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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

How Danielle Bernstein’s WeWoreWhat Broke the Influencer Brand Curse

Despite a series of public controversies in 2020, the social media star’s clothing brand, WeWoreWhat, is setting revenue records and breaking into new categories. BoF spoke to Bernstein about her experience with “cancel culture” and how the brand survived.

The App Betting Influencers Are the Future of E-Commerce

At LTKCon, founder Amber Venz Box laid out the influencer-monetisation company’s plans to continue growing its namesake app — and the industry at large.

Karol G: From Latin Music Icon to Fashion Star

As the chart-topping Colombian reggaeton singer and BoF 500 cover star becomes a global pop sensation, she is shaking up the fashion industry’s celebrity marketing playbook.

Case Study | The Essential Brand Marketing Guide

Building emotional, even inspirational, connections to a product is more critical than ever in fashion and beauty. In today’s hyper-competitive, crowded environment, marketing strategies that make brands stand out and stay culturally relevant need a mix of old and new tactics.

The Meteoric Rise of the Tabi, Explained

Thanks to the viral “Tabi Swiper,” Maison Margiela’s iconic split-toe shoe shot to the centre of online conversation. But, the style has been on the rise for years, and may see more mainstreaming in the months to come.

BoF Masterclass | The Essential Brand Marketing Guide

Watch on demand a BoF Professional Masterclass that explores the topic in our Case Study, “The Essential Brand Marketing Guide.”

How to Bring a Personal Touch to PR

DH-PR founder Daisy Hoppen, who is celebrating 10 years in business this year, built an agency that represents some of the most interesting creatives on the London Fashion Week calendar. Now, she’s evolving the business as she navigates a more challenging and competitive PR landscape.

Innovating Influencer Marketing to Drive Growth

In 2022, brands spent more than three times the amount than 10 years prior to acquire each customer through marketing. Jennifer Piña, vice president of strategic partnerships at social commerce platform MagicLinks, shares why influencer marketing remains a powerful investment.

After Decades of Masculine Marketing, Breitling Tries Talking to Women

With a new campaign fronted by Charlize Theron, the watch brand is deepening its connection with a group it’s still relatively new to: female consumers.

Introducing The BoF Brand Magic Index

BoF Insights and Quilt.AI co-created The BoF Brand Magic Index to examine if customers see a brand the same way a brand sees itself. The Index quantifies and ranks 50 global luxury and fashion labels using AI-driven analysis of tens of thousands of social media posts by brands and their customers.

Can Kate Moss Help Scale an Influencer Brand?

With a new campaign starring Kate Moss, Anine Bing is looking to grow bigger than its famous influencer founder.

The PR Machines Building the Next Generation of ‘It Girls’

The girls we can’t stop talking about today have that it factor, but they also are armed with publicists and stylists curating their image.

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