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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

The Great Influencer Shakeout

Fashion influencers are seeing a plunge in brand deals during the pandemic. They must evolve their content and flex their creative skills or risk being left behind.

For Brands Boycotting Facebook, Here's Where to Put Your Marketing Dollars

From billboards to Pinterest, there are new opportunities for brands looking to get a bigger bang for their advertising buck.

Instagram Hustles to Become Global Hub for Digital Fashion Shows

The platform’s fashion team, led by Vice President of Fashion Partnerships Eva Chen, released a guide for presenting collections digitally as brands grapple with how to translate the runway online. Will it give Instagram a leg up against hungry competitors?

How to Avoid the Greenwashing Trap

As sustainability becomes more important to consumers, brands must invest in genuine root and branch reform, manage expectations, be humble and own up to their shortcomings to avoid backlash because consumers ultimately see through platitudes and gimmicky campaigns.

The Met Gala That Wasn't

This week, everyone will be talking about the Met Gala that wasn't, big brands on bankruptcy watch and China's sluggish retail sector. Get your BoF Professional Cheat Sheet.

When Pandemic Marketing Goes Too Far: How to Avoid #COVIDwashing

Sentimental commercials about how we’re all in this together are beginning to fall flat. There are other ways to reach consumers.

What Brands Are Doing Instead of Influencer Campaigns

With pre-pandemic budgets slashed, brands are relying less heavily on influencers, using what marketing dollars they have left in creative ways.

How to Win at Instagram Live

While consumers are confined to their homes, they are engaging with brands more than ever on the social media platform through real-time, live stream programming. But the point isn’t to sell products.

The Dos and Don’ts of Marketing During a Pandemic

Despite the difficulty the global health crisis and ensuing economic fallout has created, brands need to communicate clearly and honestly with their customers now more than ever.

Why Branding Matters Now More Than Ever

As the coronavirus crisis deepens, companies are slashing advertising budgets but branding never goes on pause, writes Doug Stephens of Retail Prophet.

Fashion PR’s New Reality

As clients cut budgets, the public relations firms that serve them are considering everything from reduced fees, salary cuts and layoffs to pivoting services and joining forces in order to stay afloat.

For Influencers, Affiliate Revenue Is Next to Disappear

Brands like Macy’s, Ulta, Dillard’s and TJ Maxx are pausing their affiliate marketing programs to save money during Covid-19. Influencers, who have seen brand sponsorships disappear overnight, are scrambling.

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