Agenda-setting intelligence, analysis and advice for the global fashion community.
Marketers spent much of the last year confronting a hard truth: the data and analytics they’ve long relied on to measure campaign success and inform future decisions may not be as reliable as they once thought.
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It’s more expensive than ever for beauty brands to advertise on Google, as competition in the digital ad space for the category heats up. Here’s how brands can adapt.
In the last year, many companies focused on short-term sales in a bid for survival. Now, they must shift their marketing strategy towards a hybrid approach that re-prioritises telling a brand’s story.
Once considered fringe, platforms like Reddit, Discord and Twitch are attracting the attention of digital marketers aiming to diversify their channel mix away from Instagram.
As brands release their first spring ads, those that make an emotional appeal with fresh talent are resonating – as long as they remember to put the product front and centre.
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
Ryan Murphy’s smash hit chronicling the ill-fated romance of Carolyn Bessette-Kennedy and John F. Kennedy, Jr. is reshaping the trend cycle.
This week on The Debrief, BoF correspondent Lei Takanashi explains why the industry remains tethered to a small circle of established rap stars and whether a new generation of talent can break through.
The Swedish fast-fashion retailer is one of a shrinking number of companies that’s still drawing attention to its emissions goals. Plus, a Shanghai Fashion Week preview.
Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.
Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?
Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.
