Unless you have your own PR working for you it can be tricky coming up with a press release the fashion eds & assistants actually look at and take notice of.

Taking your time to include all the relevant tit bits of information whilst at the sametime creating an interesting angle which will appeal to fash ed's is a skilled job and once you have the attention of the eds you then have to pitch them idea's as to why they should include your label/brand in their upcoming editions. Also these days its vital to have flat shots of your garments as fash eds will request these if they are planning to use any of your pieces in their product placement.

By all means send them your brochure and point of sale materials but a well written press release at the outset is vital.

Once the press start mentioning your label in either trade press or the glossies, buyers start to take interest as they read them also.

Without a stockist, the fash eds are reluctant to do product placement with your styles as they cannot give their readership a place to buy the piece they have featured but if their is an interesting angle about your set up, your collection or even you, they will consider doing editorial with you which is as powerful as product placement.

If you want to see a professionally written press release drop me a line at Renato@hemisphereassociates.co.uk and I'll send you mine for this season as written by a highly paid London PR agency.

It does pay dividends to get it right at the outset and their is a definite format these guys use.

Best of luck
Renato