FashionPR.com Interview : Nancy Lucas - Nancy Lucas Public Relations

Owner of Fashion Public Relations Firm in Los Angeles representing some leading companies in the fashion industry.

13 years at Giorgio Armani/ Emporio Armani and then West Coast P R Director at Dolce & Gabbana.

It was just time to branch out after working for one designer and use my many years of experience to work with other designers to help them achieve the brand exposure they wanted. I also wanted to flex my creative muscles and take on new challenges.

An endless amount, hence the downside to owning your own company. I am sure many people can relate.
Yes, an endless amount because things come up all the time and you have to deal with requests day and night

specializes in the promotion of luxury fashion brands by employing an integrated program of special events, celebrity dressing, product placement and editorial publicity.

The fashion... This has been my passion since a very young age. I worked with some great designers as a fit model in NY in my 20’s. It gives me great pleasure to dress someone and help them to feel good about themselves. I am also very pro-active about my approach to celebrities and stylists and getting my clients product on the red carpet and in print.

There are many companies and many different approaches to pr. The key is your relationships and I have many good professional relationships that I have nurtured over the years and so I am confident in the job I do for my clients.

Things evolve and change in any profession, you must be flexible and grow as the industry does. As magazines dissolve the focus is with the internet and blogs, etc... So you have to change as the world changes.

I may be giving away some of my professional secrets if I answered that. You are only as good as your contacts. I think my long back ground in fashion is very helpful and since it is my passion I completely enjoy what I do. I think that makes the difference in any profession.

A good PR team can help them achieve brand exposure and at the moment celebrities can help do this and generate direct sales. So, knowing how to get that product out there and then get that information through news releases to the right people makes that happen.

It just needs to be the right fit. Ask to see results they have achieved for other clients and if this is right for you – ask questions. Sometimes, you just never know till you try it. I am fortunate to have clients for years.

In the old days you worked with celebrities directly. Now we have the fashion stylists and so there is a middle man, of sorts, and you are left out of the decision and dressing process many times. There are sometimes hidden factors that can influence their decision of what to put on a client and so not just about what looks good.

I either approach them or they approach me.

As I said earlier.... It’s all about the internet and that is really the biggest change.

There is a real formula and once you do get a product on a celebrity then you need to get that information to the press. I also enjoy doing events and aligning the brand with the appropriate charity. This is good for image of the brand. Check out my website for those results. Ha!

constant communication and giving them what they need and want in a timely manner.

They simply request it.. However, I do take liberties in making suggestions since I feel qualified to do this.

it is the future.. Period. However, you still need to have those personal relationships with the stylists, celebrities and the editor on the other end of the keyboard.

There used to be but with so many premieres and awards shows we are really busy year round.

A good product.

Many of my ex-assistants have gone on to major positions at other companies, including Puma, Bulgari and even their own companies. I am also styling celebrities so, I also get to be on the other end and request from pr companies and that is interesting.

It is always great to get an intern job which helps get you in the door. This can lead to a paying job or help you meet people in the industry. Ultimately, hard work is what pays off.

I get to do what I love and that is work with fashion. Achieving results for my clients can help them achieve success and retail sales. That makes me so happy.

Men’s – Andrew Buckler and for women... Chanel – and at the moment- Jason Wu.

I think I just did.

“ Fashion fades only style remains the same” by Coco Chanel.