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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

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.

How Not to Be a Boring Direct-to-Consumer Brand

In a fashion and beauty market packed with look-a-like labels, more start-ups are breaking the mould with a bolder aesthetic.

Prada Experimented with a New Digital Fashion Show Format. Did It Work?

Miuccia Prada and Raf Simons' debut as co-creative directors was well received, but digital impressions were down from a year ago, according to one estimate.

How to Sell to College Students When Campus Is Closed

Brands like Aerie and VS Pink relied on in-person student events and campus ambassadors to drive sales. Can they replicate that success online?

Brands Turn to Unusual Sponsors for Fashion Week

As their usual sources of sponsorship evaporate, fashion brands presenting new collections at both digital and physical runway shows must reconsider how they offer value to partners.

BoF LIVE: How to Communicate in a Crisis

Two crisis management veterans shed light on some of the key principles to effectively manage and address business blowups.

How Fashion's Sustainability Targets Measure Up

After weathering the initial shock of the coronavirus crisis, many fashion companies have started to publish their sustainability goals for the next five to 10 years. But these initiatives risk falling short of an industry-wide imperative to drastically reduce environmental impact within the next decade.

The Risks and Rewards of Dressing American Politicians

In a polarised country, dressing political figures can boost brand awareness and sales, but it can also backfire.

How Influencers Are Protecting Themselves Against Misbehaving Brands

Brands have long held the upper hand when it comes to making deals with influencers. But as more companies are called out publicly for wrongdoings, Instagram stars are demanding the ability to break contracts, speak more freely — and get paid on time.

KCD and CAA Announce Joint Venture

The full-service fashion communications firm and entertainment agency will retain their own businesses while pooling resources to pursue new projects together.

How PR Firms Are Navigating Fashion’s Race Problem

Some argue that, in their role as gatekeepers, fashion’s powerful public relations agencies keep doors closed for people of colour. What are they doing to rethink their practices?

How Impactful Were the Digital Fashion Week Shows, Really?

Despite efforts made to adapt real-life runway shows and collection presentations for the Men’s, Resort and Couture 2020-2021 season, many failed to have the same impact on brands’ marketing reach.

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