Flaunter Media

How to make your brand images 1000x more powerful

It’s not enough to create amazing pictures... You have to set them free.

It’s like wearing a sack dress to a school reunion after 6 months of slavish devotion to Kayla Itsines. Like Kimmy K in a sheer feathered mini dress and shaved head, with no iPhone to capture the moment. Like the plastic wrap your grandmother kept over her prized settee.

Flaunter - Kim Kardashian

 

What’s the point of having something amazing if it can’t be found or shared?

Product photos and visual storytelling are driving the way brands communicate and sell, both online and off. Social media has changed the landscape, traditional print media outlets are merging with their online counterparts and visual content is being produced at a frenetic pace. Last year, trend forecaster Mary Meeker of Kleiner Perkins estimated that we upload 1.8 billion photos to the internet a day.

Brands today understand the impact that pictures can have on growth and reach, but frustratingly, the existing systems available for surfacing and distributing brand pictures don't work. Time, money and opportunities are wasted on expired file transfer links, clogged inboxes, and ad hoc spreadsheets.

Do you own your own brand? Are you a publicist or marketer working in-house? Or do manage multiple brands at a PR agency?

In order to increase your brand’s visibility and compete in today’s fiercely competitive market you need to do two things well:

  1. Create high-quality visual content; and
  2. Seamlessly get that content into the right hands – as fast as possible!

Who are the right hands you ask? Anyone who can help you reach a bigger audience. Bloggers, editors, retailers, brand ambassadors, social influencers...

 

Create great visual content that’s ripe for the picking

Flaunter - Pick your best

We already know that with high-quality content comes great exposure. Having great product and brand pictures to share is no longer just nice to have; it’s an absolute necessity.

And in 2017 it’s very likely that the first encounter someone has with your brand will be online [not in store]. This means that how you present your brand – the way you choose to shoot it, the models you display it on – is as important as the quality of your products.

Not everyone has their own studio space or the budget to have every image shot by a professional, but producing content doesn’t have to be expensive. With affordable DSLR’s and sophisticated mobile cameras at your fingertips, high-quality content can be created in minutes.

Take the time to do your research before shooting. Look through the magazines and blogs that you want your product featured in and take note of how the photos are presented. Then you’ll be able to replicate that look yourself when creating your own images.

 

Get those pictures OUT THERE, stat

Flaunter

With all the opportunities to get your brand noticed – websites, blogs, social media, retailer channels, custom publishing as well as traditional media outlets - making sure that your pictures are accessible on-demand to those who can grow your audience is super important.

Media exist in a 24/7 news cycle. Their digital storage space is limited and working on tight deadlines means that when they need something, they need it now [or 5 minutes ago] in the correct resolution and with essential credit details: price, product name, stockist details, in-store dates.

The easiest way to become a media favourite is to have everything a journalist needs ready to go - before they even have to ask.

Here are six simple steps can you take to get maximum exposure for your visual content:

1. Do a stocktake

What visual assets do you already have? Are they useful? What imagery are you missing – what will you create?

2. Organise your pictures so they are easy [for you] to find

Whether it’s by category, date or campaign. Pick a system that works with your daily operations and stick to it. Nothing worse than knowing you have an image that would be PERFECT for a media request – only to realise you can’t remember where you filed it…!

Flaunter - Organise yourself

3. Set your photos free

With so much time and money spent creating your beautiful visual assets, don’t hide them away in the murky depths of your computer! Give them a life of their own and store them on a digital platform like Flaunter, while still controlling exactly who sees them.

Our photo library is a journalist’s heaven, providing a centralised library for them to access relevant, free content on demand. Yep, having your pictures available online 24/7 automatically means that your brand can work twice as hard at being noticed – even while you sleep ;)

4. Share in a no-brainer way

Don’t clog media inboxes with large image files, send links that expire or transfer files that require huge syncing time. These are frustrations we hear from journalists every day. Make your simple sharing easily receivable. The best way to do this? Secure HTML links that won’t expire [unless you want them to] and require zero syncing time.

5. Track what you share

Who says PR can’t be measured? That was the old days. When sharing your pictures and media info make sure that you’re using a platform that allows you to track interactions with your content – views, downloads… That information is critical.

6. Keep your content new, fresh and up-to-date

Remember to continue creating and sharing new, interesting content as often as possible. Bloggers and editors never sleep! And an iPhone can make an excellent photo studio  ;)

Flaunter - Images

At the end of the day, it doesn’t matter how amazing your pictures are, or how much blood, sweat, tears and hard-earned money you’ve put into creating them. Making those pictures easily discoverable and available on-demand is how brands can truly stand out from the crowd.

