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.
How TikTok Is Reigniting the Sample Sale Craze
Formerly the domain of fashion insiders, sample sales have become a viral phenomenon on TikTok, with influencers dispensing tips, tricks — and sharing their product hauls.
How TikTok Is Reigniting the Sample Sale Craze
Formerly the domain of fashion insiders, sample sales have become a viral phenomenon on TikTok, with influencers dispensing tips, tricks — and sharing their product hauls.
The Year Ahead: The Alluring New Face of Influencer Marketing
From Gstaad Guy to Remi Bader, a new guard of creative personalities is revamping influencer marketing, The State of Fashion 2024 reveals.
The Year Ahead: The Alluring New Face of Influencer Marketing
From Gstaad Guy to Remi Bader, a new guard of creative personalities is revamping influencer marketing, The State of Fashion 2024 reveals.
The Best of BoF 2023: Bold and Buzzy Brand Marketing
In the year of both Barbiecore and quiet luxury, brands balanced leaning into social media-fuelled phenonema while refocusing on the power of their own brands.
The Best of BoF 2023: Bold and Buzzy Brand Marketing
In the year of both Barbiecore and quiet luxury, brands balanced leaning into social media-fuelled phenonema while refocusing on the power of their own brands.
Put a Bow on It: The Coquette Trend Explained
How do you make something banal or even upsetting seem a little more pleasant? Put a pretty pink bow on it.
Put a Bow on It: The Coquette Trend Explained
How do you make something banal or even upsetting seem a little more pleasant? Put a pretty pink bow on it.
Why Banal Is Big in Fashion’s Latest Campaigns
Following a year where surrealist stunts were fashion’s biggest marketing trend, voyeuristic campaigns that centre reality — and the often boring moments of the everyday — are gaining steam.
Why Banal Is Big in Fashion’s Latest Campaigns
Following a year where surrealist stunts were fashion’s biggest marketing trend, voyeuristic campaigns that centre reality — and the often boring moments of the everyday — are gaining steam.
KCD Names Rachna Shah New Chief, Opens Next Chapter
The fashion PR powerhouse has promoted the agency veteran to global CEO as president Julie Mannion becomes chairman of the board, opening a new era for the firm.
KCD Names Rachna Shah New Chief, Opens Next Chapter
The fashion PR powerhouse has promoted the agency veteran to global CEO as president Julie Mannion becomes chairman of the board, opening a new era for the firm.
Social Media Is Changing. What Does That Mean for Brand and Consumer Connections?
At VOICES 2023, BoF and Snapchat hosted a conversation to determine how social media has evolved and the strategies brands should employ to boost connection with their customers.
Social Media Is Changing. What Does That Mean for Brand and Consumer Connections?
At VOICES 2023, BoF and Snapchat hosted a conversation to determine how social media has evolved and the strategies brands should employ to boost connection with their customers.
The Year Ahead: Why Brand Marketing in 2024 May Reclaim Its Glory Days
The State of Fashion 2024 explores the potentially elevated role that brand marketing will play as competition for consumer attention and loyalty intensifies across the fashion industry.
The Year Ahead: Why Brand Marketing in 2024 May Reclaim Its Glory Days
The State of Fashion 2024 explores the potentially elevated role that brand marketing will play as competition for consumer attention and loyalty intensifies across the fashion industry.
Gstaad Guy: Inside the Niche Social Media World of the 1%
For The State of Fashion 2024, trailblazing influencer Gstaad Guy’s online parodies of the ultra-wealthy highlights how a niche genre of influencer marketing is helping to inject newness into how brands connect with customers.
Gstaad Guy: Inside the Niche Social Media World of the 1%
For The State of Fashion 2024, trailblazing influencer Gstaad Guy’s online parodies of the ultra-wealthy highlights how a niche genre of influencer marketing is helping to inject newness into how brands connect with customers.
How Moon Boot Pushed Beyond the Après-Ski Market
With its early aughts resurgence in the rearview mirror, Moon Boot began marketing its product in unexpected locales and inking fashion-adjacent collaborations to rebuild the brand’s cultural cachet.
How Moon Boot Pushed Beyond the Après-Ski Market
With its early aughts resurgence in the rearview mirror, Moon Boot began marketing its product in unexpected locales and inking fashion-adjacent collaborations to rebuild the brand’s cultural cachet.
BoF Masterclass | Fashion’s New Rules For Sports Marketing
Watch on demand a BoF Professional Masterclass that explores the topic in our Case Study, “Fashion’s New Rules For Sports Marketing.”
BoF Masterclass | Fashion’s New Rules For Sports Marketing
Watch on demand a BoF Professional Masterclass that explores the topic in our Case Study, “Fashion’s New Rules For Sports Marketing.”
How TikTok Changed PR
Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.
How TikTok Changed PR
Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.
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.