Branding
The Debrief | How Fashion Picks Its Hip Hop Style Icons
This week on The Debrief, BoF correspondent Lei Takanashi explains why the industry remains tethered to a small circle of established rap stars and whether a new generation of talent can break through.
The Debrief | How Fashion Picks Its Hip Hop Style Icons
This week on The Debrief, BoF correspondent Lei Takanashi explains why the industry remains tethered to a small circle of established rap stars and whether a new generation of talent can break through.
From Hype to Discipline: The New World of Influencer Marketing | Case Study
Influencer marketing is bigger than ever, but it’s also become more complex as the number of creators multiplies, consumers grow more resistant to blatant ads, platforms like Substack gain traction and new tools for tracking performance appear. Fashion brands need to update their strategies.
From Hype to Discipline: The New World of Influencer Marketing | Case Study
Influencer marketing is bigger than ever, but it’s also become more complex as the number of creators multiplies, consumers grow more resistant to blatant ads, platforms like Substack gain traction and new tools for tracking performance appear. Fashion brands need to update their strategies.
The Creator Economy’s Coming-of-Age Moment | Editor’s Letter
With influencer marketing sector expected to hit $44 billion this year, The Business of Fashion is looking deeper at this rapidly changing industry with a special package on the stakes it’s facing today.
The Creator Economy’s Coming-of-Age Moment | Editor’s Letter
With influencer marketing sector expected to hit $44 billion this year, The Business of Fashion is looking deeper at this rapidly changing industry with a special package on the stakes it’s facing today.
How Fashion Marketers Will Nab Attention in 2026
After a year of experimentation and noise, 2026 marks a pivot for fashion marketers toward slower advertising, more thoughtful creative risks and human connection, as brands recalibrate how to entertain, engage and earn trust in an age of AI and consumer exhaustion.
How Fashion Marketers Will Nab Attention in 2026
After a year of experimentation and noise, 2026 marks a pivot for fashion marketers toward slower advertising, more thoughtful creative risks and human connection, as brands recalibrate how to entertain, engage and earn trust in an age of AI and consumer exhaustion.
The BoF Podcast | Examining 20 Years of Fashion’s Influencer Economy
At BoF VOICES 2025, Susanna Lau, Bryan Yambao, Camille Charrière and Gstaad Guy reflect on finding their voices, speaking to their communities and how brands need to get out of the wider luxury malaise.
The BoF Podcast | Examining 20 Years of Fashion’s Influencer Economy
At BoF VOICES 2025, Susanna Lau, Bryan Yambao, Camille Charrière and Gstaad Guy reflect on finding their voices, speaking to their communities and how brands need to get out of the wider luxury malaise.
Logomania Didn’t Die — It Evolved
Even in the age of minimalism, shoppers still love logos — but many are trading big brands’ monograms for niche merch.
Logomania Didn’t Die — It Evolved
Even in the age of minimalism, shoppers still love logos — but many are trading big brands’ monograms for niche merch.
Opinion: The ‘Ralph Lauren Christmas’ Trend Is Marketing Gold
The company’s viral holiday aesthetic is boosting the brand’s visibility and sales, the result of years of strategic image refinement and product honing, writes Andrea Felsted.
Opinion: The ‘Ralph Lauren Christmas’ Trend Is Marketing Gold
The company’s viral holiday aesthetic is boosting the brand’s visibility and sales, the result of years of strategic image refinement and product honing, writes Andrea Felsted.
Case Study | The Art & Science of World-Building
Once the preserve of a handful of high-end labels, world-building has become a powerful method for any brand to create a lasting impression and connect emotionally with customers. Pulling it off requires more than just consistent branding across channels.
Case Study | The Art & Science of World-Building
Once the preserve of a handful of high-end labels, world-building has become a powerful method for any brand to create a lasting impression and connect emotionally with customers. Pulling it off requires more than just consistent branding across channels.
Why This Year’s Holiday Ads Are Going Traditional
Amidst the ‘Ralph Lauren Christmas’ craze, this season, fashion brands embraced traditional holiday storytelling, while celebrity casting choices helped classic themes feel fresh and engaging for younger shoppers.
Why This Year’s Holiday Ads Are Going Traditional
Amidst the ‘Ralph Lauren Christmas’ craze, this season, fashion brands embraced traditional holiday storytelling, while celebrity casting choices helped classic themes feel fresh and engaging for younger shoppers.
Martha Stewart Is American Eagle’s Latest Bet Against Being Boring
The retailer’s holiday campaign, a follow-up to its viral, controversial hit featuring Sydney Sweeney, is its latest effort to maintain cultural momentum. “The enemy for retail is being boring,” said CMO Craig Brommers.
Martha Stewart Is American Eagle’s Latest Bet Against Being Boring
The retailer’s holiday campaign, a follow-up to its viral, controversial hit featuring Sydney Sweeney, is its latest effort to maintain cultural momentum. “The enemy for retail is being boring,” said CMO Craig Brommers.
Introducing the BoF Insights Brand Pulse Index
The BoF Insights Brand Pulse Index benchmarks how fashion brands measure up across five core dimensions — Discoverability, Identity, Value, Connection and Love — revealing the new dynamics of brand performance in an AI-driven world.
Introducing the BoF Insights Brand Pulse Index
The BoF Insights Brand Pulse Index benchmarks how fashion brands measure up across five core dimensions — Discoverability, Identity, Value, Connection and Love — revealing the new dynamics of brand performance in an AI-driven world.
The Strategies Transforming Fashion and Beauty’s Customer Experience
From AI-powered personalisation to orchestrating cross-channel presence, fashion and beauty brands are deploying new strategies to build resilient, future-ready customer engagement models. BoF’s latest knowledge report, in partnership with Braze, reveals the practical approaches for building sustainable customer relationships.
The Strategies Transforming Fashion and Beauty’s Customer Experience
From AI-powered personalisation to orchestrating cross-channel presence, fashion and beauty brands are deploying new strategies to build resilient, future-ready customer engagement models. BoF’s latest knowledge report, in partnership with Braze, reveals the practical approaches for building sustainable customer relationships.