Skip to main content
The Business of Fashion

Marketing / Branding

Back to Marketing
Marketing

Why Luxury Marketing Is Getting More Restrained

Rather than chasing viral spectacle, brands from Chloé to Prada are stripping back their marketing to prioritise their core DNA.

Marketing

Why Fashion Is Betting on High-End Groceries

$50 bone broth and $20 smoothies have made the likes of Erewhon and Happier Grocery status symbols and buzzy marketing channels for fashion and beauty brands aiming to engage affluent shoppers on their local turf.

Marketing

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.

Marketing

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.

ADVERTISEMENT

Marketing

Why Hollywood Executives Are Fashion’s New Power Hire

As content and entertainment become increasingly central to brands’ marketing strategies, companies from Gap to E.l.f. are broadening the talent pool, considering everyone from entertainment IP experts to filmmakers.

Marketing

For Some Brands, Pride Month Is Sexy Again

Labels like Away and Levi’s have moved on from bland rainbows to more daring takes on Pride month.

Marketing

How Books Became Fashion’s Favourite Flex

Fashion brands from Coach to Dior are piling into literature as books become key status symbols and markers of knowledge and taste in an age of visual overload and AI slop. Which strategies have substance?

Marketing

Everyone Wants a Piece of ‘The Devil Wears Prada 2′

The rollout of the movie has been one big promotion party for the fashion industry — with participation from everyone from Walmart to Dior — showing fashion and Hollywood’s appetite for partnership is only growing.

ADVERTISEMENT

Marketing

Perfecting the Art of Pre-Marketing

Brands are turning launches into months-long narratives, building waitlists and dropping hints for consumers to decode ahead of time. But the strategy only works if they know when to stop teasing and start delivering.

Marketing

Can Gap Keep Up Its Hot Streak?

Gap’s brand strategy is leading on culture but trailing on the fundamentals that endure beyond marketing moments, according to the latest analysis by BoF Insights.

Marketing

Why Some AI Ads Flourish and Others Fail

The mixed response to luxury’s experiments with AI imagery is linked to a deeper question: Is the new technology expanding creative possibilities or undermining the sector’s promise of human artistry?

Marketing

Case Study | The Fashion Marketer’s Guide to AI

Marketers have moved from experimenting with AI to harnessing it as a structural part of daily operations that can boost productivity and human creativity when used correctly. This case study breaks down the best practices to streamline workflows without sacrificing brand integrity or the human element of marketing.

Page 1

keyboard_arrow_right