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The Business of Fashion

Marc Bain

UK Editor

Marc Bain is the UK Editor at The Business of Fashion. He is based in London and oversees BoF's case studies and executive memos, as well as driving its technology coverage. He was previously a reporter at Quartz and holds a Bachelors in Journalism from New York University.

Executive Briefings

The Executive Briefing: How To Outperform the US Market; Chanel’s Designer Revamp; Zalando’s AI Advantage; Artists As Anti-AI Slop

BoF examines new mindsets of US shoppers and unpacks Chanel’s designer revamp. Also, how a fashion e-tailer is pulling ahead on AI and why fashion marketers are tapping artists. Read on for your analysis of September’s top news.

Technology

Could Meta’s Muse Change How We Shop?

The tech giant’s new AI agent brings the prospect that consumers could routinely use the technology to shop a step closer to reality.

Technology

Why the Robots at Vogue World Hit a Nerve

The online backlash to the robots’ appearance at Vogue’s annual spectacle speaks to a larger feeling in fashion that AI and technology have become inescapable, despite worries they are a threat to human craft and creativity — and even humanity itself.

Technology

The Fashion E-Tailer Pulling Ahead on AI

Zalando is using artificial intelligence to boost growth and efficiency, including a 90 percent reduction in the cost of creating website content. BoF went inside the push to win the AI race at Europe’s largest online fashion retailer.

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Technology

Has Fashion Had Enough of AI?

As AI makes digital imagery even easier to fake, BoF's Diana Pearl and Marc Bain join Sheena Butler-Young on The Debrief to unpack why some luxury brands are betting on real artists and handmade craft to win back customers who feel alienated by a fashion industry built for the screen.

Executive Briefings

The Executive Briefing: What Makes a Great Store; The Declining Importance of Follower Counts; Feeding Instagram’s Ad Machine

BoF picks the world's best independent fashion retailers, British brands rush to the US and follower counts matter less than ever. Read on for your analysis of August's top news.

Technology

Is Fashion Stuck in Its Simulation Era?

A garment’s image has become more important than the garment itself, commentator Eugene Rabkin argues in a new book. While technology helped create this situation, it could also be part of the solution.

Luxury

How Brands Can Still Win Over Back-to-School Shoppers

Consumers are feeling the pressure of inflation, high gas prices and economic uncertainty this back-to-school season. But they’re still spending on fashion — when brands can prove they’re worth the money.

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Technology

The Reason Your AI Investments Aren’t Paying Off

Investment in artificial intelligence promises to help fashion companies work faster, smarter and more efficiently, but one key obstacle stands in the way of good returns.

Executive Briefings

The Executive Briefing: What Luxury Shoppers Want; Retail’s New Hot Spots; The Backlash Against Polyester

Luxury clients reveal what makes them buy, brands share the sports marketing strategies that work and shoppers reject synthetics. Keep reading for your analysis of July’s top news.

Technology

AI Search Is Coming to Fashion Websites

Brands are embedding ChatGPT-like tools directly into their e-commerce sites, with AI platform Daydream spurring adoption as it opens up its technology to third parties.

Technology

The Phia Scandal and ‘Cookie Stuffing,’ Explained

The buzzy startup, which has attracted capital from prominent venture-capital firms and a host of celebrity backers, was caught using a hard-to-spot tactic to claim credit for affiliate sales it didn’t earn.