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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

In Public Relations, Brands and Executives Can No Longer 'Control the Narrative'

Companies aiming to maintain a tight hold on brand perception must reckon with the fact that those who feel they’ve been wronged are now empowered. Instead of covering up, brands must actually do better.

How and When Brands Should Say 'I’m Sorry’

As cancel culture evolves, the overused brand apology popular on Instagram and other social media must in turn become more thoughtful through language and action.

BoF LIVE: How to Get the Most Out of Your Marketing Budget

Why it's worth reconfiguring your advertising strategy right now.

BoF LIVE: Brand Marketing in the Age of Covid-19

Brands must reconsider their values, who they are targeting and what they really want to say.

Is Facebook Too Big for Fashion Brands to Boycott?

As the call to cancel paid advertising on the social media’s various platforms reaches a tipping point, small to mid-size fashion brands must evaluate where they draw the line between their values and sales.

Can Condé Nast Woo Pandemic-Wary Advertisers?

This week, everyone will be talking about Condé Nast’s latest advertising push, what Nike’s results say about the activewear market and the fate of physical retail. Get your BoF Professional Cheat Sheet. 

Fixing the Whitewashed Influencer Economy

BoF breaks down the system of pay gaps, racist exclusion and algorithms that keep black influencers from excelling — and what needs to happen to make it stop.

How to Do Pride Marketing Right

With parades cancelled and civil rights protests top of mind, many fashion brands are rethinking how they show their support for the LGBTQ community.

The Fashion Establishment Nervously Asks: Who's Next?

This week, everyone will be talking about the steady stream of high-level fashion resignations, a Pride month like no other and retail's shrinking store footprint. Get your BoF Professional Cheat Sheet.

Corporate Activism Put to the Test

Societal unrest has left consumers more suspicious of branded social responsibility initiatives than ever.

Now’s the Time for Brand Founders to Speak Up. Here’s How.

Between the coronavirus pandemic and the reignited Black Lives Matter movement, it’s more important than ever for founders to humanise their brands and highlight their values.

As Brands Rush to Speak Out, Many Statements Ring Hollow

When it comes to supporting social causes, consumers are calling out fashion and beauty companies for virtue signalling. Here’s what brands can do to evolve.

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