Fashion Communication

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 Table of Contents
Introduction ................................................................................................................................ 3
Overview of Global fashion industry and role of the PR Practitioners ..................................... 3
Zara’s “Timeless” Campaign ..................................................................................................... 4
Gucci’s “Chime for Change” Campaign.................................................................................... 6
Conclusion ................................................................................................................................. 7
References .................................................................................................................................. 9

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Introduction

Public relation is one of the rapidly developing academic discipline and a practice. However,
it has been argued that there is no specific theory that clearly explains public relation
practices (Şesen, 2015). Nevertheless, public relation in general can be associated with
communication activities that are mainly designed to craft as well as preserve the image of
the organization as well as its relationship with public. At the same time, it has been argued
that in the changing business environment the role of public relation has also been changing
and today it not only focuses on the business product only but is also related with shaping
strategic messaging (Prindle, 2011). In addition, the advancement in the information
communication technologies and the development of new medium of communication such as
social media are firmly argued to have dramatically influenced the public relation practices.
In fact it is argued that the social media has contributed in the emergence of new era of public
relation (Finchum, 2010). In this regard, it is worth mentioning that traditionally, the public
relation professionals were immensely engaged in using sender oriented approach to
communication to address the public through the use of mass media channels such as
newspaper, television and radio among others (Helder & Kragh, 2002). However, in the
current digital era, individuals and customers are linked with new technologies such as social
media for interaction which has contributed in mutual sense making.

Against this backdrop, this essay identified the two contemporary campaigns and applies
relevant communication theories in order to demonstrate how these campaigns work and
they demonstrate contemporary communication practices along with what role the
communicator plays in their success. In this regard, the two campaigns that are selected for
the essay include “love your curves” campaign of Zara and “chime for change” campaign of
Gucci.

Overview of Global fashion industry and role of the PR Practitioners

Global fashion industry is one of the major sectors of the economy in terms of investment,
trade, revenue and employment generations across the world. In addition, the total market
value for fashion apparel is estimated to be more the three trillion dollars which accounts
almost 2 per cent of the world’s gross domestic products (FashionUnited, 2017). The size and
value of the global fashion industry is continue to rise at a constant speed offering the
various players in the global fashion industry with increased opportunity to grow and expand

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their business. At the same time, it has been observed that global fashion industry is highly
competitive in nature. Notably, various brands are ascertained to be operating in the global
fashion industry making the industry highly competitive in nature. It is therefore, these
brands are engaged in designing marketing and PR campaigns to strengthen their brand
image and develop trust of the individual customers so as remain competitive and survive
profitably in the highly competitive fashion industry (Pani & Sharma, 2012).

In the today’s world communication plays an important role and every organisation regularly
engage in communicating variety of messages to customers including existing as well as
potential customers regarding their brand, products and services (Mikáčová & Gavlaková,
2014). Correspondingly, the PR practitioners play the role of ‘communication facilitator’
which means the PR practitioners are engaged in facilitating communication between the
organisation and its public (Hogg & Doolan, 1999). Moreover, PR practitioners also play a
problem solving facilitator role. Notably, PR practitioners are responsible for identifying
appropriate solutions to the identified problems. Besides, the PR practitioners also plays a
key role in promoting two way communication between the organisation and the its public. In
this regard, it can be argued that the PR practitioners immensely help the organisation to
practice two-way symmetrical communication. Finally, it can be argued PR practitioners also
plays communication technician role and is responsible to carry out activities related to
production as well as dissemination of material associated to public relations (Lee, 2013).

Zara’s “Timeless” Campaign

Zara is a Spanish clothes as well as accessories brand that operate under the flagship of the
Inditex group. The clothing brands of Zara are to the latest fashion, high quality and
affordable which makes Zara one of the most popular and preferred fashion brand of all. At
the same time, unlike other fashion brands, Zara spend relatively less of public relations and
marketing. Instead, Zara believes in spending on stores and location of its stores for appealing
customers. Nevertheless, despite its little engagement in campaigns and marketing the Zara
has been widely successful in establishing itself as a leading fast-fashion brand globally
(Ruddick, 2014).

Notwithstanding, company although invest relatively less on the marketing and campaigns
but in the recent years it has launch some most successful campaigns(Ruddick, 2014).
Accordingly, it can be argued that the most of the fashion brands do not use models over

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certain age limit for their major campaigns rather they use teens models in their campaigns.
However, Zara in its recent “Timeless” campaign used three models that included Malgosia
Bela, Yasmin Warsame and Kristina de Coninck (Cox, 2017). Interestingly, all three models
were above 40 years of age and were incredibly stylish. In this campaign, Zara made short
films where the three models were shown discussing their age, experience as well as style in
candid videos which resonate with women of all ages (Bennett, 2017).

