I'm taking my love and self-proclaimed expertise of fashion to a global level. Fashion is a living, breathing, vibrant art that literally touches everyone on a daily basis. It speaks volumes about an individual, their personality, and even the society they come from. As part of my global advertising and PR class, I chose to do a comparative study on PR strategies in fashion between the United States and the United Kingdom.
Despite the US being the British Empire's rebel child, these language sharing nations present vast cultural differences. With those in mind, I chose a target audience that I felt I could most closely identify with: college students.
College-aged young adults are a key market for many designers and brands wanting the youngest, hippest crowd flaunting their apparel. If American designers like Marc Jacobs can be popular in the UK while British designers like Ted Baker can be prominent in the US, clearly their PR campaigns have been tailored to engage culturally different audiences. This is the process that interests me.
What will research find?
The most important thing to learn is the techniques that PR professionals use for this audience regarding fashion. The research will explore these questions:
What is my research plan?
After answering these questions with secondary research, I will compare successful fashion campaigns for the target audience in each country. These include:
This blog will post research updates along my journey to London!
Despite the US being the British Empire's rebel child, these language sharing nations present vast cultural differences. With those in mind, I chose a target audience that I felt I could most closely identify with: college students.
College-aged young adults are a key market for many designers and brands wanting the youngest, hippest crowd flaunting their apparel. If American designers like Marc Jacobs can be popular in the UK while British designers like Ted Baker can be prominent in the US, clearly their PR campaigns have been tailored to engage culturally different audiences. This is the process that interests me.
What will research find?
The most important thing to learn is the techniques that PR professionals use for this audience regarding fashion. The research will explore these questions:
- What are examples of effective ways to market fashion brands to college students?
- Do these strategies differ from the US to the UK, or do they work in both?
- What are globally the best practices to promote fashion brands to college audiences?
What is my research plan?
After answering these questions with secondary research, I will compare successful fashion campaigns for the target audience in each country. These include:
- One brand that has successfully campaigned in each country to see how how plans were changed accordingly
- Two specifically American campaigns
- Two specifically British campaigns
This blog will post research updates along my journey to London!
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