7 PR Strategies to Increase Buzz for Fashion and Lifestyle Brands

In the highly competitive fashion and lifestyle industry, creating buzz around your brand is crucial for driving sales and building a loyal customer base. Whether you're launching a new collection or simply trying to enhance your brand's visibility, having a solid PR strategy can make all the difference. Below are seven proven PR strategies to help you engage with your audience and grow your brand, with examples of mid-sized companies that have successfully implemented them.

1. Team Up with Influencers

Influencers can amplify your brand’s reach by engaging their audience with content that resonates. Partnering with influencers—whether macro or micro—allows you to promote your products authentically and tap into new markets.

For example, Rituals Cosmetics regularly collaborates with beauty and wellness influencers for product launches. Through Instagram stories, unboxing videos, and lifestyle content, Rituals effectively reaches a broader and more engaged audience.

2. Host Pop-Up Events

Pop-up shops or virtual events are excellent ways to build excitement around your brand. Offering exclusive experiences like limited-edition collections or in-person interactions fosters deeper customer engagement.

Mejuri, a jewelry brand, uses this strategy effectively by hosting pop-up events in cities like New York and London. These events allow customers to try on jewelry, gain early access to limited collections, and participate in personalized styling sessions—creating buzz that translates into both in-store and online sales.

3. User-Generated Content (UGC) Campaigns

UGC campaigns encourage customers to post their own content featuring your brand. By leveraging real customer experiences, you create authenticity, build community engagement, and expand your brand’s visibility.

Allbirds, a sustainable shoe brand, does this well by encouraging customers to share photos wearing their shoes using the hashtag #weareallbirds. This not only boosts the brand’s visibility but also provides social proof from real users.

4. Promote Sustainability and Ethics

Today’s consumers are more conscious about where their products come from. Brands that emphasize sustainability, ethical sourcing, and eco-friendly materials can set themselves apart in the marketplace.

Everlane, for instance, incorporates this strategy with their “Radical Transparency” campaign, which details everything from factory processes to pricing and materials. This transparency has built trust with ethically-minded consumers, becoming a core part of their brand identity.

5. Collaborate with Designers or Artists

Limited-edition collaborations with designers or artists create urgency and exclusivity, often generating media coverage that translates into sales.

A great example of this is & Other Stories, which regularly collaborates with renowned designers like Rejina Pyo. These capsule collections not only sell out quickly but also draw significant media attention, positioning the brand as trendy and in-demand.

6. Storytelling Through Digital Platforms

Connecting with your audience through storytelling can greatly enhance your brand’s emotional appeal. Whether via social media posts, blogs, or video content, sharing behind-the-scenes moments or your brand’s journey makes your company more relatable.

Alo Yoga excels in this area, using its digital channels to share stories around wellness and mindfulness. This approach helps the brand transcend clothing sales, establishing it as a lifestyle brand and building a loyal community around it.

7. Limited-Time Offers and Flash Sales

Creating urgency with flash sales or limited-time offers can drive immediate sales. When paired with countdowns and social media teasers, these campaigns can energize your customer base and encourage quick action. Outdoor Voices, for example, uses flash sales during key shopping periods like holidays or end-of-season events. By creating a sense of urgency, they boost sales and excitement around the brand, driving customer engagement and conversions.

Closing Thoughts: Enhancing Your PR Strategy

The seven PR strategies discussed are designed not just to spark interest, but to build meaningful, long-term relationships with your audience. Whether through influencer partnerships, engaging UGC campaigns, or immersive pop-up events, these tactics can help your fashion or lifestyle brand stand out in an authentic way.

If you’re looking for a little extra help in bringing these strategies to life, Alpha Story offers an accessible, AI-powered platform that simplifies the process. Tailored for small businesses and startups, it’s a useful tool for efficiently creating and distributing PR content without the usual complexities.

Get started with Alpha Story today