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.

The Power of Authenticity

2025 is shaping up to be a whirlwind for the fashion industry. With shifting consumer behaviors, global economic uncertainty, looming tariffs, and increasing challenges from the luxury conglomerates and fast fashion retailers alike, it’s easy for independent fashion brands to become overwhelmed. We’re not going to sugarcoat; this is going to most likely be a chaotic year. The brands that will thrive in the year(s) ahead are the ones that stay focused on their long-term vision, build thoughtfully, and maintain an unwavering commitment to authenticity. At Pink Sheep Publicity, we believe that, even in unpredictable times, independent, ethical, and sustainable brands can and will rise succeed and thrive. The key? Staying grounded in your purpose and delivering real value with strategy, veracity and resilience.

Why Authenticity Matters

As a growth partner to independent fashion brands, we’ve seen firsthand how vital it is to remain centered around long-term growth goals during unpredictable times. This focus, combined with authenticity, will help you build not only profitability but a loyal customer base that champions your brand, which is essential to staying the course and excelling in today’s retail climate.

Authenticity is one of the most potent assets a fashion brand can have, especially when competing against the giants of the industry. Consumers today, particularly Gen Z, are looking for brands that resonate with their values and provide a sense of genuine connection in an increasingly siloed world. (In fact, per a Forbes article, Gen Z expect the brands they purchase from to take a stand on issues that matter to them, including sustainability and social justice.) Staying authentic and transparent is not just important—it’s essential.

How Authenticity Helps Fashion Brands Thrive

Builds Trust: Consumers gravitate toward brands that are transparent and authentic. When customers know you’re reliable and honest, they’re more likely to remain loyal, even when the retail climate is unpredictable. In fact, authenticity helps build lasting trust, which is the foundation for repeat business.
Creates Emotional Connections: Authentic brands don’t just sell products—they build relationships. They tell stories that resonate with their customers and foster a sense of belonging. This emotional bond goes a long way in encouraging repeat purchases and deepening customer loyalty.
Encourages Repeat Purchases: As mentioned, customers who trust a brand are more likely to buy from them again. Consistently delivering on your brand’s promises not only ensures that customers return, but also become your most valuable advocates. And returning customers spend an average of 33% more than first-time purchasers, so it’s also just good business to run a trustworthy business.
Differentiates Your Brand: In a crowded market filled with overly-packaged conglomerates and inexplicably inexpensive fast fashion dupes, authenticity is a powerful differentiator. A well-established, authentic brand creates a unique space for itself, one that draws customers who are tired of being sold to and are looking for genuine connections.
Attracts Employees: Today’s workforce values integrity. An authentic brand isn’t just appealing to customers—it’s also attractive to top talent who want to work for companies that align with their values. Building a healthy work culture, where employees are treated in a way that aligns with the brand you are selling to your customers can give your brand a competitive edge in attracting skilled employees who are motivated to drive growth and work for a company that values them, their time and their talents.

How to Build Authenticity into Your Fashion Brand

It’s one thing to understand the value of authenticity, but another to understand how it applies to building a brand. How can you ensure that your brand stays true to its values and connects with consumers in a meaningful way, while also making money ? Here are some key steps to keep in mind as you build and maintain an authentic, profitable fashion brand.

Be Consistent: Consistency is key to maintaining an authentic brand identity. Your messaging, visuals, and core values should be reflected across all platforms, from your website to your social media channels and even in your product packaging. When customers know what to expect, they feel more secure in their relationship with your brand.
Engage with Customers: Engagement goes beyond posting a cute photo, launching a sale, or slapping a kitschy catchphrase on your packaging. It’s about creating real conversations and being open to customer feedback. Respond to comments, messages, and emails in a personalized manner and where applicable, implement changes that show you’re working to better serve your customers.
Share Your Brand Story: Every fashion brand has a story. Share yours! Whether it’s how your business came to be or the journey that led you to your current collection, sharing your story allows customers to connect with your brand on a deeper level. Authenticity starts with openness—don’t be afraid to show the human side of your business.
Listen to Your Customers: Building an authentic brand isn’t a one-way street. Listen to your customers’ feedback, and use it to refine your products and messaging. Showing your customers that their feedback matters is essential—but too often overlooked in the rush to scale and sell.
Align Your Actions with Your Communications: Actions Speak Louder than Words (it may be a cliche, but it’s absolutely true)! It’s important that your marketing communications are more than just words—they have to align with your brand’s actions. If you’re advocating for sustainability, make sure your sourcing and manufacturing practices reflect that commitment. If you’re touting your brand as an advocate of mental health, make sure to actually put in the money / work and specify how your brand is being supportive to the cause so customers can feel confident about where their dollars are going. Customers are quick to see through brands that don’t practice what they preach, so integrity is paramount.

Embracing Authenticity for Long-Term Success

Our world has become oversaturated with fast fashion and fleeting trends, meaning consumers need trustworthy brands now more than ever. Building a fashion brand that is true to its values and mission not only fosters deeper connections with customers but also creates lasting loyalty that endures through market shifts. When your fashion brand is grounded in honesty, transparency, and a genuine commitment to sustainability, it will attract a community that believes in what you’re doing—not just what you’re selling.