 

Banner image: Urban Outfitters - Tumblr

 


Flaunter - Behati Prinsloo by Who What Wear

5 things to know about dealing with editors

At Flaunter, we are lucky enough to work with many editors from all over Australia and New Zealand, so we know first hand how busy they are and how fast the industry moves! One big question for brands and PR agencies is 'how to best approach an editor to get your brand or clients noticed'? To shed light on how to deal with these elusive creatures, we asked editor extraordinaire, Jacqui Kwong from BauerWorks to share her top tips... 

 

First things first here. Like all humans, no two editors are created equal so these are just my personal insights into what it’s like being a magazine editor and how to get my attention.

Being an editor is not unlike most other professions: continuous deadlines, an overflowing inbox, a to-do list longer than your arm – you get it. I’m always curious about what it would be like being in someone else’s work shoes for a day. What do they do? How do they handle busy? So if you’re nosy like me, hopefully you’ll find this info interesting.

When it comes to a day in the life of an editor, there are a bunch of things to do. Sadly it’s not all glamorous events and idea generation (although that’s the fun part). Along with actually editing articles and making sure the production is ticking along to meet print deadlines, there’s also keeping track of the budget, liaising with clients, going to meetings, going to shoots, supporting staff, strategising for future issues, reviewing past issues, working on advertising pitches, responding to reader letters, amplifying content to generate more sales; I could go on!

But back to the fun part: creating mag content. The number one person to keep in mind here is the reader. How does a story benefit them? How will it make their life easier, more fun, more fulfilling? Making editorial decisions, in my case when working for a specific client, was based around the audience first and the brand ethos a close second. For me, coming up with content is a constant team effort. Whether it’s more formal brainstorming meetings over muffins, lollies and chocolate, or a chance chat at someone’s desk, content comes from all sorts of discussions. I never believe in an editor dictating content but rather curating content from everyone’s ideas – diverse content is always going to make more of a mark with readers.

When it comes to fashion pages, just like the overall content direction, diversity is key. Again, it comes down to the reader so in my case when editing a mass market title, affordability and accessibility was the top priority. That meant featuring both well-known brands and up-and-comers – I didn’t mind, just as long as our readers would look and feel good!

So how does all this relate to being pitched to and getting your brand or clients noticed? Here are my five tips for dealing with editors. It’s not rocket science, but sometimes little reminders help.

5 things to know about dealing with editors

1. BE DIFFERENT

Not unique to any profession, editors get hundreds of emails a day. Prioritising these takes time in itself, so making your email stand out is one way to get noticed. Make it personal, make it funny, make it relevant.

2. TIME IT RIGHT

I’ll be honest: follow-up calls can be a bit annoying, especially if it’s deadline week. If your product/email piques my interest I’m likely to respond anyway, even if it’s not right away. If you haven’t heard back for ages, by all means, give us a buzz but perhaps call the editorial coordinator first to suss out deadline dates so you can make sure your call is coming at a convenient time.

3. KNOW WHO YOU’RE TALKING TO

Understand the publication and the types of stories it covers, the audience and the general tone of voice. A tailored approach will give you a better chance of success.

4. SET A COFFEE DATE

Sure, editors are busy, but so is everyone else! If you have a client or five you think the mag’s readers would be interested in, set a coffee catch-up with the editor to talk through opportunities. This is the real meaning of social media! Even if there are no immediate outcomes for you both, when the time does come the ed is more likely read your emails.

5. THINK NEW

Editors and mag teams are always on the hunt for new and different products and ideas, so even if your product or brand isn’t new, think about a fresh angle that’s interesting, will benefit the readers and help make the mag pages look pretty.

 

Jacqui has spent 15+ years in PR and publishing, penning copy for big brands including Coca-Cola, United Airlines and Radisson hotel group. She started her publishing career at Australian Good Taste (now Taste.com.au magazine) before becoming editor of Weight Watchers magazine at Bauer Media Group. She now works as a freelance writer and editor.

 

Banner Image: Behati Prinsloo for Who What Wear, photographer - Justin Coit, stylist - Zoe Costello


Flaunter - Bec & Bridge MBFWA

Cooler days are calling // Winter skin & beauty prep

Those long, carefree Summer days are well and truly behind us!

As Autumn brings about cooler temperatures, our skin is exposed to a whole new variety of harsh conditions that can play havoc with our beauty routines, so it's best to be prepared and use the transition as a head start into the chilly season.

With last year's emphasis on natural methods, 2017 is all about going back to the basics. Say bye bye 'micro derma/skin tightening whatever' and embrace the simple rule of three - "Exfoliate, Hydrate & Nourish".  On Flaunter, we have been noticing this trend take off and today we share our top picks for Winter skin.

Step 1. Exfoliate

Abolish the scales!

FACT: Dry climates draw moisture from the skin often leaving you with those annoying and hard to get rid of dry patches.

THE RESULT: Your body overcompensates for the lack of hydration resulting in excess oil, clogged pores and pimples.

