Agenda-setting intelligence, analysis and advice for the global fashion community.
Vera Bradley’s latest ad doesn’t look like an ad at all.
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Bravo’s flagship franchise has been around for nearly 20 years, but its crossover into the fashion industry has only just begun. For marketers, it represents another opportunity to tap into a cultural asset with a devoted fanbase.
Brands are reverting to retro celebrity testimonials to drive awareness and renewed interest among ad-weary consumers.
Legacy retailers like Hollister and Pacsun are finding strong momentum with Gen-Z by doubling down on activations that deliver utility, community and social media shareability.
Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.
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 Estée Lauder-owned beauty company and The Ordinary parent will relaunch one of its original brands as it moves to rekindle its reputation for incubation.
Wholesale remains essential for the luxury industry, but the rules of engagement have changed. Brands need to know how to minimise the risks and maximise the rewards in their relationships with multibrand players.
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.