The campaign was designed particularly for all age women who wanted to look fashionable
and beautiful. The key stakeholder of this campaign included the Zara’s customers including
both young and old women, the organization and PR professionals. The short film was
released online for the public and received favorable response and opinions from the public.

The campaign clearly defined is target audience that included women of all age which made
it quite easy for the communicator to transmit the message to the desired audience (Bennett,
2017). In addition, the message that this campaign conveyed to the target audience was
simple and inspirational at the same time that can be easily understand by the target audience.
Moreover, it can be argued that the theme that was chosen by Zara that is fashion for all
irrespective of the age indeed offered public relate their-self with the campaign. The
campaign was launch using different online platforms including social media and YouTube
which further helped it to reach to mass audience quickly(Bennett, 2017). At the same time,
this campaign offers valuable insights regarding the contemporary communication practices.
Accordingly, the use of social media and YouTube for communication purpose by the
business organizations can be argued as the main characteristics of the contemporary
communication practice. In this regard, it can be argued that the traditional communication
practices usually involved the use of newspaper, radio and television. However, in the digital
era, billions of individuals are associated with the use of social media platform for variety of
purposes.

This phenomenon has offered fashion brand like Zara within immense opportunity to design
and develop online campaigns and reach to mass audience in a cost effective manner. In
addition, the use of social media has offered fashion brands to use two way symmetrical

Communication model and acquire feedback related to their campaigns thereby allowing
fashion retail brand to measure the success of their campaign. In relation to Zara’s
“Timeless” campaign, it can be argued that campaign was a great success and its success can

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also be attributed to the communicator. In this regard, the role of communicator on the
success of the Zara’s campaign can be firmly argued to be immense, in a sense that
communicator are the one who are responsible for selecting the message that the campaign
intends to communicate to target audience. In this regard, it can be argued that the
communicator in relation to Zara’s “Timeless” campaign were able to design the message
that was able to obtain positive opinion from the public, Besides, the decision of the
communicator use online communication medium to transmit the message to the target
audience also immensely contributed in the success of the Zara’s campaign.

Gucci’s “Chime for Change” Campaign

Gucci is a leading fashion luxury brand of the world that was founded in Florence in 1921
(A&E Television Networks, LLC, 2017). The brand is well known for its high value quality,
craftsmanship and creativity. Along with quality and creativity, the brand is widely
appreciated for its responsible attitude towards people, communities as well as environment.
Accordingly, the corporate citizenship forms an important component of its mission and
operating philosophy (Forbes Media LLC, 2017).

In 2013, Gucci launched “chime for change” campaign as its strategy to foster positive public
relations. The campaign was directed with the objective to unite and strengthen the voice of
girls and women around the world. The campaign was launch by Gucci in partnership with
Facebook, Kering Foundation and Hearst Magazines. The campaign uses innovative
approach to promote gender equality. As a part of this campaign, a concert also known as
“the sound of change live” was broadcasted in more than 150 countries reaching billions of
individuals globally, seeking support from people across the globe support change for girls
and women. The campaign was also promoted using social media platforms like Facebook
and Twitter (Global Poverty Project, 2017).

The campaign was targeted to global audience and the key stakeholders of this campaign
included Gucci, Facebook, Kering Foundation, Hearst Magazines, and girls and women. The
campaign effectively crafted the message to be communicated to the publics and stakeholders
that would allow support from the global community to support and display their obligation
towards girls and women in preventing violence against women across different corners of
the world (Karmali, 2013).

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The campaign was able to generate positive public opinions and a large numbers of public
express their willingness to associate with the campaign. As a result the campaign brought
together coalition of organisation and individuals, which in turn lead to generating awareness
in bringing meaningful changes for girls and women globally world (Karmali, 2013).
Moreover, it further facilitated people come forward to work for the girls and women health
and education. In this campaign, Gucci can be identified to use public information model
(one way communication) in which emphasis was laid on truthfulness and it provided
information that is meaningful to its target audience.

This campaign illustrated that in the contemporary fashion business environment, the fashion
brand are not only concerned with designing campaigns that are closely related with the
product and services offered by it to promote their brand image. Rather they are also engaged
in designing campaigns addressing social causes such as issues related to gender inequality
and women empowerment which has significantly helped the fashion brands like Gucci
strengthen its relationship with public and develop distinct image world (Karmali, 2013).

