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What you can learn from your competition

Learn all you can about your competition with our guide to business reconnaissance. The perfect read to help you get ahead and stay there.

They say that knowledge is power and nowhere is this truer than in the world of business. With more brands appearing every day, it has never been more important to know all you can about your competition. These are the businesses targeting the same audiences and selling the same products, the brands sharing your space or stepping on your toes. When it comes to getting ahead, it pays to know the ins and outs of your competitors: learn from their success and their failures, know what sets you apart and what areas you can improve on. Knowing your competition gets you one step ahead, and staying up to date with them will help to keep you there.
So if you’re ready for a little business reconnaissance, get ready to rifle through the metaphorical bin of your competitors. Find out their secrets, crunch their data and get ready to come out on top with our guide to learning from the competition.

 

SCOPE OUT THE COMPETITION

The first step to learning from the competition is knowing just who the competition is. While most businesses have their eye on the brands sharing their turf, it never hurts to have a little refresher. The easiest way to see what else is out there is to jump on Google. Search for “best fashion PR firms”, “top Australian swimwear labels” or whatever your niche may be.

Once you’ve taken stock of the playing field, separate your competition into primary, secondary and tertiary competitors. Primary competitors are your direct competition. They’ll have a similar products or services to you and will be targeting the same audience. Secondary competitors are those with similar products or services but different audiences (they could be an overseas company, targeting a higher end audience or perhaps selling to an older age bracket). Tertiary competitors are only loosely related to your business. They can be great partners, collaborators or potential threats if their business evolves.

Be aware that these categories are not fixed. Secondary competitors can quickly become primary competitors, and those tertiary brands can launch a stealth attack! Keep an eye on your competition, know who’s expanding their business and branching off into different avenues.

 

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GATHER INTEL

Now you know who to look out for, it’s time to learn all you can about them. You want to know who your competitors are targeting, how they’re doing it and how successful they’ve been. This will help you identify your strengths and weaknesses, where you can grow and what your point of difference is.
A good place to start is social media, draw up an excel spreadsheet and fill it with information about followers, likes, post frequency and average engagement rate. You can also gain key marketing insights, what influencers (if any) are they using, do they use promoted or pinned posts, what are their social channels of choice.

Second step is to do some more intensive Google searching. Find out if celebs are spruiking their products, what kind of coverage they’re getting, what media are reporting on them and how they rank in Google search results.

If you want to get into the nitty gritty, you can dig up more info by searching Government entities that store public details. For Australian businesses, ASIC and the ABR are your go-to pages, they’ll provide basic information as well as insolvency notices and lodged documents.

GO COVERT

This next step is all about snapping yourself out of that business mindset and approaching your competition from the perspective of a customer. Learning how audiences interact with your competitors helps to identify their strengths and weaknesses and how you can make use of these for your own brand!

So it’s time to dig out that black beret and go special ops for a day.

Head to websites and shop fronts. Take note of general appearance and location (suburbs, domain address – having a country specific domain will indicate their target market!). Was the site or shop easy to find, what are their opening hours or load times, how can you do better? Once first impressions are out of the way, begin to navigate through the space, taking note of customer service, language and tone, stock levels, post frequency, price points, delivery details and ease of navigation. Be honest about what you like and don’t like, this will help you apply your findings to your own brand and make sure your business has the upper hand!

 

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KNOW YOUR #GOALS

With all your stalking intel sorted out, the final step to learning from your competitors is having a path for your future. Get your notepad out and see what you can learn from those companies who are living the dream and smashing their goals. These aren’t your competitors but are innovators and scene-stealers, companies and businesses to look up to. Think Uber and Airbnb, those brands that have shaken up the climate by offering exciting alternatives to the mainstream. Why not apply this guide to those brands, find out how they got to where they are, what their journey was and how they’re revolutionising the market. Who knows, one day they might be your competition!

 

Want an extra leg-up on your competition? Win coverage and score results by reading our posts on what the media love to write about and just how to contact them with that killer story.

 

Image credits: Raez Argulla (banner), Spy Games - Marie Claire, Target - Raez Argulla


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The ultimate list of Interior Design Influencers

Find the perfect influencer to elevate your brand with our ultimate list of Interior influencers. We’ve brought you a comprehensive list of the best of the best, categorised into aesthetics and styles to help you find your perfect match!

The birth of social media has introduced a new chapter to the history of interior design. With the development of technology has come the democratisation of design and an increasing infatuation with beautiful spaces and interior trends. Once the exclusive domain of trained designers and stylists, interior design is becoming the art of the people, with Pinterest boards and Instagram feeds turning all of us into budding decorators. While studios and designers remain the pioneers of the interior scene, it is influencers and bloggers who are taking new products and aesthetics to the people, creating content that gets people clicking, buying and visiting their recommendations.

If you’re looking to build your brand awareness or send that new range viral, interior influencers could be the perfect strategy for you. A virtual bridge between you and thousands of customers, finding that perfect influencer can be the key to accessing new audiences and taking your brand to the next level. To help you out, we’ve dived into the world of interior influencers, finding the best of the best and categorising them to help you find your perfect match.

 

The Trendsetters

DANA TOMIC HUGHES  

Find her @yellowtrace, posting from Australia to 111, 000 followers.

A self-diagnosed design tragic and serious interiors influencer, Dana Hughes is the face behind leading interiors resource Yellowtrace. The go-to destination for all things design, Yellowtrace has a loyal following of design pioneers and industry insiders, covering the latest developments in interiors and architecture. Expect beautiful spaces and surprising aesthetics, with products, styling and vignettes that seek to redefine the parameters of design.

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HEATHER NETTE KING  

Find her at @heathernetteking, posting from Australia to 16, 900 followers.

A stylist, writer and Melbourne Homes Editor at Sunday Life Magazine, Heather Nette King is one of our favourite accounts for boundary-pushing design. A fan of bold colours and innovative styling, Heather’s feed is a curation of decadent designs and sumptuous interiors. Forever at the forefront of trends and styles before they hit the mainstream, Heather is the perfect influencer for products styled to perfection.

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MICHELLE HALFORD   

Find her at @thedesignchaser, posting from New Zealand to 208, 000 followers.

Bringing us the newest evolution in Scandinavian styling, Michelle Haldford’s The Design Chaser is an alluring inventory of inspiring spaces. Taking its cues from spaces the world over, TDC covers everything from new venues, product launches, home tours and Michelle’s own styling work. Head here for refined spaces and beautiful detailing, where neutral palettes and clean lines reference the blog’s Scandinavian roots.

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The Eclectics

SIBELLA COURT  

Find her at @sibellacourt, posting from Australia to 106, 000 followers.

Not your average interior stylist, Sydney based Sibella Court also dabbles as an author, historian, creative director, product designer and professional globe trotter. Expect an aesthetic that pulls from each one of these callings, an eclectic and detail-heavy approach that creates immersive, imaginative and wondrous rooms that nod to the world of make-believe.

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MEGAN MORTON  

Find her at @megan_morton, posting from Australia to 89, 000 followers.

A “house whisperer” sought after by celebrities, magazines and international venues, Megan Morton does so much more than simply design rooms. She fosters emotions and builds atmospheres, employing her eclectic eye to create designs that satisfy the insatiable curiosity within us all.

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The Scandinavians

NIKI BRANTMARK 

Find her at @myscandinavianhome, posting from Sweden to 93, 800 followers.

Our favourite resource for Scandi inspiration, My Scandinavian Home is a treasure trove of clean lines and simple designs. With a blog we could scroll through forever, this is a one-stop-shop for new products and gorgeous designs, where home tours and styling tips have us in Scandi heaven!

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WHITE LIVING ETC  

Find her at @whitelivingetc, posting to 72, 300 followers.

Dedicated to Scandinavian style revisited, we love this interior influencer for serene shots filled with beautiful furnishings and need-it-now buys. With a focus on white finishes and paired back styling, this account gives us serious interior envy and may result in a sudden urge to redecorate!

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SUZANNE HOADLEY  

Find her at @myfabulousdesign, posting from Australia to 16, 100 followers.

This Sydney based content creator, stylist and mother of four takes her followers on a journey through the spaces she loves. From coffee shops, galleries and the sun-drenched corners of her own home, each shot pays tribute to the artistry of simplicity and the allure of Scandinavian design.

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The Modernists

STEVE CORDONY  

Find him at @stevecordony, posting from Australia to 61, 300 followers.

One of Australia’s leading interior and event stylists, Steve has built an inimitable aesthetic of modern luxe design. The Style Director At-Large for Belle Magazine, Steve has worked for clients including L’Oreal, Ralph Lauren, Myer Emporium and Country Road. Expect lust-worthy interiors and international inspiration, snapshots perfectly finished with elaborate florals and amazing artworks!

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JASON GRANT 

Find him at @mrjasongrant, posting from Australia to 63, 000 followers.

An Interior and props stylist whose work has appeared in the pages of international magazines and renowned publications, Jason Grant nails modern styling infused with a coastal aesthetic. The author of 3 books and an interior influencer heavyweight, we love Jason for interiors that you can live in. Forget overstyled spaces and pretentious design, everything Jason touches looks authentic, beautiful and totally on trend.

