Skip to main content
The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

In an Angry Society, ‘Gentle Outrage’ Packs a Marketing Punch

The Ordinary’s latest campaign brought reasonably-priced eggs to two of its New York City locations. The response was polarising on social media, which in an online marketplace saturated with brands and advertising, is increasingly the point.

How Fashion Learned to Love The Real Housewives

Bravo’s flagship franchise has been around for nearly 20 years, but its crossover into the fashion industry has only just begun. For marketers, it represents another opportunity to tap into a cultural asset with a devoted fanbase.

The Agency Behind Fashion’s Most Talked-About Events

CNC Agency has emerged as fashion’s go-to partner for in-person activations, collaborating with brands from luxury houses like Prada and Hermès to beauty giants like MAC.

Is There Room on the Oscars Red Carpet for Emerging Designers?

A red carpet presence helps build legitimacy, awareness and credibility — but as luxury giants spend big and young designers closely watch their budgets in a touch market, many are reworking their approaches to celebrity dressing.

LTK Is Taking Its App Beyond Shopping

With pressure mounting from new competitors, influencer monetisation platform LTK is doubling down on its differentiating asset: Its signature app.

Zara, Kiehl’s, Jacquemus: Why Skiing Is Bigger Than Ever for Brands

Zara, Kiehl’s, Jacquemus: Why Skiing Is Bigger Than Ever for Brands. Skiing’s retro winter aesthetic is at the centre of a marketing craze for brands that previously had no ties to mountain sports or their upmarket clientele. Here’s why high street names, beauty players and designer labels all want to leave their mark in the snow.

Ray-Ban Names A$AP Rocky Its First Creative Director

The hip-hop artist’s first collection for the EssilorLuxottica-owned eyewear label debuts in April.

From Teddy Charms to Bunny Slippers: Behind Fashion’s Cuteness Craze

As consumers seek out products that are both uplifting and unique, brands from Coach to Anthropologie are leaning into whimsical motifs.

Drest’s Lucy Yeomans on the Next Iteration of Fashion Gaming

Following a $19.1 million investment in June 2023, the fashion styling mobile app has relaunched as a unique marketing tool using storytelling to reform product discovery and aid customer acquisition for its 260 luxury brand partners in fashion, beauty and lifestyle.

This Week: BAFTAs, F1 and London Fashion Week

Sports and film will keep the hype machine going in the gap between New York and London shows.

Customers to Brands: Know Thyself

Fashion brands are working harder to clarify their messaging around what they stand for and what makes them different. How will customers respond?

Fashion Marketers Ditch Clichés on Valentine’s Day

Many brands thought outside the proverbial chocolate box this year, leaning into campaigns and activations that helped build their brands and communities, rather than simply jumping on a moment in time.

keyboard_arrow_left

Page 13

keyboard_arrow_right