Tag: fashion-brand

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.

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 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

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

CASE STUDY: Digital Marketing for Contemporary Designer Loungewear Brand

THE BRAND

A contemporary loungewear brand based overseas with a minimalistic design sense looking to build its audience in the North American market.

CHALLENGES

The brand has a high quality product and an established manufacturing infrastructure, but is struggling to bring in consistent sales and has a limited budget due to the brand having limited cash flow and not having yet reached profitability.

STRATEGIES

  1. Determine target audience that is most profitable for the brand to build a responsive system that increases sales without increasing ad spend.
  2. Calculate target CPA to determine best way to structure ad strategy to make system profitable and optimize ROI for the brand.
  3. Test creatives to determine best way to connect with target audience and increase engagement rate on ads to further optimize the overall efficiency of the ad system.
  4. Begin increasing budget on specific ad sets that are meeting strategic metrics to further increase ROI by prioritizing converting campaigns.
  5. Build brand awareness not only through the ad system, but by coordinating with the brand’s social media and email marketing teams, increase return customer rate and increase overall brand ROI on all marketing and PR efforts.
  6. Product new ad-specific content based on the feedback data from the first 3 to 6 months of ads content to create high-converting content that will better assist with helping the brand reach it’s overall marketing goals.

RESULTS [6 months]

  • 333% increase in gross sales
  • 343% increase in total sales
  • 92% increase in website traffic
  • 70% increase in website visitor conversion rate
  • 42% increase in AOV (average order value)

RESULTS [15 months]

  • 58% increase in gross sales
  • 37% increase in total sales
  • 30% increase in website traffic
  • 17% increase in AOV (average order value)
  • 27% increase in returning customer rate

SUMMARY

Thanks to Pink Sheep Publicity’s proprietary digital marketing strategies, we were able to significantly increase sales, revenue, and cash flow for the brand on a relatively small ads budget.

Thanks to quick, meaningful growth through the first sixth months of working together, the brand was able to grow from a “start up” to a viable retailer with an established and steady revenue stream. Thanks to more than a year of consistent growth, wherein ROI (return on investment) and ROAs (return on ad spend) continued to increase and CPA (cost per acquisition) continued to decrease, the brand continued to see steady revenue growth month over month and has been able to grow into additional market sectors, including childrenswear, as their business has grown.