As you look toward the future, remember that authenticity isn’t just a buzzword—it’s a powerful tool that will help your brand thrive, regardless of the unpredictable challenges ahead. Embrace it, weave it into every facet of your brand, and watch as it becomes the cornerstone of your success.

PSA: Digital Marketing Isn’t the Same as Sales

One of the greatest frustrations we often hear from fashion brand owners is that their ads are not providing the ROI they would like to see. Many new brand owners assume that pumping money steadily into a generic marketing funnel through a platform like Meta will instantly provide a significant ROI before the brand has made even one sale organically.

While the dynamics of digital marketing and sales are intertwined, the terms are not interchangeable. Despite their interdependence, it’s crucial to recognize the nuances that differentiate digital marketing and sales. When these two essential components of business growth work together in a comprehensive strategy that accounts for the unique objectives and goals of each, fashion brands can flourish into successful businesses.

Digital Marketing is integral to brand growth and success, but at its core, is an amplification system and not a sales generator. By using the data that is already in your system (for example, customer data in Shopify from your existing customer base) an effective campaign will find more potential customers who resemble your existing customer base. While an optimized digital marketing strategy can lead a brand to grow from $1,000 per month in revenue to $150,000 in revenue per month in a relatively short time (we’ve not only seen it, but we’ve done this for multiple fashion brands), there must be data available to use as a starting point for that scaling to begin.

While Digital Marketing is about amplifying what’s already working, the focal point of a sales strategy revolves around converting prospects into paying customers. Through strategic engagement and persuasive techniques, the sales team’s aim should be to generate tangible revenue. Sales is a more tactical approach tailored to the final stages of the consumer journey, emphasizing transactional outcomes.

While digital marketing undoubtedly plays a pivotal role in amplifying brand visibility and driving consumer engagement, it’s essential to acknowledge its limitations as a standalone sales creator. Simply put, the goal of sales strategy is to convert prospects into customers and the goal of a digital marketing strategy should be to reach new potential consumers that can be converted into customers.

So, if digital marketing increases sales and makes selling easier, how does a new fashion brand make sales to begin with? For a fashion brand to make sales, it’s crucial to implement a comprehensive strategy that includes organic, earned, and paid tactics, such as public relations, paid media placements, affiliate marketing, product placement, community engagement, social media marketing, and live events.

By aligning the complementary roles of digital marketing efforts with sales objectives in a comprehensive brand strategy, fashion brands can not only drive revenue and foster sustainable growth but also cultivate meaningful connections with consumers, amplify brand resonance, and propel themselves towards enduring success in the increasingly competitive fashion industry.

There’s no one “thing” that a new brand can do to magically reach profitability. When the complementary roles of digital marketing and sales are integrated into a comprehensive brand strategy that includes paid and organic tactics, their collective powers can drive revenue and foster sustainable growth for fashion brands of every size.

The Art of Fusion: Crafting a Comprehensive Fashion Brand Strategy

It takes more than just a great design to stand out in the uber-competitive, highly saturated fashion industry. The secret of the most successful brands lies in the orchestration of crafting and implementing a comprehensive strategy where public relations, digital marketing, social media marketing, email marketing, influencer marketing, and affiliate marketing converge. Creating a cohesive, competitive strategy that meets and exceeds a brand’s goals and tells a compelling story that resonates with the target audience and differentiates them from the competition is a necessity.

The Power of Cohesion

In a world where consumers are bombarded with a myriad of messages, having a unified strategy is your brand’s secret weapon. A cohesive approach ensures that every touchpoint resonates with your brand’s essence, reinforcing its identity in the minds of your audience. When your public relations efforts align with your social media presence, which is further echoed through email and influencer marketing, you craft a narrative that is consistent, compelling, and unforgettable.

Amplified Reach and Impact

Imagine the impact of a message that echoes across platforms. Public relations placements that are shared on social media, backed by influencer endorsements, and followed up with targeted email campaigns create a ripple effect that reaches far and wide. This multi-channel approach amplifies your brand’s voice, ensuring that it reverberates in the hearts of both loyal customers and potential converts.

Connecting with the Audience

The heart of any strategy is the audience. With social media marketing, you engage in real-time conversations, understanding their preferences and desires. When your email marketing speaks directly to their needs and aspirations, and your influencer collaborations resonate with their values, you’re not just selling products – you’re building relationships.

Influencing Perception

Perception is reality, and in the fashion world, how your brand is perceived shapes its success. A cohesive strategy allows you to control the narrative. When your public relations efforts secure placements in esteemed publications, your influencer collaborations reflect authenticity, and your social media portrays a lifestyle that resonates – you’re shaping how the world sees your brand.

Leveraging the Power of Influencers

Influencers are the modern-day ambassadors of fashion. Their endorsement has the potential to sway opinions and inspire purchases. When your influencer marketing strategy aligns with your brand’s message and values, it adds authenticity to your efforts. And when this authenticity is further supported by strategic PR placements and integrated into your overall digital marketing approach, you create a powerhouse of influence.

