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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

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.

Lucien Pagès, BoF 500: ‘We Have to Invent the Future’

The economic impact of Covid-19 is going to be huge, but we need to preserve the richness of fashion, says the Paris-based PR guru.

The Met Gala Is Postponed

Fashion’s biggest night is the latest event to be pushed in response to the coronavirus pandemic.

How to Talk to Customers During the Coronavirus Pandemic

Brands must look for creative, cost-efficient and sensitive ways to communicate during this difficult time.

Live Event Wrap-Up: How to Market a New Brand

BoF’s Lauren Sherman and Chantal Fernandez sit down with Glow Recipe Founders Sarah Lee and Christine Chang to unpack the marketing strategy behind the K-beauty-inspired start-up.

Why Are Luxury Brands Advertising on Twitter?

Hermès, Balenciaga and Cartier are among the brands advertising on Twitter. The social media platform is dwarfed by Instagram and YouTube, but it’s increasingly seen as a new way to reach young and wealthy consumers.

What Does a Modern PR Agency Look Like?

While print and digital media strategies are still part of the industry’s approach to brand building, firms are beginning to offer non-traditional services and specialities in order to survive the PR evolution.

How to Make Your Brand Cool

Cultural relevance doesn’t come easy. BoF identifies the key tactics for making a fashion label feel interesting and of-the-moment without trying too hard.

TikTok Is Coming For New York Fashion Week

The viral video platform beloved by Gen-Z is sending three TikTokers to the shows, signalling its ambitions to become a fashion destination.

Nike Stages All-Stops Fashion Show in New York City

The event kicked off the 2020 Olympics conversation while showcasing the sportswear giant’s vast offering across categories, drawing entertainment and fashion industry elite.

How Dolce & Gabbana Clawed Its Way Back From Cancellation

Despite a long string of Diet Prada-worthy missteps that had stylists, editors and celebrities alike boycotting the brand, it is once again a fixture on the red carpet. BoF tracked the fall and rise.

How to Launch an Influencer Brand in 2020

The market for products fronted by social media stars is crowded, but the upside can be massive. What are the ingredients to a successful launch?

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