Every day I searched through the Daily Mail to find out what celebrities had been wearing that week to see if AX Paris stocked anything similar to create style steals.
These would be emailed to a company called 'Etail PR' - which is a PR company which does claim on their website that they promote AX Paris.
I asked various members of senior staff about any PR opportunities that they use - most of which the reply was 'we did use PR companies, but they turned out to be a lot of cost for little profit'. We talked of paper pr as a dying concept, with less and less people picking up magazines in store as opposed to reading their fashion/celebrity news through other sources such as online.
AX Paris didn't seem to be interested in setting up a blogger network or any kind of celebrity endorsements.
Whilst I was at the company, Amy Willerton contacted the brand to become a brand ambassador - but as far as I know she didn't get a reply.
I spoke to the girl in charge of Social Media about working with bloggers more as I personally believe social media and blogging platforms are the future for fashion brands, especially in the UK.
I overheard the company director also tell her to "google how to get more instagram followers" - which just goes to show to me that the older generation genuinely don't sometimes understand the power of the internet, whether through blogging or even just instgramming, and how if celebrities or popular bloggers tweet, instagram or blog about AX Paris sales will rise.
After my leaving, AX Paris did a bloggers photoshoot using some bloggers I told them about that I knew would be perfect girls to represent the brand - the main one being a girl called Victoria who runs a blog called 'In The Frow' - with her lilac hair and girly style, as well as a huge social media following, I knew she would represent AX Paris well. I hope this has made an impact on their social media numbers.
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