Fashion’s Social Media Darling, OscarPRGirl, Gives Glimpse Inside the World of Oscar de la Renta

Erika Bearman, SVP of Global Communications

in conversation with

FIT Alumna Melisssa Lefere-Cobb, SVP of Merchandising & Sales


oscar3Oscar de la Renta Senior VPs, Erika Bearman and Melissa Lefere-Cobb, a Fashion Buying Merchandising 1995 graduate, spoke at FIT as part of the Faces and Places in Fashion lecture series. Lefere-Cobb has been working for the company since 2004, serving as Senior VP of Merchandising and Sales with a focus on all lifestyle products, including fashion jewelry, childrenswear and home. Bearman, known as OscarPRGirl, has been at the company since 2009 as Senior VP of Global Communications. She has garnered over 2 million followers across the brand’s digital platforms.

The two covered a range of topics, including the label’s branding efforts, storytelling on social media, the connection between an Instagram photo and sales, and much more. The interview was what Lefere-Cobb referred to as her “Oprah moment,” carrying a funny, lively, girls-brunching tone that kept students and alumni in the audience fully engaged–all could be heard oohing and aahing at the slides and many were live-tweeting the very quotable fashionistas. Get a glimpse inside the world of Oscar and watch the video below!

“The voice was easy to figure out because it’s me as a storyteller or tour guide.”
-Erika Bearman

     

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