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The Colour Addicts

TARINA LYELL  

Find her at @oh.eight.oh.nine, posting from Australia to 302, 000 followers.

Flooding our feeds with pastel rainbows, Tarina Lyell has us dreaming of nurseries and playrooms. With a penchant for colour and the softest of finishes, Tarina is an expert at childhood aesthetics, a master at creating dreamy interiors perfect for kids and adults alike.

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LISA TILSE  

Find her at @we_are_scout_lisa, posting from Australia to 19, 500 followers.

Named in the top design blogs for 2016 by Domino Magazine, Lisa Tilse is a designer, maker and creative who fills her feed with the most gorgeously colourful interiors you could imagine. With a mix of products, spaces and general inspiration, this interior influencer is our number one for velvet covered armchairs, art inspired décor, and the perfect amount of colour to brighten your day!

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The Minimalists

ELIN KICKÉN  

Find her at @elinkicken, posting from Sweden to 13, 800 followers.

Scroll through Elin’s feed and you’ll find an ode to minimalism, a curated homage to the magic of neutrals and the allure of restraint. An interior and concept stylist with her own design firm, Elin creates spaces built on balance and refinement, where luxury is explored through the weight of materials and the shapes inherent in design.

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NINA HOLST 

Find her at @stylizimoblog, posting from Norway to 187, 000 followers.

The secret to minimalism lies in symmetry and precision, the perfection of details and the balance of design. In the Nordic countries, an understanding of minimalism seems to be something of a birthright, and for Nina Holst it is no different. Look for neutral colours and constructed pieces, beautiful photography that explores the beauty in simplicity.

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The Contemporary Crowd

JEN BISHOP  

Find her at @interiorsaddict, posting from Australia to 81, 300 followers.

A former journalist and magazine editor, Jen Bishop started The Interiors Addict in response to her passion for all things interior design. Over time, the site’s audience grew and grew and Jen quit her job to focus on the page. A visual library spilling with interior news and spatial inspiration, Jen has established herself as an authority on Australian design and her blog should be on every interior-lovers bookmarks!

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CHRIS CARROLL  

Find him at @tlcinteriors, posting from Australia to 25, 200 followers.

Making good design accessible for all with affordable pieces and decorating tutorials, TLC interiors is a design studio and online journal run by Chris Carroll. As an interior stylist, decorator, author and presenter, Chris knows a thing or two about design and decorating. He brings his insights to feed, curating a gorgeous mix of skimp and splurge décor that’s perfect for every style and budget.

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GINA CIANCIO  

Find her at @stylecuratorau, posting from Australia to 15, 600 followers.

The Style Curator was born from Gina’s love of interiors, where her talents as a writer and blogger provided her with an opportunity to build a styling bible. A resource dedicated to beautiful homes and dreamy spaces, with gorgeous accessories and the latest in interior trends and styles. The Style Curator also provides an outlet for Gina to chronicle her own building and renovating journey, keeping people inspired with personalised insights into constructing and decorating spaces.

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The Fashion Set

BROOKE TESTONI  

Find her at @brooketestoni, posting from Australia to 138, 000 followers.

When it comes to interior influencers, it pays to keep the fashion set in mind. Primarily known for their wardrobe choices and sartorial inclinations, these influencers often have beautiful homes that they snap for their feeds. Look to Brooke Testoni, for gorgeous artwork hung above mid-century furnishings, where dark wood is accented by touches of brass and oversized rugs.

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AMANDA SHADFORTH  

Find her at @oraclefox, posting from Australia to 840, 000 followers.

Known for her minimalist styling and androgynous aesthetic, Oracle Fox’s Amanda Shadforth takes the same approach to her interiors. With a taste for simple spaces elevated with investment pieces, we love Amanda’s feed for interiors that push design boundaries. Whether snapshots from her own home or from beautiful spaces abroad, Amanda is constantly treating us to the unexpected.

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REBECCA JUDD  

Find her at @becjudd, posting from Australia to 651, 000 followers.

Turns out this model, influencer, TV and radio host, speech pathologist, brand ambassador AND businesswoman knows a thing or two about interiors! In between snaps of outfits, events, and day-to-day shots with her adorable kids, Bec loves to post images of her house and latest interior finds. Her blog includes inspiration shots and creative collaborations, as well as archived shots from her series The Style School!

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Not enough interior-inspo for you? Why not head to the Flaunter image library to find the very latest releases in interior design, or find out the latest colour trends to inspire your redecorations! If fashion influencers are more your cup of tea, find our comprehensive breakdowns of the very best fashion influencers here, here and here!


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10 minutes with Sam De Kauwe from alice McCall

Stepping into the alice McCall showroom is everything you'd expect it to be... fanciful fabrics, beautiful interiors and of course, confident and intelligent people working hard and loving what they do. We had the pleasure of visiting the alice McCall HQ to chat to Sam De Kauwe, manager of the alice McCall marketing team, to find out more about who she is and her covetable role in PR and marketing.

 

CAN YOU TELL US A LITTLE BIT ABOUT WHO YOU ARE, WHERE YOU'VE WORKED & YOUR BACKGROUND?

I am originally a Perth girl, who has lived in Sydney for the last 13 years but who never forgets her roots being from the very chill West Australian coastline. I studied a Bachelor of Commerce with a double major in marketing & advertising at university, so it's really no surprise that I am very passionate about building strong brand identities. While fashion is definitely the backbone of my career, my experience hasn’t been confined to apparel, as I have worked across footwear, intimates, & eyewear brands & even a stint in the coffee industry. I’m very proud of the incredible portfolio of brands that I’ve managed the branding & communications of which include alice McCall, sass & bide, Ray-Ban, through to Vittoria & Reebok to name some.

WHAT DOES YOUR DAY-TO-DAY LOOK LIKE AS A MARKETING MANAGER FOR ALICE MCCALL? CAN YOU TALK US THROUGH YOUR LAST 24 HOURS?

The key areas that I manage in conjunction with Alice for the aM business are brand communications, international PR agency management, content creation, brand events & retail marketing. So depending on what is happening at that point in time for the business, that will take up the majority of my focus. So at the moment we are planning our next campaign shoot in LA with an international creative team, along with a collection preview event also in LA. This has meant that over the last 1-2 days Alice & I have been meeting a lot going through our plans for these projects & also liaising with our US celebrity agency & suppliers. I’ve probably spent half of that time with Alice in planning meetings; had a quarterly marketing budget review with our CFO; met with my team on our plans to execute over the next month & spent the rest on calls to our LA teams.

 

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WHAT DO YOU LOVE THE MOST ABOUT YOUR JOB?

I am very lucky to spend a lot of face time with Alice, who is not only a very savvy businesswoman, who I am constantly impressed by & learning from, but also just a lovely person who is a lot of fun to be around. I also really do have an incredibly hardworking marketing team that are not only super talented at what they do, but great girls who I want the absolute best for in their careers. It’s a really lovely feeling to be able to bring projects/visions to life in a very tangible way & realise all the different areas that contribute to shaping a strong & successful brand.

WHAT DO YOU SPEND THE MOST TIME ON IN TERMS OF TASKS?

Every day is different but each day will definitely feature a healthy dose of emails and meetings! I’m absolutely pedantic about having an organised inbox, which also serves as my overall to do list, so if that’s not organised first thing in the day, it really throws my day out. I feel like I spend a significant portion of my day in meetings to ascertain and discuss business needs and then the rest of my time delegating/assigning/briefing into the wider team the resulting actions of the meetings. I actually hate being on the phone too long at work because I’m all about being as efficient as possible and sometimes calls just take up too much time!

 

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HOW HAS THE ROLE OF PR CHANGED SINCE YOU FIRST STARTED IN THE INDUSTRY?

PR has changed so much in my 15 years working in the marketing and PR industry. Not only has the digitalisation of media/sample management/measurement and evaluation really taken the industry to a whole new level, also the value of coverage has changed in terms of what actually translates to commercial realities against what aids brand credibility in the industry. And while the celebrity factor was always important, it is only just growing and growing, and it looks set to continue doing so. Not to mention completely new digital forums that didn’t even exist 10 years ago that now form a major part of a brand’s communication strategy & you’re talking about a completely different landscape to back then.

YOU'VE HAD SOME INCREDIBLE PR WINS AT ALICE MCCALL - CAN YOU TALK ABOUT WHAT YOU THINK IS YOUR SECRET TO SUCCESS

Our secret to success has really been driven by Alice’s vision to take the brand to the next level in recent years, and then her empowering the team to achieve this vision. We are a very collaborative team and realise that getting these major hits actually takes months of hard work in the background setting up a strong foundation of strategic planning. You have to work so much harder now for the big wins, so while its a lot more work, it's also a lot sweeter when you get these amazing results.

 

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WHAT ARE YOUR TOP 3 TIPS FOR MANAGING A SUCCESSFUL MEDIA RELATIONSHIP?

I believe passion, organisation and transparency, which is a very underrated virtue in this day and age is really important for building successful long-term relationships.

WHAT ROLE DOES FLAUNTER PLAY IN YOUR WORK LIFE? WHAT'S THE MAIN PROBLEM THAT FLAUNTER SOLVES FOR YOU?

