The Rise and Revelation of DKNY PR Girl

DKNY PR Girl Twitter Page

If DKNY PR Girl sounds familiar, it may be because it sounds very similar to OscarPRGirl. They have similar handles, both are managed by the respective brand’s public relations executive, they each have their own avatars and both have moved beyond twitter to open tumblr accounts, delve into YouTube and more! Most importantly, both have proven to be very successful strategies for the brands not only in acquiring a huge following, but also in providing a particular voice and identity associated with the brand and engaging in conversations with their followers.

DKNY PR Girl began her Twitter account in 2009 and within two years amassed 360,000 followers before ever revealing who was behind the account. The tweets consisted of an inside look into the inner workings behind the DKNY brand with a very distinct voice that proved to be both comedic and informative with a flair of Carrie Bradshaw-esque lifestyle that many girls and women would love to be and would love to know more about. As the NYTimes profile on DKNY PR Girl put it “DKNY PR girl seemed to exemplify the fun-loving, fast-paced life of a fashion public relations gal living in New York City. Hers was a sassy diary written from inside the fashion bubble.” While PRverdict.com dubs DKNY PR Girl’s tweets as “exclusively aimed to teen girls” the site certainly cannot dismiss the followers it has built with this type of content. It works! Although seemingly mundane and trivial, its simplicity and hilarity do attract people to not only follow but also to engage.

After two years of anonymity, DKNY PR Girl, revealed herself in true social media style via a video on YouTube!

The video reveals Aliza Licht, the vice president of global communications at Donna Karan, as the mind, voice and fingers behind DKNY PR Girl. As senior vice president of global communications Licht is in charge not only of social media accounts of DKNY PR Girl but also of managing key public relations initiatives including Fashion Week. The video focuses on the most content-heavy time of the brand and also the most exciting and chaos-filled time of the year that I’m sure many followers and budding-fashionistas would want to know about. PRverdict doesn’t agree much with the content of the video as it seems to focus on mundane tasks done by Licht with no mention of any team that helps her out to maneuver this global prestige brand. While PRverdict is right on point and it certainly is impossible for Licht to be doing all those tasks while still managing the communications arm of Donna Karan and sending out hundreds of tweets per day, what PRverdict seems to forget, DKNY PR Girl’s video is a reflection of the tweets she has become known for and the tweets that have enabled her to capture the over now 385,063 followers on twitter. While I am sure Licht does more than just answer phones, move around seat assignments and puts up signs on cabs, these simple tasks are the ones that come with comedic flare and are more relatable, easily communicated and truth be told what actually do consume many a PR reps’ time during Fashion Week.

Aliza Licht, DKNY PR Girl
Photo Credit: Flickr of Social Media Week

I am thoroughly impressed by Licht’s dedication to this twitter account which also eventually rolled into a tumblr account. It takes much time and dedication to constantly provide content for these two platforms. Licht has a true understanding of the activity needed for each and as she noted on her video she is “addicted to Twitter,” and a personality that isn’t, may not succeed as much as she has. In a recent WWD post, it noted that DKNY PR Girl “tweeted 1,105 times in February [2012] more than triple the second and third most active [fashion] tweeters, Kate Spade and Betsey Johnson, with 365 and 352 messages for the month.” This certainly proves Licht’s addiction to Twitter and why she has not only gotten a huge following but has also received much notice by the media. Licht has even recently won for Best Twitter and Best Blog by a Fashion Brand at the Fashion 2.0 Awards.

I know many brands who struggle with finding managers of their own social media accounts, the beauty of DKNY PR Girl is that the company gave her free rein, she is truly addicted to twitter and through it she has found her own voice that comes across as “girly and intimate (morning routine, weekend mani-pedis and “Gossip Girl” critiques) but knowledgeable. She’ll discuss inner workings under the hashtag #PR101, as in ‘Attention to detail is everything. The wrong colored binder clip can destroy your presentation'” (NYTimes.com). Her Twitter and Tumblr account not only reflects her role in the DKNY brand, but also her personal life and her inner musings. It is not just about the clothing brand, but provides followers an insider’s view into what it’s like to work for the premiere New York City brand that is DKNY.

