend.

TikTok Shop is gaining momentum despite continued uncertainty, with the platform aiming to grow its U.S. e-commerce volume tenfold to $17.5 billion in 2025. A Consumer Trends survey found that 69% of TikTok users are willing to make a purchase directly from the platform.

Instagram Checkout enables seamless transactions without leaving the app, appealing to brands looking to shorten the customer journey.

Pinterest has introduced shopping APIs that enhance catalog management, making it easier for brands to optimize their product listings and seamlessly integrate their catalogs directly onto Pinterest’s platform for customers to shop.

The Trust Factor in Social Commerce

Despite the rapid adoption of social commerce by brands and consumers alike, trust remains a key challenge. Nearly 4 in 10 consumers hesitate to make purchases directly through social platforms due to concerns about data privacy and security. Many shoppers still prefer to discover products through social media then navigate to a fashion brand’s website to complete the purchase. While this adding of an extra step in the buying journey can lead to increased consumer trust, it can also lead to increased abandoned carts, which is something every fashion brand aims to combat.

As trust in social commerce is evolving, established fashion brands leveraging social commerce can help mitigate these concerns by offering clear return policies, customer service accessibility, and secure payment options. It’s also integral to understand the unique needs and expectation’s of a brand’s specific unique customer base. Research from Accenture suggests that older generations prioritize security and brand familiarity. Meanwhile, younger shoppers place greater value on peer reviews and social proof, meaning brands must prioritize transparency and customer feedback. Setting up a the consumer journey to provide the customer with what they need is integral to building consumer trust on any platform and will remain necessary as social commerce grows.

The Future of Social Commerce in Fashion

As social commerce continues to evolve, brands must take a strategic approach to maximize its potential. Some key considerations for long-term success include:

  1. Diversifying Platform Strategies: Fashion brands should not rely on a single platform but instead tailor their social commerce approach to multiple channels based on audience behavior.
  2. Prioritizing Consumer Trust: Transparent return policies, secure payment methods, and clear data privacy measures can help alleviate concerns and build long-term customer loyalty.
  3. Leveraging AI Thoughtfully: Personalization should enhance, not overpower, the shopping experience. Balancing automation with human-driven engagement will be essential in maintaining authenticity.
  4. Investing in Social-First Content: The most successful brands are creating content that seamlessly integrates with social shopping features, driving engagement while making it easy to purchase in just a few clicks.

Much like the early days of e-commerce, social commerce is becoming an essential part of the fashion industry’s sales strategy even before it’s fully formed or understood. With the right approach, fashion brands can capitalize on this shift, turning their social media presence into a powerful revenue driver while staying ahead of evolving consumer expectations. The fashion brands that invest early and strategically in thoughtful social commerce will be best positioned to thrive in the next era of digital retail.

More questions about social commerce and how to optimize your fashion brand’s strategy? Let’s talk!

Celebrity Stylist, Amanda Massi, Shares Her Expertise with CNN, Parade, Woman&Home and more . . .

With an eye for luxury and a client roster that includes Grammy-winning artists, global icons, and high-net-worth tastemakers, celebrity stylist (and Pink Sheep Publicity client), Amanda Massi, is a true force in the fashion industry!

Amanda is available as a source for style trend pieces, fashion advice and expert commentary on celebrity and red carpet looks. Whether you’re exploring the latest in fashion news or seeking insights on personal style transformation, Amanda’s unique perspective and extensive industry experience make her a dynamic voice in the fashion industry.

Please contact Pink Sheep Publicity for more information.

Selection of Amanda’s Recent Style Commentary in the Media:

Woman&Home: 7 shoe trends we predict you’ll be wearing in 2025

Parade: 7 Best Travel Outfits for Women, According to Celebrity Stylists

CNN: 12 of the best casual shoes for men to buy this season, according to stylists

DailyMail: Stylists reveal how to solve fashion emergencies… from shrunken clothing to exposed bra straps

PSA: Your Competitors are Still Investing in PR & Marketing

Now is Not the Time to Pull Back on Strategy

It’s no surprise that when the economy takes a hit, businesses tighten their belts—and all too often, PR and marketing budgets are the first to go. While cutting these costs might seem like a quick fix for fashion brands looking to save money, it’s a short-sighted move that can weaken brand awareness, shrink market share, and stall the long-term growth that separates long-lasting fashion brands from the rest.

