Well—how did I get here?

This is the first installment of our new regular blog feature, “Well—how did I get here?” featuring first-person stories of our team members and their interesting journeys to The Martin Group. First up: Senior Public Relations Manager Casey Frantz. Take it away, Casey. 

Over the past decade, my world revolved around fashion. From coordinating editorial shoots to assisting with presentations and drafting pitches for new collections, I was fully immersed in the elite fashion world I’d long aspired to join. 

Looking back, I see how my time in fashion built skills and perspectives that are now influencing my career in Buffalo. Lessons in adaptability, communication, and navigating change are guiding me in this next chapter.   

In a recent interview with Buffalo Business First, I reflected on my journey—sharing career highlights and how those experiences shaped me as a communicator. 

Lessons in fashion 

Working in fashion isn’t for the faint of heart. Like any high-speed industry, the pressure is relentless. I’ve faced editor scoldings over a missing scarf, crises from a celebrity’s misstep, and the sting of social media backlash. The scrutiny is brutal. 

But the rewards are real. Watching a runway show I helped execute—even if it lasted only minutes—or seeing coverage in a top publication after weeks of planning reminded me why I wanted to work in fashion in the first place. 

When I started, I worked exclusively with print media on the editorial side. My daily conversations were with editors at Vogue, Harper’s Bazaar, and ELLE. Though exciting, I realized that focusing on only one area could limit my career. I could see the communications landscape was shifting. With the rise of influencers and content creators—and the decline of print publications—I knew I needed to adapt with the times and broaden my experience.  

I was fortunate to work with brands ranging from Coach to Theory and then to Schutz, but I see now more than ever that the fashion landscape shows no signs of slowing down. With new social media platforms emerging and a charged political climate, brands are scrutinized more closely than ever before, and as communicators, we must anticipate what’s next.  

What goes around comes around 

Now as a fashion outsider, I can view the industry’s evolution from a fresh perspective. From the recent appointment of Chloe Malle to lead editorial content at Vogue US after Anna Wintour’s historic step back, to Jonathan Anderson’s appointment at Dior as the first creative director to oversee women’s, men’s, and haute couture collections, fashion once again proves that change is the only constant. 

As communicators, our job is to stay current and one step ahead of the curve. That’s no easy task. But if you understand your brand, your audience, and your goals, you can build something lasting and meaningful. 

When bad publicity hits—as it inevitably does—ask: How will I control the narrative? Critics will surface, whether insiders or consumers who miss the story. The key is to adapt quickly, keep the narrative moving, and ensure the brand’s voice remains consistent and strong.  

No place like home 

Moving back to Buffalo wasn’t something I planned. The idea lingered over the years, but with my career deeply rooted in fashion, I wasn’t sure how it would translate back home. It wasn’t until after I left fashion that I realized what it had given me: a strong foundation I could apply to any field.   Every communicator should strive to be forward-looking and adaptable. It’s that willingness to act decisively that fuels growth—and reveals opportunities you never imagined.

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