FashionPR.com Interview : Liz Anthony - Mariposa Communications

I was born and raised in Canada and have always loved fashion accessories and had an eye for new and exciting talent.

I worked in the PR department of a large American fashion brand and then at a small accessory boutique PR agency before launching Mariposa Communications.

After working in a corporate environment and then moving into a boutique public relations agency, I recognized that I could combine the benefits of both worlds and give both emerging and established designers the best possible exposure.

Mariposa Communications is a full-service, client-centric firm that represents a select handful of accessory designers. Accessories are our niche!

On average I work 60-70 hours per week.

Mariposa Communications obtains media exposure for designers and their brands; the goal is to get noticed by editors, shoppers, buyers, and celebrities. We create buzz, generate demand, and establish a loyal fan base for our clients.

I love the friendships that I have formed. Fashion PR is all about developing relationships and interacting with people on a daily basis whether it be touching base with a client on their upcoming collection or meeting editors to get feedback.

Trustworthiness is key when it comes to PR. Always give editors exactly what they need before their deadlines.

Always think outside the box. Be creative when pitching to grab an editor's attention by sending new and exciting product.

The key skills to being a great fashion publicist are effective communication and organizational skills, deep relationships, and creativity.

A new designer can expect insight into the industry, consultation on launching their collections, and most importantly, a growing momentum of positive media exposure.

Don't settle. Fashion PR requires effort from both the publicist as well as the designer, so the relationship needs to be a perfect fit. You need to have an excellent rapport with your publicist and be confident in their ability to get your brand out there.

It is hard to stay on top of all the press we get! We have to clip, scan, and send the press to all our clients and upload it to keep our Facebook fans updated.

We carefully scout and research talented designers who fit Mariposa Communications' image and introduce ourselves and our mission. We also receive referrals from clients, editors, stylists and other publicist friends. When we bring a new client on board, we co-develop a strategy to ensure that the press they get is tailored to their brand's mission.

We pride ourselves on being cutting edge. You can follow Mariposa's updates on Twitter and Facebook. We have to be on top of the changes at magazines and are working on many online initiatives. We are always on the lookout for new blogs, websites, and social media trends.

We send bi-weekly reports to our clients detailing the press they received as well as upcoming credits, features and special projects. We also create detailed quarterly reports that include trending and demographic graphs so our clients can see how their press improves over time. Of course when press comes out we immediately share it with our clients!

Working with editors through email, phone, events, meetings and dinners are all good ways to maintain your relationships and build friendships. Anyone can create a contact list; great PR is about the quality of relationships rather than the quantity.

We follow fashion week closely, email pitches based on upcoming trends, and pitch exciting new designs to inspire the media. Editors trust our judgment and always get in touch with us regarding specific requests and upcoming shoots.

I think online publications are cutting edge and are a great way to get information immediately! Online keeps getting bigger and more relevant everyday.

It is always busy! Even during the holidays, things get hectic.

Unique designs, amazing quality, and a strategic PR initiative!

Absolutely- I have made some of my best friends while working in the industry.

Do as many internships as possible and get the most out of them. Go above and beyond in everything you do, no matter how small the task may seem!

Our talented designers: Nepali by TDM Design (www.tdmdesigninc.com)
Rosena Sammi (www.shoprosenasammi.com)
Jennifer Elizabeth (www.jenniferelizabeth.com)

liz@mariposa-communications, @MariposaComm, http://www.facebook.com/home.php?ref=home#/pages/Mariposa-Communications/61894395910