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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

2024 Was the Year of Entertainment in Marketing

This year, brands aligned with major cultural events and viral trends in a bid to compete for consumer attention.

Why Influencer Gifting Made a Comeback in 2024

Gifting has increasingly gone nice-to-have to must-have for both brands and influencers eager to cater to an audience desire for more organic product placement.

Copenhagen International Fashion Fair Launches CIFF Media to Support Independent Brands

Brands today must leverage organic, authentic storytelling techniques to connect with the end consumer, which require expensive and time-intensive communications strategies. To support its showcasing talent, organisers of the bi-annual trade show CIFF are introducing a holistic media platform and strategy to broaden their reach. BoF learns more.

What Fashion PR & Communications Professionals Need to Know Today

This month, BoF Careers provides essential sector insights to help PR & communications professionals decode fashion’s creative landscape.

Levi’s Brings Bob Dylan’s Wardrobe to Life with ‘A Complete Unknown’ Collab

In addition to assisting with costumes for the film, the denim brand will also release a capsule collection inspired by actual Levi’s items worn by the musician in the 1960s.

Lucien Pagès Joins The Independents

The agency founded by Paris public relations star Lucien Pagès is being acquired by the fashion communications giant that owns Karla Otto, Bureau Betak and more.

The Logic Behind All Those Charli XCX Campaigns

The pop singer’s continued string of brand tie-ups, long after the end of ‘Brat’ summer, is less about the scale of her audience than its loyalty.

Increasing Brand Presence and Impact on TikTok

Farah Maloof, head of fashion and luxury partnerships at TikTok, and Jordan Mitchell, the co-founder and co-CEO of cultural marketing agency Good Culture Inc., share their insights on how to best engage the zeitgeist, effectively work with content creators and empower teams within businesses to successfully navigate the entertainment platform.

What Fashion Marketing Professionals Need to Know Today

This month, BoF Careers provides essential sector insights to help marketing professionals decode fashion’s creative and commercial landscape.

How to Choose a PR Agency

A good agency can feel like an extension of a brand and bring fresh expertise towards telling its story. But picking the right partner is growing more complex as the definition of PR rapidly evolves.

With ‘Wicked,’ Fashion Tests the Limits of the ‘Barbie’ Model

Looking to repeat last year’s marketing phenomenon, a slew of brands have dropped collaborations tied to the much-anticipated film’s release this week.

At BoF VOICES 2024, The Future of Commerce-Enabled Culture

To an audience of top business and creative leaders from across the fashion industry and the wider world, Ruth Diaz, Vice President of Amazon Fashion Europe, took to the stage at BoF VOICES 2024 to discuss the intersection of commerce, technology and culture — and how fashion stands to benefit.

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