Why PR & Marketing Are Often the First to Go

Before diving into why slashing PR and marketing budgets is a mistake, it’s important to acknowledge why these cuts happen in the first place:

  • Perceived as Non-Essential – When businesses are looking to trim expenses, public relations and marketing are often seen as dispensable rather than critical to survival.
  • Difficulty in Measuring ROI – Unlike direct sales or operational costs, the impact of PR and marketing initiatives can take time to materialize, making them harder to justify during economic strain.
  • Focus on Short-Term Survival – Many companies prioritize immediate financial stability over long-term brand investment, viewing marketing as a luxury rather than a necessity.
  • Lack of Immediate Visibility – The effects of marketing campaigns build over time, so their absence isn’t immediately felt—until it’s too late.

The reasoning seems logical at first glance— public relations and marketing don’t always have the same immediate, tangible impact as operational costs, and their return on investment (ROI) isn’t instantly measurable. However, cutting back on these efforts is a short-sighted move that can severely hinder long-term growth and brand resilience, particularly for newer and independently-owned brands already fighting against major fashion labels.

The Cost of Cutting PR & Marketing

The long-term consequences of pulling back on marketing and public relations investments far outweigh the short-term savings and as always, the proof lies in the data:

  • Loss of Brand Awareness – Consistency is key in marketing. When brands go silent, they become forgettable (even to the most loyal customers), giving competitors the opportunity to dominate the conversation and capture market share.
  • Difficulty in Rebuilding Momentum – Once marketing efforts are halted, it takes time and significantly more investment to regain lost ground and rebuild consumer trust. Remember: it can cost 5 to 25 times more to acquire (or reacquire) a new customer in comparison to retargeting an existing, engaged customer.
  • Long-Term Revenue Impact – A study by Harvard Business Review found that 80% of companies that cut marketing costs during a recession had not regained pre-recession sales and profits even three years after the downturn. Brands that cut fastest and deepest had the lowest probability (21%) of surpassing competitors when the economy improved.
  • Competitive Disadvantage – Your competitors are still marketing. A survey by Harris Interactive/Yankelovich found that 86% of consumers remember brands that continue advertising during downturns and feel more positively about their commitment to their products and services.

A Smarter Approach: Optimize, Don’t Eliminate

Instead of pulling back entirely, economically uncertain times are when fashion brands need to pivot their strategy to ensure their public relations and marketing spends are as effective as possible. Here’s how:

  • Refine Messaging – Adapt public relations and marketing efforts to reflect current economic conditions. Avoid aggressive sales tactics and instead focus on value-driven messaging that resonates with consumer needs.
  • Emphasize High-ROI Strategies – Investing in conversion-driven digital marketing strategies, high-conversion email campaigns, and commission-incentivized influencer partnerships that deliver measurable returns will allow brands to see a more direct, ROI from their digital marketing strategies to support brand cashflow while also creating buzz through digital campaigns.
  • Take a Metrics-Driven Approach – By prioritizing metrics-driven campaigns in both public relations and digital marketing, and being mindful of what is and isn’t providing a meaningful ROI (whether that is measure in sales, clicks, traffic, or other metrics depending on the campaign), brands can more thoughtfully determine what is and isn’t worth continuing to invest in when it’s time to make difficult decisions and scale back.
  • Leverage Cost-Effective Tactics – Organic social media, affiliate marketing, and targeted content strategies can maintain visibility without significant ad spend. Also, by working with partners that understand how to provide a meaningful ROI on a conservative budget, brands are able to continue growing without overstretching their resources.
  • Prioritize Customer Loyalty – Reward existing customers with exclusive offers, personalized engagement, and loyalty programs to keep them engaged. Your best asset as a brand is the customers that are already loyal to your brand. Engage them thoughtfully and let them help build the brand they love.
  • Focus on Brand Trust – Thoughtful public relations efforts, such as earned media placements and timely storytelling that feels relevant to the moment, reinforce credibility and brand integrity. They also allow brands to more authentically connect with their existing audience and reach out to potential new customers.

The Right PR & Marketing Partner Makes the Difference

Businesses that maintain or increase marketing efforts during economic downturns don’t just survive—they thrive. By continuing to invest in strategic PR and marketing, brands position themselves for long-term growth while competitors that cut back struggle to regain momentum.

At Pink Sheep Publicity, we specialize in crafting recession-resilient strategies that help brands maintain relevance, drive consumer trust, and optimize marketing investment for maximum impact. Tough economic times require smarter strategies.

Let’s future-proof your brand together. Reach out to Pink Sheep Publicity and let’s talk strategy.