In addition, it can be argued that Gucci’s “Timeless” Campaign was a great success and has
positively influenced the brand image of Gucci. Nevertheless, communicator involved in
designing and communicating the campaign can also be argued to have played an important
role in the success of the campaign. Correspondingly, it can be argued that communicator are
the one who along with the executive of the organisation decides the way the how the
company wants to be perceived. In the context of Gucci, the communicator deserves
appreciation for selecting such sensitive theme for the campaign, which facilitated general
public to connect with the goals and objectives of the campaign.

Conclusion

In conclusion, it can be argued that the current global fashion industry is highly competitive
in nature and at the same time expanding at a rapid pace. In such circumstances the fashion
brands are identified o be contesting in creating favorable organizational image by
incorporating variety of public relations strategies and campaigns. Moreover, the roles of PR
practitioners have also augmented and are ascertained to play multi-dimensional role
involving communication facilitator, problem solving facilitator, and communication
technician role. In addition, the analysis of the two campaigns facilitated that today PR
practitioners are extensively making use of social media platform such as Facebook,

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YouTube and Twitter to ensure success of the campaign and to communicate the
organizational messages to its publics. Moreover, PR practices are helping their organization
to follow two way symmetrical communication to ensure effectiveness of their campaigns.

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References

A&E Television Networks, LLC. (2017). Guccio Gucci. Online available at:
https://www.biography.com/people/guccio-gucci-9322555 [Accessed November 11 2017].

Bennett, A. (2017). These Models Are All Over 40 (And Killing It) in Zara’s Timeless
Campaign. Online available at: http://www.instyle.com/fashion/clothing/zaras-timeless-
models-over-40 [Accessed November 11 2017].

Cox, C. (2017). Zara's new campaign features only models over age 40 — and it's perfect.
Online available at: https://www.today.com/series/love-your-body/zara-campaign-features-
models-over-age-40-t115831 [Accessed November 11 2017].

FashionUnited. (2017). Global fashion industry statistics - International apparel. Online

available at: https://fashionunited.com/global-fashion-industry-statistics [Accessed
November 11 2017].

Finchum, M. (2010). Public relations trends to watch for in 2010. Corridor Business Journal,
6(25), pp. 16-19.

Forbes Media LLC. (2017). #47 Gucci. Online available at:

https://www.forbes.com/companies/gucci/ [Accessed November 11 2017].

Global Poverty Project. (2017). Chime For Change. Online available at:
https://www.globalcitizen.org/en/partners/chime-for-change-founded-by-gucci/ [Accessed
November 11 2017].

Helder, J. & Kragh, S.U. (2002). Senders and Receivers: New Perspectives on Market
Communication. Online available at: http://www.kommunikationsforum.dk/log/30920-
louise.pdf [Accessed November 11 2017].

Hogg, G. & Doolan, D. (1999). Playing the part: Practitioner roles in public relations.
European Journal of Marketing, 33(5/6), pp.597-611.

Karmali, S. (2013). Beyoncé Leads New Gucci Empowerment Campaign. Online available at:
http://www.vogue.co.uk/gallery/beyonce-knowles-salma-hayek-gucci-chime-for-change-
campaign-frida-giannini [Accessed November 11 2017].

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Lee, N. M. (2013). The Role of New Public Relations Practitioners as Social Media Experts.
Online available at:
http://scholarworks.calstate.edu/bitstream/handle/10211.10/3540/Lee_Nicole.pdf?sequence=
1 [Accessed November 11 2017].

Mikáčová, L. & Gavlaková, P. (2014). The role of public relations in branding. Procedia -
Social and Behavioral Sciences 110, pp. 832-840.

Pani, A. & Sharma, M. (2012). Emerging Trends in Fashion Marketing: A Case Study of
Apparel Retailing in India. International Journal of Business and Management Tomorrow,
2(10), pp. 1-8.

Prindle, R. (2011). A Public Relations Role in Brand Messaging. International Journal of

Business and Social Science, 2(18), pp. 32-36.

Ruddick, G. (2014). How Zara became the world's biggest fashion retailer. Online available
at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11172562/How-
Inditex-became-the-worlds-biggest-fashion-retailer.html [Accessed November 11 2017].

Sesen, E. (2015). Role Theory and Its Usefulness in Public Relations. European Journal of
Business and Social Sciences, 4(1), pp. 136-143.

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