INTERVIEW WITH SELECT MODEL MGMT: HOW ARE BRANDS WORKING WITH AGENCIES

Meet Bridget Halanski, Vice President of Runway, US, Select Model Management

SWC: Tell me a bit about your agency and what you do.

BH: Select Model Management is an iconic global network of boutique model and talent agencies. We have 8 locations in the following cities--Stockholm, Milan, Paris, London, Miami, Chicago, Atlanta and Los Angeles. We have been shaping the modeling industry for over forty years. In 2019, Select merged with MP Management, so we have re-branded across the board, keeping the same strong team and level of service in each market. I am the Vice President of Runway for the US locations. The Runway department includes all shows, showroom, fit modeling and other live event or brand ambassador requests.  I have been with the company for 12 years. As of late, I split my time between the Miami and Chicago markets, building Runway + Events in both cities. I spend the busy fall and spring event seasons in Chicago, and then enjoy the snowbird lifestyle during winter for Art Basel, and the many shows highlighting resortwear here in South Florida. I am of course also here for Swimweek (and prep) in Miami Beach.

SWC: What type of models does your agency provide

BH: We represent both men and women of all ages, sizes, and types. We have a wide variety of faces. Check out www.selectmodel.com!

SWC: How has your industry been affected by COVID-19 pandemic –

BH: The fashion industry was severely affected by Corona like many other service industries. We essentially lost our spring runway season Mid March to Mid May. In the beginning of the global pandemic, there were a plethora of booking cancelations, too many to count. With this, major revenue lost. It hit us (and every modeling agency) very hard. We depend on the brands and retailers to book our models, and with the mandatory store closures and many clients furloughed, things were very quiet for a while. We are seeing things pick up again, which is a glimmer of hope. In our “downtime”, we did a lot of scouting for fresh faces via social media outreach, and virtual meetings with clients and models alike. There is always maintenance to be done on the back end. It has been gut-wrenching. I do feel for the models, as they are independent contractors and this is their livelihood.

SWC: What are you doing to pivot in order to help clients with lookbooks / digital runway experiences

BH: We are partnering with Photographers and Producers to provide private locations and at home studios for shoots where clients can send merchandise. We provide the local talent and they can art direct via zoom or other applications. We are also working with studios that will adhere to new, strict safety guidelines and only allow teams of 10 people or less.  Select Model Management takes the time developing the models to arrive polished with hair/make-up ready, bringing any shoe or wardrobe requests the client requires. This eliminates the need for a hair and makeup artist or even stylist, so there are fewer individuals on set.  Our models are prepped to understand the specifics of how clients like to see their eCom photographed and how to execute these shots. Even our agency locations in Los Angeles, Chicago, Miami and Atlanta have clean backgrounds with ample space to shoot while still being mindful of social distancing, if a client is in need of a space. The agency has already ordered PPE equipment to have on hand. We also keep a strong base of local models in each market to provide clients with multiple options that don't require travel in order to limit potential exposure where possible. We are adapting to the new ways of doing business!

SWC: Is there any advice you can offer to brands that are looking for ways to create content for their social media

BH: Yes- this is the best case scenario in these trying times for both budget and convenience! We represent many models that have already been creating content and have the necessary equipment at home (i.e.: O ring lights and tripods) with a photographer as a roommate or partner. These girls and guys have access to beautiful homes, pools, or outdoor space/natural lighting as need be, especially in markets like Miami and Los Angeles. They can provide still shots and video content that the client can art direct remotely. Of course, we can work with individual budgets and have talent with very high social media followings and strong engagement. We provide the specific models’ analytics and demographics of their followers. For example, I represent a bilingual model with over 378K followers, and 91% of the followers are female. She is a great one to hire since women tend to translate directly to sales, actually clicking withing instagram to purchase these products.

I don't think clients should underestimate what some of these models are capable of doing from home.  Merchandise can be sent directly to the model and he or she can shoot the content and give multiple options for a client to choose from.  We can provide guidance to any models who are looking for ideas on how best to present the merchandise and will ensure that they follow client direction as well. 

SWC: What is your take on the future of in-person events like runway shows , etc.

BH: I believe luxury department stores will return to the model of a more personalized shopper experience, with the customer one on one with the sales associate for an appointment to see new pieces. This is what we did in the 70’s and 80’s—creating this invite-only experience and having one model showcase the collections to a few top clients. They can try on what they like and purchase right then and there, seeing how to style the clothing with a “live mannequin” present. Unfortunately for our industry, I think the large trade shows, runway shows and other live events will be the last to recover. We are seeing major cancelations for the bridal market, swimshow, hair shows, and more. There is a possibility of postponements which creates hope, but it’s really a waiting game. I just had a designer already decide to cancel a show that was scheduled for November. Everyone is fearful to gather in large groups, the brands have to think about a more intimate experience. Some fashion shows and fashion weeks will be done without the audience, and then broadcasted on social media, or to an invite-only list to subscribe and tune in “live” the date/time the specific event airs. We have already had a few clients book this way here in the states.

SWC: And one last question - can digital fashion weeks replace the real thing?

