Skip to main content
The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

The Trouble with ‘Sustainable’ Fashion

Fashion’s favourite term means everything and nothing, creating confusion and potential liabilities for the brands that want to be seen as environmentally friendly.

Old Navy Suspends Its Juneteenth Campaign Following Influencer Backlash

Missteps included asking Black influencers to lay out money for product and offering below-market rates in the marketing effort tied to the holiday celebrating the end of slavery in the US.

#BoFLIVE: What Makes the Perfect Influencer Collaboration?

A step further than a standard campaign, influencer-brand product collaborations connect with new and established audiences and are financially beneficial to both parties involved — and they’re becoming an increasingly effective tool in a brand’s marketing arsenal. Exclusively for BoF Professional members, a host of experts break down what it takes to create a successful influencer-brand collaboration.

Sex Is Back. Are Consumers Ready?

After a year in isolation, brands are banking on consumers’ bubbling desire. But communicating that looks different than it did before the pandemic.

Fashion Isn’t Giving Up on the Oscars

Awards show ratings have been dwindling for years, but even in the pandemic era, the Academy Awards are still cause for celebration in fashion.

The Shifting Power Dynamics in Fashion PR

As mid-sized and large-scale communications firms build out their operations, boutique agencies are placing value on quality over quantity.

Karla Otto Doubles Down on Influencer Marketing With New Acquisition

The global fashion agency is deepening its offerings in the influencer space, a bright spot during the pandemic.

Live Events Are Back. How Big Should Brands Go?

As vaccination campaigns do their work, the fashion industry is itching to fill the calendar with outdoor farmers’ markets and intimate dinners. But digital events aren’t going anywhere, either.

BoF LIVE: The New 4 Ps of DTC Marketing

Over the past decade, the rule book for DTC marketing has evolved, forcing brands to consider how they can stand out while still encompassing their values.

Nostalgia, Movie Stars and Drag Queens: Inside the Coach Brand Turnaround

The 80-year-old heritage leather goods maker has spent much of the last year leaning into a marketing strategy that emphasised fun. Its efforts are paying off.

Can a Hollywood Super Agency Finally Crack Fashion?

Creative Artists Agency’s newly launched fashion division takes aim at ‘dysfunction’ in the industry, just as the world of celebrity representation is changing drastically.

What Makes the Perfect Influencer Collaboration?

A step further than a standard campaign, influencer-brand product collaborations connect with new and established audiences and are financially beneficial to both parties involved — and they’re becoming an increasingly effective tool in a brand’s marketing arsenal.

keyboard_arrow_left

Page 35

keyboard_arrow_right