Public relations in the high fashion and luxury industry: A multiple case study of the collaborative process leading to media mentions

Product publicity is praised by public relations practitioners, especially in fashion, for its higher credibility, greater impact and lower cost in comparison to advertising. However, its use appears neglected because managers are said to feel uncertain and insecure about it. Studies have investigated the effect of product publicity on consumers, artists and society, but little is known about the mechanisms underlying this activity. In order to bridge this gap, the present study will explore the nature of the collaboration, if any, between the individuals involved in the process leading to product publicity in fashion, as well as the extent to which this collaboration impacts on its effectiveness and outcomes. A processual analysis based on a multiple case study will be undertaken, in such a way to grasp the perspective of the various agents involved. Cases will be developed from semi-structured interviews with key executives, observations and other secondary data.