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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

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Latest News & Analysis

BoF LIVE | The Fashion Brand’s Guide to Standing Out on TikTok

Join us for our next BoF LIVE on Wednesday, Sept. 16, at 15:00 BST / 10:00 EDT as the authors of our latest report ‘Inside Fashion & Sports E-Commerce’ unpack what really matters to customers when shopping online today.

As AI Floods the Feed, Fashion Marketers Tap Artists

From Hermès to Loewe, fashion houses are swapping hyper-polished digital graphics for watercolour, paper collages and craft to restore a sense of humanity.

BoF LIVE | Inside Fashion & Sports E-Commerce 2026-2027

Join us for our next BoF LIVE on Wednesday, Sept. 16, at 15:00 BST / 10:00 EDT as the authors of our latest report ‘Inside Fashion & Sports E-Commerce’ unpack what really matters to customers when shopping online today.

Caution: Marketing Roadblocks Ahead

This week, Meta agreed to pay up to $17 billion and implement significant changes to Facebook and Instagram to resolve claims that its platforms endangered children, with big implications for the social media industry and the marketers who depend on it.

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The #RushTok Marketing Strategies That Work

Five years after sorority rush first went viral, #RushTok has become a full-blown marketing machine, pushing brands to refine and extend their playbooks as competition intensifies.

Logging Off Is the New Luxury. How Can Brands Adapt?

As consumers — particularly Gen Z — seek out reasons to get offline, fashion and beauty labels are catering to this new demand with no-phone, sensory and analogue activations.

Why Follower Count Matters Less Than Ever

As brands gain better visibility into engagement, conversion and audience quality, the creator with the biggest following is no longer necessarily the most valuable.

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.

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Why Is ‘Influencer’ Still a Dirty Word?

Influencer marketing represents a nearly $44 billion dollar industry that’s set to surpass traditional media, but a stigma around its personalities and economics still persists. Should it?

Stone Island’s CEO on Growing a Brand Without Selling Out

Robert Triefus believes his role as a brand leader is not to invent authenticity. It is to protect it and leave it stronger than it is found. Two years of brand tracking with BoF's advisory team, BoF Insights, confirmed Stone Island could grow without losing the authenticity that has defined it for more than four decades.

Why Some Brands Are Roasting Themselves

While most marketers ignore or suppress criticism, some are learning to harness negative reviews and poke fun at themselves to disarm haters and connect with Gen Z.

The World Cup’s Biggest Fashion Moments in Five Charts

Data from the 2026 tournament reveals how a mix of reactive tactics, organic player influence and high-heat collaborations drove the real commercial value beyond official sponsorships.

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