Retailers hire fashion publicists to develop and promote a certain image to the buying public. To the fashion publicist, it's all about who you know. Those in fashion PR have important fashion editors and top designers on speed dial and collect contacts on a daily basis. The more people you know, the easier it is to promote something.
People skills are essential to those interested in fashion PR. Since the job is basically communicating constantly, it is important to know how to get a point across and how to be likable and graceful under pressure. Another important quality to have is ambition. Since fashion PR is a highly competitive field, only the most driven will make it through and get the job of their dreams in fashion PR.