I know that it makes my team’s life that bit easier to execute their tasks and it's one central location where all of our sample management data is housed for all relevant parties to access, making the whole process of media loaning seamless and efficient.

WHAT TOOLS DID YOU USE BEFORE US?

We were living in the dark ages before Flaunter, using highly manual Excel spreadsheets and email filing systems to stay on top of our PR requirements.

IF YOU WEREN'T WORKING IN MARKETING/PR, WHAT WOULD YOU BE DOING RIGHT NOW?

I actually always wanted to be a lawyer but thought business might be a slightly more exciting option...so who knows, I might have been busting balls in court instead of in the fashion industry!

 

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Images: Sam photographed for Flaunter by Leon Chan, behind the scenes at the alice McCall MBFWA 17 by Tim Da Rin.


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How to pitch exclusives to the media

For that news that’s too good not to share, we've created an easy six-step guide for pitching exclusives to the media.

We all know that media coverage can be the key to a brand’s success. Landing stories, featuring in magazines and getting a repost can open the floodgates, bringing in new audiences, growing brand awareness and converting clicks to sales. But nailing that coverage can be a tricky business. One of our favourite ways to get yourself noticed is to pitch exclusives to the media – sending out those insider scoops that are simply just too good to refuse!

Think of the media like the bowerbirds of our society. They search for everything shiny and new, looking for that exclusive story to win readers and score serious brownie points with editors and publishers. If your brand has something to share, pitching exclusives to the media can be the perfect way to secure coverage and get people talking about your brand!

 

EXCLUSIVE OR NOT?

So what exactly is an exclusive? An exclusive is a newsworthy piece of information that you pitch to one media source. That source gets exclusive rights to your news and will break it first to their audience.

 

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But why pitch to one media when you can pitch to 100? As any seasoned pitcher will tell you, pitches come with no guarantee. You could spend hours researching, writing and contacting hundreds of media sources and receive absolutely nada in return. Exclusive pitches will save you some serious time AND bring a higher chance of coverage, as landing exclusives are just as valuable to the media as they are to you!

So how exactly should you go about it? Get scrolling and discover our six steps to pitching exclusives to the media.

 

STEP ONE: TO BE OR NOT TO BE 

Exclusives are a tricky business. While there’s nothing like a bit of exclusivity to get people talking, be aware that it can come at a cost. Granting one person exclusive news leaves countless others in the dark. This can put people offside and potentially damage relationships with other contacts. While there are strategies to mitigate any fall out (see step six), it’s best to keep exclusives for the bit of news that really deserves it!

Ask yourself if your proposed exclusive is 100% newsworthy. New blog posts or a product re-stock won’t cut it. Think big and restrict your exclusives to the crème de la crème of your brand’s news. Think major new partners, collaborations or stockists, maybe you’ve won a massive award or perhaps you’re launching a revolutionary service or product?

 

STEP TWO: IDENTIFY YOUR TARGET 

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Now that you know your news is worthy of an exclusive it’s time to get down to the nitty gritty. The most important part of pitching an exclusive is knowing who to pitch to. You’re only going with one media source, so be very sure it’s the right one. With any exclusive, you’re going for maximum impact, so set out a clear goal of what you want to achieve and who you want to reach.

Keep in mind that not all media were created equal, while most people associate journos with exclusives, your product or news might be better suited to bloggers, stylists and influencers. Think about who you’re trying to reach. Who are your target audience and where do they go for their information? Do they read magazines or prefer blogs? Are they more likely to flick through a newspaper or scroll through Instagram? Once you know your outlet type, do some research into names and faces, look into past articles or collaborations and find that perfect person to break your exclusive.

Still not sure who to target? Get the low-down on who does what and how to find them with our guide on which media to contact.

 

STEP THREE: GET THEIR ATTENTION

Once you’ve identified your target, the next step to pitching your exclusive is to get their attention. At its simplest, this involves tracking down a direct email. For influencers and stylists, this is often straight forward as you can direct message on social media or contact them via personal websites.

Journalists and writers can be slightly more difficult – we recommend heading to LinkedIn or Twitter to find email addresses, or websites like Flaunter, Viola Norbert and Anewstip can also be helpful in tracking down those more elusive contacts.

Once you’ve got the contact information, it’s time to make sure your exclusive is too good to refuse. Think up catchy subject lines and sharp copy, make use of exciting templates and include images and graphics to keep it interesting!

 

STEP FOUR: NEGOTIATE THE EXCLUSIVE

While exciting copy and catchy headlines are always important, make sure you don’t forget to negotiate the terms of your exclusive. ALWAYS start your email by stating its contents are “off the record” until the exclusive has been agreed upon.

 

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Once you’ve done this, be clear about what is exclusive, how long it will be exclusive for. Your contact will want to know if a press release will be following their story, if other outlets be receiving information after a specific date, or if there are different angles you’ll be pitching to other media.

Before you agree on the exclusive, it’s always a good idea to make sure you know what you’re getting.  Ask your contact what angle they’ll be taking and what kind of coverage you can expect. Find out where your news will be featured, what day and time will it be posted and how many words/posts/images can you expect to go with it. While your contact will be unable to give you specific information early on, you should come away with a rough idea of what to expect and whether to proceed or pitch your exclusive elsewhere.

 

STEP FIVE: TIMING IS EVERYTHING

Once you’ve sorted step three and four, don’t undo your hard work by messing up the timing. Negotiating the terms of an exclusive can be a time-consuming exercise, especially if you, your brand or your contact is new and untested. Be aware that many media sources work to specific lead times, influencers may have a backlog of sponsored posts and magazines may work 3 months in advance. Be aware of the best time to strike, and give yourself and your contact plenty of time to give your exclusive the coverage it needs.

 

STEP SIX: MITIGATION IS KEY

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As we learnt in Step one, exclusives always run a risk of annoying the people who don’t receive them. Keep your contacts sweet by offering them news after the exclusive has already broken. Then pitch new angles or talking points that weren’t included in the original story. Perhaps there is someone else they can interview, another product they can feature or a unique spin that fits in with their readers.

However, be aware that exclusives are the pinky promises of the media world. While you might not have a binding contract, reneging or ignoring the terms of an exclusive will do you no favours. Keep to your word and don’t let other media or supplementary stories lure you outside the terms of your agreement.

 

Want more tips on pitching to the media? Why not read our posts on things we know media love to write about and how to make sure your pitch email gets read or cut out the hard work and make the media come to you by signing up to Flaunter today.

 

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Image credits: Unknown via Pinterest (banner), Cosmopolitan - Russia, Arno AlDoori for Freundin Magazine, Justin Coit for WhoWhatWear


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The low-down on trend forecasting

The low-down on trend forecasting, what it is, how it’s done, and how you can use trend forecasting for your business.

 

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“… that blue represents millions of dollars and countless jobs and its sort of comical how you think that you’ve made a choice that exempts you from the fashion industry when, in fact, you’re wearing the sweater that was selected for you by the people in this room from a pile of stuff”. 

Miranda Priestly - The Devil Wears Prada, 2006

 

Forever remembered as the most savage bit of sass ever to grace our movie screens, this epic excerpt is not just for us to reminisce on the work of art that was the Devil Wears Prada but is actually an essential bit of (ahem) research into the crazy world of trend forecasting. The buzz word that’s quite literally taking the world by storm, trend forecasting is the newest development in business circles, the must-have, must-do phenomenon that’s deciding the clothes we wear, the food we eat, and what we’ll be spending our money on in the future.

If you’re feeling as overwhelmed as we are, don’t stress. We’ve been crunching the facts and have brought you the low down on trend forecasting, what it is, how it’s done and how you can use it to elevate your brand.

 

WHAT IS TREND FORECASTING?

Cast your mind back to Miranda Priestly. To our favourite scene in the Runway offices, where poor Andy Sacks is still recovering from having her blue sweater torn to metaphorical pieces. That scene is trend forecasting in a nutshell, a chain of events connecting Oscar de la Renta’s (fictional) collection of cerulean gowns to Andy’s blue sweater from the clearance bin at Casual Corner. Taking this into the real world, trend forecasting gathers information from catwalks and street style galleries, amalgamating this with data on economies and lifestyle movements to identify key trends that will be the next big thing. While trend forecasting has its roots in the world of fashion, it has evolved over the years and is now used for everything you can dream of, a one-stop-prediction-shop to help companies learn what people will be buying in the future.

 

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SO HOW DOES TREND FORECASTING WORK?

Trend forecasting can be broken down into 3 streams. The first is “top-down”, where high powered people in high powered jobs (a la Miranda Priestly) make decisions and write articles that directly influence our purchasing habits and the trends that we subscribe to. The second is “bottom-up” and is driven by influential everyday people (think street style galleries and influencers). The third one is a middle ground, a more complex and analytical approach that calculates lifestyle and real-world experiences to predict what will be popular in coming seasons. You can think of this middle ground as a sort of social anthropology, a science that relies on qualitative and quantitative data rather than aesthetics and creativity.

