I am now reading a book by David Mirman Scott "New Rules for Marketing and PR" ("Alpina Publishers", 2011).
With the descriptor "How to Use Social Media, Blogs, Podcasts and Viral Marketing to Directly Contact Customers," this publication is sure to be a great hit with those in the PR of youth products such as clubs and bars, such as digital products - cinema and music, and those who are engaged in fashion-PR.
"New rules of marketing and PR" can be bought at the House of Books, or you can borrow it for a week at the AFW media library, which is based in the educational center "House of Benoit" and is available to all students of the FRONT ROW school. I will write more about the book when I finish reading it. In the meantime, I will give several arguments why fashion-PR on the Internet should not be condescendingly considered a free supplement to the traditional methods of promoting fashion in St. Petersburg - such as friendship with the editors of the Sobaka and Dresscode magazines or exchanging postcards with beauty salons.
So, 6 reasons thanks to which the Internet has become the most promising platform for promoting fashion products:
1. Prompt creation of context.
Do you knit scarves, print, beaded nesting dolls? Social media make it possible to quickly and free of charge create an information environment of any size, which can become a good platform for sales.
3. Citation.
The Internet as a data bank is unmatched. Unsurprisingly, traditional media use it for monitoring purposes. So, for example, I am sure that Kirill Mintsev has been contacted more than once - his name appears first if you type in Google "the best young designer".
4. Feedback.
The Internet provides a dialogue between fashion creators and consumers. As we remember from the previous post: dialogue guarantees growth. Sales growth, for example. A striking example in this sense is the opportunity to buy Burberry Prorsum outerwear and bags this winter immediately after the broadcast of the show on the network. The show could have been broadcast before - on TV. But did it make sense if you couldn't buy or comment on anything with the remote control.
Burberry prorsum
5. Objectivity of information.
The Internet has the greatest consumer credit in comparison to traditional media. Therefore, those who will look for objective information about your brand (whether it be a future buyer, stylist, investor or producer of Fashion Week), are more likely to use the information provided by independent sources, rather than closed and advertiser-biased channels like glossy magazines.
6. Overcoming geographical barriers.
The boutique.ru online store, based in St. Petersburg, is the largest retailer on the Russian market. Of course, such success could not have been achieved in offline trading: who surpasses Moscow? The Internet breaks down geographic barriers and the cost of reaching a remote audience remains low.
Where you could hear the name of Kirill Mintsev
A frame from the calendar as a gift to Russian officers
© fromsyriawithlove.ru
Why Mintsev accuses Burberry of plagiarism
Cover of Brazilian Vogue and model Kirill Mintsev
© Vogue // @b_____kir
Recently, the designer’s instagram has repeatedly called to go to the page of the British grand house Burberry and leave comments there about the theft of Mintsev’s design. It began after the London show of the brand for the fall-winter 2017 season, where Kirill's friend saw it, very similar in weaving technique to those made by Mintsev. “I didn't even know whether to be upset or happy. The next two days, I was sent similar photos, and I reacted with a puzzled post on Instagram. Then they started asking me to sew copies of Burberry, but for less money. Then messages poured in, where I was already accused of plagiarism. I have no illusions about my own uniqueness and genius, but it was unpleasant to listen to slander. I wouldn't even be touched if Burberry had a different color, but no, one to one. My works have been looming in the press for a long time, and not only in Russian, but also in foreign ones. The first time I made hats from braided ropes for the promo of the Bolshoi Theater, this video was shown on all federal channels. In 2015, we did a joint show with the Love Me brand in London, where I presented hats using this technique. I ended up hiring a lawyer, Illarion Gears, who helped me draft the formal letter that we sent to Burberry. I understand that this is not a quick matter, only a month has passed, but we have not received any answer yet. I know for sure that they are aware of this problem, because all comments about plagiarism with links to my page were cleaned in their social media accounts. "
Why Mintsev loves TV and how he met Diana Shurygina
Participation in a TV show for Kirill Mintsev is also a kind of promotion. This winter, he came to one of the five episodes about Diana Shurygina, where he tried to protect the girl. Later, he invited the brave but clearly confused schoolgirl to hold a photo session, where, among other things, he brought a tricolor sweater. They were both accused of selling ideals. As Mintsev explained to Afisha Daily: “Regarding the latest news about my“ patriotic collection, ”this is nonsense. I don’t make tricolor sweaters, I don’t take Diana Shurygina off in my lookbooks. My acquaintances, who are doing the program, called me to “Let them talk”. I felt humanly sorry for Diana. All took up arms against the child, and whether she was lying or not, I do not care. I find it unacceptable for so many people to attack a young girl. I suggested that she do, all girls love to be photographed. They began to ascribe an affair with Diana Shurygina to me, the Internet was full of headlines "Kirill Mintsev calls Diana Shurygina his muse" - but nothing of that happened. I gave her a choker of my own design, she sometimes wears it. Everything".
