Are you passionate about communications, luxury and fashion? Would you like to work for the most luxurious brands? Are you always on the lookout for the latest trends in fashion-related products and services? Then the job of fashion and luxury press attaché is for you. This position, combining brand strategy and public relations, is ideal for young students who want to promote a brand's image and media coverage on a national or global scale.

With this job description, find out more about the day-to-day work of a press attaché, including assignments, training, qualities, skills and salary.

The fashion and luxury press attaché is a communications and press relations expert. They promote the brands or companies they represent through a variety of media. They must maintain excellent relations 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 attaché's day-to-day work is very busy. They organize events, press trips, write press releases and present new products and collections.

Fashion and luxury press officers carry out a number of missions throughout their career.

• Competitive intelligence to identify opportunities and best practices in digital communication, SEO and the fashion and luxury sector.
• Implement a press relations strategy using a variety of methods to ensure that your brand or customer receives media exposure in line with your communication objectives: drafting press kits and releases to send to journalists and influencers, taking part in conferences and press trips, product placement, launch parties, showrooms, sponsoring events, exclusive visits to workshops, etc.
• Communication on the launch of a new product or a change within the company.
• Produce a press review to measure media coverage.
• Establish good relations with journalists, but also with fashion bloggers and influencers (influencer marketing) who have a strong impact on the digital sphere. You need to reach out beyond social networks to get to know them, but also to send them new products that might be of interest to their community.

Act as an advisor to the company that calls on its services.

A press attaché's job is one of contact and openness to the world. They must be able to forge links with a multitude of players in the sector (journalists, influencers, media). Their social skills, diplomacy and persuasiveness are their greatest assets.

In the course of their careers, they'll need to express themselves both orally and in writing to promote their flagship product and showcase it worldwide. This job requires excellent writing and communication skills.

Professionals need to be able to produce relevant commercial texts for the press and social networks. To do this, they need to be open to the fashion industry, with a thorough knowledge of the media landscape and the competition.

This job requires a great sense of organization and impeccable attention to detail. Press attachés have very busy days. What's more, they travel extensively to present their projects. Responsiveness and availability are expected.

Employers expect the following skills for this job:

• Excellent writing skills in French and English.
• Excellent oral communication skills.
• Excellent interpersonal skills: an address book of opinion leaders is a plus.
• Be aware of current trends and have expertise in the trade press.
• Master the fundamental principles of Search Engine Optimization (SEO) and their application to content writing.

A university degree in marketing, journalism or communications and initial experience as a press attaché or press attaché assistant on a sandwich course, internship, fixed-term or permanent contract.

To become a press attaché in the fashion and luxury industries, we recommend that you enroll in a communications, business or fashion school, or a school specializing in press relations, after completing your A-levels.

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

• Visit Bachelor Digital Marketing Fashion and Luxury BAC +3: this course is designed for young professionals who are motivated by human contact, influencer marketing, social networks and the creation of marketing strategies. Over 3 consecutive years, marked by an internship, they discover the fundamentals of digital marketing and communications, business management, fashion professions and brand management. The Bachelor's degree leads to a variety of careers: collection manager, communications manager, boutique manager or fashion and luxury attaché.

• Visit Master's degree in communication and branding Master's degree: This master's degree specializes in the luxury and fashion industry. Its aim is to train students for various professions such as fashion communications director, communications agency director, digital project manager, advertising manager or fashion and luxury attaché. At the end of the two-year program, each apprentice knows how to manage web projects, ensure the coherence and global strategy of a brand, and master all aspects of a brand and its digital communication. As a result, they obtain RNCP level 7 professional certification as "Integrated Marketing Communications Manager".

To gain experience and build up a customer portfolio, students can take part in a work-study program (4 days on the job / 1 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 sectors start their careers on a salary of between €1,700 and €2,500 gross.

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