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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

Decoding the New Tiffany

This week, a Tiffany campaign featuring Beyoncé, Jay-Z, a Basquiat painting and a 128.54-carat diamond offered a window into how LVMH is bringing its playbook to its largest-ever acquisition and the advantages and challenges of marketing brands rooted in the 19th century in today’s world.

Jay-Z and Beyoncé Pose With Basquiat Painting in First Images From Tiffany Campaign

The ‘About Love’ campaign features the couple in front of a private collection Jean-Michel Basquiat painting in Tiffany Blue.

Taking Brand Building Off the Back Burner

In the last year, many companies focused on short-term sales in a bid for survival. Now, they must shift their marketing strategy towards a hybrid approach that re-prioritises telling a brand’s story.

Can a Brand Publish a Magazine People Actually Want to Read?

Many fashion and beauty brands have attempted ambitious editorial projects in recent years, with limited success. But they may be part of the secret to building deeper engagement with customers.

Neiman Marcus ‘Reintroduces’ Itself to Customers In New Campaign

The American department store, which emerged from bankruptcy in 2020, is intent on convincing shoppers it is the premiere retail destination as people reenter the world.

The Intimates Business Is Changing. Can a 40 Year-Old Lingerie Company Keep Up?

The rise of start-ups like Skims and Parade have forced lingerie companies like Victoria’s Secret to evolve. Now, Cosabella, a decades-old lingerie company, is also rebranding to embrace a more inclusive image.

Unpacking Tiffany’s Contentious New Ad Campaign

The 184-year-old American jeweller is claiming it is “Not your mother’s Tiffany,” angering some customers on social media. That may mean everything is going according to plan for new owner LVMH.

Fashion’s Evolving Approach to the Olympics

An Olympics apparel partnership has long offered unparalleled brand visibility and prestige. But the unusual circumstances of this year’s games will bring changes that will last beyond Tokyo.

Three Brands Looking to Strike Olympic Gold

This week, everyone will be talking about the start of the Tokyo Olympic Games and the lifting of lockdown restrictions in the UK.

The Art of Going Dark on Social Media

Kylie Cosmetics and Balenciaga are the latest brands to wipe their social media accounts ahead of a major launch. Here’s the logic behind the strategy and how to execute well.

Love Island, Gossip Girl and Fashion’s Big Television Opportunity

This week, everyone will be talking about fashion on television and what’s shaping up to be a banner back-to-school shopping season.

How to Build an Influencer Marketing Team

As creators have become a key part of any successful digital marketing strategy, brands and their digital partners are looking to bulk up their influencer operations.

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