WHY? During cooler periods, the body is often slower in regenerating new cells. Although some form of exfoliation routine is recommended all year round, Winter calls for an emphasis on buffing away those stubborn cells around once a week according to beauty bible Gritty Pretty.

SOLUTION: Scrubs have never been a more popular preventative measure in Winter skin health. Following an inundation of brand uploads in beauty this month and backed by years of research and use within the industry - it's pretty clear that manual exfoliation techniques (in particular natural, chemical free/cruelty-free products) are being favoured by consumers for their tactile experience. Flaunter's beauty brand profile is currently sitting at 65% naturally based or ethical brands including top consumer buys as Dr Roebuck's & The Skincare Company. The most popular ingredients? Coffee, coconut oil, jojoba oil and walnut rinds!Flaunter - TheSeeke Skin

THESEEKE Coffee Scrub // $39.95 AUD 

 

Step 2. Hydrate

It's no doubt that Winter affects our skin health but what about our hair?

FACT: Frequent washing, styling and cooler air temperatures can take lustre out of our gorgeous locks.

THE RESULT:  As temperature drops, moisture decreases and dry hair can quickly become prone to breakage.

WHY? Dale Chong at Bustle blames cool dry air and poor preventive measures for all our split end dilemmas.

SOLUTION: To avoid seasonal hair loss and maintain supple and strong strands there are two things that are a must... Pairing a healthy diet rich in protein and good fats (yes #avosmash has therapeutic qualities) with the use of conditioning products can assist hair integrity and structure. When conditioners aren't enough alone, a weekly mask can work wonders. 2017 undoubtedly brings about a common realisation - beauty and health really do go hand in hand and it's being reflected in the types of products we're choosing to buy. The most popular choices this season all contain fewer nasties and more naturally derived oils such as Evo's Great Hydrator mask infused with a base of argania spinosa kernel to both hydrate and seal for increased manageability.

Flaunter - Evo Hair

EVO The Great Hydrator Mask // $39.95 AUD 

 

Step 3. Nourish

There's nothing more luxurious than plunging into a hot, steamy bath on a cold winter's night. Little did we know 'me' time could actually be doing us more harm than good!

FACT: Hot showers and baths are harsh and can actually further dry out your skin during cool periods.

THE RESULT = The relationship between higher water temperatures and evaporation off the skin once you've left your shower or bath create the perfect environment for moisture loss.

WHY? Top professor of dermatology Rajani Katter explains that too much steam time can result in skin inflammation, resulting in a bunch of unwanted redness, itching, scaling or cracking. The good news is you don't have to give up your bath for good with these two simple preventative measures.

SOLUTION: First, when taking a bath, turn down the heat and reduce your soaking time. Look for that sweet spot temperature, closer to warm but nowhere near scalding! Secondly, employ oil and lots of it... essential bath oils/clays have been a popular consumer item in the last year and have been developed across many beauty brands for this coming season - so much so that Flaunter saw an upload of 40 bath salt images by combined brands over a one week period.

As Katter suggests, patting moisturiser into partially dry skin post bath and adding infused salts to your soak can assist moisture retention both pre and post bath.

 

Flaunter - Soak Society Skin

Soak Society Rose Wellness Soak // $11.95 AUD

 

 

Banner image - Tim Da Rin / Bec & Bridge @ MBFWA 16 via Flaunter media.

 


HALP! Part Three: How do I compete with the big brands?

Welcome to the final post in our three-part series with Adriana Glass from Talk Division on HALP! How emerging brands and small teams can compete with the bigs guns using six smart, and lean, PR tactics.

 

5. Expertise 

Big brands often have agencies and in house resources they have working on their strategy, marketing and PR year round. Knowing when to call on expertise and what exactly you need is key.

Flaunter - Unsplash Jens Kreuter

Know when to call in the experts

Questions to ask: 

  • What’s your objective? Do you need to make your name known and get your collection out there? Or have you been around for years and need hero developing the right strategy to get to the next level?
  • Are you simply too busy to fulfill media requests? Could it be something that an in-house resource could support?
  • Do you need credibility of an agency or consultant to help you build relationships with media and get your product in front of them through a showroom?
  • Tools like Flaunter can support your PR for a fraction of the cost. The time taken to set them up properly will save you hours down the road.
  • Consultants who set up and guide your PR and Marketing strategy can be an efficient complement to your in-house team
  • Don't be afraid to ask any professional to break down their quotes and explain their strategies or approach

 

6. And finally, your secret PR superpower…

Often multinational brands miss out on opportunities because they simply can't move fast enough. But emerging brands can be agile. Being small often means not getting tied down by internal procedures, timezones and red tape. Embrace this as your hidden, inherent strength - if you see an opportunity, breaking news, or even unseasonable weather, make your move.

