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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

How Brands Make Community More Than a Buzzword

A growing number of beauty brands are including loyal customers in the product development process and offering ways for fans to directly benefit from their growth.

The Future of Performance Marketing

Some marketing experts predicted an exodus from social media as costs rose and effectiveness fell. But instead of leaving, brands got smarter about how they spend their marketing dollars.

The Shifting Politics of Pride Month

Target, Maybelline and others have been caught in an anti-trans backlash. How they respond could shape perception around their brands. That, plus what else to watch for in the coming week.

Hill House Home Lands in the UK

Expanding overseas is one of several ways the New York-based brand is looking to keep up momentum, three years after its ‘nap dress’ went viral.

BoF Insights | How to Tap Into the Enduring Appeal of Branded Luxury Hotels

As global travel continues its post-pandemic recovery, BoF Insights explains how hotels and resorts are helping luxury brands from Bulgari to Gucci stay close to their customers, even when they’re on the road.

The Business of Dressing Beyoncé (and Other Pop Stars)

Creating stage costumes provides designers with a fantastical creative outlet and the potential for global exposure – but designing a musician’s look isn’t easy.

Can a Cannabis Brand Sell High Fashion?

With its hit fleeces and edibles, Sundae School has made a name for itself as a “smokewear” label. With its first runway show, the brand is looking to establish itself as a fashion force, too.

What Fashion Needs to Know About Lemon8

TikTok parent company ByteDance has already proved it can build a social media platform that dictates what users will watch. Now, it’s created an app to influence what they buy.

How Brands Measure Buzz

In the last decade, brands relied on buzz measurements like earned media value, to understand the impact of online campaigns and events. BoF unpacks what these metrics can and can’t tell a brand.

Barbiecore’s Surprisingly Long Legs

A new teaser for the Margot Robbie-fronted Barbie movie has kicked off more frenzy around the film. It’s also setting up a showdown between two of the hottest TikTok trends of the moment: quiet luxury and Barbiecore.

How Brands Are Selling Quiet Luxury to the Masses

A wide swath of labels are trying their hands at the understated look, minus the eye-popping price point. It’s a natural fit for Vince or Banana Republic. But Shein?

Behind the Text Message Marketing Boom

Text messaging has emerged as one of the best tools for brands to keep customers coming back. But as fast as shoppers are to get on board with texts, they are even quicker to run away. Brands must balance using SMS to drive transactions and building deeper connections with customers.

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