Within these three streams, every forecast can be broken up into micro and macro trends. Microtrends are those smaller trends or design fads that have a small lifespan like off-the-shoulder tops and bell sleeves. Macro trends are those deep-rooted trends or movements that have larger effects, such as the move to sustainable fashion. While micro trends are easier to spot (take a look in the latest street style galleries for NYFW and LFW and you’ll see plenty of orange and tiny 90's inspired sunglasses), macro trends require some insight into global shifts and are generally the domain of specialised agencies such as WGSN (World’s Global Style Network) and Promostyl.

These agencies (WGSN in particular) are the authorities on trend forecasting and have made names for themselves by providing comprehensive reports and specialised data to the companies that subscribe to their services. At WGSN, they predict colours and trends up to 2 years ahead and will forecast materials even further into the future. For a (VERY) steep price, they provide brands with patterns and templates, adaptable designs predicted to fly off store hangers. Giving us our own Andy Sacks blue sweater moment, it’s crazy to think that those new jeans we’ve just bought – the high waisted pale denim with the frayed hems – they’ve probably been forecasted years before we even thought about swiping our card for them.

If this is enough to make your head spin, don’t worry. Trend forecasting isn’t just for the WGSN’s and Miranda Priestly’s of the world and doesn’t have to be a complex labyrinth of stats and data. The internet has shaken the forecasting scene up and now everyone can take a peek into the future. Read on for our top tips on how to trend forecast and what to look out for!

 

Trend-Forecasting-Trend-Guide

 

HOW CAN I DO TREND FORECASTING FOR MY BUSINESS? 

The most important thing to keep in mind for trend forecasting is it’s all about the patterns. Our favourite way to trend forecast is incidentally, where we slowly notice patterns and trends through our morning Instagram stalk or lunchtime Pinning spree. Keep your eyes out for colours and shapes that keep appearing, variants of current styles and aesthetics that are sure to catch on. If you’re not sure where to start your search, here are our favourite places for trend forecasting made easy:

Flaunter: One of the easiest places to start your trend forecasting journey is on our very own site! Keep an eye on the newest products in our image library and stay up to date with new styles and trends with moodboards. You can also take a look at what the media are looking for to make sure you’re across the latest products that are getting the media talking!

The Forecasters: (WGSN, Promostyl, Pantone, Pattern People, Australian Trend Forecast, Trendstop) These are the people who know trend forecasting inside and out. They’ve got the knowledge, the resources and the people to deliver comprehensive forecasting and brand-specific forecasts. Unfortunately, they are as exclusive as they are knowledgeable, with most operating behind massive paywalls. But fear not, many offer free newsletters and unpaid content that deliver up and coming trends straight to your inbox!

Industry News: Look to magazines and websites for trend reports and featured designs, for fashion and interior forecasts from the experts. Expect runway recaps and the best of street style, with featured products and new releases providing insight in what’s to come. Our favourites include Who What Wear, The Coveteur and My Domaine.

Influencers: The number one source for “bottom up” forecasting, Influencers have the power to set new trends and influence new styles and it pays to keep an eye on your favourites. Whether mega, macro or micro, influencers can be a great way to forecast up and coming trends and keep your finger on the pulse. Make sure you’re following your favourites on social media and stay updated with the newest names, faces and trends with street style galleries from the likes of Tommy Ton, The Sartorialist and Street Peeper.

 

Trend-Forecasting-Streetstyle-Fashion-Photographers

 

Social Media: The perfect place to track influencers and brands, social media is like your very own lookbook in the palm of your hand. Collate images on Pinterest and find inspiration on Instagram, look to Twitter for viral posts and hit Facebook to find out what your customers are thinking. One of our favourite #lifehacks is to look back at our previously liked Instagram posts (find this in the settings option on your profile) and see if you can identify patterns of new styles, shades and aesthetics!

Google Trends: If you’re keen to dabble in forecasting macro trends, why not start with Google Trends. One of our favourite places for getting a gauge on broad interests and top search terms, you can use features like the Google Trends top charts to understand market interests and global movements that may dictate the trends of the future. Look for patterns in search terms and find out what people want, need and even fear.

Yourself: One of the most underrated trends of the moment is individuality. With the rise of trend forecasting and the relative monopoly enjoyed by WGSN, an increasing number of brands and retailers are subscribing to the same services and receiving the same predictions. There’s a reason why so many stores seem to sell the same products! Why not buck the trend and use your own discretion with what people want and what you can provide for them. After all – no one knows your customers better than you do!
Keen to find out even more about trend forecasting? Why not read our blog post on three ways to forecast the next fashion trend, or begin your forecasting journey by signing up to Flaunter today!

 

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Images: Eclectic Trends Moodboard, The Devil Wears Prada, Promostyl via OlirosesPattern People,


What-media-to-contact-girls-phone

Which media do I contact about my story?

Increase your chances of getting noticed with our top tips on who to contact to get your brand some media loving!

With our crazy schedules and overflowing to-do lists, we can sometimes lose sight of the fact that other people are just as busy as we are. When it comes to the media, journalists are greeted every morning with an inbox filled to the brim with pitches, offers and event invites. New emails come through quicker than they can read the old ones, their phones are ringing with people wondering if they saw the email they sent 12 minutes ago (um, no!) AND they still have to find time to research, write and submit their work to deadline. Unsurprisingly, they can get a little disgruntled with mass emails and random pitches, irrelevant content that has been sent by people who simply didn’t know (or care) what media they should be contacting about their story.

Want your brand’s new swimsuit to be featured in an upcoming issue of ELLE magazine? Don’t send an email to Justine Cullen, think about where in the mag your swimsuit will fit (hint: it won’t be interiors or entertainment!) and spend some time finding the person who can get it there. Not only does this majorly increase your chances of getting that pitch read and securing that all important media coverage, but your contacts will love you for it!

Read on to find out our breakdown of media titles and job descriptions, our guide on just what media you should contact to get your story read.

 

WHO DOES WHAT?

anna-wintour-editor-in-chief

 

The first step to knowing what media to contact with your story is to have a thorough understanding of who does what, when they do it and what they’ll need to get it done. While no two roles are exactly the same, there are similarities and essential duties which are useful to keep in mind when collating your contact list. We’ve kept our list to magazine-specific positions, but the same rules apply if you’re contacting media across digital, television or radio platforms.

Editor-in-chief: The editor-in-chief is the highest editorial position in any magazine or newspaper. They oversee the running of the publication and have the final say on what gets published. While they often started their career as journalists and writers, by the time they reach the top job they actually do very little writing. Unless you have a big-budget proposal or an existing relationship with an editor-in-chief, they’re probably not the best person to be sending your pitches to.

Managing Editor: As the right-hand man (or woman!) to the editor-in-chief, the managing editor takes care of the day-to-day running of the publication. Usually more hands-on than the editor-in-chief, the managing editor will sometimes write features, edit articles and will pitch and assign story ideas to department areas. Like the editor-in-chief however, we wouldn’t advise adding managing editors to your media list – unless you’re dealing with a small publication!

Department Editors: The job of a fashion/beauty/features/lifestyle (you get the drift!) editor is a many varied thing. Attending events, moodboarding for shoots and rifling through free samples all come under the department editor’s jurisdiction. For larger magazines, the department editor will oversee a team of writers and interns and will be more likely to assign articles than write them themselves. For mid to smaller publications however, department editors can often be found writing features and pitching story ideas. Depending on the magazine you want to target, the fashion editor could be the perfect person to send that pitch to, otherwise keep a lookout for junior editors and assistants.

Market Editor: Often working under the fashion editor, the market editor is responsible for products in the market. This often involves staying abreast of current trends and new styles, with a thorough understanding of everything from high fashion to high street labels. The market editor could be a great person to reach out to with new collections and runway invites, especially if you’re a low to mid-range brand looking for coverage in higher-end publications.

Creative/Art Director: With a serious eye for aesthetic and graphic design skills to boot, art directors are responsible for overseeing the design and aesthetic compilation of their magazine. Masters of cool layouts and beautiful collages, they are often found sourcing new images and exciting products to feature in their pages. A good person to contact if you’ve got a new collection that’s about to drop, but keep in mind they’ll be looking for deep etch images so they can incorporate them into existing templates and new backgrounds.

 

WHERE DO I FIND THEM?

What-media-to-contact-magazine-stack

 

Now you’ve got a general idea on who to target and job titles to look out for, the next question is how to find them? Unfortunately, there’s no quick fix for this one – every targeted media list requires some amount of time, effort and consideration. In saying that however, here are our top 3 resources to finding those media contacts…

  1. Flaunter: Forever dedicated to making your life easier, level 2 and 3 Flaunter users get access to our media lists and reporting features! The best way to consolidate contacts past and future, our reporting feature will list the names and publications who have downloaded from you previously as well as up to date names and positions of all the active media users on our site. Easy as pie!
  2. LinkedIn: While there’s nothing like a barrage of LinkedIn invitations to drive you off the edge, this social media platform is actually quite useful for sourcing those elusive contact emails. If you’ve got the full names of the people you’re after, a quick LinkedIn search could turn up valuable information and contact details. Email address hidden? Websites such as Viola Norbert and Email Hunter have Chrome extensions that search for email addresses off LinkedIn profiles. Not just for last-ditch stalking efforts, LinkedIn can also be a great place to build contact lists from the ground up. Simply search by company and find links to all the employees with active profiles!
  3. Magazine Mastheads: Go straight to the source and find a comprehensive list of everyone from editors to interns on the mastheads of magazines. Often found at the front of the mag (and usually replicated online), the masthead makes note of everyone who worked on that issue. While the masthead covers off everyone, keep in mind that most magazines have a long lead time, so the masthead you’re reading might be slightly outdated!

