Skip to main content
The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

What Kim Kardashian’s Olympics Coup Says About American Fashion

The mega-influencer’s digital-first shapewear brand Skims has succeeded, not only in selling millions of units, but in quickly earning the sort of cultural credibility once reserved for the likes of Ralph Lauren.

Brands Can Now Work With College Athletes. What Are the Rules?

Beginning July 1, thousands of American college athletes will be able to cash in on their name and image for the first time. Fashion labels are already lining up to tap star players for branded content, endorsements and product deals.

Gen Z Is Reimagining Masculinity. Brands Are, Too

Fashion is finding new ways to speak to men and male-identifying customers beyond gender stereotypes.

How to Sell Menswear to Women and Womenswear to Men

Selling to another gender offers growth opportunities but comes with a unique set of challenges for marketers.

How Fashion Brands Should Play the Women’s Sports Boom

Women’s sports viewership has been rising for years and the influence of female athletes is growing with it — but fashion has yet to fully capitalise on the marketing opportunity.

Why Orenda Tribe Changed Its Name at the Peak of Its Success

The Diné designer Amy Denet Deal has both levied and been on the receiving end of charges of cultural appropriation in the last year, even as her business soared to new heights. The controversy highlights the challenge of bringing personal identity into a brand’s narrative.

The Secret to Sephora’s Influencer Marketing Success

On the surface, Sephora’s influencer marketing programs seem comparable to those of its competitors like Ulta. But a unique approach to talent scouting and development sets it apart from the rest.

Fashion Brands Are Betting on Streaming Ads

The boom in streaming services like Hulu and Roku is creating new opportunities, though brands that use these platforms to build their reputation, rather than just selling products, will find more success.

Why Gucci Recruited James Corden to Host a Key Comeback Campaign

Getting Gucci back to rapid growth will require selling to hypebeasts and grandmothers at the same time. With a fake talk show, the brand is trying to balance Alessandro Michele’s maximalist hits with more understated styles.

How Small Brands Get Big Media Attention

In a fashion media landscape that favours advertisers, small brands have to be creative to draw coverage, let alone a spot on a magazine cover.

BoF LIVE: What Makes the Perfect Influencer Collaboration?

As brands leverage marketing budgets, influencer collaborations are increasingly the go-to option. A panel of experts discuss how brands and influencers can make sure these relationships work.

What Facebook’s New Tools Mean for the Influencer Marketing Industry

The social media giant is launching services that will help influencers better monetise their followings. But in the longterm, these changes may not best serve creators or brands.

keyboard_arrow_left

Page 34

keyboard_arrow_right