Sheena Butler-Young
Senior Correspondent
Sheena Butler-Young is Senior Correspondent at The Business of Fashion (BoF). She is based in New York and covers workplace, talent and issues surrounding diversity and inclusion. She is the former deputy editor of Footwear News magazine and the recipient of Penske Media Corporation’s Journalistic & Creative Excellence Award for her coverage of diversity issues in fashion. She has a Masters in Mass Communications from Southern Illinois University in Edwardsville, Illinois.
Inside the Battle for Luxury’s Million-Dollar Salespeople
A great associate can generate millions in sales and build a following of loyal clients. Stores are increasingly courting them with everything from lucrative pay packages to the resources and freedom to run businesses of their own.
Why Nike Can’t Find Its Next Hit
A muted comeback for the ‘Royal’ Air Jordan 1 exposes cracks in Nike’s turnaround effort. BoF’s Mike Sykes joins Sheena Butler-Young to unpack why scarcity alone won’t save Jordan brand and what it will take for Elliott Hill’s Nike to feel essential again.
The Generation Fashion Forgot
As fashion brands remain focused on courting younger consumers, BoF’s Sheena Butler-Young and Diana Pearl unpack why the industry may be overlooking one of its most valuable customer groups: the mature shopper.
Fashion’s Next Growth Opportunity Isn’t Gen Z
Brands like Evereve, Ulla Johnson and Frances Valentine are courting older shoppers with spending power and brand loyalty, without sacrificing their youth appeal.
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Who’s to Blame for Bad Customer Service?
After Kelly Clarkson’s viral clash with a Brooklyn boutique, BoF’s Jessica Kwon and Cathaleen Chen join Sheena Butler-Young on The Debrief to unpack why customer service keeps failing shoppers — and who’s actually paying for it.
Why Is It Still So Painful to Shop in Stores?
Kelly Clarkson’s viral feud with an independent Brooklyn toy store has ignited debate over poor customer service, which experts say can be remedied with investment in training and employee motivation.
The Verdict on Luxury Fashion’s Designer Reset
A year into fashion's biggest wave of creative director changes, BoF's Chief Luxury Correspondent Robert Williams joins Sheena Butler-Young on The Debrief to break down which luxury houses have turned new talent into momentum — and which are still finding their footing.
Luxury’s Italian Supply Chain Reckoning Isn’t Over
Nearly two years after investigations exposed labour abuses in Italy’s luxury supply chain, brands have strengthened oversight and increased audits. But questions around pricing pressure, subcontracting and accountability remain. BoF global markets editor Sarah Kent joins The Debrief to unpack what has changed — and what hasn’t.
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Fashion’s Latest Obsession: The Grocery Store
Gourmet grocers have become an unlikely marketing partner for fashion and beauty brands looking to deliver novelty and experience in a crowded marketing landscape. BoF marketing correspondent Haley Crawford joins Sheena Butler-Young to unpack what’s driving the trend — and where it risks becoming just another photo op.
Can Fashion Sell a New Generation on Trade Jobs?
BoF commercial features editor Dan Hastings joins Sheena Butler-Young on The Debrief to explore how rising tuition costs and the disruption of AI could give fashion a new opportunity to attract young workers to careers in tailoring, patternmaking and other skilled trades.
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.
Can AI Ignite a New Generation of Fashion Tradespeople?
As artificial intelligence reshapes perceptions of white-collar work and four-year degrees face greater scrutiny, fashion brands see an opening to rebuild a dwindling pipeline of skilled craftspeople.