Why a designer needs a YouTube blog
A little less than a year ago, Mintsev started a video blog, where he uploads instructions on customizing things, tells where in Moscow to buy cheaper fabrics and accessories, and shows the process of preparing for his show. When asked why he needs a blog, Mintsev replies: "Who doesn't make them now?" Kirill, in general, does and loves everything that is fashionable: Gosha Rubchinsky, McQueen's shows, chokers, Vkontakte and YouTube. And although he is thinking in the old fashioned way to sew and show something (“I plan to present a full-fledged collection at Moscow Fashion Week in the fall”), it is clear that fashion in Russia is another industry that is about to switch to the hype side.
The interview is taken by Angelica Levitskaya - a fashion expert, stylist, image consultant.
Kirill Mintsev, a young Russian designer, creator of the Renaissance collection, answers questions.
Date: 08/22/2014. Demonstration of the new collection of the Renaissance brand.
- Hi, Kirill! Tell me, are you satisfied with the show?
- Hi Angelica! I am satisfied with the show itself, just not very happy with the organization.
- Tell us, how is your activity going at the moment and how exactly did you get inspired for this collection?
- At some point, I noticed that few Russian designers were involved in designing clothes in such a way that it could be applied to life. We see that everyone is wearing foreign T-shirts. And then I realized that our man is much closer to a T-shirt with Gurchenko than with Madonna. Thus, the concept and idea of this brand was born.
I still share my work and the Renaissance brand: in this case, the story is only about the national costume.
I wonder if you plan to keep moving in the direction of the hats?
-Yes, I will continue to make hats and besides that I am now planning to create an avant-garde collection in the Russian style.
- Great! Will you promote the clothing line as a separate brand?
- Yes, I will develop separately: together with my creativity and within the framework of this brand. Besides, of course, I will not give up my work in theater and cinema.
- You know, I followed the reaction of others during the show. After the model came out with a coat of arms on her head, the audience was immediately inspired. And I thought: what exactly are you calling for with this collection?
- I urge that our great characters begin to be proud, this is the first thing. Secondly, they knew the history. Thirdly, they began to pay attention to Russian designers, because they are much closer to foreign people for people.
- As a stylist and fashion speaker, it was interesting for me to watch how you mix styles. Tell me, which directions do you especially like?
- I like a lot: especially futurism and folklore. My interest is in creating a more “wearable” thing out of folklore. And in the future I plan to direct this towards nano-manufacturability.
The idea is to revive our roots, but in a modern way. Just don't get me wrong, I'm not interested in creating "vyshyvankas" that are being shown in full swing, for example, in Ukraine. Therefore, directly transferring ideas from folklore, of course, is not at all the same.
- I understand you. Now, being actively involved in educational activities on the topic of style and fashion, my students and I pay special attention to the fact that bows are working and applicable for everyday life.
Autumn is coming soon. Tell me, what do you think will be fashionable and what would you like to see girls in?
- Quilted jackets (laughs). Indeed, we now want to make a collection of cool quilted jackets.
- What do you think about hats: what's new?
- We are planning a lot of "wearable" things for winter: hats, scarves.
- Imagine: a stylish girl in her bow wants to reflect that she likes this theme. How many items from her collection can she wear at the same time?
- She can wear all things except shoes. Unfortunately, we are not dealing with it.
- Or maybe, on the contrary, take one thing?
- Yes, in principle, this is possible. For example, recently I was in Serbia and presented a sweatshirt from my collection to one young director - Nikola Polik. By the way, he coolly combines our sweatshirt with ordinary, quite casual brands.
- This is great! I'm sure it looks stylish.
Today is the day of the Russian tricolor. So I wanted to ask you: what do you associate our flag with? And on what items of clothing would you like to try to portray him?
- In this regard, I have a clear understanding of what is not allowed. For example, it is unacceptable to make swimwear or underwear with a flag.
- And from the British flag, it turns out, you can?
- Yes, they do. Both panties and socks. And they are not ashamed. Probably, they simply do not have an understanding that this is unacceptable.
- I agree with you, I want to wear Russian heraldry with dignity.
- In general, my attitude is this: I love the place where I was born and I think that it should become even better. We have many different problems, but this does not prevent us from making the world around us brighter.
Regarding the flag: in my collection, I just tried to use it on a kokoshnik. I had an idea to make it more stylish. In my opinion, the way it is positioned on T-shirts and merchandise is just quiet horror.
- Tell me, how long have you worked on the coat of arms?
- Two days. In fact, my hand is already very full of such work, so I did it by hand.
- And how long did it take to develop the idea itself?
- It appeared pretty quickly. We can even say that it happened by itself, because, unlike other countries, we have a large cultural layer. Another question is that they began to use it in creativity only now.
So I took a lot of ideas from there and looked at how they could be made more relevant.
- So you take Russian culture and stylize it in a modern way?
- I try to do it, though it doesn't always work out, but I still go ahead!
- Great! I wish you continued success! Thanks for the interview.
- Thank you. Bye Bye.
A few weeks ago, at a buffet table on the occasion of some fashion show, a very decent and still very young (that is, about forty) British fashion theorist pushed me aside to the goose-girl and began poking an empty champagne glass towards two well-known domestic designers diligently studying each other's jackets.
