Front Row Fashion PR:How to work with Celebrities & Celeb Stylists for Product Placement

Celebrity outreach can be important component of designer outreach, after all, no one can deny the power of celebrity to send yoga pants, red string bracelets and moccasins flying off the shelves!

successful fashion pros.
left to right: Anna,David and Coetzee

 The celebrity placement process involves a few things: hard work, the right timing, the right product, the right connections and good old-fashioned luck.

There are many ways to approach celebrity placement opportunities, but the main thing is forming relationships with celebrity handlers. Celebrities have many handlers or gatekeepers, as I like to call them. Celebs typically have at least one personal assistant, a manager, publicist, agent and style teams for wardrobe, hair and makeup. I constantly reach out to stylists and publicists on behalf of the designers, manufacturers and retailers Luxury Brand Group represents.

How do I get celebrites to wear my product?

 When a stylist is choosing wardrobe for a celebrity, they start-out by selecting the dress and the overall style and then they consider the accessories. Most stylists pull several garment racks full of options, and the celeb usually decides the final selection a few days before and even the day of the event. The stylist has to pull accessories, shoes, purses and jewelry for all wardrobe options.

It is quite the process for the stylist, so when requests come in, I work very quickly, often with a day or two notice. If any designs are chosen, the merchandise is arranged to be delivered to the stylist. After that, I cross my fingers and toes that pieces are worn. Many times the pieces are worn and other times, they are not. There is never a guarantee until you see it!

 

How can I develop relationships with celebrities and their  stylists?

A designer or brand can develop relationships with celebrities by connecting with a celeb’s stylist, publicist or handlers. This requires research, networking, cold calls and constantly delivering what they need, when they need it. With so many designers and brands vying for a celeb’s attention, forming relationships with these key contacts is no easy feat.

As a result, many designers and brands hire product placement and publicity agencies. The advantage of hiring a PR agency like LBG is that they have solidified relationships with celebrities and their handlers. In addition, most PR companies represent multiple clients, making it much easier for a stylist to request product.

How do I make sure nothing gets broken or stolen?  Who’s responsible if something goes wrong?

How does a publicist or designer ensure the safety of their merchandise when they are loaned out?  The safety of merchandise is a very important factor that must be considered before a designer or brand loans merchandise. Merchandise can be lost, stolen or damaged so proper precautions must be taken in the event that something occurs. I strongly recommend the designer or brand have some type of company insurance policy for lost or damaged merchandise. I also advise designers, brands and other agencies only to loan merchandise to trusted stylists that provide either insurance, a letter of responsibility or a credit card while the merchandise is in their procession.

A few examples of questions I ask before I loan merchandise include:

• Where will the merchandise be kept?
• When will it be returned?
• Who will take responsibility for the merchandise while it’s in your possession?

http://www.prcouture.com/2010/08/26/front-row-fashion-pr-celebrity-placement-with-luxury-brand-group/