You can also check out our list of recommended PR tools to find free software to help you find media contacts and build up your little black book!

 

DOUBLE CHECKING YOUR LIST & WHEN TO HIT SEND

What-media-to-contact-desk-flatlay

 

Now you’ve done the hard yards curating your list and considering your message, just one more thing separates you and that send button. While you may have separated your Art Directors from your Managing Editors, keep in mind that not all directors and editors were created equal – at least not for your brand! As tempting as it may be to email every fashion editor you can humanly track down, try to stick to those who are most likely to be interested in your brand. For instance, if you’re a street-style brand with a target market of uni students and young professionals, you’re probably going to have more luck courting Cosmopolitan or NYLON than you will with Vogue and Harpers. Always keep your intended buyer in mind, and think carefully about who is best placed to connect you with them. We’ve sorted some of our favourite magazines into different categories for your convenience:

Luxury fashion publications: Vogue, Harpers Baazar, L’Officiel

Luxury interior publications: Vogue Living, Elle Decoration, Belle, Habitus Living

Mid-range fashion publications: Elle, InStyle, Grazia, Cosmopolitan

Mid-range interior publications: Real Living, Inside Out, Home Beautiful

Niche publications: Russh, NYLON, Frankie, Peppermint, Fete
Loving these tips? Increase your chances of landing that dream media coverage by getting the low down on what media want in that initial email, story ideas based on what we know media love to write about, and even more advice on building that little black book of media contacts!

 

Image credit: Charles Silverman (banner), Anna Wintour at work - still from The September Issue directed by R.J. Cutler, Oracle FoxOnly Deco Love


Luke-Rose-Jewellery

Spotlight on: Luke Rose from Luke Rose Jewellery

What do Jessica Gomes, Jessica Mauboy and Jessica Alba all have in common? Besides the obvious, they all LOVE Luke Rose Jewellery - the edgy yet elegant label creating statement jewellery right around the corner from Flaunter HQ in Surry Hills, Sydney. Not surprisingly, Luke Rose Jewellery has been recognised as a finalist in the prestigious Jewellery Design Awards for 2017 and featured in publications such as Vogue and Grazia, just to name a few.

Recently we caught up with founder and designer Luke Rose, to learn about his story and the brand's bright future...

 

HI LUKE! CAN YOU TELL US A LITTLE BIT ABOUT WHO YOU ARE & YOUR BACKGROUND?

I’m a jewellery designer from London now living in Sydney.

After graduating, I worked at renowned jewellers Jess James in London’s Soho. I started as a workshop assistant but was soon promoted to Head of Workshop, eventually becoming Head of Design and Production. I stayed with the company for 10 years until becoming self-employed in 2009.

In 2010, I won the Lonmin Design Innovation Award in London. It really raised my profile and ensured that work kept coming my way. Then, in 2013 I became one of only two designers to win the award for a second time. It felt amazing, but by this time I had tired of working to commission and was ready for an adventure…

HOW DID YOU GET STARTED WITH YOUR BRAND? WHAT WAS YOUR INSPIRATION?

I’ve been holidaying in Australia regularly since back in 1996, I absolutely love being here! I actually lived here for a year in 2002, but since returning to London in 2003 I have always dreamt of living in Sydney permanently. I’ve also always dreamt of having my own jewellery label, so when we finally emigrated in 2014, I saw it as the fresh start I needed and an opportunity to build something great.

I launched Luke Rose Jewellery in 2015 and I’m loving the journey.

 

Luke-Rose-Jewellery-Campaign

 

WHAT DOES THE AVERAGE DAY LOOK LIKE FOR YOU?

I start the day around 6am with a bit of yoga and then it’s time to walk Archie, our miniature Schnauzer.

I start my working day answering emails, planning social media and ordering materials, then it’s time for the jewellery bench. As all of the jewellery is made by hand in my Surry Hills studio, I spend the majority of my time at the bench, either making stock for stockists or fulfilling online orders.

WHAT’S YOUR FAVOURITE ASPECT OF YOUR JOB?

Creating new collections for sure. I love the whole process from start to finish, the mistakes and failures as the triumphs. It’s such a great feeling when you come up with a design that just works, especially when it then goes on to be a best seller.   

WHAT WOULD YOU SAY IS THE MOST CHALLENGING PART OF YOUR JOB?

Probably time management. As I’m still doing most of the work myself, it’s difficult finding enough hours in the day. I also find it hard to focus on one collection at a time. As soon as I’ve finished one I’m already thinking about the next one.

DO YOU HAVE ANY ADVICE FOR PEOPLE WHO WANT TO RUN A GREAT BUSINESS ONE DAY?

Patience and perseverance. I’m a pretty impatient person and want things to happen quickly, but things take time and a lot of hard work. Also, trust your gut feeling. I’ve made so many mistakes by not listening to my intuition.

WHAT DO YOU LOVE TO DO WHEN YOU AREN’T DESIGNING OR MANAGING OTHER ASPECTS OF YOUR BUSINESS?

Since moving to Sydney, I love to explore. We have a number of friends who live on the Northern Beaches, so we visit them a lot. We also love trips to the Blue Mountains, especially in Winter. A perfect weekend would be spent in an Airbnb with an open fire that accepts the dog, long walks and lots of food and wine!

WHAT’S ON THE HORIZON FOR LUKE ROSE JEWELLERY?

I’m currently working on a new SLIDE collection with coloured stones. I’m hoping to launch the collection next February at my first solo exhibition, which I’m really excited about. It’s going to be at Courtesy of the Artist Loft in the Strand Arcade… I hope to see you there!

Then it’s off to Europe to find stockists in London and the UK, taking the first steps to making Luke Rose Jewellery a global brand.

 

Luke-Rose-Rings

 

WHAT IS YOUR DREAM FOR THE FUTURE?

My dream is to be an international, luxury jewellery and accessories brand. I love what I do, so I guess the most important thing is that I still love what I do 10 years from now.

WHAT’S THE BEST/WORST FASHION PURCHASE YOU’VE EVER MADE?

Best: My Giuseppe Zanotti high-tops. They’re a bit bling but I love them!

Worst: Probably too many to mention LOL.

THE LAST THING YOU WATCHED ON NETFLIX?

The latest season of Ray Donovan!

 

And some for us!

HOW DID YOU FIND FLAUNTER?

You were highly recommended to me by a friend who owns her own shoe brand [Extraordinary Ordinary Day] here in Sydney.

WHY DID YOU NEED FLAUNTER? WHAT DID YOU USE BEFORE US?

I had a great PR girl for a year but it’s such a big expense for a start up business. When I stopped working with her I still wanted to have some way of featuring in the press without having to spend too much time focusing on it.

HOW HAS FLAUNTER ‘CHANGED YOUR LIFE’?

I now love being able to see who’s downloaded my images, an opportunity which I didn’t have before, so I suppose that’s a change to my life 😉

WHY WOULD YOU RECOMMEND FLAUNTER TO OTHERS?

It’s such a great way of reaching out to journalists without having the expense of hiring a PR company and so easy to set up! As I mentioned before, I love using the Report section to see how many views my account is getting and which journalists have downloaded my images.

 

Jessica-Mauboy-Jessica-Gomes-Jessica-Alba 

We #lovelukerose and his beautiful jewellery! Find and follow him on Instagram, Twitter and Website.  
Calling all media - you can browse and download hi-res publishable images by Luke Rose Jewellery on Flaunter.


Pantone-Colour-Summer-2018

Trend Watch: Pantone colours of Summer '18

The Pantone Color Institute has just released its seasonal colour trend report, predicting the hottest shades in fashion for the 2018 Spring/Summer season. Just as millennial pink has done this year, we also expect to see these hues infiltrate interiors colour palettes soon after. Today we share our 9 favourite colours from the 16-strong lineup of Pantone predictions.

 

"As consumers continue to embrace color, designers are recognizing the need to show more color in their collections. In order to reflect the consumers’ ongoing fascination with color, we broadened the direction for Spring 2018 to show where hues are headed by including twelve outstanding call out colors as well as four spring classics."  – Leatrice Eiseman, Executive Director of the Pantone Color Institute.

There are multi-dimensional and grounded hues, while others exude a vibrant breath of fresh air. The color story is wildly divergent and we see a kaleidoscopic bounty of uplifting shades and feel-good tones. That doesn’t mean that we don’t continue to look for more neutral or classic shades. Whether on their own or providing the landscape for complex color mixes, core basics are an essential for any season.

 

CHERRY TOMATO

Impulsive Cherry Tomato is a tempestuous orangey red that exudes heat and energy. Demanding attention, this courageous, never to be ignored shade is viscerally alive.

