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Think of it as a letter of introduction, your chance to grab (or lose) a reader's interest. Tell them why they
should care about your business. Also include a summary of what is in the press kit. This is like a table of
contents. Write the date and address of the company you are sending it to on the top of this page. On the
bottom include contacts of your company, sales reps, pr agency.

*rework with drafts of other sales letters- work on draft today

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This is a summary of your company including history and important points in a one-page format. It should
include what your products are, when the company was founded, headquarters, executives or other
important people in the company and their positions, how the products are distributed, awards, and other
relevant information on your company.

*company profile- send to chloe for approval

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his does not have to be very detailed. What you want to include is how the designer got started, where they
were educated, past job experiences relevant to the industry, where they are from, when they were born,
where they live, if they are married and have kids briefly state so. If applicable list some interests,
community involvement, and awards received.

*designer profile complete

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Include a photograph of the designer. The picture should be a professional looking headshot. Black and
white is best. Having it done by a photographer is a good idea as well. If you are snail mailing to an editor,
the back of the photo should have a sticker with your name in case it gets separated from the press kit.
Photos of current collection, look books, collection videos etc..should be included, since you want to show
your fashions. You can include slides, videos of fashion shoots, or have digital pictures on hand to email.
Include company name, number and contact information with all photos.

Don't send original copies; chances are you won't get them back.

* lookbook?

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Include copies of press you or your product has been in. These include magazine layouts, newspaper
articles. Make sure the copies are legible, clear, and look professional.

*collect?

You can include a separate sheet with SALES INFORMATION AND LINE SHEETS which list prices and
sales rep contact info.

*wholesale info?


These are one-page sheets giving reporters compelling reasons to review your product.
The first paragraph describes your product.
The second paragraph describes its benefits.
If necessary the third paragraph describes the applications or the different ways the paragraph can be used.
Include company contact information and order information.
It can also include comparisons to competing products.


These are testimonials from celebrities include a quote if possible.

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Many editors still prefer to receive press kits the old fashion way, by snail mail. For those that do, follow
these standard format guidelines:
Press kits are assembled in a folder with inside pockets. Expensive folders with expensive graphic detail are
not necessary. You can use a $.50 folder with a sticker of your company logo on it. Papers in the press kit
do not have to be expensive or thick either, but they should include company letterhead.

What is important is that everything looks professional and be consistent with the image of your company.
Everything should be neat and organized. A press kit represents your company.

If you use a two-pocket folder, (you don't have to) the right pocket should first hold the summary sheet.
Behind the summary sheet if you have a lead press release that explains what the news is, include it. If you
have earlier press releases about your company or products include it behind the first press release.

On the left hand side include first the photo of designer, followed by biography of the designer, the
company fact sheet or backgrounder information. Case histories, reviews, press articles and other materials
can be inserted behind.