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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

How Hotels Became Fashion’s Most In-Demand Partner

In a fresh wave of collaborations, fashion and beauty brands are creating merch for top hotels that goes far beyond gift shop merchandise.

Case Study | The Complete Guide to Communicating Value to Shoppers

Among the greatest challenges fashion businesses face today is convincing increasingly discerning and discount-driven shoppers that their products are worth the buy — at full price. This case study explores how brands, from luxury to mass market, can communicate value in a competitive and choosy environment.

What Comes After TikTok’s Wild Weekend

Many US users had come to depend on the platform for their livelihoods, and brands found great success in partnering with them. Rebuilding that ecosystem in a suddenly fragmented social media landscape won’t be easy.

Lessons From the Last Week of TikTok

Barring a last-minute miracle, a new generation of creators are about to learn firsthand the high cost of relying too heavily on one platform.

Marketing 101 for the Unpredictable Year Ahead

Despite complaints around higher prices and concern over global uncertainty, consumer spending remains relatively resilient. To reach these cautiously confident shoppers in 2025, marketers should highlight value and remain consistent, yet agile, in their brand storytelling.

The Debrief | How to Choose a PR Agency

From emerging designers to global names, The Debrief unpacks what to look for in a PR partner and how to make the most of that relationship.

GQ and Bode to Host Super Bowl Fashion Show

The sports-meets-fashion event, including a runway show, will take place in New Orleans ahead of the American football championship in February.

This Week: Countdown to the TikTok Ban

Barring a last-minute intervention by the US Supreme Court, these may be the final days of social media as we know it. Plus, men’s shows and luxury earnings season kick off.

The Decline and Fall of the Viral Microtrend

Fast spreading — and disappearing — online “microtrends” or “cores” have driven fashion conversation for young shoppers over the past few years. Now, the churn has started to slow.

What Happens When TikTok’s Trend Machine Shuts Down?

Facing a looming ban, brands and creators must contemplate the internet without its most important cultural production engine.

Why the ‘Walmart Birkin’ Struck a Nerve

There are countless “dupes” for luxury goods available, but the fact that a copycat version of Hermès' ultra-coveted bag attracted so much attention online speaks to a shift in consumer sentiment around buying knockoffs.

The Best of BoF 2024: Fashion’s Cultural Crossover Continues

In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.

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