Driving Conversions through Affiliate Marketing

Affiliate marketing is the bridge that transforms interest into action. When this strategy syncs with your email campaigns, social media promotions, and influencer collaborations, you’re not just guiding your audience – you’re inspiring them to take the final step. The synergy of strategies ensures that the journey from consideration to conversion is a seamless one.

Optimal Resource Allocation

A comprehensive strategy isn’t just about doing more – it’s about doing smarter. When your public relations efforts are aligned with your influencer marketing, and your email marketing complements your social media calendar, you’re maximizing the impact of your resources. Every effort supports the other, creating a holistic approach that optimizes results.

Staying Ahead of Trends

Fashion is about staying one step ahead. A strategy that integrates different facets of the industry ensures that you’re not just following trends – you’re setting them. By closely monitoring the impact of each strategy and adapting to changing consumer behaviors, you position your brand as an industry innovator.

Measurable Success

A comprehensive strategy isn’t just about creativity; it’s also about results. The beauty of aligning public relations, digital marketing, social media marketing, email marketing, influencer marketing, and affiliate marketing is the ability to measure their impact collectively. You can track engagement, conversions, and brand sentiment across channels, providing insights that guide your future strategies.

Crafting a Lasting Legacy

In a world where trends come and go, a comprehensive strategy is what ensures your brand’s legacy. When your efforts align, you’re not just creating short-term successes – you’re building a brand that’s grounded in authenticity and resonates with generations. You’re crafting a narrative that’s timeless and leaves an indelible mark on the fashion landscape.

In the symphony of fashion, every note matters. By orchestrating a strategy that fuses public relations, digital marketing, social media marketing, email marketing, influencer marketing, and affiliate marketing, you’re creating a crescendo that’s impossible to ignore. Embracing the art of fusion and crafting a comprehensive strategy that elevates your fashion brand to a realm of unparalleled success is the way to build your brand consistently over time.

Do You Know Who Your Customer Is?

Unless you’re selling nail clippers, lip balm, or toothbrushes, please don’t say your product is for everyone! No brand can reach or should cater to every consumer, and that especially applies to new brands with limited marketing budgets. Instead of aiming for everyone, aim for a target customer who can be served by your product or service. Understanding your customer will allow you not only to better market to them but also to provide better customer service and authentically interact with them over time.

The first step to building a customer base is identifying your target customer. The best way to begin is by literally creating the profile of the ideal person whom you see buying your product or service. Where do they shop? Where do they live? What do they like? What do they need? What motivates them?

If you already have sales coming through your shop, start by taking a look at from where those sales are coming. By identifying the attributes and purchasing behaviors of the customers whose business you’ve already won, you can better build out and determine your ideal customer profile. If you don’t have any existing data yet, that’s ok. It’s never too early to define your target audience so you can market accordingly.

Here’s what to consider when building out your customer profile:

DEMOGRAPHICS

Demographics are the characteristics that tell you the basic elements of your customer; who they are, what they do. This basic information about your customer is the foundation of your customer profile, so it’s important to have a thorough understanding of your target demographic.

Age [5 – 10 year range]
Gender
Race
Income
Education Level
Location
Employment
Marital Status
Parental Status

PSYCHOGRAPHICS

Psychographics tell you why your customer makes the decisions they do; how they think, feel and behave. By better understanding what motivates your customer, you’ll be able to better tailor strategic digital marketing and public relations plans that can optimize your brand’s visibility in front of the optimized potential customer.

Lifestyle
Interests
Opinions / Attitudes / Beliefs
Values
Goals
Habits
Motivations

BEHAVIORAL TRAITS

Behavioral traits show you how your customer acts; their personality and purchasing patterns. By understanding your customer’s behaviors, you can better tailor messaging and communications (from copy in ads for marketing to e-mail blast content to customer service interactions) so that your customer feels heard.

Brand Loyalty
Purchasing History
Purchasing Habits
Level of Extraversion
Communication Style

It can be overwhelming to create your customer from scratch. If you need a bit more direction, a great place to start is with the Big 5 Trait Theory, which analyzes behavior and character based on 5 key factors. Keeping these traits in mind while building out your customer profile can be helpful, as it allows you to think critically about not only who your customer is, but also who he or she isn’t.

Openness
- Thrives on a routine vs. Spontaneous
- Practical vs. Imaginative
Conscientiousness
- Impulsive vs. Cautious
- Organized vs. Scattered
Agreeableness
- Trusting vs. Suspicious
- Disagreeable vs. Pleasant
Neuroticism
- Anxious vs. Carefree
- Confident vs. Self-Conscious
Extraversion
- Reserved vs. Sociable
- Introspective vs. Superficial

By having a clear understanding of who your customer is and is not, their interests, habits, and motivations, you’ll have a competitive edge that allows you to focus on solving your customers’ problems by meeting them where they are and offering a product or service that meets their needs delivered with an experience that exceeds their expectations.