CASE STUDY: Digital Marketing for Designer Womenswear Brand

Summary

A contemporary womenswear brand with a strong wholesale presence but very little D2C revenue wanted to establish their online store to be a profitable source of revenue for the brand as they continue to build their business.

Challenges

The brand had run minimal campaigns prior to working with Pink Sheep Publicity, meaning there was little to no data in their account to pull from. Also, as a small business, the brand had a capped ads budget of $100 / day for the first several months of engagement and very little budget to invest in creative production to improve content for the ads.

Strategy

The main goal was for the Pink Sheep Publicity team was to develop a meaningful ads strategy that would bring in steady sales to the brand.

Once that was established, we could begin scaling ads while continuing to test in order to increase brand revenue without raising Cost Per Acquisition (CPA) higher than the brand’s target CPA while beginning to scale.

Services

Digital Marketing

By the
Numbers

AVERAGE MONTHLY RESULTS PRIOR TO ADS

$1,996.00

Gross Sales

$0.00

Ads Budget

9

Total Orders

$217.69

Average Order Value (AOV)

NA

Cost Per Acquisition (CPA)

Month 1 Results

$19,845.98

Gross Sales

$3,393.18

Ads Budget

71

Total Orders

$311.96

Average Order Value (AOV)

$47.79

Cost Per Acquisition (CPA)

Month 6 Results

$28,741.20

Gross Sales

$6,148.94

Ads Budget

86

Total Orders

$319.51

Average Order Value (AOV)

$71.49

Cost Per Acquisition (CPA)

Month 12 Results

$76,219.20

Gross Sales

$12,415.17

Ads Budget

186

Total Orders

$452.16

Average Order Value (AOV)

$66.74

Cost Per Acquisition (CPA)

Summary of Results

In our first year of digital marketing for this designer womenswear brand, we were able to increase the brand’s gross sales 650% through their D2C channel (sales through their Shopify website). We were also able to increase the returning customer rate by 48% and orders by 584%, solidifying D2C as a strong, viable revenue channel for the brand, which had primarily thrived in wholesale prior to beginning work with Pink Sheep Publicity.

2025 Goals

We’re incredibly proud of the results we achieved for our client in our first year of engagement and look forward to continuing to optimize their ads in the coming several years of our working relationship. For digital marketing our main goal for Year 2 will be to further decrease CPA to increase profit margin and ROI, which will allow us to more efficiently scale the brand’s ads and increase their revenue and profits.

Prior to 2025, the brand had been producing their own content, but in the first two months of having their content produced by Pink Sheep Publicity, the brand has already seen a 90% increase in organic engagement and an increase in conversion rate where the content has been implemented for digital marketing campaigns (leading to a decrease in CPA).

Quarter Two of 2025 . . .

By building a steady revenue stream through digital marketing, the brand can now further reinvest in its own expansion, amplifying its impact and long-term success. Our team is excited to expand our scope and in Q2 of 2025 focus on expanding the brand’s reach and awareness by strengthening its digital marketing strategy across key channels like affiliate marketing, email marketing, and social media.

If you’re interested in discussing ways in which Pink Sheep Publicity could be of service to your brand, please schedule a free intro call here.

The 2025 Social Media Trends Fashion Brands Should Know

Social media and fashion are more intertwined than ever before. Platforms like Instagram and TikTok (though its future remains uncertain) are evolving into full-fledged shopping hubs, where shoppable posts, live shopping events, and augmented reality (AR) try-on features make it easier than ever for consumers to discover, try on, and buy pieces without ever leaving the comfort of their home—or the interface of the app. But as many brands double down on paid influencer collaborations, lean into user-generated content, and chase algorithm-feeding engagement to stay relevant (expending money, time, and resources in the process), shoppers are demanding more transparency about where their clothes come from, the impact they have, and whether the marketing claims (and the products they’re selling) hold up.

As an ethical, sustainable, and/or independent fashion brand trying to navigate 2025, it’s easy to get overwhelmed, so Pink Sheep Publicity is breaking down the tips, tricks, and time-wasters to know to optimize your social media marketing strategy for 2025.

Cultural Fluency Is No Longer Optional

Fashion brands cannot afford to speak at their audience anymore. It’s time to listen and learn! Brands need to be fluent in the cultures and mediums they’re engaging with—understanding trends, social movements, and consumer values in a way that feels natural and respectful to your audience is a nonnegotiable. Cultural fluency in social media means crafting content that resonates authentically with different demographics, avoiding tone-deaf campaigns, and fostering real connections that align with the brand and its audience.

