Skip to main content

Branding

Latest News & Analysis
Beauty

Puig’s Plan to Go It Alone

Seven months after a merger with the Estée Lauder Companies fell apart, new chief executive José Manuel Albesa unveiled a multi-pronged plan to double the company’s size all on its own.


Partner Content

How to Measure the Marketing Impact of Desirability

Launchmetrics CMO Alison Bringé and sibling studio founder Lucinda Bounsall discuss how fashion and beauty brands can measure the attention they generate and translate it into business value.


Beauty

Founders Must Have Influence, Too

Whilst also building their business and their teams, everyday founders are realising they’re at a disadvantage if they don’t build their personal brand at the same time.


Sports

How Asics Has Become Sportswear’s Exception

Despite struggles in the sportswear industry, Asics has maintained its momentum so far in 2026. Asics president and chief operating officer Mitsuyuki Tominaga explains how the company turned things around over the last decade and how it’ll keep moving forward.


ADVERTISEMENT

Retail

Beyond Hype: Scarcity Shoppers Can Believe In

Brands are finding success with products that are scarce because of real constraints, such as the materials and craftsmanship involved, as consumers tire of chasing limited drops engineered to sell out.


Retail

What Buyers Really Want From Emerging Designers

From Net-a-Porter to Moda Operandi, buyers from around the world break down what it takes for retailers to back a young brand in 2026.


Retail

Olivier Bron on Making Bloomingdale’s Desirable Again

Bloomingdale’s chief executive Olivier Bron joins Imran Amed on The BoF Podcast to discuss how a name every American knows is re-earning its place in luxury and why he sees Europe’s biggest houses wrestling with the same problem.


Beauty

How Big Can E.l.f. Get?

This week, Priya Rao wonders if the conglomerate’s hero brand can really be a multi-category proposition.


ADVERTISEMENT

Luxury

Why Did Chanel Invest in Mid-Tier Watchmaker Ebel?

Chanel joined independent watchmaker F.P. Journe in the $66.5 million purchase of the Swiss brand, a big bet as mid-range watches are hardest hit by an industry slump.


Beauty

How Collagen Jelly Pouches Became Beauty’s Latest Viral Craze

Collagen supplements have been staples in Asia for decades. Now, they’re gaining traction in the West, fuelled by viral jelly pouches and trendy drinkable formats. But not everyone is buying in.


Retail

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.


Beauty

Swedish Hair Brand Björn Axén Names New CEO

Onur Aktas has been appointed chief executive of the Stockholm-based label as it plots global expansion.