Pantone-Cherry-Red-Flaunter-Brands

Clockwise from top left: T-shirt - Lounge the Label, Bikini - Heidi Klum Swim, Earrings - e.g.etal, Heels - Windsor Smith, Skirt - Sportsgirl, Sunglasses - Pared x Bec & Bridge, Onepiece - General Pants

 

ASH ROSE

Sophisticated yet earthy Ash Rose introduces a new dimension; transforming this muted pink shade into a more grounded hue.

Pantone-Ash-Rose-Flaunter-Brands

Clockwise from top left: Bag - Trenery, Playsuit - Missguided, Bikini - The Call of Summer, Bag - Stitch & Hide, Hat - My Milliner, Bra - Pleasure State, Shoes - Extraordinary Ordinary Day

 

NILE GREEN

Calm and composed Nile Green is a breezy light green that brings a breath of fresh air to the palette, working well as a serene base for a myriad of shades in the Spring 2018 palette.

Pantone-Nile-Green-Flaunter-Brands

Clockwise from top left: Bikini - Missguided, Lipstick - M.A.C, Slides - Ancient Greek Sandals, Cushion - Luxe&Beau, Earrings - Lavallier, Shirt - General Pants, Sunglasses - Pared Eyewear

 

SPICED APPLE

Brown with a red undertone, the warm, wholesome and engaging Spiced Apple adds flavor to the Spring 2018 palette.

Pantone-Spiced-Apple-Flaunter-Brands

Clockwise from top left: Frames - Goose&Dust, Bra - Lonely Lingerie, Belt - Sportsgirl, Slides - Trenery, Top - Sportsgirl, Watch - Fossil, Pants - Sportsgirl

 

LITTLE BOY BLUE 

With the expectation of the clear blue sky, Little Boy Blue is no longer for little boys only. Suggestive of expansiveness and continuity, this azure blue shade reassures us with its promise of a new day.

Pantone-Little-Boy-Blue-Flaunter-Brands

Clockwise from top left: Outfit - House of Cannon, Slides - Ancient Greek Sandals, Top - Lee Mathews, Dress - Mother + Joey, Scarf - Dog&Boy, Top - Sportsgirl, Bracelet - Skagen

 

MEADOWLARK

The bold and lively Meadowlark, a confident and outgoing bright yellow shade highlights the spring 2018 season, glistening with joy and illuminating the world around us.

Pantone-Meadowlark-Flaunter-Brands

Clockwise from top left: Earrings - Sportsgirl, Onepiece - General Pants, Bracelet - Sly Pony, Sunglasses - Pared Eyewear, Sneakers - Colorado, Bag - The Goods, Skirt - Lee Mathews

 

COCONUT MILK  

Coconut Milk represents the classic mainstay of a white and/or off-white for the spring 2018 season.

Pantone-Coconut-Flaunter-Brands

 

Clockwise from top left: Outfit - One Palm Studio, Slides - Ancient Green Sandals, Dress - All the Wild Roses, Top - Lee Mathews, Dress - Bon Label, Earrings - Lazurah, Bag - Colette by Colette Hayman 

 

WARM SAND 

Warm Sand is a comforting neutral shade that effortlessly connects the seasons.

Pantone-Warm-Sand-Flaunter-Brands

Clockwise from top left: Shorts - Brave + True, Shoes - TK Maxx, Bag - Small World Dreams, Necklace - Studio Elke, Playsuit - General Pants, Sunglasses - Prada, Dress - All the Wild Roses

 

SAILOR BLUE 

The navy like Sailor Blue anchors the palette.

Pantone-Sailor-Blue-Flaunter-Brands

Clockwise from top left: Dress - TK Maxx, Bag - The Daily Edited, Shirt - Superdry, Short - General Pants, Skirt - Mother&Joey, Watch - TW Steel, Top - Madge Goods

 

This vibrant lineup gets us in a serious summer mood, while hints of classic neutrals keep it just grounded enough to make this trend highly wearable! To see more trending colours and cuts sign up to our blog and read our trend report from behind the scenes at this year's MBFWA.

 

Calling all media: Get free access to hi-res, downloadable content from these brands (+ 250 more!) on Flaunter now. Sign up here

 

Quotes, colour descriptions and swatches courtesy of Pantone.

Banner image: The Pattern People


fashion-micro-influencers

The ultimate list of Fashion Micro-Influencers

Meet the newest heavyweights of the influencer scene: micro-influencers. Defined as influencers with follower counts under 100, 000, micro-influencers have long been overlooked in favour of celebrity and mega-influencers and their squillions of followers and glamorous lifestyles. However, revolution is in the air and the micro-influencer set have well and truly struck back, offering unprecedented levels of engagement that mega-influencers can only dream of.

For the third installment in top influencer series (see our previous posts here and here), we’ve scoured the globe to bring you our ultimate list of fashion micro-influencers. Perfect for those brands looking for maximum engagement over maximum reach, these just might be the people to take your brand to the next level.

 

LIZA CHLOE Top-Fashion-Micro-Influencers-Liza-Chloe

Find her at @lizachloe, posting from the Netherlands to 65, 100 followers.

A freelance art director and creative, Liza Chloe’s feed is a kaleidoscope of contemporary styling overlaid with kitsch graphics and gorgeous collages. An endless source of inspiration for her wardrobe choices and artistic pursuits, this is one of those feeds where you just can’t stop scrolling.

 

 

 

 

 

 

SAVINA CHAI  Top-Fashion-Micro-Influencers-Savina-Chai

Find her at @savinachaiyj, posting from Singapore to 78, 000 followers.

The brains behind minimalist label Eight Slate, Savina is our go-to for edgy aesthetics and Pinterest-worthy street style inspiration. An authority on fashion, interiors and the most amazing food-based flatlays, Savina’s aesthetic works perfectly for collaborations of any persuasion.  

 

 

 

 

 

 

ELLIE LOUISE COKER Top-Fashion-Micro-Influencers-Ellie-Louise-Coker

Find her at @ellielouisecoker, posting from Australia to 28, 300 followers.

Nailing everything from snakeskin pants at Splendor in the Grass to transparent gowns for the AJE runway, Ellie is our dream girl for bold fashion choices. With an adventurous spirit that translates into her photos, Ellie has that enigmatic “cool-girl” vibe that keeps us coming back for more.

 

 

 

 

 

 

LAUREN CARUSO Top-Fashion-Micro-Influencers-Lauren-Caruso

Find her at @laurencaruso, posting from NYC to 23, 800 followers.

With a beautifully restrained feed that speaks to her minimalist style, Lauren Caruso provides collaborations that come across as effortless. From statement shoes photographed on textured backgrounds to fine gold jewelry shot on manicured fingers, Lauren nails the micro influencer brief: authentic, creative and refreshingly different.

 

 

 

 

 

LENA MARIA SEIFERT  Top-Fashion-Micro-Influencers-Lena-Maria-Seifert

Find her at @lenamaria.s, posting from Austria to 60, 400 followers.

An Austrian blogger with a penchant for adventure, Lena Maria is our fave for accessible fashion and simplified styling. Her feed resembles a visual diary, a journal that chronicles the outfits, travels and adventures of this micro-influencer.

 

 

 

 

 

 

ELIF FILYOS Top-Fashion-Micro-Influencers-Elif-Filyos

Find her at @thefashionmedley, posting from Canada to 99, 400 followers.

Just on the periphery of the micro-influencer cutoff (100,00 followers) Elif Filyos has the kind of style worthy of bookmark-status. With a taste for clothes that quickly become must-haves (like these shoes or these rings), Elif is a regular feature on Pinterest moodboards and fashion lust-lists.

 

 

 

 

 

 

NADIA ROSA Top-Fashion-Micro-Influencers-Nadia-Rosa

Find her at @nadsirose, posting from Australia to 15, 900 followers.

This Australian based micro-influencer combines gorgeous style with serious business brains. The girl behind three successful business ventures – including her own PR and events agency – Nadia knows what it takes to get brands noticed. With an eye for good design and on-point photography, expect creative ideas executed to perfection.

 

 

 

 

 

ALLI SCHAPEL Top-Fashion-Micro-Influencers-Alli-Schapel

Find her at @blackarrowblog, posting from Australia to 48, 800 followers.

With a feed reminiscent of mega-influencer favorites Harper & Harley and The Haute Pursuit, Alli Schapel offers mega-influencer style without the price tag. Combining jet-set-living and luxury styling with high engagement levels and an authentic voice, it’s no wonder Alli has brands such as Dermalogica, Mon Purse and Triwa all clamoring to work with her.

 

 

 

 

 

CHANDLER NEHRT Top-Fashion-Micro-Influencers-Chandler-Nehrt

Find her at @candidlychan, posting from the USA to 29, 000 followers.

Whether it’s enviable content or incredible style, there are millions of reasons why influencers reach the status they do. In the case of US based Chandler Nehrt, we keep refreshing her feed because she legitimately seems like a nice person. With an infectious smile that serves as the ultimate accessory to her gorgeous outfits and perfect style, Chandler nails authenticity and relatability and we can’t help but feel like we’re BFF’s.