In an interview with Fashionablymarketing.me, Licht’s advice to creating social engagement and inspiration among fans and followers is just that, engagement. “Social media is about engagement. It’s not just me, me, me. It’s about genuine interest in other people. I have grown to sincerely care about so many people I have met through this medium and many have become friends in real life. I think if you ask most people what they love about Twitter it’s the fact that they have met such amazing people- people they would have never had the opportunity to meet otherwise.”

Through these platforms, Licht has met key influencers like Mickey Boardman of Paper magazine, Ariel Foxman of InStyle and the socialite Marjorie Gubelmann. (NYTimes.com). They not only tweet at each other bust also have dinners together.  According to Licht, every one of her followers are true relationships she has built and she is known to respond to every tweet at her. In an article on TeenVogue.com, “[Licht] is devoted to her hundreds of thousands of followers, whom she calls her real friends. She reads all tweets directed at her and responds to most of them, frequently offering ‘PR 101’ advice.”

DKNYPRGirl Tumblr

Licht is so engaged and listens constantly to her fans and followers that her Tumblr account was created out of demand, not out of the brand’s need to get in on the action of a another social media platform. “The idea to start a blog genuinely came from my Twitter followers who expressed that they would love to see my images and tweets on a more permanent, visual platform.  I knew there were many brands already doing a great job on Tumblr and I really wanted mine to have a reason for being. Hence the tag line ‘When 140 characters isn’t enough.’  When something comes from a real place people react well to it. Tumblr in essence is an extension of my Twitter.  I actually like to think of them as brother and sister, helping each other along the way,” (fashionablymarketing.me).

What I take out of the success of DKNY PR Girl are three key things: 1) The need for the brand to trust in the manager and provide free rein and an understanding that sometimes tweeting solely about the brand just does not work. 2) The one who manages the brand has to incorporate social media into his/her everyday life. It just does not stop because you have checked out of work. It takes devotion and according to Licht, an addiction. 3) Engaging and listening to her followers were key. Licht understood that the key to social media platforms was not to push out messages but to engage with followers. As a result not only has she made true relationships that of course don’t hurt to have for the brand itself but out of demand created a Tumblr account to extend her own voice and personality from Twitter. I think many brands can truly learn from the success of DKNY PR Girl.

Luxury Department Stores Join Social Media

Bergdorf Goodman Storefront
Photo Credit: Flickr of Luxorioum Luxury

I stumbled upon  luxurydaily.com‘s rankings of their top 10 choices when it comes to luxury marketers using social media. The article highlights key luxury brands from all industries that have been doing something right, when it comes to social media. I loved the insight the article gave into other brands and their programs.  What I found most interesting was the inclusion of a different type of luxury fashion brand — high-end department stores. Luxurydaily.com ranks Bergdorf Goodman and Harrod’s within their top 10 choices of top luxury brands using social media in Q3 of 2011. I don’t think I ever even thought of exploring premium department stores when writing this blog. Funnily enough though I have read of a few interesting projects Bergdorf’s has done especially in and around NYC.

Bergdorf Goodman’s use of social media seemed to have gotten notice with a few contests done on the store’s Facebook page. First, there was a contest to win Fendi’s color-block 2bag, then in partnership with Lucky magazine, Bergdorf launched a contest to choose the next model for their ad campaign of 5F, their younger set of designer collections, and win   $1000 gift card (thehighlow.com). To enter, you had to like the page and according to the highlow.com within 2 days the contest received 216 entries.

From that contest, Bergdorf then created built a second program where the winners of the said contest were included in an interactive video wearing designer duds. The video was created  with a storyline in mind of a group of friends shopping and trying on clothes. As online customers view the video, viewers can scroll over to find out the labels of clothes the winners were looking at or trying out and you could even click to buy the piece or share with friends (luxurydaily.com).

The video embedded here is the not the interactive one, to view it  and experience the interactive shopping experience go to http://bit.ly/oIeQNV. According to Clickthrough CEO/founder Abe McCallum, the partner of Bergdorf to create this video, “We always highly recommend this because it gives the consumer much more information to explore while watching” (luxurdaily.com). I loved the video and the concept! It seems to be a very unique that not many other brands have done. The video was very editorial, definitely kept to a storyline but makes shopping a little more appealing especially to the younger set.

