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SPICE Q&A PR - Charles Duchêne (PR & Communication Manager)

Why do you like working in PR / Branding? 

The aspect I love the most about my job is the relational side of it. Whether internal or external, I’m in daily contact with a very large variety of people. I love collaborative work and finding creative ways to make ‘things’ happen. I love to fully handle projects; begin from scratch and see them happen. Whether we are talking about an event, a photoshoot, or a collaboration. 

What advice would you give someone who is at the start of his/her career in PR / Branding?

I would definitely recommend being versatile and adaptable. We are in a very fast moving sector (and even more so when working in fashion) and change is happening all the time. Being alert and putting yourself in question frequently is necessary and will get you further in your career when working in Marketing/PR. 

What is the most important lesson you have learned from working in this industry?

To be UBER-social and to treat everyone equally and with respect. It’s a very small world and industry and you’ll never know who will cross your path in the future. You also learn a lot from other people and it makes you evolve personally and professionally. 

What is the biggest change within PR & Branding since COVID-19?

The rapid transformation to digital and how investments have shifted is the biggest change that COVID brought. We are giving greater attention to actions which have a clear return on investment or that are long-term driven for the longevity of the business. Namely: customer experience management, customer data, digital advertising, and creating an omni-channel experience. 

What role does social media play in your strategy?

Social media plays a key role in our strategy. It is our window to the world – there are no borders anymore. Through Instagram, Facebook, Youtube (and others) you can showcase who you are as a brand and what you stand for. We are now looking to expand even further and differentiate content from channel to channel even more than we currently do it.  

Do you work with influencers? Why do you, or why don't you?

We do work with influencers but in a very controlled way. We do not have mass influencer marketing strategy or budgets. We like to keep it genuine and opportunistic with influencers who really like the brand. With the help of our international PR agencies, we choose a limited amount of profiles that fit our brand and give them the liberty to choose the pieces that they like. There are multiple reasons to work with influencers: external content that we can use on our channels, drive to shop, and the acquisition of new followers/potential customers. Ideally the three aspects come hand-in-hand.





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