Unlike marketing efforts (focused on promotion and sales), PR supports a brand more indirectly by building awareness, strengthening relationships with audiences, and enhancing the brand’s visibility online. In the clothing industry, do PR activities play as crucial a role as in other sectors of the Polish market? Which PR activities in the fashion industry yield tangible benefits to brands?
Table of Contents
- Fashion PR in Poland – Does It Make Sense?
- Primary Goals and Tools of PR in the Polish Fashion Industry
- Establishing Market Leadership
- Creating a Consistent Brand Image
- Enhancing Brand Visibility on Google
- Customer Opinion Analysis and Industry Trends
- Collaboration with Selected Partners
- Building Brand Loyalty
- Inspiring Customers and Shaping Trends
- Popular PR Tools in the Fashion Industry
- What Data Should Be Considered When Planning Fashion PR in Poland?
- Values Sought by Polish Fashion Consumers
- Where Do Poles Buy Clothes?
Fashion PR in Poland – Does It Make Sense?
We won’t delay the answer. Yes, PR activities in the fashion industry in Poland are profitable. However, they must be effectively implemented. Polish customers are diverse, requiring a deep understanding and analysis of whom we want to target with PR content. Poland is a receptive market for the clothing sector. Research shows that a whopping 91% of consumers purchase fashion products at least once a month, and 11% do so at least once a week. That’s a substantial market.
The situation with fashion opinion leaders is equally promising. Currently, fashion influencers constitute one of the most highly represented categories among all opinion leaders. Just a few years ago, fashion blogs experienced a significant surge, which has gradually shifted to other channels today, such as YouTube, Instagram, or TikTok. Polish fashion-related media, while somewhat less influential (though still relevant), also play a role. Among fashion magazines, Vogue Poland, Elle, Twój Styl, and Glamour stand out.
Primary Goals of PR in the Polish Fashion Industry
The importance of PR in the fashion industry will vary depending on the audience (target customers, journalists, potential partners), and for customers themselves, it depends on their stage in the purchasing funnel. The key PR objectives include:
Establishing Market Leadership
Focusing on a very narrow sector or a few sectors (e.g., men’s and women’s clothing -> sportswear -> skiwear).
Creating a Consistent Brand Image
For example, brands that set trends, youth brands, luxury brands, extravagant brands, eco-conscious brands, or local brands.
Enhancing Brand Visibility on Google
In the case of online sales, this affects increased traffic to the website, leading to increased online sales.
Customer Opinion Analysis and Industry Trends
Using analytical tools to track customer reactions to new collections and brand initiatives allows adjustments to be made to meet their expectations.
Collaboration with Selected Partners
Building relationships with media such as fashion magazines, blogs, and websites provides support in publishing materials about the brand and its activities.
Building Brand Loyalty
Acquiring a new customer is more expensive than retaining an existing one. It’s essential to continually engage with people who have already invested in the brand’s products.
Inspiring Customers and Shaping Trends
Activities such as lookbooks, campaigns with influencers, or presenting stylings on social media influence the formation of consumer trends. Therefore, a keen eye for aesthetics and distinctive photos or videos are crucial in fashion PR activities.
Popular PR Tools in the Fashion Industry
The most effective fashion PR strategy in Poland involves omnichannel activities, combining various channels.
The most popular PR tools include:
- Press Materials and Meetings
- Creating Lookbooks
- Social Media Activities (mainly TikTok and Instagram)
- Fashion Show Organisation
- Collaboration with Fashion Influencers (and others)
- Promotional Events (e.g., for the launch of a new collection)
- Creative PR Packages and Deliveries to Journalists
- YouTube Channel (especially in collaboration with a stylist)
What Data Should Be Considered When Planning Fashion PR in Poland?
Looking globally, practically everyone is a consumer of the fashion industry. However, to better target the audience, it’s essential to consider the characteristics of Polish consumers. Consequently, this determines which PR activities to invest in and what to communicate.
Values Sought by Polish Fashion Consumers
84% of Poles admit to having products from Polish brands in their wardrobes, but only 35% of respondents consider the origin of clothing to be important. They prioritise comfort (56%) and affordability (44%). Interestingly, 65% of Poles consider a brand’s sustainable practices when buying clothes. They particularly appreciate eco-friendly packaging (48%) and expect transparency in environmental actions (48%). Polish consumers are also fond of buying used clothing, especially among the younger generations – Generation Z (72%) and millennials (69%).
Where Do Poles Buy Clothes?
Research shows that over half (55%) of Poles prefer to buy clothes online rather than shopping in physical stores. E-commerce sales in the fashion industry in Poland increased by 27% in the first quarter of 2023. Customers are attracted primarily by flexible payment methods (78%) and access to a convenient shopping app (60%). Interestingly, 22% of them view the products they are interested in in physical stores before making online purchases. For most clothing brands in Poland, investing in digital PR is more cost-effective than traditional media activities.
The fashion industry in Poland is thriving, and there are no indications of that changing. Poles buy clothes willingly and frequently, but their choices are diverse. If you want to plan a truly effective fashion PR strategy in Poland, feel free to reach out to us. We have extensive experience in collaborating with fashion brands in the Polish market.