This program also seems to be Bergdorf’s attempt to really connect to the new generation of consumers who use social media and are finding new and innovative ways to shop. I always thought of Bergdorf Goodman as the place for Upper East side ladies. It had an old world, old money type feel to it. But I believe it s trying to break those perceptions to appeal to all women.

Screenshot of Bergdorf Goodman's Shoes About Town campaign

I especially loved the department store’s “Shoes About Town” campaign using Instagram. The store, created an online map of NYC where the brand and consumers could post Instagram photos of shoes in various locations across the city. According to luxurydaily.com, the map was created to build awareness around the Bergdorf Goodman’s Shoe iPhone App, its Fall shoe book that was coming out at that time and its expanding shoe salon in NYC.

According to Bergdorf Goodman’s Social Media Manager, Cannon Hodge, “We noticed how Instagram users really liked photographing landscapes, accessories and other interests, so we came up with a way to appeal to the community while encouraging them to collect, explore and share in a medium that felt distinctly New York and Bergdorf Goodman,” (luxurydaily.com). What girl would not want to partake and interact with a campaign like this? Shoes, shopping and New York City? Sounds very Sex And The City!

The British luxury department store, Harrod’s, was on luxurydaily.com’s list for its content-creating efforts. During the Spring/Summer 2012 London Fashion Week,  Harrod’s launched The Review an online magazine focused on fashion-related content with styling tips and trends and of course the opportunity to shop online as you browse. In addition the retailer also awarded consumers on Twitter and Facebook on the brand’s various social media milestones.

Harrod's Department Store
Photo Credit: Flickr of Austrian Lancer

While Harrod’s efforts certainly don’t seem to be as innovative or out-of-the-box as Bergdorf Goodman’s, I do see why luxurydaily.com may have considered it a top luxury brand using social media at the time. First, in late 2011, surprisingly, there were still a lot of luxury brands hesitating to join social media and to join it in the right way. Second, by joining the world of social media, it also means that brands have to be content creators and be open to  accepting all types user-generated content. Creating content on a competitive level in different social media platforms is a new way of thinking for many brands and many businesses. It is essentially a sort of “editorial” arm of these brands that also turn into customer service and promotional opportunities. To constantly churn out content, means to also look at your business in a different way and provide a true voice and identity of your brand. In addition, opening up any brand, luxury or not, to user-generated content is opening up the doors to potential opportunities but also to unknown territory, as you do not know what to expect. So I salute Harrod’s in their small steps into creating a more social online environment for their current and potential consumers.

Karl Lagerfeld Most Likely Not A Social Media User

It seems Harper’s Baazar is reading my mind when it comes to designers I have just written about and revealing a little bit of their own social media habits. I do go through a ton of different sites and magazines, but it seems this title captures bits and pieces that compliment this blog!

In my past explorations  it seems the designers and creative directors o are the instigators or the true minds and pushers behind adapting  or not, to social media.  Karl Lagerfeld has taken a slightly different approach. In a previous post, I discussed the iconic designer’s new content-rich site and very digital and social launch of his eponymous line. However, these different programs always placed the designer as the subject and never the author. Since following “Karl” on Facebook and Twitter it is clear that his updates and tweets are not written by him but by a team or a person, however the content is about him — his work, his projects, and his “Karl-isms.”

In Harper’s Bazaar My List: Karl Lagerfeld in 24 Hours the designer reveals a glimpse into his slightly eccentric life. He also let’s readers know  that he only reads on paper and that unlike Burberry’s Christopher Bailey, his day is not consumed by gadgets and technology. Instead the designer’s day is fueled by leisure and luxury and not one hint or sign-off any interest in social media or new technology whatsoever! The only technology that comes up is his iPhone, which seems to be every designer’s gadget of choice, if he had just but one gadget — calling Tom Ford.

Screenshot of Harpersbazaar.com "My List: Karl Lagerfeld in 24 Hours"

 

While this piece reveals a very small glimpse into the life of Lagerfeld, it tells me a little as to why Lagerfeld himself does not fuel his own updates and tweets. Lagerfeld is an encyclopedia of interesting and diverse content…in 24-hours he reveals some interesting aspects of his life that would certainly instigate a ton of comments and retweets! However, he himself does not seems to be a part of that social media world, nor does he seem to be interested in it. However, the team who works with him realizes the importance and possibilities social media can bring to his new Karl Lagerfeld line and the rich content they can get from the designer himself.

Kate Spade Considered a Top Brand on Social Media

If you asked me a few years ago how I would describe the Kate Spade brand, I don’t think I would be able to give a clear picture of the brand’s identity or who the Kate Spade woman is. However with the rise of social media, I can tell you now that Kate Spade is fun, colorful, witty, cheerful and ladylike. I can also probably tell you if a clothing item or accessory could belong to the Kate Spade brand. And while I don’t own any Kate Spade pieces, I do know all this from the brand’s rising presence on social media. Mashable.com deems Kate Spade as one of the top 5 brands succeeding on Twitter, while the think tank L2 has ranked the brand second in its third annual Digital IQ Index, right behind Burberry (L2thinktank.com).

Kate Spade Facebook page

Kate Spade has been solidifying its presence on social media tools like, Tumblr, Twitter, Facebook, Instagram, Pinterest and online videos and her presence has left an imprint in my mind and many others of what the brand stands for and what Kate Spade is all about. I love the visual appeal of the brand with its bright colors and fun designs/ This is seen all over its social media accounts especially with the very visual tools of Tumblr and Pinterest. The personality of the Kate Spade woman comes through Twitter account when she “[checks] in to the MoMA in the afternoon and at Mercury Lounge in the evening; on the weekends, “she” snapped Instagram photos of Central Park and the facade of the Plaza Hotel” (Mashable.com).

There’s a lot I would like to explore with the brand and what it has done to succeed online. This is one  brand to learn from and take away some best practices for any brand! I will definitely delve into the Kate Spade social media world a little more to find out about the rise of the brand and what Kate Spade’s take is on succeeding in social media.

Oscar De La Renta Experiments with Tumblr and a Pinterest-Inspired Tool

The beauty of social media is that you can try new things and experiment with different channels. Oscar De La Renta has seen great success and engagement with the rise of OscarPRGirl on Twitter. According to a WallStreetJournal.com article, the brand began to recognize the importance and game-changing strategy possible with social media during the Fall/Winter 2010 Fashion Week when OscarPRGirl had started to gain some positive reviews  followed by the success of the brand’s live streaming of its June 2010 resort show coupled with a live Q&A with the designer himself through Twitter and Facebook.  In addition, mashable.com points out that the brand also saw tremendous success with its first Facebook sampling initiative, where 25,000 samples of its newest fragrance ran out within three days.

Photo Credit: Flickr of RNYC_07

It seems the success of these programs catapulted the Oscar De La Renta brand to really embrace social media and try different things out without fear of failure. “We’re not a multibillion-dollar company, but that’s who we view as our competition and moving first matters in digital is a competitive advantage,” said Alex Bolen, the brand’s CEO (LuxuryDaily.com)“You might step into something, but we’re not afraid of that – we will do some things badly.“But if we try, try, try again, we will do things well. Moving first is a great opportunity in the digital world.”

Screenshot of odlrlive.tumblr.com

I particularly love the brand’s crowdsourcing experiments on Tumblr with odlrlive.tumblr.com and The Board. According to a mashable.com article, “The page displayed all photos uploaded to Tumblr with the tag #odlrlive in real-time, generating live show coverage from editors, bloggers, models and viewers at home. A  live stream of the show played in the middle of the page as photos continued to populate the background.” What a great idea to create a visually appealing page. but also an opportunity to provide viewers the opportunity to experience other things happening and be an active participant of the brand’s show.

