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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

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.

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.

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.

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.

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.

The Evolution of the CMO

Once limited to advertising, today’s top marketers are held up as creative visionaries and data-driven decision makers responsible for a brand’s growth. No wonder so many are taking the top job for themselves.

How 2023 Became the Year of the Lab-Grown Diamond

Consumers — and the industry — are increasingly buying into lab-grown stones, altering long-held jewellery industry standards for how diamonds are sold.

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