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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

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.

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.

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.”

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?

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.

The American Designer Betting on OnlyFans

Rebecca Minkoff’s embrace of the platform, which has 100 million users and is shedding its adult-only image, represents how fashion is wading deeper into the creator economy.

A New Playbook for DTC Brands

After a decade of rapid growth, the first generation direct-to-consumer playbook is looking stale. Early investor David Bell and Mythology founder Anthony Sperduti spoke at BoF VOICES about the need to mix up the rules of engagement for digital marketing.

Are You Using Consumer Data Ethically?

A push for privacy is forcing companies to change the way they gather and use consumer data to sell products online. Here’s how fashion brands can adapt.

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