Virginia Norris has launched her own public relations agency, Virginia and Partners, after her split from Aisle 8, highlighting the trend towards specialization in PR. The new agency, focused solely on fashion, will take several clients from her previous agency and is staffed by her former team. Norris emphasized that brands are consolidating spending during uncertain times and seeking specialist services, indicating a shift towards niche marketing strategies. Having a rich background in fashion, Norris aims to fulfill the demand for commerce-led strategies, influencer marketing, and innovative event solutions in the industry.
"People want access to specialists and they want to work with specialists," said Norris in an interview.
"It's tough at the moment and fashion is in a funny place. A lot of brands are looking at what they're spending on and how they can consolidate what they're doing with agencies. The world is [becoming] completely niche," said Norris.
Her new agency will be solely fashion-focused and she's taking a handful of clients with her including BoConcept, Bluebella, and Dune London.
Norris, who is a Central Saint Martins graduate, started her career as a fashion assistant at The Fashion, a biannual magazine.
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