Few fashion houses have been as savvy about social media as Donna Karan, where DKNY PR Girl's witty Twitter postings attract more than 386,000 followers. Started by Aliza Licht, the senior vice president of global communications at Donna Karan, in 2009, the DKNY PR Girl has a witty girl-about-town voice that fits in with the urban DKNY brand.
Licht, who has worked in PR at Donna Karan since 1998 and kept her identity secret until last October, when she revealed it in a YouTube video, didn't make it to Houston for a recent DKNY spring presentation at Neiman Marcus, but she sent a couple of gal pals, DKNY VP of sales Heather Bogen and retail coordinator Peggy Kitsch, to showcase spring trends and offer a monogrammed DKNY PR Girl tote, a multi-strand necklace or oversized beach towel with purchase.
Shoppers also received little bags of DKNY PR Girl's favorite candy to make it a sweet event.
See the DKNY PR Girl unmask herself on YouTube: