Traditional fashion PR gets you into the showroom. This gets your collection pages ranking before the season starts.
Traditional fashion PR is built around relationships with stylists and features editors. It is a real discipline and it does real things for a brand. It is also, for an online-first business, an incomplete answer.
Samples out, gifting, showroom appointments, credits in the shopping pages. A product credit rarely comes with a link, and nobody measures whether it moved your dress category.
Editorial coverage with links, from national, lifestyle and regional press, aimed at the authority that lifts the collection pages where fashion ecommerce actually makes its money.
We speak both languages. We are judged on the second.
Look at how the big fashion ecommerce winners are structured and the pattern is unmistakable. Their non-branded traffic is concentrated in occasion and style collection pages, not in blog content. Party dresses, wedding guest, birthday, mini, midi, corset, prom.
We know this because we have taken those sites apart in public. Our teardowns of Oh Polly, Club L London, Pixie Girl and Alo trace exactly how they built category dominance, and the same thing appears every time: a spine of well-built collection pages, supported by an anchor profile that shifts from branded PR links early on towards keyword-relevant links as the pages mature.
Digital PR is how you feed that model, earning authority that flows to the collection pages you want ranking rather than parking links on a blog post nobody buys from.
Fashion has an unusually rich supply of coverable stories, because the press writes about clothes, occasions and behaviour all year round.
Wedding guest, prom, festival, party season. Moments the press covers annually and your customers search annually. Your own sales data says what is really happening before any trend piece does.
Everyone has an opinion about what is coming back. You have the numbers. Searches for a style up 300 per cent year on year is a story, and it is yours.
Which parts of the country buy what. A national ranking with a regional dimension gives every local outlet its own angle.
Cost-per-wear, returns behaviour, how long garments last, rental versus buying, the second-hand shift. These reach money and consumer desks as well as fashion.
Fashion is more seasonal than almost any other ecommerce category, and that cuts both ways. Journalists are actively looking for stories about your category at predictable moments, which makes seasonal campaigns far easier to place.
But SEO works on a delay. The coverage that lifts your party dress collection needs to land months before party season, not during it.
No journalist writes about a pet tracker just because it exists, so we built Maven Pet's campaign around something dog owners already worry about: ticks. We ranked every US state by searches for tick bites, removal and treatment, adjusted for population. Maine came out top. Launched as tick season started, it ran on PetHelpful, AOL, Weather.com and Yahoo, and a state ranking gave every regional outlet its own headline.
No product pitch. Just a story dog owners wanted to read, with Maven Pet's name on the data.
No. That is traditional fashion PR and it is a separate discipline with separate relationships. We do earned editorial coverage designed to build search authority and brand recognition. Plenty of brands run both.
Fashion desks are among the most competitive in the media, so we build campaigns that can also reach lifestyle, consumer, money and regional desks. That produces more coverage, and often more useful coverage, than chasing a single masthead.
Yes, because coverage is earned on whether the story is interesting rather than on how big you are. A focused brand with genuine data and a real point of view can earn coverage the larger competitor never bothers to pursue.
We can build a campaign around the world your collection lives in, timed to the launch, which earns coverage and lifts the relevance of that category. What we will not do is pitch journalists about the collection itself, because that earns nothing.
Come with your brand and your goals. We will tell you honestly whether there is a strong digital PR programme here, and if there is, what it would look like.
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Searchant is an AI SEO and digital PR agency for ecommerce brands, based in North Yorkshire, UK.
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