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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

The Independents Makes Its Second Acquisition in 2024

The fashion communications company is buying The Sunshine Company, a consultancy and creative agency based in London and Los Angeles.

Why Calvin Klein Needs More Than Jeremy Allen White to Grow

Calvin Klein’s recent viral campaigns have galvanised consumers but are slower in driving the business forward amid parent company PVH’s ongoing turnaround strategy.

Fashion Executives Examine the Industry Swing From Performance to Brand Marketing

BoF and Ekimetrics brought together CMOs, CBOs and leaders from the New York fashion industry to discuss the shift from performance to brand marketing. Executives from Gucci, Givenchy, Versace, Estée Lauder, Victoria Beckham Beauty, Saks Fifth Avenue, Neiman Marcus Group, Ganni, Artizia, Anine Bing and Vestiaire Collective shared their insights.

Calvin Klein, Levi’s and the Real Value of Marketing

Both brands are leaning on high-profile advertising campaigns to refresh their image. We’ll find out this week whether that’s translating into increased sales.

Lisa Frank Named CEO of Derris

With the appointment, Frank’s co-founder Jesse Derris will move into a chief strategy officer role at Derris’ parent company Orchestra.

Unpacking Levi’s New Marketing Strategy

With a new campaign, the first from CMO Kenny Mitchell, Levi’s is challenging consumers to change how they think about — and where they shop for — the brand.

Temu and Shein Are the ‘Jaws’ of Digital Advertising

They can appear out of nowhere, abruptly send costs soaring and disappear just as quickly.

The Independents Continues Its Buying Spree With Kennedy Acquisition

The fashion PR company is buying the London-based consultancy and production agency.

What’s Driving the Influencer Subscription Boom

As social media users tune out ads, content creators are putting more of their content behind a paywall. The hope is they can build a deeper connection with their followers – and make more money, too.

Coach Opens Its First Restaurant — in Jakarta

A Coach restaurant and coffee shop will open on March 4 next to one of the brand’s stores in the Indonesian capital.

The Real Reasons LVMH Is Embracing Entertainment

The luxury giant is adjusting to a shifting media landscape that has made traditional advertising channels less effective but also opened up opportunities to tell niche stories on streaming platforms.

Lucien Pagès, the PR Prince of Paris

What does it take to be fashion’s favourite public relations guy? The man who weaves stories for the likes of Saint Laurent and Schiaparelli has become a story himself.

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