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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

Did These Fashion and Beauty Trends Predict Trump’s Comeback?

The former president’s victory shocked many Democrats. But there were signs bubbling up in the culture well before election night that America was about to take a lurch to the right.

Connecting to Consumers Through Entertainment and Culture

As today’s consumers split their time across a multitude of content channels and formats, the strategies employed to engage, entertain and convert them are evolving. BoF and Amazon Fashion gathered executives in Milan to discuss the opportunities.

How the Rest of America Fell in Love With Californian Style

There’s long been an allure attached to the Golden State, but it’s hit a new cultural resonance in the wake of the pandemic. A cohort of brands that put the Californian lifestyle at their centre are seeing a wave of interest, and growth.

How to Make Shoppable TV Work

Fashion brands are working with streaming platforms to create shoppable moments for viewers of hit shows like “Emily in Paris.” But they’re still figuring out how to do so without disrupting the watching experience.

How Brands Survive the Election Ad Blitz

Presidential nominees Kamala Harris and Donald Trump are expected to flood social media with ads targeting undecided voters, prompting brands to double down on alternative marketing channels in the lead up to holiday season.

Sally Singer’s Third Act

The former Vogue editor and Amazon Fashion head, who has spent the past year at the helm of the WME-owned Art+Commerce, speaks to BoF about what drew her to the agency, the parallels between her previous roles and the state of the industry.

At the 2024 Zalando Partner Marketing Awards: Brands Unite With Zalando Best Practices to Optimise Their Retail Media Marketing Strategies

Retail media remains a reliable way to connect with consumers online. BoF explores how Zalando’s retail media unit is platforming its partners to achieve strategic brand goals at their annual marketing awards.

How Brands For Cowboys and Trail Enthusiasts Tread Being ‘in Fashion’

Tapping into trendiness represents a huge growth opportunity for brands with roots and uses in specific communities, but it can be a double edged sword.

The Debrief | How Influencers Make Money

Executive editor Brian Baskin sits down with senior news and features editor Diana Pearl to discuss how today’s influencers are attempting to assert greater control over their content and revenue.

Old-School Magazines Are Brands’ New Favourite Marketing Tactic

Brands from Madhappy and Patta to Bottega Veneta are once again embracing print magazines full of on-brand editorial content as they attempt to escape the algorithm and bypass the drawbacks of social-media marketing.

Evolving Measurement Techniques to Optimise Brand Marketing Success

Aspirational customer cohorts have more choice and less cause for loyalty than ever before. BoF and Ekimetrics brought together executives to discuss best practices in building brand impact to nurture lifetime value and convert customer engagement into sales long-term.

What Fashion Needs to Know About Gen Alpha’s Social Media Restrictions

At least 15 US states have enacted policies regulating cell phone usage among teenagers and children, pointing to the youth mental health crisis and other potential harms of incessant access to the internet. For marketers, the laws pose a barrier to reaching young consumers as well as an opportunity to get to know this cohort better.

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