Metrics for Fashion PR


Styleite logo.

Styleite, a website utilizing metrics to determine rankings in the fashion industry.

Did you know that it’s possible to measure the effectiveness of a fashion PR campaign? As a PR graduate student I am always looking for ways to measure the success of my efforts. Anyone working in the public relations industry knows that we don’t research our audience for hours on end, create concise communication/business objectives, or perfect goals for nothing.  The PR campaign design process is a methodical science.  Who wouldn’t want to have a tool to measure success after all the research and work?

So what measurement tools are available to fashion PR professionals?  Dan Abrams, created a website, Styleite, dedicated to ranking individuals and companies in all aspects of the fashion industry.  Styleite is a tool professionals can use to measure the success of their PR campaigns.  The higher an individual or company ranks, the more successful the PR professional’s efforts have been.

Power Grid

Celebity stylist Rachel Zoe.

Rachel Zoe ranks No. 1 on Styleite in the stylist category.

So how does Styleite work?  The homepage of the website is called the Power Grid.  According to Stylite’s FAQ the Power Grid is “an objective ranking of roughly 1,500 known and important players in fashion today, divided into categories.” These categories include:

  • Fashion Titans
  • Personal Style Bloggers
  • Modeling Agencies
  • Modeling Executives
  • Fashion Magazines Editor in Chiefs
  • Fashion Magazine Fashion Directors
  • Brand Executives
  • Models
  • Fashion Photographers
  • Fashion Writers
  • Stylists

To be No. 1 on the Power Grid, in your respectful category, essentially means that you are a leader in your fashion category.  Your PR team must be doing a tremendous job of getting your name/brand out through the web, social media, and many other avenues.  So maybe you’re not at high as you would like to be.  Launch a PR campaign and monitor your success as you rise through the ranks (easier said than done, but possible).

Metrics

What metrics is Stylite using to determine these rankings?  Styleite has created an algorithm that includes traditional metrics such as net worth estimations from Forbes, number of employees, financial data (reported by the companies themselves), print circulation, and column ratings.  However, the algorithm also contains nontraditional metrics as well.  Nontraditional metrics include:

  • Google Buzz Name
  • Google Blog Buzz Name
  • Google Buzz of Affiliation of Company
  • Google Blog Buzz of Affiliation or Title
  • Unique Online Visitors
  • TV Airtime (through TVEyes)
  • Twitter Followers

The goal is to rank has highly as possible in as many of these metrics as possible.  The higher an individual ranks in these metrics, the higher his/her ranking on the Power Grid.

The Power Grid is Not Perfection

The creator of the site admits that there are flaws.  Obviously, some important people may have been overlooked, while others may fall into more than one ranking category. Also, some metrics, like net worth, have to be estimated.  These estimations may decrease the accuracy of the rankings.  Regardless or these flaws, Styleite is a tool that every Fashion PR professional should have in his/her toolbox.

Frugal Fashion Tip

This week treat yourself to a fashion splurge.  You’ve been following my tips for a couple of weeks now, and hopefully saving money along the way.  Reward yourself for you frugal habits and purchase that item you’ve been dreaming about.

Images provided by Styleite and Jewerlry.com.


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3 Responses to Metrics for Fashion PR

  1. Brittany Macchiarola says:

    Kaitlin,

    I stumbled upon an excellent blog today that I think you should check out if you haven’t already: http://fashionablymarketing.me. It’s all about fashion, social media and mobile marketing, which seems to be right up your alley!

    I especially enjoyed this post http://fashionablymarketing.me/2010/10/social-media-fashion-pr/ about using PR and social media for independent fashion designers and brands.

    I hope this helps! :)

  2. Brittany,

    I actually just commented on that post this morning! I agree, is was very informational, and provided some great examples of using social media and PR to promote designers and brands. Thanks for the tip!

  3. Love this post! I’m an undergrad majoring in advertising and public relations right now, and I hope to break into the world of fashion PR after I graduate. I never knew there was a way to rank PR campaigns against one another; guess I still have a lot to learn. Thanks for sharing though…it was a great new tidbit I’ll always keep in mind!

    Kat

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