BH: don’t think you can replace seeing garments in person—how they fit, how they move, and the touch and feel. The overall experience of being at a runway show during fashion week is second to none. You feel the energy of the other guests, enjoy the before and after the show with brands sponsoring activations, beverages, and swag. Think of the concept of the front row—how does a VIP Attendee feel special when watching this in the comforts of their own home? There goes the gift bag, the influencer who is posting what they are witnessing live and in person, the celebrity sightings, etc. A live fashion show is just magical and an unforgettable experience. If the industry is going fully digital, they will have to reinvent how to inspire the buyers, editors, customers and press. I would compare it to the fact that a virtual concert with one’s favorite band is absolutely not the same as seeing and hearing the musicians perform face to face, whether this is in a huge stadium or smaller, more personal venue.

SWC: How could someone get in touch with you for additional information?

BH: Email me at Bridget@selectmodel.com or call 586.214.7001

The 5 Marketing Musts Frankies Bikinis Is Using In Uncertain Times To Propel Wait Lists And Sell Out Its Sexy Swimwear Line

Even if summer is just around the corner, it’s the last thing you would expect in the middle of the COVID-19 retail upheaval. Record breaking swimsuit sales. Defying the odds, Frankies Bikinis 25 year-old Founder and Creative Director, Francesca Aiello has charted a decidedly unique marketing strategy resulting in wait lists and sold-out styles for her sexy swimsuit line.

The foundation of the brand’s current success is a continuing initiative to push forward and not only build sales but their social media. As a result, in the last month Frankies Bikinis online sales have increased by 50% along with a steady increase in their Instagram following accompanied by a 30% increase in social engagement.

These results are impressive in light of the current negative swimwear trends as cited by Edited with their data reporting, as the virus took hold, monthly drops between February and March 2020, which are normally peak months.

The current climate has also given brands the opportunity to reevaluate how they communicate with their customers. Aiello has embraced this approach by mobilizing five key initiatives in the past month that other brands might want to follow to create greater direct to consumer demand.

1. Maintain Consumer Engagement. Aiello explained that one of the main reasons for their “drastic growth has been our approach to social media. We strategically chose to continue posting content to our social media rather than pause in the midst of this crisis.”

The response was positive. Apparently customers were sending messages that the content Frankies Bikinis had been showcasing gave them a sense of normalcy, while there is so much uncertainty in the world, along with a sense of excitement for what was yet to come. Aiello observed, “There is so much negativity on the internet, and seeing dreamy images of the summer (we all hope to still have ) has been a breath of fresh air to our consumer base.”

2. Stay Creative And Fresh. While other retailers are canceling shipments, Aiello reinforced that “something that has always set Frankies Bikinis apart from others in their category is the consistent capsule collections that are released between their two major seasons - Resort and Spring/Summer.” This approach seemed particularly apropos right now.

Finding new inspiration and new fabrics, Aiello didn’t want to wait to share that with her customers. As a frequent shopper herself, especially for new arrivals, Aiello “always wants the latest and greatest.” As a result, Aiello, because she shared so many similarities with her target audience, implemented it into her current brand strategy to deliver the excitement of newness along with the knowledge that the brand’s capsule collections tend to sell out quickly.

3. Build Anticipation And Demand. Because Frankies Bikini’s capsule collections are in high demand, the brand posts “sneak peaks” to their social channels to build hype and excitement around the launch eliciting hundreds of comments from followers who want to plan what color or style they plan to go after as soon as it is released. For their latest collection launching today, the approach generated a 3,000 person wait list.

4. Build Relationships and Authenticity. Another marketing tool that Aiello has started implementing is putting herself in front of her customers more. Since founding the brand over seven years ago, Aiello has maintained a strong relationship with her customers which is something she attributes to the brand’s success.

Now more than ever Aiello is making an effort to put herself at the forefront of the brand and interact even more with its consumers. Whether that is doing Instagram live’s with other brands, sharing the brand story, continuously responding to comments and inquiries on social posts and messages, creating content to show how she is working from home and what she is doing to stay inspired during this time - Aiello is putting herself at the forefront to inspire followers and consumers - building an even stronger relationship with her and the brand. 

5. Inclusivity. Finally, Frankies Bikinis is growing significantly in regards to awareness of their message of inclusivity. It has become a staple in the brand as Aiello has created more pieces that will fit and flatter as many body types as possible wiht a new size range from XS to XL. Every style offered includes a range of coverage options and silhouettes so that every customer can find something that makes them feel confident when wearing it. 

Although rumors abound that consumers are not buying swimwear right now, Frankies Bikinis is beating the odds with a hyper-focused strategy on product, marketing and social outreach. As a result, they may actually be instinctively following what Dan Misener from Pacific Content advises, “Don't be the person at the party who only wants to talk about themselves. Talk about what you have in common with the audience, those shared values.”

The recent sneak peak release of their terry swim club collection, where specific styles of the swim, apparel and bucket hats sold out within a matter of days, garnered tremendous feedback on the sneak peak photos prior to launch. The brand also uses responses to sneak peak photos as a strong indicator of how collections will fare once launched.

This article originally appeared in Forbes, written by NJ Falk