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The London Fashion Agency
Business Support & Services
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Unit 76, 49 Effra Road
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Tell us your business story to date...
We are the UK’s only PR agency dedicated to offering independent brands affordable PR and resources. I started LFA in 2013 when I realised small product-based businesses had no support for PR aside from traditional retainers.
Our resources range from a £28 per month PR Subscription to support brands doing their own PR to full PR representation done the digital way. We pride ourselves on being totally transparent and offer services at a fraction of the cost of traditional agencies.
After finishing a textiles degree at university, I interned with a number of businesses to figure out what I wanted to do. In the summer of 2011 I started an internship with South London knitwear brand, Lowie.
I was given a pile of magazines on the first day and asked to call them to pitch product into their features. I didn’t have a clue if what I was doing was right but a few weeks later, coverage started to appear. I was hooked.
I started to look more into how small brands gained coverage in publications. PR retainers cost thousands and were totally unattainable for small businesses. I realised the frustration that brands faced when trying to do PR and decided to cut all of the costs from traditional PR to offer affordable, honest services that produced results. Keeping the business lean was key.
I never borrowed a penny to get the agency off the ground. I worked in pubs and nannyed to keep my head above water in the beginning. We have never outsourced anything - we built the website, the office desks and the agency on our own. If I didn’t know how to do something, I Googled it... It’s amazing what you can learn on the Internet. We have no investors or loans to pay which means I can keep costs affordable for our brands.
Fast-forward and LFA has outgrown 3 office spaces and our much-loved approach to PR gained the independent brands we work with over 300 pieces of magazine coverage in the last year alone. In 2016 I won Great British Creative Industries Entrepreneur of the Year. The LFA team are passionate about making PR accessible for all independent brands – follow our story on @ldnfashionagcy
What can we look forward to seeing from you?
Spring 2017 will see the launch of a subscription service that equips brands with the contacts and know-how to contact magazines themselves for just £28 per month. We’ve tested this - it works. Brands are better at selling their products to the press than PR agencies.
Can you share your 3 bits of advice for fellow entrepreneurs or anyone starting their own business?
Never turn anyone down for a coffee or a chat – you never know what it might lead to.
Be honest and kind to people you meet along the way.
Be patient and flexible. It might take testing the market and listening to your customer for you to see your scalable potential.
What has been the most fulfilling startup experience to-date? What did you learn?
When we taught a brand to do their own PR and then they got featured in Stylist magazine. The most fulfilling thing was realizing that brands could get into magazines themselves.
Is there anything you can offer to help other startup businesses?
PR is one of the most coveted aspects of any start-up – it has been inaccessible to small businesses, until now.
Our motto is #startsomewhere because your PR won’t do itself. We offer a range of service to help brands with DIY PR. Our most popular services are an hourly consultation with myself where we look at all aspects of your brand, social media and PR strategy and I give constructive feedback before the brand starts contacting publications.
Is there any help that are you looking for?
We are always looking to partner with small business networks. I talk regularly at events - exposing the PR process one talk at a time.
We are also looking for other businesses that sit alongside our model that we can refer clients to. Affordable, honest and friendly service businesses that offer SEO, Marketing, Email Marketing, Content Creation, Web Builds etc.