How strong the impression was that RIANI made at the Mercedes-Benz Fashion Week Berlin in January, is something PR manager Claudia Richter is the first to see. For her, the reporting in the media is not only an indicator of how the Autumn/Winter 2020/21 collection is received – it also has a significant influence on the subsequent sales success.
“When apparel from our collection is seen in the media, this often leads to targeted inquiries from customers in retail and online shops,” says Mrs. Richter. “Editorial contributions have a much stronger effect than advertisements.” Accordingly, the event, which takes place annually in spring and late summer, is planned with great care.
Not only the models are then dressed in RIANI. Also invited guests – buyers, editors, influencers and celebrities – become RIANISTAS and can experience the design and quality of the women’s fashion at first hand. A positive side effect: Through the photos of the guests, RIANI often appears in high-circulation titles such as Bunte, Grazia or Gala.
Besides the fashion show, purchasing events, trade communication, local PR activities and the growing involvement in social media such as Instagram, Facebook and YouTube characterize everyday life in the Public Relations and Marketing department at RIANI – a broad field of tasks that also fascinated the students.
“The practice of Public Relations is extremely diverse. This is why insights behind the scenes are so valuable”, says lecturer Oliver Hahr of oha communication. And perhaps in the future, graduates of the Akademie der media or the International School of Management will also help to shape communication at the Schorndorf-based family business RIANI.