Agenda-setting intelligence, analysis and advice for the global fashion community.
It’s a well known, but often unspoken fact: the primary purpose of fashion shows today is to sell accessories. But lately, some brands are getting a little more blatant about it.
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Many fashion brands have prioritised manufacturing viral moments meant to create chatter online. But that alone can’t be the foundation of a brand’s marketing strategy.
The race to dress fashion’s biggest stars has gotten tighter — and brands are deploying fresh, social media-friendly tactics to generate buzz.
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Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.
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