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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

The Agency That Says Models Are More Than Their Measurements

JAG Models is leading a shift in casting that has seen gender and other traditional ways of categorising talent scrapped in favour of preferred pronouns, foundation shade and other descriptors they say are more inclusive.

Why Nordstrom Appears to Be Pivoting Away From Influencers

Influencers helped turn Nordstrom’s annual Anniversary Sale into a major moment for the department store. This year, the retailer is leaning less on social media marketing, and some creators say they’re downplaying what was once their biggest moneymaker.

Will Netflix Ads Be Worth It For Fashion?

As the platform confronts falling subscriber numbers and increased competition in streaming, brands must consider whether advertising on Netflix, which arrives later this year, is a compelling investment.

How Brands Are Using Gen-Z’s Latest App

Geneva, the social messaging platform that combines text, audio and visual tools, has attracted young consumers looking for a community to call home. Brands are helping build those hubs, but how they measure the success of the platform is ambiguous.

How to Keep Up With TikTok’s Lightning-Fast Trend Cycle

TikTok fashion aesthetics, such as “coastal grandma” and “coconut girl,” present an opportunity for brands, but their quick life span means they must move quickly — but carefully — to capitalise effectively

Here Come the ‘ZEOs’: Inside Edelman PR’s New Gen-Z Project with Harris Reed

The world’s biggest PR firm and consultancy tapped the gender-fluid designer Harris Reed to help lead its “Gen Z Lab,” part-consultancy, part-data hub, to better understand the next generation of consumers.

Rimowa Revives Its ‘Pilot’ Style Suitcase

Rimowa produced an aviation-themed campaign to mark the product re-release, which includes still images as well as four films shot in the European Transonic wind tunnel located in Cologne, Germany.

How to Sell Clothes During a Supply Chain Crisis

As fashion continues to deal with late deliveries and inventory issues, brands must consider how to make products relevant once they arrive — without going straight to discounting.

Are Podcasts Fashion’s Next Big Marketing Opportunity?

With costs of social media advertising continuing to climb, podcast advertising is an increasingly attractive medium for fashion and beauty brands

What Google Can Do for Fashion

The tech giant has become a haven for brands and retailers looking for shelter in a challenging digital advertising market, expanding its already massive reach.

Squeezed by Rivals, Spanx Taps Ashley Graham to Embrace Celebrity Marketing

Ashley Graham will serve as the new face of the 22-year-old incumbent shapewear brand in an effort to maintain market share that challengers like Skims are seizing for themselves.

At the Met Gala, the Red Carpet Was Disrupted By the Real World

The Gilded Age played out on the red carpet as attendees took the era’s opulence — and inequalities — to heart, while real-world news of the Supreme Court’s intention to override Roe v. Wade drastically changed the online conversation in a matter of minutes.

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