Marc Jacobs Appoints New Chief Marketing Officer
Hearst veteran John Wattiker joins the American fashion house as CMO on the heels of its acquisition from LVMH by WHP Global and G-III.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Why Are There So Many Basquiat Fashion Collaborations?
The late painter, whose work appeared in Tiffany’s latest advertising campaign, is a fashion favourite. It’s no accident: firms like Artestar broker deals between fashion brands and artists or their estates. But keeping them fresh is a challenge.
Can Brands Make Billboards Go Viral?
Out-of-home advertising is the hottest channel in marketing today. But strategies to create an impactful physical campaign still need to make their digital mark.
Can Influence Be Taught?
As the influencer industry has grown, so too has the number of resources offering to help individuals get their start in content creation.
BoF LIVE: How Brands Can Leverage the Power of Social Media
The rules of social media marketing are changing, and brands sit at a critical juncture as they revamp their strategies — BoF’s Alexandra Mondalek probes the pros and cons of various approaches with a panel of experts.
Can Brands Make Instagram Less Toxic?
Leaked internal documents show Facebook is concerned the fashion and beauty content on its platforms can make users feel worse about themselves. But brands must assess their own culpability too.
Inside Balmain’s Entertainment Marketing Strategy
Balmain is betting on a full-fledged entertainment strategy — including a scripted television series and music festival — to regain relevance against fashion’s power players. But will it work?
How Brands Can Leverage the Power of Social Media
In this exclusive online event for BoF Professional Members, join BoF reporter Alexandra Mondalek as she explores the new risks and rewards of brands’ social media strategies with Lissy von Schwarzkopf of Karla Otto, Sara Menouni of Ykone and Sophie Abrahamsson of Bambuser.
What Fashion Can Learn From Lil Nas X
The 22-year-old artist, whose latest album release is a masterclass in troll marketing, is a valuable brand ambassador — assuming brands can stomach the risk.
Rimowa Enlists Rihanna as the Brand Looks Beyond Suitcases
The multi-hyphenate mogul appears alongside Lebron James, Roger Federer and Patti Smith as the LVMH-backed luggage brand sets its sights beyond suitcases.
Why Telfar Is Launching a Television Channel
The designer will release new products via a 24-hour television channel in a bid to beat the bots and build on an already flourishing fan community.
Independents Acquires Bureau Betak at Valuation North of $70 Million
The events production company known for staging some of fashion’s most impactful shows generated more than $100 million in 2019. The deal is a bet on the return of big physical fashion events, albeit with a digital dimension.
Fashion’s Favourite Sport Returns to New York
This week, everyone will be talking about the US Open, Rakuten Fashion Week and results from Calvin Klein and Tommy Hilfiger parent PVH Corp.
THE NEWS IN BRIEF
The Independents Acquires Production Studio Smuggler
The global collective has brought film studio Smuggler under its umbrella to bolster its entertainment capabilities.
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.
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.