Susan Ashbrook with members of Beyond the Front Row, who hosted the event

On Wednesday, November 2, Susan J. Ashbrook, author of Will Work for Shoes, made a stop by the School of Fashion to discuss her book. While working for Richard Tyler in the ‘90s, Susan realized that something was missing in the fashion industry – a direct link between major fashion houses and celebrities. Susan left Richard Tyler and started her own company, Film Fashion, and worked to pair designers with celebrities for red carpet events. She is practically the fairy-god-mother of red carpet marketing, and we were lucky enough to learn some of her tips and tricks of the trade!

Susan’s Top Tips:

When connecting your brand to a celebrity, make sure that the celebrity’s values are similar to your company’s and to the values of your target market – because if it isn’t believable, it won’t be effective.

Follow the jump to read more! Read more…

Beyond the Front Row is hosting a discussion/Q+A and book sale/signing with author Susan J. Ashbrook this Wednesday, Novemeber 2. Her first book, Will Work for Shoes, details the art and business of red carpet marketing. After working as the Public Relations Director for Richard Tyler, Ashbrook founded her own company, Film Fashion – one of the first companies to pair celebrities and designers in order to gain media coverage. Her book discuses the development of celebrity marketing and offers advice for emerging designers to get their garments on the red carpet. She will be answering questions, offering advice, and giving a glimpse into the glamorous world where fashion meets film!

WHAT: Beyond the Front Row hosts Susan Ashbrook, author of Will Work for Shoes, for a Discussion/Q & A and book signing

WHEN: Wednesday, November 2, 2011 – Discussion/Q+A from 4:30-5:30 PM, Book Sales/Signing from 5:30-6:30 PM

WHERE: 625 Polk St., Room 201

Will Work for Shoes, by Susan Ashbrook, explores the ins-and-outs of effective celebrity product placement. Ashbrook pioneered the field of celebrity marketing, starting her own company, Film Fashion, that acted as a liaison between major fashion houses and Hollywood celebrities. Her book offers strategies and tips for budding designers (or anyone with a great product!) to gain exposure for their clothing – exposure that could make you the next big thing.

So for all of you aspiring fashion designers (or marketing execs!), this book will let you in on all of the tricks of the trade and have your fabulous fashions on the red carpet in no time!