You’re probably getting ready now for your next show or presentation, but before you head to the fancy venue, take a few moments to consider your brand objectives of the day. What do you want to achieve on the day that will help your personal brand grow? Watching the latest shows and getting inspiration from designers is always a great goal to have, but what about your brand goals? If you’re a pretty fresh blogger, you really want to get your name out there and make yourself known. If you’ve been blogging for a while, you want to strengthen your relationships with the organisers, PR agencies and people who invited you to the shows. There should be blogging goals for each of you, regardless of blogging expertise.
This is my first time attending London Fashion Week and I have to say, it’s an experience that you have to grab and make the most out of. You’ll meet all sort of people, from snobs that don’t reply to your hello, to the nicest bloggers who are really happy to share with you their blogging tips (you just have to ask). Don’t take any weird behaviour personally! This is how some people are but you just have to do your thing. In my first day, while doing the Claire Tagg show, I noticed that people in the room didn’t really talk to each other. I really wanted to meet new people and discuss about the collection, our newest blog posts and exchange business cards. I didn’t sit there to wait for someone to approach me, I just went out there and introduced myself to people in the room. I talked about my blog’s purpose (which is to empower women to be bolder and wear more accessories) and I met an amazing designer from Lonseluet who offered me the opportunity to wear her label just in the next day! Went to her beautiful studio in London and we had the best time during the fitting. We talked about women empowerment and emerging brands that are here to support them, and Lonseluet is surely one of them. They’re launching the new collection called ‘Note to self’ and it will be amazing, created to make women love themselves, so keep an eye on their website.
Here’s what you should do to kick start your collaborations:
Introduce yourself in a genuine way
What I’ve noticed works best is to approach the person with a nice hello and quick introduction. Just say your name and that you’re a fashion blogger. Ask them to talk about themselves, what is it that they do? Why do they do it? Why are they passionate about it? The more you know about them, the better will be for breaking the ice.
Have your elevator pitch ready
When it’s your turn to talk about yourself, have your elevator pitch ready. An elevator pitch is a 30 second summary of your brand purpose. I said purpose here, because it’s important you state it while pitching. We all love fashion, but why do you blog? What do you want to achieve with your blog? Make it super interesting, so everyone will be curious to find out more. The pitch should represent you, so polish it until you’re happy with the result.
Make a connection with the person
The conversation will flow really nice after that, I guarantee you! Let yourself go with it, try to lead but in a way that the person feels really comfortable while talking to you. Don’t be afraid to speak your mind and discuss about different trends, previous shows you attended, some designers and brands you admire. I got asked quite a lot about my favourite designer and my opinion on trends. Thinking you already have an opinion on the above, just say the truth, but don’t be negative when critiquing some things. You don’t want the brand to think that they’re the next on your black list.
Exchange business cards with brands
Now, after you’ve had that great conversation, just after you say goodbye, it’s time to exchange business cards. Don’t be that person who hands in the business card in the first second. People will perceive you as a ‘gold digger’. And we all know that this is not the case! When designing your business card, make sure that yours will stand out 🙂
Be positive and don’t leave the room without talking to at least 5 people
Network, network, network! Rock that room and approach people like you’ve known them for ages. Be polite and genuinely happy about meeting them all. After all, you’re there for having a great time and get to know interesting people. I feel like talking to at least 5 people will give you enough reason to be there and feel good about the event. When leaving one group of people or one person, just excuse yourself nicely, don’t leave without saying goodbye even though you’re not leaving for good.
Be confident but don’t be arrogant
It’s so easy to start being arrogant, now that you’re sitting front row (I did that from my second day too) and that you’ve made it to Fashion Week. Be yourself, stay humble because sitting front row doesn’t make you any better than another person who is standing. Don’t take these benefits for granted.
Follow up brands with an e-mail
If the conversation moved towards a potential collaboration, follow up with an e-mail saying that it was nice meeting the brand and that you have ideas on how to collaborate together. Don’t explain your ideas and don’t send prices now. You’ll lose the person if you try to close the deal from the first e-mail. This is a conversation to have afterwards.
Make sure you get papped during LFW!
Super important during LFW for your personal brand, and for future collaborations! You want to stand out and show on the street style section online. Getting snapped during Fashion Week will happen if you’re impeccably dressed or extravagant. I got papped while wearing Lonseluet, on Day 2 and it felt incredible! I couldn’t believe that at the first time I was attending the LFW, I got papped, but believing in yourself is really important when getting ready for these events.
I really hope that my experience with brand collaborations during Fashion Week showed you a different way of approaching brands. Think of me when you’ll rock that room, making the most of your time at the Fashion Week and planning your amazing brand collaborations!