Never underestimate how powerful it can be to be the underdog :)

Being agile allows you move faster

 

Adriana Glass is the Founder of Talk Division, a consultancy specialising in strategic PR, media and communications for lifestyle, fashion and wellbeing brands. Adriana has represented international and Australian fashion and lifestyle brands for over a decade, and worked in some of Australia’s biggest PR agencies managing their communications, strategy and influencer and media relations.

 

Read Part One: Influencers & strategy

Read Part Two: Brand assets & selling your story

 

Images: Coco Rocha for Diesel, photographed by Steven Meisel; Fashion and Sport: Running, French Elle, photographed by Jean-Paul Goude.


HALP! Part Two: How do I compete with the big brands?

Welcome to Part Two in our three-part series with Adriana Glass from Talk Division on HALP! How emerging brands and small teams can compete with the bigs guns using six smart and lean PR tactics. 

Last week, we looked at how big brands - and how you can - work with Influencers and set Strategies to kick goals with your PR. This week we look at two, equally critical topics that set you up for success - and how you can match the more established brands on both counts.

3. Assets

The biggest brands still sometimes struggle with this – but it is PR 101. What assets do you have for media to work with? Monthly magazines are planning their issues 4 months out, so aim to have your samples and a strong selection of campaign, lookbook, and product images by then if possible.

 

Flaunter+Blog+Strategy+Organised

Plan to have your assets available well in advance

Assets checklist:

  • All imagery should be 1-3MB max, and 300dpi as standard
  • If you can’t afford to get 3D cut outs of all your imagery, ensure you have a selection of your strongest pieces or products – these product images can boost your results by up to 50% every month. Or look to a service like PixC.
  • You’ve created these amazing assets so always make sure they are readily available on demand, and easily shareable. Of course, Flaunter is the go-to here.
  • Consider doubling up on sample sets to make some available for media to shoot, while you are still in sales. You can also then use these extra samples (if of production quality) to gift influencers as they drop into store

 

4. Story

Big brands with history set the benchmark for coverage, building cache and context with each collection. Instant recognition of a designer or name may help secure editorial, but emerging brands often have great stories to be told too.

Go To - Zoe Foster Blake

Brand story: Zoe Foster Blake, founder of Go-To

Have you considered:

  • Investing in a well-designed and written brand bio, designer or spokesperson bio and head shot. Having these available for introductions to new media contacts and opportunities can be invaluable
  • Your staff and customers as potential stories, from sell out styles setting records to personal interest stories – sometimes the best new angles for media to cover your brand and products are right in front of you

 

Adriana Glass is the Founder of Talk Division, a consultancy specialising in strategic PR, media and communications for lifestyle, fashion and wellbeing brands. Adriana has represented international and Australian fashion and lifestyle brands for over a decade, and worked in some of Australia’s biggest PR agencies managing their communications, strategy and influencer and media relations.

 

Stay tuned for next week’s final post in our three-part series; where Adriana will explain how and when to call in the “Experts” and every emerging brand’s best asset when it comes to PR - think of it as your David and Goliath style secret weapon!

 

Read Part One: Influencers & strategy

Read Part Three: Experts & PR superpower

 

Banner image: Coco Rocha photographed by Gred Kadel

 


HALP! Part One: How do I compete with the big brands?

A question we get asked regularly by emerging brands, or mid-sized brands with small teams and budgets is “how on earth can I possibly compete with the big brands for the attention of media and influencers…?!” HALP!

If you are one of the voices echoing the HALP! from above, rest assured that there are many [very practical] ways that you can take advantage of the inherent advantage that any startup has over an established enterprise: agility.

But don’t just take it from us. In this three-part series we’ve asked Adriana Glass from Talk Division to give us a run-down of her key insights after a decade of sharpening her skills in the PR world.

This week, we’ll tackle two of our most frequently asked after topics: how can we compete with more established brands working with influencers and what can we learn from them about strategy?

 

Ok yes let’s face it, big brands generally have big budgets, huge established social media platforms and international celebrity faces. But emerging labels can very easily follow any one of the six expert moves below to give the bigger brands a run for their money.

1. Influencers

We've all witnessed the power of social media in propelling a brand forward. Hi-Smile, Frank Body, NLP are great examples of companies that worked with Influencers with low or no budgets and built momentum that created global interest in their brands  - and very successful companies. Evidence shows that by engaging highly localised, niche influencers with smaller followings can actually return higher engagement (and arguably, sales) than influencers with larger but less focussed followings. The new approach to influencer marketing is leaning towards quality (appropriateness) over quantity (huge followings).