Screenshot fo The Board

It is ” a virtual inspiration board – just like the mood boards created for each collection, only digital. They are inviting the [over the next few months] masses to participate in the design process, by uploading images to The Board that are meant to inspire the label’s Resort ’12 collection” (Fashionschooldaily.com). Some of the images will also be shared through the brand’s other social media tools. The Board was inspired by the growing popularity of OscarPRGirl’s Pinterest account, which as of today had 7198 followers (Thehighlow.com)

Oscar De La Renta seems to have gotten comfortable with surrendering some control of the brand and letting his audience guide his designs. It is certainly an admirable experiment, especially knowing how much guts this takes for any brand. While the designer is not bound to use any of these images, it will be interesting to see what comes out of his Resort show but more importantly how big of a role social media is now playing in this designer’s world.

I love how this brand is using these social media tools and taking them to a whole new level. Oscar De La Rent is not just part of the conversations but is leading the conversations and becoming a trailblazer in the industry. Oscar De La Renta is quickly adapting to new tools and making it work for his brand. The swiftness, creativity and adoption strategy of this brand is no easy feat. It is certainly evident that social media is becoming a key business tool and strategy for the designer.

Oscar De La Renta’s Rise on Twitter with OscarPRGirl

Photo Credit: Flickr of Michael C. Hernandez

I have always thought of Oscar De La Rent to be my mother’s brand. It belonged to an older generation of female consumers. I never paid attention to it or aspired to it in any way. However, recently with the rise of OscarPRGirl, the brand has exploded and has changed how I viewed it and I’m sure how a whole new generation of consumers see the brand.

Erika Bearman, the Communications Director at Oscar De La Renta, is the personality behind the ever popular twitter feed of OscarPRGirl, (WallStreetJournal.com) with over 113,000 followers as of last I checked. According to the WallStreetJournal.com, “Bearman has a particularly unique challenge: melding the brand’s Park Avenue, ladies-who-lunch reputation with the Wild West atmosphere of Twitter.”

In a recent interview I had with former Integrated Marketing Communications Assistant Vice President for luxury beauty brands Kerastase and Shu Uemura Art of Hair, Molly Dufner, Dufner mentioned that whether brands like it or not, they will be talked about on social media. “You might as well join the conversation and take some control of how your brand is being perceived.” This is exactly why Oscar De La Rent decided to join the Twitterverse in the summer of 2010.

“Luxury brands, especially those that are thought to be your mother’s brand, are using social media as a way to reach out to a new set of consumers,” says Dufner. “They are the one’s using social media…it is important to go to where they are.” Where they are for Oscar De La Renta’s new type of women are on Twitter, Tumblr, and Pinterest. Through OscarPRGirl, the brand has catapulted itself into the middle of social media conversations and continues to control its image through a variety of different  social media programs.

But before even delving into these exciting and innovative campaigns, I would like to explore the rise of OscarPRGirl on Twitter a bit more. After all, it has been the crux of this brand’s positioning in social media. As Dufner mentioned “It is important to experiment and try new channels, but do not neglect what works.” And what has been working for Oscar De La Renta is OscarPRGirl on Twitter.

OscarPRGirl’s twitter feed has a distinct voice and personality that even led to the creation of the video “Sh*t OscarPRGirl Says.” In a mashable.com interview, Alex Bolen, CEO of Oscar De La Renta, has said that Bearman “has developed a voice [on Twitter] that people want to listen to and has been successful at engaging our fans.”  Letting a distinct voice come through that is not of the designer’s own voice comes with considerable risks and as WallStreetJournal.com put it, “designers must cede some control.” And that voice was not built overnight. it took Bearman a while before realizing what her audience was interested in and what would help grow her own followers. It’s interesting to note many of her tweets are not so product-focused but reveal more of the behind-the-scenes take of what it’s like to work at Oscar De La Renta and be part of that fashion landscape.

What’s interesting to note too, is that many of OscarPRGirl’s followers are industry personalities. Dufner has said that “Twitter is a great connector to the industry.” It is certainly a great PR tool, where Bearman can build her relationships with fashion press and create new ones. She has become an expert in her field and an easy-go-to source.

At the end of the day, Bolen wants to engage his audience  “to get people to think more about Oscar de la Renta and less about our competitors” (Mashable.com). OscarPRGirl has been doing just that and in the process extending Oscar’s reach to a younger set of consumers as Fashionsta.com has also noted.

