Beyond the Catwalk: Fashion Public Relations and Social Media in Australia

This study explores social media use in public relations in the Australian fashion
industry, using ethnographic inquiry and semi-structured interviews. There has
been limited research into fashion public relations (fashion PR), despite the
economic and cultural significance of the fashion industry. The findings suggest
social media is transforming fashion PR, but its adoption is uneven, with overlaps
in marketing and public relations activity. Participants use social media to engage
fashion publics, keep up-to-date with trends, monitor competitors and promote
clients. Bloggers are increasingly influential. Participants perceive they must
embrace social media, or risk getting left behind. The findings contribute to
understanding diverse public relations practices and the ways public relations
activity is changing in response to social media.