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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

Should Fashion Break Up With Big Tech?

Bottega Veneta recently pulled the plug on its social media accounts, but brands and marketing experts say it’s difficult, if not impossible, to replicate the reach of social platforms and search engines like Facebook and Google in other channels.

For Fashion Brands, TV Show Placements Upstage Magazine Editorials

Brands want to be on screen for the next must-see streaming moment. Here’s how some have made it on customers’ radars.

Fashion Media’s Missed Influencer Opportunity

Publishers have struggled with how to make branded content deals sweet enough for editors with growing social media followings.

Why Social Media Advertising Is Still Necessary

Brands that benefited from a drop in customer acquisition costs at the beginning of the pandemic must figure out how to get the most out of their investments as prices rise dramatically.

How to Work With TikTok Talent

Fashion has struggled with how to leverage influencers on TikTok. But the sooner brands let go of the playbook that works on other platforms, the better off they’ll be.

What Fashion Can Learn From the Wild Success of McDonald’s Travis Scott Collab

Fashion brands are eager to work with unlikely collaborators that help them expand their reach. But not all partnerships are created equal.

Selling Fashion on Instagram: Expectation vs. Reality

The social media platform says that by selling products directly on their feeds, brands can meet customers where they spend time and reduce the clicks required to convert ad impressions into sales. But brands and consumers aren't fully sold on the idea yet.

What Does a Winning Post-Covid Marketing Plan Look Like?

Crisis-driven cuts to marketing budgets have been anything but uniform. Here’s where CMOs are placing their bets next year.

Travis Scott Has Become Corporate America’s Go-To Pitchman

The rapper has partnered with an unusually diverse array of brands to churn out everything from food to apparel to toys and more. The result is an entire economy of highly sought-after Scott-branded products, giving companies a ready-made way to generate hype and reach young consumers.

Case Study | Gen-Z Shopping: Separating Myth from Reality

A new generation of consumers is coming of age during a critical, sink-or-swim period for brands and retailers. In our latest case study, BoF puts some of the widely accepted attributes of Gen-Z under the microscope, and interrogates how five industry players — Nike, Brandy Melville, Morphe, Depop and Louis Vuitton — have successfully capitalised on the Gen-Z opportunity.

Why Fashion Brands Keep Telling You to Vote

With everything from $850 cashmere sweaters to screen-printed tote bags, brands are using ‘vote’ merchandise to connect with consumers.

Is Rihanna’s Savage X Fenty Lingerie Turning Its Hype Into Sales?

With the brand’s second fashion-music bonanza set to stream on Amazon this Friday, BoF examines how Savage X Fenty is performing in a competitive market.

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