Page 28
Moira Niu
Moira Niu is the face behind budding fashion PR agency Crescent. Founded in 2018, the agency represents international fashion designers, mainly from Asia and offers a full scale of PR and marketing services, including press coverage, influencer marketing, celebrity dressing and media pitching to journalists and editors. Additionally, the full circle agency offers event management, Fashion Week runway show management and fashion production for campaigns and look book shooting.
Born in Beijing, Moira relocated to the UK in 2016 to undertake her second Master's degree in media and creative enterprise at Birmingham City University. She completed her Bachelor's in Media studying TV, broadcasting, editing and directing, with aspirations at the time of becoming a journalist. After taking on an internship at China Central Television, she realised she wasn’t excited and that there wasn’t much influence she could have as a journalist as she had initially thought. “It was during my studies [in the UK] that I developed a strong interest in fashion,” she told WOTC. “ I was working in Harper's Bazaar China as the social media manager and assistant to the EIC back in the day. I decided to do something related to fashion and can make great changes and contribute to the industry.”
Moira discovered the importance of building a strong brand image - one the customer understood, particularly for international fashion brands wanting to sell their products in other markets. “A lot of Asian brands don't perceive this rule very well, and so I developed this idea that I would like to be a bridge and a connector to the brands who wish to root themselves in the UK and EU market, in the correct way.
Moira’s practices and brand ethos, which is to ‘connect, deliver and achieve', has awarded Crescent several clients in leading publications and in many boutiques in the UK and the US.
On the industry, Moira comments, “I think the industry now needs a change to embrace the diversity and minority and put value in what they do, actually making a notable contribution to this country, especially in fashion.”
Three tips she would offer to fashion businesses before enlisting the help of PR is first to pinpoint who their target audience is, establish a legitimate clothing production line and finally to understand the need for a PR budget. “A lot of brands nowadays believe that PR is unnecessary, and that they can contact influencers and stylists themselves. However, there is a whole strategy in PR. For example, we offer different strategies based on different brand styles and audiences, which normally in-house brands and designers wouldn’t be able to understand.
Find out more about the fastest growing lux agencies in the UK via crescentfashion.co.uk