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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

How Brands Use the Front Row to Mint the Next ‘It’ Item

More brands are dressing their VIP runway attendees in coordinating looks to propel focus on one particular item, in hopes of driving buzz — and sales.

Mumi Haiati’s Reference Studios Opens Paris Outpost

The former club kid became a fashion PR force in Berlin before branching out to Milan. Now he’s taking his culture-led, cross-disciplinary approach to fashion’s biggest capital.

LTK Drops Lawsuit Against ShopMy

The suit, filed at the end of May, accused ShopMy of engaging in false advertising, trademark infringement and unfair competition.

Fashion Executives on Finding Brand Success on TikTok

This September, BoF and TikTok co-hosted an intimate roundtable with executives from the likes of TikTok, LVMH, Calvin Klein, Fendi, Tiffany & Co., Van Cleef & Arpels and E.l.f. Beauty, to discuss how brands can effectively build digital intimacy with their communities and drive commercial results.

How to Work With Creators and Their Communities on TikTok

As the ‘experts on the platform’, content creators on TikTok offer brands a critical means of access to the subcultures and communities that the entertainment platform typifies. BoF’s latest white paper, in partnership with TikTok, shares insights on the best practices to engage with and empower creators and communities on the platform, with examples from Coach, E.l.f. Beauty, Loewe, Marc Jacobs and many more.

K-Pop Stars Become Models as Fashion Brands Eye Their Global Fanbase

An ever increasing number of luxury fashion houses are enlisting K-pop idols brand ambassadors as they seek to tap into their global followings and generate buzz beyond their markets.

Leveraging TikTok for Brand and Sales Success

In BoF’s latest white paper, in partnership with TikTok, brand and marketing executives, independent analysts and TikTok business leaders share their insights on the best practices to acquire and engage audiences by honing platform-relevant brand, product and paid marketing strategies, with examples from Coach, E.l.f. Beauty, Marc Jacobs and many more.

The BoF Podcast | Lyas on the Enduring Power of Fashion Storytelling

French fashion narrator Lyas joins BoF founder and editor-in-chief Imran Amed to discuss how he developed his fashion persona and why he believes the golden age of fashion designers is over.

Beauty Brands’ New Method for Driving Loyalty

Blockchain rewards platforms have scored big partnerships with brands like Ulta Beauty and Glossier in recent weeks, offering beauty brands a new way to connect with fans and reward loyalty.

Why Menswear Is Getting a Marketing Refresh

As critics argue that menswear labels’ homogenous marketing style has made for a feeling of boredom and sameness in the sector, start-ups are beginning to invest in imagery that will set them apart from their competitors.

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.

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