Insta_Frank_Bod_Flaunter_Blog

Frank Body know how to Influence

Keep in mind for influencer marketing:

  • Don’t just target bloggers or social media stars, think about influencers as “people of influence.” This can include on-brand cultural figures, artists and creators, musicians, entrepreneurs and political figures can also be powerful brand advocates with more targeted followings and IRL followings… and potentially PR outcomes too
  • Get into free tools like The Right.Fit and Ampii.co to research social media Influencers in your area, and look out for accounts that regularly post content that resonates with your brand. Some will require payment or contra with part payment, but others will be comfortable with contra only
  • Consider trialling partnerships over a period of time rather than judging after one post, ongoing relationships that are genuine are far superior to one off, obviously “paid” posts
  • Approach Influencers in the spirit of collaboration. Calvin Klein's campaign #mycalvins was successful because it gave people the opportunity to create their own version of the iconic campaigns, to great effect. Give a clear brief but try not to dictate too much – if you like their style let them come up with something that will resonate with their audience and fit into their feed seamlessly. This integrity will translate into engagement. 

2. Strategy

What all those communications personnel and PR marketing executives are paid to do is essentially plan ahead, to find ways to support the business in good times and bad. Look at the next twelve months and think about what messages you need to get out, to whom and by when. If an opportunity comes up that doesn’t fit in your strategy, it could be a good sign that it’s not quite right for you (right now) and your precious time and energy can be spent better elsewhere.

What would beyonce do

‘What would Beyonce do’?

Strategy checklist:

  • Answer your what, to whom and by when – then tailor your media releases to specific sets of media so you are not bombarding them with constant irrelevant pitches about absolutely everything.
  • Target different media throughout the year for different parts of your collection, e.g. Styles for Spring Racing. Resort wear. Mother’s Day gifts. Really different styles and sets of media.
  • Is this something you can PR? Not everything is suited to PR - consider channels like advertising, social media, and eDMs and how they can support your communications strategy.

 

 

Adriana Glass is the Founder of Talk Division, a consultancy specialising in strategic PR, media and communications for lifestyle, fashion and wellbeing brands. Adriana has represented international and Australian fashion and lifestyle brands for over a decade, and worked in some of Australia’s biggest PR agencies managing their communications, strategy and influencer and media relations.

 

Next week in Part Two of a 3-part series, Adriana will share insights into what we can learn from how big brands manage their Assets, and how they work with narratives or ‘Story’ to maximise PR outcomes.

 

Banner image: Coco Rocha for Dress to Kill Magazine, photographed by Moo King


Flaunter - An Organised Life

An Organised Life... Gaby Howard from Flaunter

Beck Wadworth from An Organised Life interviewed Flaunter CEO and Founder, Gaby Howard, to find out how it all began, what her biggest piece of advice would be and, of course, how she stays so organised.

The images are so beautiful we couldn't resist sharing them too!

 

Gaby Howard - Flaunter

Name: Gaby Howard

Occupation: Founder & CEO, Flaunter

OVERVIEW:

I'm super excited to introduce Gaby Howard is the latest inspiring individual to be featured on An Organised Life with...
I chatted to Gaby, founder of tech brand Flaunter, to find out how it all began, what her biggest piece of advice would be and, of course, how she stays so organised...

Flaunter Workspace

HOW IT ALL BEGAN…

The Flaunter story began in October 2015.  After working in PR for over 15 years, I was frustrated by the difficulty of sharing brand imagery with media, retailer and influencer networks. Traditionally these assets live in the emails and hard drives of publicists and marketers and were hard for the media to access efficiently enough to satisfy their shrinking lead times. On the flip side, brands and PR’s had no visibility and analytics on who downloaded their content and where/how it was used.

Flaunter Workspace

Flaunter gives media instant access to brands & their content for easy distribution and publishing.

Our mission is to make it easier for brands to reach new audiences by connecting their content with the best storytellers around the world. By bringing media & brands closer than ever before, a brand’s visual content can be tomorrow’s media story.

It’s also very important for us that Flaunter is accessible to brands of any size. Our users range from some of the smallest emerging brands to large international companies and top PR agencies. Similar to platforms like Instagram, Facebook and Snapchat - it’s the content that counts [not the size of the budgets].

Flaunter Workspace

BIGGEST PINCH ME MOMENT…

I find it hard to define just one moment; the whole journey has been a pinch me moment…

I was at a very big fashion launch event early in 2016 - running around like a crazy person producing content. It was by total chance that I overheard two of our clients talking about what an amazing platform Flaunter is, how they loved using it and why we needed to get it to the US asap. All this in front of one of the world’s most respected tech founders. Just a tiny little PINCH ME MOMENT.

Flaunter Workspace

BIGGEST LESSON I’VE LEARNT ALONG THE WAY…

It’s a little cliched maybe - but definitely that with grit, tenacity, determination and focus, anything can be achieved. Nothing, and no-one, is an overnight success.

I’M INSPIRED BY…

My mother, my grandmother and people who make it their life’s work to change the world for the good of the wider community - education/politics/health.

Flaunter Workspace

ORGANISED TO ME MEANS….

