SFFAMA Fashion Mash-Up: Marketing and PR for Fashion Entrepreneurs

With an interest in writing and marketing for the fashion industry, Karen and I went along to one of the Fashion Mash-Ups hosted by Owen Geronimo of the San Francisco Fashion and Merchants Alliance. They’re held every third Thursday of the month at Pigment on Market and have a panel of fashion industry peeps sharing their knowledge and fielding questions from an eager audience.

Last night’s session was Marketing for Fashion Entrepreneurs and featured an audience of bright eyed and impeccably trendy youngsters who quite frankly made me feel like an old sack. The panel consisted of only slightly older and, if possible, even more trendy beautiful people who were succeeding in areas my fellow attendees no doubt dream of cracking, despite the butt-busting work and dire pay.

There was a Johnny Depp-esque young man who owns a shop in the Mission called Artillery Apparel & Gallery where clothes and art are showcased. I’m certain that this shop is one in which I would venture two steps across the threshold before realizing that my lack of cool forbids me from entering such a place and that I should promptly haul myself off to Grannies R Us. But I am going to peek through the window if only to get a glimpse of the young man’s phenomenal hair.

Joanna Riley (no relation) of 360 Fashion Network was obviously the most experienced at talking to an audience about what they should be doing when it comes to mobile platforms. I can’t explain what those are and why we should have them because her tech-talk grazed the top of my head as it flew over. Besides which I was more mesmerized by her amazing shoes. Black patent sky-high platforms that looked like something out of a ninja’s toolbox.

Katie Quinn was my favorite. A stylist who not only works on fashion shoots but will come to your home and tell you how to wear the clothes in your closet, and go shopping with you to help you figure out what you should be buying. Like your own personal What Not to Wear episode. She was lovely and personable, and stylish (as one would hope) without looking down her nose at those of us more fashionably challenged. I heart her and when I am rolling in the dough, she will be one of the first people I call.

There was a makeup artist who while lovely looking didn’t really inspire much in me. I’m pretty good at makeup so thankfully will not need to put her on my payroll alongside Katie, but if any of the 100 brides-to-be I know need a makeup artist I would recommend they check her out.

Finally there was Shannon. Loud, bubbly, busty, blond Shannon. Normally I wouldn’t make mention of a woman’s chestular area but in this case it is perfectly reasonable. She has invented a new kind of clothing tape, the kind to prevent peep-shows, where your blouse falls away from your body and reveals unwanted cleavage, and peek-shows, where your ample bosom (and I do mean yours, since I’m definitely not referring to my own) proves just too much for your corporate button-down blouse and allows anyone who cares to have a keyhole peek at your goods. They're called Show Stoppers, which I think is awesome, and she's done a fabulous job of branding and marketing what is essentially foam tape. I wish the very best to her.

The panel was somewhat of a motley crew but their intentions, and definitely their achievements were praise-worthy. Owen too was a little…unrefined, I suppose, in his delivery and management of the proceedings. But he is passionate about the non-profit SFFAMA and what he’s trying to achieve with it – fashion for the people – and for that I give him great kudos. He’s hosting a Fashion Mash-up: Fashion and Tech Forum on September 16th and anyone at all interested in the industry would do well to attend and support him.