This week we got to chat with Michelle Henley, president and founder of FashionEdits.com. Below, she shares some insight into the world of trade shows and the changing digital fashion scene, and advises PR pros on the benefits of collaboration.
Q: You say on your website that you have a bachelor’s from the Fashion Institute of Technology in New York, and have a background in fashion sales. When and how did you decide to start FashionEdits?
A: Yes, after many years as a designer and brand rep and even owner, the time was right. Traditional cycles have been turned on their heads. Retailers can’t be everywhere, yet they have to be to stay ahead of the game, that’s where FashionEdits.com comes in. Trade shows may still be the principal way of viewing new lines, but today’s retailer, who need to constantly stay “fresh” need rapid information and other methods of getting the scoop on shows. We saw the opportunity to the digital world to bring information directly for little or no cost.
Q: Who is your target audience? Do you focus on a specific region or is it nationwide?
A: The majority of FashionEdits.com’s readers are fashion retailers and designers, particularly emerging ones as well as people in the business but we try to make the blog entertaining and informative, so anyone would gain from reading it.
Q: Tell us about an exciting experience you’ve had working in the fashion industry!
A: Going to fashion shows is always exciting – The scene is always high energy and the players exchange new business ideas. I also enjoy my work with FGI as well as doing workshops and speaking engagements. It’s rewarding to help people, especially creative types, achieve their dreams.
Q: What is the most challenging part or your career?
A: Getting the idea to an actual monetizing reality. But isn’t that everyone’s challenge?
Q: Where do you get ideas for your blog posts?
A: We attend trade shows and events that will generate content that will be perceived as added-value by our audiences.
Q: What are you PR pet peeves, or what is the strangest pitch you’ve received?
A: Calling it collaboration when we do the work and they get paid. Collaboration is a two-way street. There has to be mutual benefit and trust. Reputations tarnish easily and usually can never be fully restored, so it’s essential to ethical. A temporary gain is not worth a lifetime of ill will. It’s not old fashioned, it’s good business sense.
Q: Any tips for PR professionals who want to get in contact with you?
A: They can contact me through the FashionEdits.com website, LinkedIn or Facebook.
Find FashionEdits on Twitter, Facebook, and at FashionEdits.com.
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