Using tools to help me structure my time and responsibilities so that I don’t ever feel stressed about forgetting something! I always take notes, I write myself emails to remember tasks that pop up during the day, I have a work, team and personal calendar where everything gets entered so that nothing gets missed :)

THE TOP 3 WAYS I ORGANISE MY LIFE ARE…

Google calendars, iphone Notes and, new to the family, Trello boards. My life is a pretty structured! I’ve never been the type of person who ‘floats along’ with their day; I like being organised ahead of time.

Gaby at Flaunter Workspace

I CAN’T LEAVE THE HOUSE WITHOUT…

Glasses, laptop, phone, notepad - in that order. I used to carry SO MUCH STUFF with me, but I’ve gotten better at simplifying my inner bag chaos. I’ll usually throw in a lip stain that can also work as a blush when I’m feeling tired :)

MY WORKSPACE STYLE IS…

My nirvana version of this would read: minimal, clean and free from clutter. I love being surrounded by white space - it feels less distracting. I also like everything on my desk to be purely functional, you won’t find me surrounded by much frou frou ;)

Flaunter Workspace

AT THE MOMENT YOU’LL FIND THE BELOW ON MY DESK…

My laptop, 2 notepads - one lined, one unlined, noise cancelling headphones, 3 random pens [who knows where they came from!], handcream, always a coffee, my phone, a 1L water bottle, a stack of documents the need my attention and signature and 2 Flaunter tees that are waiting to be couriered out. I won’t lie - there’s also a huge Net-A-Porter box waiting to be returned….

FIRST THING I DO WHEN I GET TO THE OFFICE IS…

Before I get to the office I triple check my calendar to make sure I’m across all my meetings for the day. I don’t seem to spend much time at my desk these days between the hours of 9am - 5pm… it’s pretty crazy. I catch up on emails and planning at early morning or at night. Once I’ve actually found my way to my desk [this is highly original]… I grab a coffee, have a chat with the team, choose a playlist and attack my inbox!

FOLLOW FLAUNTER:

Instagram Here / Website Here

PHOTOGRAPHY BY:

Hannah Roche

 


Many thanks to Beck for the beautiful profile of Gaby & the Flaunter HQ on An Organised Life. To see more from An Organised Life follow:  Instagram Here / Website Here


Spotlight on: Tabatha Brixton from Allora capes

We catch-up with Tabatha Brixton, founder of Allora capes to chat about the new collection, her important relationship with local manufacturers and receiving an Ethical Clothing Australia accreditation.

What makes you passionate about your label?  

I am very passionate about the quality of my capes and that they made in Melbourne. I am proud that the label is contributing to the Australian fashion industry and utilising the skills and talents of garment manufacturers here in Australia.
I love having a direct relationship with my maker where I can go to the factory anytime and check on production, see the fabric being cut and have a face to face discussion about my product or new design ideas. I am very lucky to have a maker who has been making for some of Australia’s best fashion labels for over 35 years. They are a wealth of knowledge on how to produce high-quality garments to ensure they not only look amazing but stand the test of time which is incredibly important to me. Many of my customers are also passionate about buying Australian made and ethically produced fashion and I receive a lot of emails saying not only how thrilled they are with their cape, but how much they love the fact that it’s made in Melbourne.

What’s on your desk right now?  

A baby monitor! I have recently had my second baby and learning to juggle everything on a whole new level! On the work front, I’m looking at gorgeous silk swatches for Summer 2017. I am currently working on extending the range beyond winter capes and creating something new for Summer 17 so stay tuned.

What has changed for you this year and what are you looking forward to? 

This is the first year Allora capes will be stocked in designer boutiques in Australia and New Zealand.  I’m really excited to see how the capes go in boutiques and the response to the label in store. 

Tell us about achieving Ethical Clothing Australia accreditation and what this means to you.  

We received our formal accreditation in February 2017 and are very proud to be a part of this body.  Ethical Clothing Australia work very hard to ensure Australian workers in the textile industry receive fair wages and decent working conditions. There is no way I could sleep at night not knowing if the people making my capes were getting what they are entitled to. There is great skill involved in making garments especially to a high standard and it's only fair everyone is paid appropriately. It’s important the ECA exists to regulate and assist labels and garment makers, to ensure that the whole process is fair and transparent.  I like giving my customers the assurance that we are ethically produced.

If someone could only buy one new accessory next season, what should it be and why? 

Every winter I buy myself a new silk scarf. I just love how a scarf can update and make an outfit. I have recently come across the gorgeous oversized scarves of Dog&Boy so I would recommend having a look. I am having lots of fun layering scarves with my capes at the moment. I have three new colours about to launch this month so I’m having a lot of fun styling and creating new looks.

What was the first piece of fashion you ever loved? 

I can remember being about 6 or 7 and loving all the amazing vintage pieces in my Nanna’s dress up box. I just loved it.   It was a mix of her old clothes, some she had made and also scraps of material left over which we made into headscarves. I used to love dressing up and then posing for photos of course!