 

 

 

 

KAE SUTHERLAND  Top-Fashion-Micro-Influencers-Kae-Sutherland

Find her at @kaesutherland, posting from the Netherlands and around the world to 89, 100 followers.

Our go-to micro-influencer for all things colour, Amsterdam based Kae Sutherland floods our feeds with gorgeous pics in pastel hues. A fan of statement prints and brilliantly tasseled shoes, everything Kae touches looks fun, carefree and something we can totally get behind!

 

 

 

 

 

ELLESE & BRITTANY FERDINANDS Top-Fashion-Micro-Influencers-Ellese-Brittany-Ferdinands

Find them at @ellesechloe and @brittany_daisy, posting from Australia to a collective 20, 000 followers.

Whether operating alone or as a duo, Ellese and Brittany Ferdinands are the micro influencers that dreams are made of. Covering everything from fashion, travel and food-based inspiration this is a sister act we’d kill to be part of.

 

 

 

 

 

NORA CHAN  Top-Fashion-Micro-Influencers-Nora-Chan

Find her at @nhramichelle, posting from Australia and around the world to 20, 100 followers.

With a signature style of elevated basics, Nora is forever inspiring us to keep it simple.  Expect beautiful photography and organic flatlays, pictures that play with shadow and read as an ode to the magic of neutrals.  

 

 

 

 

 

 

ARIANNE WITT Top-Fashion-Micro-Influencers-Arianne-Witt

Find her at @lola_jagger, posting from Australia and around the world to 29, 000 followers.

Combining a gorgeous aesthetic with a handle we wish we thought of first, Arianna Witt brings front-row-worthy streetstyle to the micro-influencer scene. A stylist and digital content creator, expect bold fashion choices presented in creative ways. Whether it’s a bottle of Quattro Wine or a set of spangled gold pants from Spell Designs – we’ll have what she’s having.

 

 

 

 

SOPHIA ROE Top-Fashion-Micro-Influencers-Sophia-Roe

Find her at @sophiaroe, posting from Denmark to 67, 500 followers.

Whether its knee-high snakeskin boots or exaggerated sleeve detailing, we can’t help but lust over everything Sophia Roe features on her feed. A style muse that combines Scandinavian aesthetics with Parisian influences, it’s no wonder her follower count is on a steady incline.

 

 

 

 

 

 

ANOUK YVE  Top-Fashion-Micro-Influencers-Anouk-Yve

Find her at @anoukyve, posting from the Netherlands to 88, 800 followers.

Anouk Yve is a mother, entrepreneur and writer with an enviable collection of sunglasses and an insane ability to make any outfit look good. With a style reminiscent of Carrie Bradshaw and an effortlessness we wish we could embody, Anouk is our go-to for paired back tailoring and denim-based inspiration.

 

 

 

 

 

 

ELEANOR PENDLETON Top-Fashion-Micro-Influencers-Eleanor-Pendleton

Find her at @eleanorpendleton, posting from Australia to 69, 900 followers.

A micro-influencer with mega-influencer status, Eleanor Pendleton is an Australian favorite in the influencer scene. The brains behind cult beauty destination Gritty Pretty, Eleanor’s personal feed covers all things beauty, fashion and interior inspiration. Expect the insider tips on beauty buys and refined styling along with sneak peeks of exclusive events and dreamy escapes to make you green with envy.

 

 

 

 

 

BECK WADWORTH Top-Fashion-Micro-Influencers-Beck-Wadworth

Find her at @beckwadworth, posting from Australia to 58, 000 followers.

A front-row regular with serious fashion credentials, Beck Wadworth’s feed is an homage to minimalism and androgynous dressing. A Vogue contributor and founder of stationery brand An Organised Life, Beck’s combination of impeccable style and business know-how makes her a must have in any micro-influencer list.

 

 

 

 

 

CAROLINA NASHTAI Top-Fashion-Micro-Influencers-Carolina-Nashtai

Find her at @carolinanashtai, posting from Portugal to 60, 500 followers.

This swimwear designer and professional sun seeker is forever inspiring us to book our next European summer adventure. With a laidback style that speaks to her home country of Portugal, expect easy-to-wear prints and summery silhouettes, relaxed outfits finished with statement bags and a pair of Carolina’s never ending collection of incredible shoes.

 

 

 

 

 

SAASHA BURNS Top-Fashion-Micro-Influencers-Saasha-Burns

Find her at @saasha_burns, posting from Australia and around the world to 91, 200 followers.

An Australian-based influencer with a penchant for jet setting around the globe, Saasha Burns combines the profile of a mega-influencer with the engagement of her micro-influencer counterparts. With an enviable connections list and a mind for creative business solutions, the launch of her vitamins range, Bear Journal, was a masterclass in influencer marketing done to perfection.

 

 

 

 

DEBORA ROSA Top-Fashion-Micro-Influencers-Debora-Rosa

Find her at @deborarosa, posting from Portugal and around the world to 84, 900 followers.

Forever nailing the perfect blend of high fashion and high street, Debora Rosa is our number one for must have pieces styled to perfection. Expect cult buys from Gucci, Chanel and JW Anderson worn alongside must-haves by the likes of Re/Done, Style Addict and H&M.

 

 

 

 

 

 

Want to learn more about the newest it-girls of influencer marketing? Read up with our spotlight on micro-influencer Vanessa Valois or our break down of the influencer phenomenon!

 

 

Banner image: Amber Sceats - NYFW Street Style


Ultimate-PR-Dictionary-HEADER-Girl-Reading

Your PR dictionary: an essential list of must know terms

Our comprehensive list of PR buzz-words and must know terms to keep you in the know!

Whether it’s emails or media releases, we’re all too familiar with that sensation of impending doom when you’ve confused your TIFF’s with your JPEG’s, or when there’s just so much industry jargon that whatever you’re reading may as well be in Morse Code. But who do you ask for help? No way are you emailing back to receive a reply even more confusing than the first. You could ask your boss for some clarification but you’ve got a sneaking suspicion they know even less terminology than you do. If only there was some sort of PR dictionary that could decode all those troublesome terms into plain English….

Always here to help, we’ve compiled the ultimate PR dictionary of buzz-words and insider language to help you navigate those treacherous terrains of emails, press releases and media callouts. This is the PR equivalent to a Lonely Planet phrasebook, the perfect computer companion to save your sanity in all those WTF moments. Be sure to favourite this page, keeping it on hand the next time you’re drowning in PR terminology!

 

AGENCY

An agency is a company that works on behalf of clients to manage the media, marketing and public relations aspects of the relative brand. Agencies can be highly useful in gaining opportunities, increasing brand awareness and liaising with media and influencers.

AMBASSADOR

An ambassador refers to an individual (generally a celebrity or an influencer) who becomes the face or the voice for a brand for a period of time. Ambassadors can be useful in personalising a brand and gaining access to new audiences and potential customers.

ART DIRECTOR

The Art Director oversees all of the editorial art in magazines and the like. They create the overall design and direct those below them to develop the relevant artwork and layouts.

BLOG

A blog is an online website that is regularly updated with text, images and video based content that shares insights into the blogger’s life. Blogs can be used to share news, fashion tips, travel ideas and so much more.

BLOGGER

A blogger refers to someone who owns a blog and regularly updates it with news, images and content. Blogging may be something someone does for fun, as an extension of a business website, or as a business venture in its own right.

Ultimate-PR-Dictionary-Computer-Flatlay

 

BRAND AWARENESS

Brand awareness refers to the extent to which consumers and audiences are aware of the products and services provided by a particular brand.

BRIEF

A brief refers to a document that explains the context, deliverables, requirements, and deadlines of a specific project, story or campaign. Briefs are used by brands, media and influencers alike to ensure content is delivered accurately, on time and according to the project’s intentions.

B2B

B2B stands for “business to business” and refers to businesses whose customers are other businesses.

B2C

B2C stands for “business to customer” and refers to businesses whose customers are people rather than businesses or brands.

CAMPAIGN

The term “campaign” is used to describe a strategy, period of time, or marketing process that contributes to a particular goal. Campaigns are often used to drive awareness or promote a new product, service or collection. Campaigns are defined by a limited duration and may be comprised of advertising, influencer marketing and demonstrations.

Ultimate-PR-Dictionary-Celine-Campaign

CMYK

CMYK stands for “cyan, magenta, yellow, black” and refers to the spectrum of colours that printers use to recreate an image. As opposed to the computer-specific spectrum of RGB, CMYK is more useful in creating bright, high resolution images for print.

CONTRA STRATEGY

Contra refers to an exchange of services which doesn’t involve money. Perfect for small businesses or brands with limited budgets, contra allows for media exposure in exchange for products or services.

COPY EDITOR

The Copy Editor is someone who looks for grammar, spelling and style mistakes in a story or published text.

CREATIVE DIRECTOR

Creative Directors are found within creative businesses such as graphic design, fashion, advertising and media brands. They are responsible for establishing and managing the visual and creative identity of the brand and work alongside designers, artists, copywriters, sales teams and marketers to oversee the creative process and plan the advertising for the relevant company. This term is sometimes used interchangeably with Art Director.

CTR

CTR stands for “click through rate” and is a way of determining the number of people who followed a hyperlink to a particular page or website.  CTR is an important method in determining the success of EDM’s and influencer-based campaigns.

