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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

Opinion: Revenge of the Girlbosses

A number of the “girlboss” founders are re-emerging in the business world, seemingly having shed their progressive political affiliations and focused on maintaining control of their ventures.

Unpacking Fashion’s New AI Marketing Toolkit

From Mango to Zalando, fashion brands are using AI tools to produce faster, cheaper and more personalised campaigns — but keeping content on-brand still requires human creativity and strategic control.

For American Eagle, Is the Attention Worth the Controversy?

A social media stir accusing the brand’s fall campaign featuring Sydney Sweeney of having “Nazi” undertones caused the retailer — for better or for worse — to regain social media mindshare.

ShopMy Doubles Down on Its E-Commerce Ambitions

With a new app and refreshed website, the influencer monetisation platform is looking to rebrand itself as a shopping destination in its own right.

The Marketing Magic Behind Sydney Sweeney’s American Eagle Campaign

Following a challenging year for American Eagle, the retailer is betting on actress Sydney Sweeney’s star power and girl-next-door appeal to drum up interest in its fall campaign.

Why Indie PR Is Favouring Collaboration Over Competition

Public relations has historically been a competitive, cutthroat sector, especially in fashion. But the new generation of independent PR firms are banding together to share their expertise and compete in the age of agency consolidation.

The Rise of ‘Ugly-Cute’ Labubu Dolls, in Four Charts

The craze over Pop Mart’s toys speaks to a desire for escapism and customisation during increasingly uncertain economic times — but their popularity may be fleeting.

BoF Insights Gathers Industry Leaders to Explore What AI Can Teach Us About Sportswear Challenger Brand Strategies

In New York, leaders from VF Corp, Ugg and more joined BoF Insights, The Business of Fashion’s data and advisory team, to explore a new AI-powered social listening analysis on how challenger sportswear brands are outrunning the competition.

How Brands Are Getting Reddit Marketing Right

From informing shoppers at the research stage to triggering a Super Bowl campaign, Reddit is becoming a gold mine for consumer insights and conversions alike.

Rethinking Success Metrics for Brand Ambassadors

Alison Bringé, chief marketing officer at Launchmetrics, Nicole Baum, global head of marketing at Moschino, and Carlota Rodben, founder of Beyond Luxury Group and co-founder of Memora, share their insights on building culturally fluent partnerships — leveraging micro-creators and combining qualitative signals with performance data to drive brand impact.

The Debrief | How Fashion Learned to Love The Real Housewives

Once dismissed as lowbrow entertainment, “The Real Housewives” has quietly transformed into fashion’s guilty pleasure. Diana Pearl joins The Debrief to unpack how reality TV’s most famous franchise found itself embraced by brands, consumers and even luxury insiders.

Building Brand Communities and Lasting Consumer Connections

The Business of Fashion and Klaviyo — a CRM platform for B2C businesses, working with the likes of The Body Shop, Castore, Paul Smith and Dermalogica — hosted a panel event on how brands can capture consumer attention and inspire loyalty in an oversaturated market. Now, BoF shares insights from the discussion.

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