My perfect pair of ____ is? 

My perfect pair of earrings are my beautiful silver mesh hoops given to me by my lovely husband. I always get comments on them.

 

Allora - Red Cape214031a999-Bisque-Cape-214032ad44-Ink-Cape-

 

To find the full collection of hi-res Allora images on Flaunter, click here

View our edit of current pieces inspired by Nanna's dress up box here


Why Flaunter needed to exist: the future of comms

I’ve spent most of my career writing stories about other people’s brands but crazily enough when it came time to writing about my own business - I never felt ready!

I thought it was finally time to share the story of WHY we exist.

To start - what even is Flaunter?!

Flaunter gives media instant access to brands & their content for easy distribution and publishing.

Our mission is to make it easier for brands to reach new audiences by connecting their content with the best storytellers around the world.

Flaunter_blog_new_in_fashion

 

So, why Flaunter? What’s the problem we’re trying to solve?

Visual content is an increasingly powerful way for brands to express value, build trust, establish quality – and most importantly tell their stories.

After working in PR for over 15 years, I’d become increasingly frustrated by the difficulty of sharing brand imagery and content with media, retailer, blogger and influencer networks.

It was a mess - for everyone involved! Most often, all these incredible and useful assets lived in the dark corners of the emails and hard drives of publicists [me], marketers, photographers and brand owners. There was absolutely no way for media to access images [and associated credit details] on-demand in order to satisfy their ever-shrinking lead times. On the flip side, when brands and PR’s distributed their images they had no visibility and analytics on who downloaded their content and how it was used.

To give a real-life example of how the work of what one would assume to be the relatively simple task of filling a media page/photo gallery with images that brands are DESPERATE to have included in that page/gallery [because it increased their reach and therefore sales] was actually getting done, imagine for a second that you’re a junior editor at a lifestyle website….

Flaunter_blog_TTH_fashion_editor

You’re absolutely SWAMPED with work. You have to produce five image galleries a day with at least 10 new images per gallery - just to keep up with the demands of your publishers [because they have to keep up with the demands of today’s audiences…]. Your first gallery of the day is focused on the new Pantone colour POPPING PINK. You want the latest images from fashion brands, beauty brands and interiors brands that work with this colour.

So….. you go to your email. You try to remember all the appropriate brand and PR contacts where you might be able to fill your brief. You email them, usually individually. You ask them to send any examples of what they have that might suit. You ask them to send these images in low res though, so your inbox doesn’t crash and burn when they get back to you. You get 50 emails back and now you need to find a way to search and sort through what’s come in. 80% won’t work with what you had in mind [70% of that is definitely POPPING PINK but it’s just ‘not quite right’ - but how is the brand to know that?!]. So, you’ve distilled your choices down to 10. You email your contacts now asking for the high-quality versions of the images, plus pricing and credit details. 5 of those contacts get back to you straight away - the other 5 might get back to you tomorrow…. You’re not quite sure…

Flaunter_blog_The_Devil_Wears_Prads_fashion_assistant_intern

So, by now you’ve got half your gallery filled. But you need 5 more products. You remember that someone in your office last week did a story last with a pink thing… now, if you could just figure out how to find that image… You’ve also got a few Dropbox links from great brands with great content, but where the hell is that folder with the skirt that would be perfect for the POPPING PINK gallery. Damn - that’s right. It was shared via a WeTransfer link and now that’s expired….

Argghhhhh... you just need to finish the job so you throw something in that you’re less than happy with and hit publish. Now… on to the next story...

I think I need a chamomile tea to de-stress after sharing that experience!

But wait, there’s more. Now imagine you are a small brand. You’re running a million miles an hour, you’re doing EVERYTHING yourself, including PR and you’re trying desperately to build media relationships. You have beautiful imagery that you’ve poured your heart and soul into creating and what?! POPPING PINK!! OMG you just created a WHOLE COLLECTION inspired by that specific Pantone colour. Amazing! It’s perfect! But hang on…. You didn’t get included in the junior editor’s email list because she forgot about you. She was so busy trying to get s**t done that she automatically went out to her usual contacts and didn’t have time to think about how she could discover new brands and images [which she’d LOVE to be doing more of!]. So you’ve missed out :(

And how about that fancy big brand - bigger team, bigger budget and TONNES of imagery ready to go. Well, life ain’t easy in that PR & marketing department either. Did you think managing 200 product images was hard? Try 5000 per collection. So you’re Martha and you’re a PR Manager up to your eyeballs in line sheets, internal meetings and product launches. You get at least 10 emails a day from junior editors needing images. You desperately want to find the time to reply - it’s a super important part of your job. But you can’t find enough hours in the day. And going through your clunky internal server, with limited to ZERO search capabilities and trying to find those 100 POPPING PINK images you know you have, and then somehow sending them via email [does this junior editor prefer Dropbox/WeTransfer/email - arghh! you just can’t remember] just feels way too hard. x10.