DEADLINE

A deadline is the latest time or date by which something should be completed. Deadlines are an important guide for print and online publications. Deadlines are often non-negotiable and missed deadlines may mean missed opportunities.

Ultimate-PR-Dictionary-Calendar

 

DEEP ETCH

Deep Etch is a graphic design term that describes images that have been removed from their background. Deep Etch photos are often requested by journalists and editors so they can use different backgrounds and layer images.

DIGITAL

Digital refers to publications, images and types of work that are viewed on monitors. Digital files may be viewed on computers, phones and tablets.

DPI

DPI stands for “dots per square inch” and is important in determining the resolution of an image. When printing an image, the printer recreates the image using a series of tiny dots. The DPI refers to the density of the dots and the space between them. This term is often used interchangeably with PPI or “pixels per inch” but you can find out more about the differences between the two here.

EDITOR IN CHIEF

Editor in Chief refers to the top editorial position at most magazines.

EDM

EDM stands for “Electronic Direct Mail” and refers to marketing campaigns based on email send-outs, social media and offline advertising. EDM’s are often used interchangeably for email newsletters and are used to build an email database of customers and potential customers who you can communicate with directly. Email communications are useful as they allow you to see how many people opened your email, where they opened it, what time, on what device, how many took action and what action they took.

ENGAGEMENT

Engagement refers to action taken on content. In influencer marketing, engagement can describe likes, comments, shares and retweets.

EPS

EPS stands for Encapsulated PostScript and is a file that can contain text as well as graphics. EPS files are typically used to save artwork, such as logos and drawings, and as a standard means for transferring image data between different operating systems. You can convert EPS files to .PDF, .JPG, .PNG, and .TIFF files in programs such as Illustrator and Photoshop.

EVENT

In PR terms, an event is an occasion organised with the specific intention of generating publicity or brand awareness. Often an important component of a campaign (see above), events can include runway shows and showings as well as activity-based workshops or meals where influencers and media are invited and encouraged to blog or post about the event.

EXCLUSIVE

Exclusive refers to content, events or offers that are only available to a select amount of people. Exclusive events are important in establishing and maintaining key media, influencer and audience relationships while exclusive offers and content can be a good tool in promoting your brand and driving EDM engagement.

GIFT

A gift refers to something sent by a brand to media or influencers. Different from a sample, a gift may not necessarily comprise of the brand’s product and is often sent in response to coverage (or to commemorate an occasion).

HI-RES

Hi-res or high resolution refers to images over 300 dpi and are an absolute must for print! Not sure how to tell if your image is high res? Check out this guide.

INFLUENCER

An influencer refers to any individual who can influence another person (or a collective of people) to take a specific action. Influencers are often identified as social media users with a following of people who trust their opinion and look to them for guidance on style and lifestyle choices. For a more detailed analysis on influencers and how they work with brands, head to our guide here.

Ultimate-pr-dictionary-tash-oakley-influencer

 

IN STORE DATE

The in store date refers to the specific date your product will be available for people to purchase. Media outlets will often request the in store date along with the images of your product so they can determine when to feature your products and when their readers will be able to find said product in store or online.

JPEG

JPEG or JPG stands for “joint photographic experts group” and refers to file types ending in .jpg. JPEG files have been compressed and only create a small-size file which means they do lose some of the image detail. JPEG files are generally good for digital content as they easily load onto web pages while still looking good!

LONG LEAD

Long lead refers to the amount of time a news outlet or magazine works on a publication. Long lead outlets are mostly print magazines who work on stories or issues anywhere from 3-6 months in advance.

LOOKBOOK

A lookbook refers to a collection of photographs used to display a designer’s new collection or new line. Lookbooks are also used by models and photographers to chronicle their best work.

LOW-RES

Low-res or low resolution refers to images at 72 dpi. These images are perfect for web content but will become pixelated in print. That being said, screen technology has advanced so dramatically that 72 dpi is becoming too low for digital publications! 

MARKET EDITOR

A market editor refers to editors (usually in fashion) who spends most of their time “in the market” looking for the latest trends and designers. The role of market editor includes attending fashion shows, trade shows, market appointments and previews and requires an understanding of luxury fashion and high-street names.

MEDIA KIT

A media kit is a kind of resume used by influencers or brands when approaching media for collaborations. The media kit should involve information about the relevant party including skills, experience and statistics of their followers or readers.

MEDIA RELEASE

A media release is a document containing new information about a brand or product and is the best way to provide information to media outlets. Find out how to write a killer media release here.

MEDIA SHOWING

A media showing refers to an event where media and influencers are invited to view a new collection or product. Media showings allow for exclusive access to new ranges and provide media with a hands-on look at new products they can work into upcoming stories or pitches. Find out how to organise the ultimate media showing here.

Ultimate-PR-Dictionary-Showroom

 

MACRO-INFLUENCERS

Macro-influencers are the middle tier of influencers. They generally have a follower count of 100, 000 – 300, 000. While they have less followers than mega-influencers, their engagement rates are higher – although less than that of micro-influencers. For more on Macro-Influencers see our ultimate list here

MEGA-INFLUENCERS

Mega-influencers refer to those influencers with over 300, 000 followers. This category can also include celebrity influencers. Mega influencers often live off their influencer status and may generate a significant income from sponsored posts and collaborations. Mega-influencers are used by brands for maximum exposure and brand awareness. For more on Mega-Influencers see our ultimate list here

MICRO-INFLUENCERS

Micro-influencers are those with a small but highly engaged community of under 100, 000 followers. With a smaller following, micro-influencers often tap into niche audiences and offer a more authentic and accessible voice to that of mega-influencers. For more on Micro-Influencers see our ultimate list here

PITCH

A pitch refers to a document, email or conversation in which a brand, media agent or influencer offers their products, services, skills and/or influence in an attempt to get work or coverage. Find out how to create pitches that are practically guaranteed to get you noticed here.

PNG

PNG stands for “Portable Network Graphics” and refers to file types ending in .png. While PNG files create larger file sizes than a JPEG, they are the ideal file type for line art and images that include text (Mac screenshots are automatically saved as PNG files!).

PPI

PPI stands for “pixels per inch” and is important in determining the resolution of an image. PPI is used interchangeably with DPI or “dots per inch”. PPI is used specifically with computers and digital publications as monitors work in pixels rather than dots. Find out more about the differences between PPI and DPI here.

PR

PR stands for “Public Relations” and refers to the way brands and individuals communicate to the public and the media. The aim of PR is to communicate with the target audience to create and maintain a positive image and a strong relationship with the media and the audience. Find out more about why PR is so important for your brand here.

PRINT

Print refers to printed media such as magazines, newspapers and brochures. Print requires high-res images and will often have a longer lead time than digital media.

Ultimate-pr-dictionary-in-print-Sara-Medina-Lind

 

PUBLICIST

A publicist is an individual whose job it is to generate and manage the publicity for a company, brand or public figure. They are responsible for getting positive press coverage for their client and may be involved in writing press releases, press kits and pitching stories to media contacts.

ONLINE

If something is “online” it is on a website or webpage that requires connection to the internet.

RGB

RGB stands for “red, green, blue” and refers to the spectrum of colours that make up an image. RGB is used for web-based images as monitors emit light to create colour. Although the RGB spectrum is capable of creating all colours, monitors can only display a limited range. If you are thinking of printing your images, it is important to change to your colour format settings from RGB to CMYK.

RSVP

RSVP is a term derived from the French phrase “répondez s'il vous plait” and translates to “please respond”. RSVP’s are used in social invitations to determine if invitees will be attending your event. In PR terms, RSVP’s are important in coordinating guest lists and may be necessary in determining catering, facilities and devising arrival times for media showings and other events. If you have a PR firm for your company, RSVP’s may be directed to them.

SAMPLE

A sample refers to complementary products sent to editors, journalists and influencers. Samples are often new releases and are sent to key individuals with the intention of getting your product attention and media coverage.

SHORT LEAD

Short lead refers to media, publications and reporters that have a relatively short turn around. Short lead publications are those who work on stories, content or issues with a turn around time of less than three months. These publications will often need material quicker than their long lead colleagues and may only have hours or days to produce a story.

SHOWROOM

A showroom is a space used to display goods for sale. PR companies will often have a showroom that houses a collection of items from their brands to show prospective media, influencers or other relevant parties.

SOCIAL MEDIA

Social media is a relatively new media format that refers to any online destination that allows users to create and share content with an audience. Facebook, Instagram, Snapchat and Youtube are all examples of social media. Social media is an important frontier in PR as it directly connects brands with their audience (potential and actual).

TIFF

TIFF or TIF stands for “tagged image file format” and refers to file types ending in .tif. Typically used in photo software such as Photoshop, TIFF images create large sizes as they are uncompressed and contain detailed image data.

 

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Have you come across a term we’ve not included in our ultimate PR dictionary? Hit us up and we’ll update our list accordingly!

 

Images: @_hollyt (banner), flatlay by Tamira JarrelCeline campaign by Juergen Teller, Brooke Lark, Tash Oakley for Frank Body, Bonel PR Showroom, in print Sara Medina Lind