How I Became… ASICS SportStyle’s PR & Collaborations Lead
In the fast-paced world of fashion, the role of Public Relations (PR) is more crucial than ever. The ability to craft compelling narratives and build strong collaborations is essential for brands striving to make a mark. Anissa Jaffery, currently the PR and Collaborations Lead at ASICS SportStyle, has a wealth of experience that spans numerous prominent fashion brands. Her journey from fashion PR agencies to leading PR for ASICS SportStyle provides valuable insights for anyone seeking to thrive in this competitive field.
Anissa’s career began in the bustling environment of fashion PR agencies, where she learned the fundamental principles of public relations. This foundational experience was critical in shaping her understanding of the industry. During her time at these agencies, she absorbed the ‘ABCs of PR’—from media relations to event management and strategic communication. This knowledge became the bedrock upon which she built her career.
“Working in a PR agency teaches you to think on your feet,” Anissa reflects. “You learn how to handle multiple clients and projects simultaneously while maintaining a high level of creativity and professionalism.” This ability to juggle various demands is pivotal in fashion, where trends shift rapidly, and timely responses to market changes are essential.
After honing her skills in the agency world, Anissa transitioned in-house, taking on roles at global brands like Net-a-Porter, Topshop, Calvin Klein, and G-Star Raw. Each of these experiences contributed to her expertise in brand storytelling and stakeholder engagement. At Net-a-Porter, she learned the intricacies of luxury fashion retail and the importance of customer experience, while her time at Topshop allowed her to understand the fast-fashion sector and its unique challenges.
Anissa emphasizes the significance of adaptability in the PR field. “Each brand has its own identity and target audience, and as a PR professional, you must tailor your strategies accordingly,” she explains. The ability to adapt messaging and campaigns to fit different brand personalities is a skill that can set one apart in the crowded fashion landscape.
Her current role at ASICS SportStyle has presented Anissa with the opportunity to merge her passion for sports and fashion. ASICS is renowned for its innovative approach to athletic wear, and Anissa’s mission is to elevate the brand’s presence in the lifestyle segment. This involves forging strategic partnerships and collaborations that resonate with the brand’s ethos while appealing to a broader audience.
One of Anissa’s key strategies is to cultivate authentic relationships with influencers and creative partners. “Collaboration is at the heart of what we do,” she says. By working with diverse personalities, from athletes to fashion influencers, Anissa ensures that ASICS SportStyle remains relevant and appealing to various consumer segments. For instance, recent collaborations with renowned artists and designers have successfully blended performance with style, creating buzz and driving engagement across social media platforms.
Another important aspect of her role is staying ahead of industry trends. With the rapid evolution of digital platforms, understanding how to leverage social media for brand communication is essential. Anissa advises aspiring PR professionals to familiarize themselves with these tools. “Being well-versed in digital marketing and social media strategies can significantly enhance your PR efforts,” she notes. The ability to create shareable content that tells a story can amplify a brand’s reach and impact.
Anissa’s insights extend to the importance of measurement and evaluation in PR. “It’s not enough to create a campaign; you must also assess its effectiveness,” she states. By setting clear objectives and utilizing analytics tools, PR professionals can evaluate the success of their initiatives and make data-driven decisions for future campaigns. This focus on results helps build credibility with stakeholders and demonstrates the value of PR within the broader business strategy.
For those looking to build a career in fashion PR, Anissa offers practical advice: “Network, stay curious, and never stop learning.” The fashion industry is dynamic, and continuous education is vital. Attending industry events, participating in workshops, and engaging with fellow professionals can provide valuable insights and open new doors.
Moreover, Anissa stresses the importance of passion and authenticity in communication. “People connect with genuine stories,” she says. Crafting narratives that reflect the brand’s values while resonating with the audience fosters trust and loyalty. Authenticity is not just a buzzword; it is a fundamental principle that drives successful PR campaigns.
In conclusion, Anissa Jaffery’s journey to becoming ASICS SportStyle’s PR and Collaborations Lead encapsulates the essence of success in the fashion PR landscape. By mastering the fundamentals, adapting to different brand identities, leveraging collaborations, and staying attuned to industry trends, aspiring PR professionals can carve out their path in this exciting field. As the fashion industry continues to evolve, the role of PR will only grow in importance, making it an exciting time to enter the profession.
fashionPR, ASICS, branding, collaborations, publicrelations