The fashion industry employs about 4.70 million people; 3.6 million in retail sales, 470,000 in textile production and 573,000 in apparel production. New York has been the nations fashion capital, employing an average of 100,000 New Yorkers every year.

The entire retail industry itself is responsible for 11.6 % of all U.S. employment with almost 16 million people gainfully employed. Unemployment is currently at 5.4 %, just .3 % up from the nations total as a whole. The 10 year employment outlook for the entire retail industry is projected to increase at least 11 % from its current standing.

Retail fashion sales have been on a steady incline since 2003 when the total U.S. apparel sales reached an impressive166 billion dollars. Then in 2004 the U.S. grew to 173 billion and finally in 2005 had an all time high of 181 billion; a four % increase over 2004. (Source: NPD Group)

Many experts believe that part of the increased sales has been predominantly in a slight change of men’s attitudes towards fashions; tailored fashions to be exact. It seems that in 2005 men were dressing to the nines in designer/tailored suits and accessories; up seven % from previous 2004 sales. Most of these well dressed men were of younger demographic group, which gives some future foresight of trends to be on the lookout for the next couple of years.

Employment in the PR industry is staged to be at an all-time rapid increase, but the competition for the best jobs will be competitive and fierce to say the least. Advertising, marketing and public relations managers held around 500,000 jobs over the past few years in the United States. The median average earnings for those in the PR industry are $55,000, with the opportunity of bonuses that can equal as much as 10% of their salaries for a job well done. The median annual earnings in the PR industry for May 2004 according to the U.S. Department of Labor were:

Advertising and related services $50,450
Management of enterprises $47,330
Local Government $44,550
Universities and professional schools $39,610
Labor, political and professional business $45,400

Of course the lowest 10% earned less than $25,750 and the top 10% earned $81,120 and higher, so there is quite a large spread between these medians. But this is usual for most any business.

As the PR fashion industry is concerned much with media and the best sources to promote their clients, it is helpful to take a look at where most of these clients are spending their dollars towards advertising. According to the Advertising Age 2006 Fact Pact, it would appear that direct mailing, newspaper and network television are the highest paid media sources in the industry.

The complete list of advertiser spending dollars (in USD millions) is as follows:

1. Direct Mail $52.19
2. Newspaper $46.61
3. Broadcast Television $46.26
4. Cable Television $21.53
5. Radio $19.58
6. Yellow Pages $14.0
7. Consumer Magazines $12.25
8. Internet $6.85
9. Out of Home $5.77
10. Business Publications $4.07

Of the top media companies, Time Warner appears to have the most sales and revenue (in USD millions) generating from advertising. This is also shown in the Advertising Age 2006 Fact Pack:

1. Time Warner $37,008
2. Viacom $21,473
3. Comcast $20,103
4. Walt Disney $17,408
5. NBC (General Electric) $12,463
6. News Corp $11,405
7. Direct TV $9,764
8. Cox Enterprises $8,579
9. EchoStar Communications $6,677
10. Clear Channel Communications $6,490

As a PR specialist you will be working side-by-side designers in the fashion industry, so it is helpful to be aware of a few statistics available about designers themselves in the industry. The jobs of fashion designers are expected to rise over the next six years as much as 12%.

The Princeton Review has found that by the second year of business, 8% of fashion designers have quit their line of clothing. By five years, almost 50% of designers have dropped their line and left the fashion business all together. So as a fashion PR it is be important to be on a constant look for new clients, as many of them will come and go and need to be replaced on a rolling basis.

Many fashion publicists gloat over the signing of a very prospective designer and often project a year’s income based on assumed jobs performed for that client. However, each job is of a single contract oftentimes and you never can be sure where your next paycheck is going to be since the world of fashion is constantly changing and very fast paced. Always keep your eye out for the next up and coming designers; most of their short-lived careers are as fleeting as a summer day on the North Pole.

Read more about becoming a fashion publicist.