Tom Ford at London Fashion Week

Photo Credit: Flickr of Marc Knight

When Tom Ford made his come back to the fashion world after a six-year hiatus in September 2010, his fashion presentation was shrouded in secrecy and he barred any form of social media use. He even barred all photographers except for, Terry Richardson, that his team had hired. He seemed to want to get back the exclusivity of old-world fashion glamour and possibly maintain a premium standing in the fashion world by not being as accessible and available to the public. Isn’t that what made prestige brands the luxury products they are today? It just wasn’t the brands’ price point, but there was a cloud of mystery and exclusivity  because they were not as accessible or as available. Only when one had the resources did anyone begin to get access to such brands.

The designer continued to try to hide behind the secrecy the following season. He continued to have his small list of attendees “sign non-disclosure agreements, barring any of them from disclosing information about his collection until the summer of 2011” (The Huff Post). He seems to want to control every last inch of his collection including how others publicized it.That summer, Tom Ford released a video baring his collection at the same time that the press were able to write about it.

Interestingly enough, having this online video is a testament to the designer and his team embracing one from of social media but the production and release of the video was of course under the brand’s control. Baby steps for sure! At the same time, Twitter was also an avenue that slightly revealed Tom Ford’s collection. While attendees of course could not disclose any information, that did not stop them from writing about their attendance or thoughts about his collection as reported by Stylelist.com.

During this current London Fashion Week, it seems Tom Ford’s non-disclosure terms have continued to carry over. The DailyBeast.com reported that photos were not allowed and editors did not dare to bring out their phones to send out tweets of his latest collection. However it seems press was free to write about the presentation immediately after the presentation. The Dailybeast.com immediately blogged about the collection describing the ultra-glamourous collection trying to bring it to life through the power of words. The Telegraph went as far as trying to graphically recreate a piece from his collection. The image of course did not do justice, and the Telegraph’s caption even apologize for trying to recreate the piece on how it would look if Hollywood star, Gwyneth Paltrow wore it.

Without the liberty of taking Instagram shots and phone videos of the Tom Ford presentation, the press have resorted to captivating their audience through descriptions and graphic images. At a time when all the excitement and buzz around his line could grow exponentially beyond the four walls of his presentation room, the designer has not taken advantage of such opportunities. Instead, he continues to control the images of his designs with an iron-clad fist…more like lock.

Does this strategy  of remaining behind cloud of mystery truly contribute to the exclusivity and “prestigousness” of the brand? On one hand, you could argue that it truly does. The buzz before and after the Tom Ford presentation has yet to die down. Press continue to look forward to seeing his collection. And maybe because the presence of all forms of social media at majority of the shows is now considered the norm, there is something mysterious and therefore exclusive and desirable around the designer and his collection.

However the manner of being Tom Ford and the type of pieces he is known for, will always keep him in a level of luxury and prestige. His designs are always highlighted by luxury pieces like “gold plates, sparkling bras…and floor length dresses accented by dramatic capes” (The Daily Beast). The man himself is so well-polished and always suited up that I cannot imagine him ever succumbing to creating a line or even a piece that would not be considered of luxury standard.

I believe the different forms of social media would only help create a louder buzz around Tom Ford. I can only imagine what the wait list at department stores would look like if consumers already knew what pieces they could possibly purchase. And a wait list, would create even more buzz! But with no photos from camera phones partnered with drool-like tweets brooding about his collection, means no immediate hunger for his collection. His consumers will just have to wait and see until the Spring season if they want to purchase his pieces and by then I would assume that those consumers have already thought about new pieces of other designers that they would like to purchase.

While Tom Ford does not seem to lose much from not participating and not allowing attendees  to include him in their social media activities, he does lose out in a huge opportunity that could only intensify the following of his brand. The designer would be at an advantage by even just allowing the public a glimpse of what is to come. Maybe some behind-the-scenes photos, or a video compilation of the work rooms to showcase the care and workmanship of the upcoming collection would only add to why Tom Ford is the designer he is today and why his collection is the must-have collection of the season. A look at what Oscar De La Renta is doing now with social media as a next post would be a great comparison to Tom Ford.