What does that look like in practice?

  • Creating localized content that adapts to cultural nuances rather than relying on one-size-fits-all messaging.
  • Prioritizing diversity in influencer partnerships and brand storytelling.
  • Actively listening to social conversations and adjusting accordingly to avoid PR missteps.

Brands that get this right build loyalty and expand their reach in meaningful ways. Those that don’t? They risk being called out—and once you’ve lost trust, it’s hard to win it back.

Are You on the Right Platforms—or Just Wasting Time?

Social media platforms are shifting and as an independent brand already stretched thin, it’s easy to fall into FOMO. X (formerly Twitter) lost 2.7 million U.S. users in just two months after the 2024 election, while Bluesky gained nearly 2.5 million in the same period. But does that mean your brand should be on Bluesky? Not necessarily.

Remember when everyone rushed to Threads in summer 2023? According to recent company announcements, Threads still only has 130 million monthly active users vs. 550 million accessing X (Twitter) on a monthly basis. After fluctuations in engagement, it’s now being touted by some as the “next big thing” and others as “still a work in progress”. Jumping on a new platform without a clear strategy can be a distraction rather than a growth move. Instead, ask yourself:

  • Where is my audience actually spending their time?
  • Is this platform helping me build community, or just adding more work to my plate?
  • Can I create content that makes sense for this platform, rather than just repurposing posts from elsewhere?

Focus on quality content that leads to real, organic engagement over mass-producing or mass posting in hopes of going viral on one of a quantity of platforms. Your audience will thank you for it.

The Evolution of Influencer & UGC Marketing

Brands are still investing heavily in influencer marketing, but the landscape is shifting. Consumers are increasingly skeptical of highly curated, polished content that feels more like an ad than a real recommendation. Enter: micro-influencers and user-generated content (UGC).

  • Micro-influencers (those with 10K–100K followers) often have higher engagement rates than big-name influencers because their audiences feel more connected to them. They can also be far more affordable for smaller brands [if pursuing paid partnerships is something that is part of your strategy].
  • UGC is king—customers trust content from real people more than traditional ads. Encouraging and resharing organic content builds authenticity and deepens trust.
  • Paid partnerships need transparency—consumers want to see real experiences, not just #ad posts with generic captions.

Do Hashtags Still Matter?

At the end of 2024, Instagram announced it was removing the option to follow hashtags. This doesn’t mean hashtags are dead—but their role is definitely evolving. Instead of stuffing posts with 30+ hashtags, brands should focus on social SEO—optimizing captions and descriptions with keywords that match what users are actually searching for.

  • Hashtags still help categorize content. Making posts searchable and relevant within niche communities will especially valuable for smaller and independent brands.
  • Branded hashtags are still valuable. Creating a unique hashtag for your brand or campaign and using it across socials can encourage UGC, help your customers feel more included and incentivized to post and promote, and help potential customers find related content.
  • They’re less effective for broad discovery. With Instagram’s algorithm prioritizing SEO-driven search and engagement-based recommendations, hashtags alone won’t get you on the Explore page.
  • Use them sparingly and intentionally. Instead of loading up every post with a wall of hashtags, focus on a few that are highly relevant and brand-specific.
  • Test and adapt. If engagement from hashtags has dropped significantly, it may be time to shift focus to social SEO and keyword-driven captions.

AI & Personalization: Smart Use vs. Overuse

AI is changing the way brands create and distribute content, whether we like it or not. From AI-generated captions and image enhancement to predictive analytics for engagement, brands are leaning into artificial intelligence to streamline their social strategies. The key is to use AI as a tool, not a replacement for human creativity. While AI can optimize timing, suggest content ideas, and even generate visuals, audiences still crave authenticity and human connection (even and sometimes especially through social media). Relying too heavily on AI risks making your brand feel generic or disconnected—so the smartest approach is to use AI for efficiency while keeping brand voice, storytelling, and community-building firmly in human hands.

The brands winning in 2025 will be the ones using AI to enhance—not replace—genuine brand storytelling.

Quality Remains Queen

All the best social media strategies in the world won’t save a brand with poor product quality and / or terrible customer service. Social media is an incredible tool for engagement, but at the end of the day, your product, shopping experience, and customer care matter more than any viral moment.

In 2025, the brands that win won’t be the ones chasing every trend—they’ll be the ones using social media as a tool to build real relationships, foster loyalty, and create lasting impact.