At a later date, I must come back to Space.NK – it’s a loooong story, sort of like dating the guy you always, always had a crush on only to find out he’s a terrible kisser!
But now we’re back on the press kit. I was finally able to nip, tuck, finish.
PR 101: Editors, writers, journalists, media types, bloggers… they get hundreds of press kits and product samples every week. When you’re in their position, everyone wants you to cover them so they drench you in product.
I was saying earlier that my other goal – after Scoop – was to be in Space.NK. In the UK – the prestige chain originated in London – it is “the” place to go for beauty. Sophisticated, Calvin Klein-esque, gleaming, modern, the store is a jewel box of faceted brands – and only about 60 well-edited ones.
The store was making a play for the US and opened two NYC stores and two outside of the city. Then there was their store-within-a-store deal with Bloomie’s. A friend of mine knew the founder, a very inspiring woman whose initials are (go figure) NK, and introduced us in an email.
Purple Lab was on its way – but homeless.
You can’t get any kind of media coverage on a product if there is no place to buy it. And that meant, work on the press kit but don’t print and go out there with it yet.. wait until I had a place to send people to buy.
Here’s the thing about retailing in today’s world.
The brick and mortar retail model has changed dramatically with the increase of the internet and the decrease of the economy. More people are buying online and on HSN and QVC, which used to be kind of low brow but has become cool, full of fabulousness.
