Nike Football Boss Says World Cup Final ‘Not What We Dreamed’
In a memo reviewed by Bloomberg News, Nike’s vice president and general manager of football acknowledged the tournament’s ending wasn’t the one the company hoped for.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Commercialising the Zeitgeist: Crafting a Successful TikTok Strategy
With a community exceeding 1 billion individuals, TikTok is a critical driver of success for fashion and beauty brands today. Partnering with TikTok, BoF shares exclusive internal insights and strategic analysis from a range of independent experts to identify how businesses can optimise their brand and product marketing performance on TikTok, and generate sales through its ads and commerce features.
Commercialising the Zeitgeist: Crafting a Successful TikTok Strategy
With a community exceeding 1 billion individuals, TikTok is a critical driver of success for fashion and beauty brands today. Partnering with TikTok, BoF shares exclusive internal insights and strategic analysis from a range of independent experts to identify how businesses can optimise their brand and product marketing performance on TikTok, and generate sales through its ads and commerce features.
Who Gets to Own a Meme?
Multiple people applied to trademark the viral phrase “very demure, very mindful,” bringing into focus the question of who gets to capitalise on cultural moments.
Who Gets to Own a Meme?
Multiple people applied to trademark the viral phrase “very demure, very mindful,” bringing into focus the question of who gets to capitalise on cultural moments.
What to Do When Your Product Goes Viral
Virality can be a blessing and a curse. To avoid becoming a one-hit wonder, companies should make the most of the moment, but also think long-term.
What to Do When Your Product Goes Viral
Virality can be a blessing and a curse. To avoid becoming a one-hit wonder, companies should make the most of the moment, but also think long-term.
Why Fashion Loves the Next Generation of Tennis Stars
As tennis legends retire, brands are shifting focus to the new generation of tennis stars like Coco Gauff and Carlos Alcaraz, leveraging their social media presence and growing audiences to connect with younger, more diverse consumers.
Why Fashion Loves the Next Generation of Tennis Stars
As tennis legends retire, brands are shifting focus to the new generation of tennis stars like Coco Gauff and Carlos Alcaraz, leveraging their social media presence and growing audiences to connect with younger, more diverse consumers.
Why ‘Bad’ Style Can Be Good Business
The Olympics may have ended but a new sporting event has begun — the race to get to the bottom of Blake Lively’s curious fashion choices.
Why ‘Bad’ Style Can Be Good Business
The Olympics may have ended but a new sporting event has begun — the race to get to the bottom of Blake Lively’s curious fashion choices.
Fashion Triumphs and Missed Opportunities at the Paris Olympics
Olympics viewership surged past expectations, but fashion brands largely failed to seize the moment beyond sportswear giants like Nike and official partners like Louis Vuitton and Ralph Lauren.
Fashion Triumphs and Missed Opportunities at the Paris Olympics
Olympics viewership surged past expectations, but fashion brands largely failed to seize the moment beyond sportswear giants like Nike and official partners like Louis Vuitton and Ralph Lauren.
Why Fashion’s New Leading Man Looks So Familiar
With his blockbuster roles and accessible style, Glen Powell harkens back to an earlier era when monoculture still dominated. That’s proving to be a potent marketing force.
Why Fashion’s New Leading Man Looks So Familiar
With his blockbuster roles and accessible style, Glen Powell harkens back to an earlier era when monoculture still dominated. That’s proving to be a potent marketing force.
True Religion’s Hip-Hop Powered Comeback
Even as the premium denim seller lost its hold on many consumers in the 2010s, hip-hop movers and shakers never wavered in their affinity for the horseshoe logo and signature thick stitching. That’s helping the brand mount a rebound today.
True Religion’s Hip-Hop Powered Comeback
Even as the premium denim seller lost its hold on many consumers in the 2010s, hip-hop movers and shakers never wavered in their affinity for the horseshoe logo and signature thick stitching. That’s helping the brand mount a rebound today.
The Widening Gap Between Influencers and Creators
The two terms are used interchangeably to describe those who make a living sharing content online. But doing so may ignore the fact that having sway is often the key to success in the sector.
The Widening Gap Between Influencers and Creators
The two terms are used interchangeably to describe those who make a living sharing content online. But doing so may ignore the fact that having sway is often the key to success in the sector.
ShopMy Puts Its Spin on the Sponsored Post
With its new “Opportunities” feature, ShopMy will facilitate deals that allow brands to be able to pay influencers for organic mentions on their channels.
ShopMy Puts Its Spin on the Sponsored Post
With its new “Opportunities” feature, ShopMy will facilitate deals that allow brands to be able to pay influencers for organic mentions on their channels.
How Dorsey Sold the Instagram Girl on Lab-Grown Gems
The four-year-old brand has reached eight figures in sales with a whole-hearted embrace of lab-grown stones and a more casual, everyday approach to jewellery.
How Dorsey Sold the Instagram Girl on Lab-Grown Gems
The four-year-old brand has reached eight figures in sales with a whole-hearted embrace of lab-grown stones and a more casual, everyday approach to jewellery.
Op-Ed | Why the ‘Devil Wears Prada’ Sequel Has Big Potential
From the decline of print advertising to the rise of influencers, Disney’s reported sequel to “The Devil Wears Prada” is sure to find fertile ground in a radically changed media landscape, writes Amy Odell.
Op-Ed | Why the ‘Devil Wears Prada’ Sequel Has Big Potential
From the decline of print advertising to the rise of influencers, Disney’s reported sequel to “The Devil Wears Prada” is sure to find fertile ground in a radically changed media landscape, writes Amy Odell.
THE NEWS IN BRIEF
Taylor Swift Weds in Dior Haute Couture by Jonathan Anderson
The couple also wore custom shoes by Christian Louboutin at their Madison Square Garden ceremony.
The Independents Acquires Production Firm Phantasm Group
The latest in The Independents’ agency acquisition spree, the Paris-based firm will bring its film and campaign production capabilities to the group at a time when entertainment is an increasingly important lever for fashion.
Mazarine Buys Luxury PR Firm Bacchus
The acquisition bulks up the French creative group with expertise from Bacchus in engaging ultra-high-net-worth individuals.
Exclusive: The Independents Acquires Ma+Group
The communications giant adds Ma+Group’s artist representation and content production skillset to its roster.
TikTok Star Khaby Lame Signs $975 Million Deal to Monetise Global Fan Base
Lame is partnering with Rich Sparkle Holdings Ltd. to turn his 360 million social-media followers into a commercial venture.
Italian Judge Acquits Influencer Chiara Ferragni Over Charity Fraud Claims
The fashion influencer with over 28 million followers was fined almost $1.14 million in 2023 on charges of fraud over allegedly misleading claims linked to charity sales of Ferragni-branded Pandoro Christmas cakes.
Ykone and Mirror Mirror Agencies Merge to Form New Group
The Paris-based agencies joined forces to create One, a new group offering services in event production, influencer marketing and more.