Olaplex Names New CEO
Christoph Kaul will succeed Amanda Baldwin, who led the hair care label through its acquisition by Henkel earlier this year.
Performance Marketing
Latest News & Analysis
Sports
Inside Fashion & Sports E-Commerce: Focusing on What Matters
This new flagship report reveals that fashion and sports leaders are chasing what’s new in e-commerce while fundamental challenges remain unresolved. Based on surveys of 10,000 consumers and 150 senior leaders across the UK, Germany, France, Italy and Spain, it shows brands and retailers where to focus to innovate without losing sight of what drives success.
Inside Fashion & Sports E-Commerce: Focusing on What Matters
This new flagship report reveals that fashion and sports leaders are chasing what’s new in e-commerce while fundamental challenges remain unresolved. Based on surveys of 10,000 consumers and 150 senior leaders across the UK, Germany, France, Italy and Spain, it shows brands and retailers where to focus to innovate without losing sight of what drives success.
Media
The Influencer Follower-Count Era Is Ending
BoF US Editor Diana Pearl joins Sheena Butler-Young on The Debrief to explain why the number at the top of a creator's profile no longer tells brands what they need to know — and what's replaced it.
The Influencer Follower-Count Era Is Ending
BoF US Editor Diana Pearl joins Sheena Butler-Young on The Debrief to explain why the number at the top of a creator's profile no longer tells brands what they need to know — and what's replaced it.
Marketing
Why Fashion Brands Need More Instagram Ads Than Ever
As Meta’s AI-powered advertising system demands a growing supply of creative content to feed to users, fashion brands face a new challenge: how to keep up without sacrificing brand identity.
Why Fashion Brands Need More Instagram Ads Than Ever
As Meta’s AI-powered advertising system demands a growing supply of creative content to feed to users, fashion brands face a new challenge: how to keep up without sacrificing brand identity.
Partner Content
How Creative Promotions Are Reshaping Customer Engagement
Talon.One’s ‘Creative Currencies in Promotions’ explores how brands are moving beyond traditional discounting and using promotions to create stronger customer engagement, emotional connection and long-term loyalty. Here, BoF shares key extracts from the report, alongside analysis of the shifts reshaping promotional strategy.
How Creative Promotions Are Reshaping Customer Engagement
Talon.One’s ‘Creative Currencies in Promotions’ explores how brands are moving beyond traditional discounting and using promotions to create stronger customer engagement, emotional connection and long-term loyalty. Here, BoF shares key extracts from the report, alongside analysis of the shifts reshaping promotional strategy.
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Partner Content
Fashion and Beauty Leaders Gather in New York to Unpack AI Adoption
The Business of Fashion convened senior leaders from Amazon Fashion, Calvin Klein, and Victoria Beckham Beauty, among others, to explore its latest coverage of artificial intelligence.
Fashion and Beauty Leaders Gather in New York to Unpack AI Adoption
The Business of Fashion convened senior leaders from Amazon Fashion, Calvin Klein, and Victoria Beckham Beauty, among others, to explore its latest coverage of artificial intelligence.
Global Markets
Fashion Needs to Rethink Its Ramadan Formula
Middle East retailers are urging global brands to sync with customers’ rhythms during the Muslim holy month and move beyond marketing spectacle to more culturally grounded campaigns.
Fashion Needs to Rethink Its Ramadan Formula
Middle East retailers are urging global brands to sync with customers’ rhythms during the Muslim holy month and move beyond marketing spectacle to more culturally grounded campaigns.
Retail
How Centring Community Kickstarted Kotn’s Growth
After growing a post-pandemic cult following and making a shift towards community-first brand building, the independent Egyptian-Canadian brand is now expanding its global footprint.
How Centring Community Kickstarted Kotn’s Growth
After growing a post-pandemic cult following and making a shift towards community-first brand building, the independent Egyptian-Canadian brand is now expanding its global footprint.
Retail
Why Brands Started Taking TikTok Shop Seriously
In the last year, TikTok Shop’s sales have ballooned as startups and established labels alike latch onto the platform for sales growth. But sellers will need standout products and content to avoid getting lost in a crowded marketplace.
Why Brands Started Taking TikTok Shop Seriously
In the last year, TikTok Shop’s sales have ballooned as startups and established labels alike latch onto the platform for sales growth. But sellers will need standout products and content to avoid getting lost in a crowded marketplace.
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Direct-to-Consumer
How to Build a Male Influencer Brand
A new cohort of fashion startups helmed by male creators is gaining ground. To build labels with influence beyond their founders’ niche audiences, they’re opening retail stores and forging collaborations.
How to Build a Male Influencer Brand
A new cohort of fashion startups helmed by male creators is gaining ground. To build labels with influence beyond their founders’ niche audiences, they’re opening retail stores and forging collaborations.
Marketing
How to Acquire Customers with Instagram Ads in 2025
As paid marketing on Meta gets cheaper and easier to target customers, brands are getting more strategic about the content that attracts consumers at different points in their shopping journey.
How to Acquire Customers with Instagram Ads in 2025
As paid marketing on Meta gets cheaper and easier to target customers, brands are getting more strategic about the content that attracts consumers at different points in their shopping journey.
Retail
As Foreign Tourists Stay Away, US Retailers Dust Off Their Covid Playbooks
International visits to the US are falling fast due to tariffs and growing tensions between America and the rest of the world. The silver lining for retailers: they’ve been down this road before.
As Foreign Tourists Stay Away, US Retailers Dust Off Their Covid Playbooks
International visits to the US are falling fast due to tariffs and growing tensions between America and the rest of the world. The silver lining for retailers: they’ve been down this road before.
Marketing
What Fashion Marketing Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help marketing professionals decode fashion’s creative and commercial landscape.
What Fashion Marketing Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help marketing professionals decode fashion’s creative and commercial landscape.
The News in Brief
Perelel Expands C-Suite, Tapping Rare Beauty’s CMO
Known for its prenatal vitamins, the wellness label has hired Rare Beauty's Ashley Murphy as its chief marketing officer, while Anjelika Temple moves into the chief creative officer role.
Swiss Watch Exports Grow for Fourth Month, Overcoming US Slump
Exports in August were buoyed by China and Japan, despite a sharp decline in shipments to the US.
Alexandre Arnault Joins Nike’s Board of Directors
The LVMH executive joins Nike’s board as the sportswear giant prepares to be removed from the S&P 100 index after nearly two decades.
Matthieu Blazy, Sarah Burton, Haider Ackermann Among Nominees for BFC Designer of the Year
The Fashion Awards ceremony, set for Nov. 30, will also recognise the BFC’s second Vanguard award recipient, recognising emerging British design talent.
Supergoop Announces Chief Commercial Officer
The sunscreen label has appointed former Coty executive Jamie Parker to the newly created role as it gears up to become a “global skin health company.”
Mytheresa Owner’s Sales Rise as Ultra Wealthy Keep Shopping
LuxExperience posted a rise in sales as the luxury multibrand platform’s strategy of catering to the ultra wealthy helped it navigate a difficult environment for high-end fashion.
The Independents Acquires Production Studio Smuggler
The global collective has brought film studio Smuggler under its umbrella to bolster its entertainment capabilities.