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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

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 ‘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.

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.

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.

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.

How to Optimise Brand Performance Strategies to Reach Gen-Z Consumers

Alison Bringé, chief marketing officer of software, data and insights company Launchmetrics, and Shaina Zafar, an executive at the Next Gen Practice at UTA Marketing, discuss best practices to reach Gen-Z consumers and how to connect with this critical cohort.

Can Fashion Sell ‘Brat Summer’?

Charli XCX’s latest album “Brat” helped solidify the theme of the summer. For brands and retailers, the race to merchandise and market around it is on.

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