CFA Panel Talks Hype
The California Fashion Association hosted its second annual “Getting Press hellip; What Is ’Hype’ Worth?” seminar on Oct. 21 at the Cooper Design Space in downtown Los Angeles. The CFA offered the event free to members of the fashion community as part of the nonprofit organization’s business-to-business seminar series and industry outreach.
The audience included designers, manufacturers and other industry professionals who were interested in finding out more about getting press and the various ways it can benefit or hinder a business.
“The whole issue in today’s world is return on investment,” said Ilse Metchek, executive director of the CFA. “The evaluation of when and where to spend marketing dollars is critical to the success of a company.
“Hearing it from top professionals is very important,” she noted.
A panel of industry experts shared their insight into the world of press by analyzing the differences between fashion shows, publicity, celebrity appearances, trade shows, advertising and public relations. Panel members included Brian Watson, owner and president of the Watson Circle public relations company; Kristin Young, director of public relations for Lucky Brand Dungarees; Alison Nieder, executive editor of the California Apparel News; Trina Turk, designer for Trina Turk Inc.; and Jennifer Phillips, owner of the Sirens & Sailors boutique in the Echo Park/Silverlake area of Los Angeles. The seminar was moderated by Rose Apodaca Jones, West Coast bureau chief of Women’s Wear Daily.
The CFA is a nonprofit organization that provides marketing assistance and information to the Los Angeles design community. The Cooper Design Space, the CFA and the California Apparel News sponsored the seminar. —N. Jayne Seward