They have no back! the fashion theorist said sadly.
I took a close look at the designers. It seemed to me that they had everything in place. Unless, of course, the jackets were hiding something like that.
Spins! - said the expert on the theory of fashion. - In Russia, fashion has no back.
I carefully took away another champagne glass from the British fashion theorist (fortunately, he had been holding it upside down for some time) and asked what I meant.
I mean, Russian fashion is doing well, except for the back.
The fashion theorist sobbed piteously and for some reason hugged the goose girl. “The fact that you don't have an industry has been known for a long time. But the main thing is that you don't buy your own designers. You buy Chanel and Paul Smith. And your designers ... do you at least understand that they are not interested in you at all? They dream of a boutique in Milan, Paris or Los Angeles, but not in Moscow. "
Here the fashion theorist spoke unexpectedly soberly and angrily, in support of his words, drawing the Chanel logo on a white tablecloth with goose gravy.
I visit Russia regularly. When I came here ten, or eight, or seven years ago, your Simachevs and Chapurins told me the same thing: "Our mass buyers are former Soviet people, they don't know how to dress, we have no sense in working on the mass market!" When I came five years ago, your Chernitsovs and Nazaryans told me: "Our luxury buyers are former Soviet people, they dress not for design, but for the sake of prestige, we cannot compete with French and British brands in Russia!" But I can also count: the Soviet Union ended twenty years ago. Twenty!
While the waiters carefully carried the fashion theorist to the side of the lobby, I thought that he was actually right: now they are finishing their studies and starting to work, that is, they are not Soviet people at all to receive money that can be spent. They were born after perestroika and grew up in a completely different world than the established circle of buyers Simachev and Akhmadullina. Not only economically, but also in aesthetically different world, where there was no joke "Soviet means different from good", but there were MTV, street fashion, art house cinema and glossy magazines. Those representatives of the previous generation of designers who, in the hungry nineties, cut stunning punk vests from the upholstery of old mattresses, really worked for a few of the same advanced, bold, alternative-minded "non-sovs". But this only means that the new generation of Russian buyers, who are still leaving their still small salaries in Terranova and Stradivarius, are right now in the making of some of their own, new designers, with different professional experience, which does not include any vests from mattresses, no boots hand-sewn from an old red duffel bag, no bandanas of pioneer ties.
Anya Chibisova / Avocado Productions Kirill Mintsev. 20 years old, a second year student at the moscow state textile university named after a.n. kosygin. brand: kirill mintsev What do you think, - I asked the half-empty goose-girl, the only witness to our conversation, - what are these young people in their heads? And how do they use all this luxury of opening opportunities? And, most importantly, who are they going to dress?
Since the goose girl was clearly offended by the statements of the British theorist, I could not get an answer from her, and I began to look for an answer on my own. I am not very interested in those very young designers who have already fallen into the "cage", for example, have become laureates of major competitions like "Russian Silhouette". I had occasion to talk with some of these young people, including delightfully talented finalists and prize-winners, but the very fact of being a laureate unwittingly brought them closer to the older generation: fashion is not poetry, where a beginner author only needs a Word file and LJ to go about his business. Fashion is the most industrial of all arts, the dependence on the already established infrastructure is very great here. In addition, I am fundamentally interested not in laureates, but in future specialists: I want to talk not with those who know how to get through, but with those who know how to make clothes. Or at least he wants to learn it. By definition, Google is not looking for these people yet, and dozens of boys and girls who post photos of their own sewing work on domestic amateur fashion sites win over with their enthusiasm. There is not much else to buy here, this usually has nothing to do with professional clothing design.
I call my acquaintances, subscribe to several online communities, rummage through the websites of educational institutions, go to tiny apartment houses, where usually three or four girls and one boy show each other homemade rags. Other boys and girls come there, ask the prices with delight, beg each other for discounts - not out of greed, but because there is no money. They speak in a bird's language about some unknown contests, happenings and warehouses where you can buy cheap fabrics or sewing accessories - buttons, zippers, braid and other necessary trifles. Here you come across witty things, but most of them are not “made”, but “remade”, for example a T-shirt with roughly embroidered little shoes hanging from the shoulders, or white sneakers, painstakingly painted under a brick wall with graffiti. Their creators want to produce a quick and easy effect on the customer, copying already popular fashion trends - in other words, they repeat the path followed in the post-perestroika years by the current main generation of Russian designers, who often came to the “studio” from completely different professions. On the other hand, at such apartment houses - the organizers proudly and in an adult way call them show rooms - or at slightly more crowded markets, usually also organized by enthusiasts, sometimes two or three people come across who do not even understand how good and serious what they are doing. So, having made my way at one of these happenings through the jungle of beaded baubles and plastic beads, I saw the Coat. It was a beautiful, completely real coat, it was perfectly tailored, stitched with thin leather piping, set on a well-crafted lining, and when I put on this coat, it turned out that its right hem forms one long soft line with the collar.
