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How BFF Marketing Became the M.O. for Women’s Direct-to-Consumer Brands

The approach — predicated on the notion that a brand is your ‘best friend forever’ — is the core narrative behind the rise of some of the most successful direct-to-consumer womenswear and beauty brands.
Réalisation Par campaign | Source: Facebook, Rouje campaign | Source: Courtesy, and Reformation campaign | Source: Facebook
By
  • Pandora Sykes

LONDON, United Kingdom —

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