Show your brands personality just like ASOS did!

Recently, online shopping giant ASOS received a lot of applause for backing one of their customers who had been disrespected online by a stranger.

The lady, who was wearing a dress from ASOS, was told by the male who she was messaging that the dress was awful and that she should shop somewhere decent!!

He then told her to grow up before politely signing off, “Thanks. Hope this helps.”

 

 

Following this unpleasant remark, she decided to upload the conversation along with the picture of her wearing the so called “awful dress” to Twitter.

The Tweet, which has racked up over 100k likes and 9k RT’s, caught the attention of ASOS who decided to do something really great.

ASOS uploaded the photo of the lady wearing their dress to their website and in my opinion, she showcased the dress even better.

ASOS received a great deal of applause for uploading the photo to their website, showing their support for a more than likely loyal customer, who I can only imagine got a great boost from seeing her image featured on their website.

 

 

The situation, which was turned from a negative into a positive by ASOS, is a great example of a brand showcasing their personality and engaging with its customers.

In doing this, ASOS demonstrated their loyalty for their customers, while showing a caring but also fun side to the brand. With online trolling at an all-time high, along with the pressures of looking perfect on social media, ASOS really did a great job with this personal touch.

For all businesses, it’s good to show the personality behind your brand. Whether it’s supporting your customers like ASOS did, or showing the team behind the brand online, you increase trust with your customers leading to much better engagement.

Well done ASOS!

Saidhbh

Saidhbh Sweeney is a PR Account Manager with Fuzion Communications: PR, Marketing and Graphic Design, with offices in Dublin and Cork, Ireland

When Fashion meets Politics – Melania Trump

Fashion designers around the world are torn when it comes to Melania Trump as it looks like the soon to be First Lady is paying the price for her husband’s controversial reputation and comments on issues such racism, sexism etc.

Since it became clear that Donald Trump will be the next US President a number of high profile fashion designers have made a stance and refused to dress his wife Melania Trump when she takes on her role as First Lady in January.

Historically designers queue up to dress the First Lady.

The current First Lady, Michelle Obama, has become a fashion icon since she shot into the limelight and dazzles on every occasion. Fashion designers around the world are eager to dress her and to date she has worn what have since become iconic looks.

This time however it seems Melania has very few offers on the table as designers such as Marc Jacobs, Derek Lamb, Tom Ford and Sophie Theallet (who dresses Michelle Obama) have all refused to dress her.

Marc Jacobs stated “I have no interest whatsoever in dressing Melania Trump. Personally, I’d rather put my energy into helping out those who will be hurt by Donald] Trump and his supporters.”

Tom Ford stated “I was asked to dress Melania Trump quite a few years ago and I declined…She’s not necessarily my image.”

Derek Lam stated “I don’t know Melania Trump personally, so I don’t wish my comments to seem I am prejudging her personal values, but I really don’t see myself getting involved with the Trump presidency.”

Sophie Theallet stated “As one who celebrates and strives for diversity, individual freedom and respect for all lifestyles, I will not participate in dressing or associating in any way with the next First Lady. The rhetoric of racism, sexism, and xenophobia unleashed by her husband’s presidential campaign are incompatible with the shared values we live by. I encourage my fellow designers to do the same.”

On the other side other designers such as Tommy Hilfiger, Thom Browne and Diane Von Furstenberg are some of the few designers who see Melania as The First Lady rather than Donald Trump’s wife and would be delighted to dress her.

Tommy Hilfiger stated “I think Melania is a very beautiful woman and I think any designer should be proud to dress her.”

Thom Browne stated “Out of respect for the position of the first lady of our United States, I would be honoured to be considered to design for any first lady of the United States.” 

Diane von Furstenberg stated “Melania deserves the respect of any first lady before her.”

Who knows who will eventually dress Melania but my guess is whoever does, will get huge positive exposure in the fashion world as despite her or her husband’s beliefs she is a beautiful woman who would look good in anything.

She is already a fashion icon due to her celebrity status and no doubt as she takes on her role as The First Lady her fashion icon status will shoot through the roof so I’d imagine whatever designer gets the job of dressing her will in no way regret it.

Edel

Edel Cox is a Senior PR Account Manager with Fuzion who have offices in Dubliun and Cork, Ireland

Sources for this blog: WWD, Huffington Post, The Irish Independent, Quartz

Fashion, PR and the role of Identity

Susie Buble

Fashion is a vehicle for self-expression and the clothing we choose allows us to make a statement..

If you see a girl walking down the street wearing a matching floral shirt and head piece the chances are you would be more likely to approach her to ask for the time, rather than a girl dressed in dark sunglasses, a leather dress and a jacket with “thug life” on the back.

This theory is likely but not scientifically proven.  Fashion allows us to promote our personal brand and it separates individuals from the masses.

In the same way PR helps a brand to find the characteristic that screams “this is us, we are like no other“.

Establishing your brand image is only the start, your image needs to be loved and nourished.  It will evolve over time but it is important that it always stays true to its founding characteristics.  PR helps assist the process of brand evolution and guides it down the promotional pathway.

A strong identity helps a brand create maximum impact.  As the old saying goes “you never get a second chance to make a first impression”.

Kristen Stewart

So when you wake up in the morning and open your wardrobe, remember today could be the day that you make an impression that could change everything.  Today could be the day that your brand gets recognised by exactly the right person so make sure your brand identity is always dressed to impress.

Niamh Flynn (the new girl!) is a PR Executive with Fuzion