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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

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.

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.

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.

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.

Brand Equity Can’t Be Borrowed

The ‘brandless’ movement has come for fashion, with retailers like Italic and Few Moda selling goods made in the same factories as legacy labels. But an association with a legacy name isn’t enough to build a brand.

Brand Equity Can’t Be Borrowed

The ‘brandless’ movement has come for fashion, with retailers like Italic and Few Moda selling goods made in the same factories as legacy labels. But an association with a legacy name isn’t enough to build a brand.

A New Playbook for DTC Brands

Topicals’ Olamide Olowe and Claudia Teng and Parade’s Cami Téllez dissect what sets their start-ups apart from the first generation of online brands.

A New Playbook for DTC Brands

Topicals’ Olamide Olowe and Claudia Teng and Parade’s Cami Téllez dissect what sets their start-ups apart from the first generation of online brands.

Case Study | The New Four Ps of DTC Marketing

The direct-to-consumer fashion and beauty space has flourished over the last decade, but the once fool-proof marketing rubric has aged in that time. BoF outlines how to update the DTC marketing playbook so brands can break through the saturated market.

Case Study | The New Four Ps of DTC Marketing

The direct-to-consumer fashion and beauty space has flourished over the last decade, but the once fool-proof marketing rubric has aged in that time. BoF outlines how to update the DTC marketing playbook so brands can break through the saturated market.

#BoFLIVE: The New 4Ps of DTC Marketing

The direct-to-consumer fashion and beauty space has flourished over the last decade, but the once fool-proof marketing rubric has aged in that time. Exclusively for BoF Professional members, a host of experts outline how to update the DTC marketing playbook so brands can break through the saturated market.

#BoFLIVE: The New 4Ps of DTC Marketing

The direct-to-consumer fashion and beauty space has flourished over the last decade, but the once fool-proof marketing rubric has aged in that time. Exclusively for BoF Professional members, a host of experts outline how to update the DTC marketing playbook so brands can break through the saturated market.

Have We Reached Peak Royalty?

The Duke and Duchess of Sussex’s bombshell interview with Oprah Winfrey may have changed the way many perceive the royal family. But it likely won’t stop people from shopping like them.

Have We Reached Peak Royalty?

The Duke and Duchess of Sussex’s bombshell interview with Oprah Winfrey may have changed the way many perceive the royal family. But it likely won’t stop people from shopping like them.

Alexander Wang Responds to Sexual Misconduct Accusations: ‘I Will Do Better’

The designer previously called the growing number of allegations ‘false, fabricated and mostly anonymous.’ Lisa Bloom, who represents 10 accusers, said her clients “are moving forward.”

Alexander Wang Responds to Sexual Misconduct Accusations: ‘I Will Do Better’

The designer previously called the growing number of allegations ‘false, fabricated and mostly anonymous.’ Lisa Bloom, who represents 10 accusers, said her clients “are moving forward.”

Who Will Be Fashion’s First Clubhouse Star?

The traditional influencer playbook won’t work for brands experimenting with how to engage the audio-only social media app’s fast-growing user base.

Who Will Be Fashion’s First Clubhouse Star?

The traditional influencer playbook won’t work for brands experimenting with how to engage the audio-only social media app’s fast-growing user base.

Unpacking Fashion’s Updated Approach to Black History Month

Brands tried to show they were keeping promises made during last summer’s protests. Were they successful?

Unpacking Fashion’s Updated Approach to Black History Month

Brands tried to show they were keeping promises made during last summer’s protests. Were they successful?

Why Brands Are Putting Celebrities in the C-Suite

No longer content to just be the ‘face’ of a brand, A-listers like Jennifer Aniston and Tracee Ellis Ross are striking deals that come with titles and higher stakes on both sides.

Why Brands Are Putting Celebrities in the C-Suite

No longer content to just be the ‘face’ of a brand, A-listers like Jennifer Aniston and Tracee Ellis Ross are striking deals that come with titles and higher stakes on both sides.

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