I could go on and on with examples like the above - involving bloggers and access, regional and international publishers and access, retailers and access to imagery from the brands they stock….

The old way - sharing brand imagery and content with media, retailer, blogger and influencer networks.

After years of living this problem it seemed liked a good time to start working on a solution.

Flaunter_blog_Home_Page

Flaunter provides a solution for both sides of the market. And by bringing media & brands closer than ever before, any brand’s visual content can be tomorrow’s media story.

Flaunter_blog_Popping_Pink_Moodboard

For Brands we:

Help PR and sales teams to communicate and sell better;

Help increase their reach by simplifying image distribution;

Help create stronger connections with media;

Give teams access to data so they can learn and grow; and

Help even the smallest business look and act like a big business.

 

For Media we:

Simplify the way all publishers and storytellers access brand imagery;

Help create stronger connections with brands;

Enable journalists to have full editorial control;

Help surface new brands & their content; and

Makes it easy to access free content on demand so deadlines and budgets don’t restrict how many stories can be told.

Flaunter provides a solution for both sides of the market.

That’s us: Flaunter. Where every picture is a story :)

 

See more of our POPPING PINK moodboard here.


Trend watch: 'grandma takes a trip'

It's a walk down memory lane this season as 'retro chic' comes back onto the scene bigger and better than ever.

Autumn is all about bejewelled trinkets, sophisticated silhouettes, and luxe items for any occasion. With a mix of the old and the new, the 'Grandma Trend' is fit for any 21st-century woman. The best part? This dynamic trend lends itself to both the casual dresser and more thoughtful types. It's all about pride without wasting any time. Curious as to what's trending? Read on and view our top old school pics:

 

Magic Carpet Ride

210095f021-G6A_W001_A_732044M_ER_01

NEXT Autumn 2017 Boots - $89 AUD

Carpet prints are no longer a lounge room exclusive. It’s safe to say accessories have had a shake up this season with colour, print and fabric barriers being broken - eclectic is now replacing plain in the wardrobe so say ‘bye bye’ to basic. Embrace the 60’s feel good nostalgia by accessorising with an abundance of elegantly textured floral prints.

 

Wham Bam Glam

185189d075-PE1604WH_F

Pared Eyewear Gatto x POMS Ivory & Grey Frames - $280 AUD

Lights, camera and action - Costume jewellery and accessories are definitely making a comeback, and there’s no exception when it comes to eyewear. Expect bold and quirky frames with signature embellishments.

 

Left of Centre

Blog - Bag 1

Martine Van Reesema x D POSADOWSKI Bucket Disco Cased Bag - $370 AUD

Party-wear welcomes mod rocker vibes with artful pieces to complete any old school look. Elegance is being favoured over the un-kept, so embrace a polished ensemble and adorn yourself in modern day glitz and glamour.

 

Silky Silhouettes

1370577ba6-_R_00470

Dog&Boy Big Apple Silk Scarf - $179 AUD

The once considered outfit essential is making its way back into our daily wardrobe. With the rise in multi-use items, customers are being offered more value for money by investing in flexible pieces that offer both purpose and self-expression. Not just for the neck, scarves can bring life back to an aging shoulder bag, as a sarong or even headwear, there’s no magic formula. Find your signature piece and make it your identity.

 

Dot to Dot

1981765634-20.-By-Johnny,-CIRCLE-STAMP-TIE-FRONT-DRESS,-450,-www.byjohnny.com.au

By Johnny Circle Stamp Front Dress - $450 AUD

A trend almost too cute for words, we know our inner 5 year old would be beside themselves. It's one hundred and one dalmatians this Autumn with polka dots set to be big. The resurgence of 1950’s prints has generated a shift back towards certain classic styles such as halter necks and other more flattering cuts in womenswear - it’s all about looking and feeling fabulous!

 

Fun size

191195200f-Mini-Pale-Pink-Handbag,-139.95

The Daily Edited Mini Pale Pink Handbag - $139.95 AUD

Who would have thought... kids size handbags for grown-ups. While some could question functionality we think it is time to ditch the unnecessary bag filler items. As our society takes a trip back to simpler times, our accessories are also transforming to match. Minimalistic, chic and versatile. Mini's are massive at the moment.

 

Make a Statement

201418a558-035426697_wine_01

Sportsgirl Wine Knot Tassel Dangle Earrings - $16.95 AUD

Dangling & daring.  Statement earrings are your go-to this season, taking any outfit to the next level. The beauty of it all? There are no limits. Tassels, metallic geometrics and fine elongated simplistic threads are everywhere. Go for bold!

 

Skip down the entire memory lane via our Flaunter moodboard.