Public relations with impact

Specialist Chucho Martínez explains the relationship between PR and the fashion industry

To introduce our readers to the great strategy that public relations entail for a fashion business, we approached a true expert in the field: Chucho Martínez, director of Centilia, a public relations, communications and marketing agency.

The luxury brand specialist who has worked for companies such as Salvatore Ferragamo, Clase Azul, El Palacio de Hierro, among other premium leaders, responded to the following:

In your experience, what is the main objective of public relations in the business world?

“Helping to build the brand’s reputation and its credentials and position in the industry they represent. Public relations must be translated as the living part of a company’s marketing plan, its way of relating to its environment and the way in which it exalts the positive qualities it has or that add value in the market.”

What do you think is the link between public relations and the fashion industry?

“I like to say that fashion is more of an anthropological exercise than an aesthetic one, and considering this as a premise, I believe that the public relations strategy becomes a crucial activity for the growth of fashion businesses and for establishing their positioning within the ecosystem. PR is a strategy that allows consumers of fashion brands to establish their way of relating, to enhance their characteristics and to achieve the correct engagement with the audience.”

To what extent do subjects such as marketing, communication or branding of a company influence the development of a successful public relations strategy?

“The PR strategy must be included in the marketing and communication plan; it is a fundamental part of this plan and helps the communication strategy in a unique way.”

What would be your recommendation for fashion entrepreneurs who want to offer value to their customers through this topic?

“I believe that today, more than ever, brands have to differentiate themselves and connect with key audiences or those that interest them. Today, consumers have evolved in such a way that they are not only looking for products, but also emotions around them, so this strategy becomes crucial and the most important in developing meaningful connections with the customer.”

What do you enjoy most about your professional career?

“Creating and connecting with different people every day.”

What projects are coming up for you?

“We are currently growing the company, establishing ourselves as one of the leading agencies for luxury, premium, fashion and spirits brands. We are about to start operations in Colombia to have a presence in Latin America and we have signed two new luxury brands that we will announce in due time.”

Do you have any message for future exhibitors and buyers at Intermoda?

“Enjoy the fair, think outside the box and find everything that makes you connect deeply with the people who consume them.”