Are you passionate about communication, luxury, and fashion? Would you like to work for the most prestigious brands? Are you always on the lookout for the latest trends in fashion-related products and services? Then a career as a fashion and luxury press officer is for you. This position combines brand strategy and public relations and is ideal for young students who want to promote a brand's image on a global or national scale and ensure its visibility in the media.

Thanks to this job description, discover the daily life of a press officer, their duties, the training they have undergone, their qualities, skills, and salary.

The fashion and luxury press officer is an expert in communication and press relations. They promote the brands or companies they represent through various media. They must maintain excellent relationships with journalists, the media (web, TV, radio), and influencers to optimize media coverage. They work for major luxury brands or for press offices specializing in the luxury sector. The press officer's daily schedule is very busy. They are responsible for organizing events and press trips, writing press releases, and presenting new products or collections.

Fashion and luxury press officers perform several tasks throughout their careers.

• Implementation of competitive intelligence to identify opportunities and best practices in the field of digital communication, search engine optimization, and in the fashion and luxury sector.
• Implementation of a press relations strategy using various means to ensure that the brand or client receives media exposure consistent with the defined communication objectives: drafting press kits and press releases to be sent to journalists and influencers, participation in conferences and press trips, product placement, launch parties, showrooms, event sponsorship, exclusive studio visits, etc.
• Communication about the launch of a new product or a change within the company.
• Writing a press review to measure media coverage.
• Build good relationships with journalists, but also with fashion bloggers and influencers (influencer marketing) who have a strong impact on the digital sphere. It is necessary to reach out to them beyond social media in order to get to know them, but also to send them new products that are likely to interest their community.

Act as an advisor to the company that uses its services.

Press officers work in a profession that involves contact with and openness to the world. They must be able to forge links with a wide range of players in the sector (journalists, influencers, media). Their sociability, diplomacy, and powers of persuasion are their greatest assets.

Throughout their careers, they will need to express themselves both verbally and in writing in order to promote their flagship product and showcase it globally. This job therefore requires excellent writing and communication skills.

Professionals must be able to produce relevant commercial texts for the press and social media. To do so, they need to be open to the fashion industry and have a thorough understanding of the media landscape and the competition.

This position requires excellent organizational skills and impeccable attention to detail. Press officers have very busy schedules. They also travel frequently to present their projects. They are expected to be responsive and available.

Here are the skills employers expect you to have to do this job:

• Excellent writing skills in French and English.
• Excellent oral presentations.
• Excellent interpersonal skills: a network of opinion leaders is a plus.
• Be aware of current trends and have expertise in the trade press.
• Master the fundamentals of search engine optimization (SEO) and their application in content writing.

Have a university degree in marketing, journalism, or communications and initial experience as a press officer or assistant press officer in a work-study program, internship, fixed-term contract, or permanent contract.

To become a press officer in the fashion and luxury industry, it is recommended that you enroll in a communications, business, or fashion school, or a school specializing in press relations, after completing your high school diploma.

In order to realize their career goals, many students enroll at ISAL Paris. This institution trains high school graduates for careers in fashion and luxury goods. Here are the ideal courses:

• The Bachelor's Degree in Digital Marketing for Fashion and Luxury Goods This three-year bachelor's degree program is designed for young professionals who are passionate about human interaction, influencer marketing, social media, and marketing strategy development. Over the course of three consecutive years, including an internship, students learn the fundamentals of marketing and digital communication, business management, fashion professions, and brand management. The Bachelor's degree leads to a variety of careers: collection manager, communications manager, store manager, or fashion and luxury attaché.

• The Master's degree in communication and branding This master's degree specializes in the luxury and fashion industry. Its aim is to train students for various careers such as fashion communications director, communications agency director, digital project manager, advertising manager, or fashion and luxury attaché. At the end of these two years of study, each apprentice will know how to manage web projects, ensure brand consistency and overall strategy, and master all aspects of a brand and its digital communications. They will also obtain the RNCP Level 7 professional certification in Integrated Marketing Communications Management.

To gain experience and build up a client portfolio, students have the opportunity to participate in a work-study program (four days in a company/one day in class).

This communications professional works in a specialized agency or directly for the advertiser. To find a job quickly, you need to know how to use your connections and show determination. That's why an internship or work-study program is a springboard to employment.

Junior press officers in the fashion and luxury goods sector start their careers with salaries ranging from €1,700 to €2,500 gross.

With experience and depending on the company, their salary can reach €60K.