Marc Jacobs Appoints New Chief Marketing Officer
Hearst veteran John Wattiker joins the American fashion house as CMO on the heels of its acquisition from LVMH by WHP Global and G-III.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
10 Ways to Win on Social
Advertising on social media is getting more expensive by the day. Here's how to drive growth without breaking the bank.
Op-Ed | This Election Year, Politics Is Good Business
For decades, corporate neutrality was the norm, but with a presidential election looming in the US, 2020 is set to be different. If they take the right approach, businesses can turn the next 11 months into an authentic branding opportunity, argues Hildy Kuryk.
Why the Fashion Industry Is Betting Big on Jennifer Lopez
The actress and singer is the face of Guess, Versace and Coach Spring 2020 campaigns, making her the rare celebrity in demand at every price point. What's behind her broad appeal?
How to Grow a Brand Beyond a Buzz Moment
An “It” product or hot new brand can easily disappear from Instagram feeds within days, if not hours. Here’s how brands can turn an unexpected viral moment into long-term growth.
Case Study | How to Market a New Brand
Effective marketing is a challenge for every type of consumer brand, but especially for emerging brands. In our latest in-depth case study, BoF decodes the strategies driving real results for eight young lines.
Remembering Ed Filipowski, Powerhouse Fashion PR
The Co-Chairman of New York-based agency KCD, who died on Friday at age 58, was best known for his keen eye for talent and no-nonsense approach.
Sign of the Fashion PR Times: Black Frame Closes Its Doors
Fashion PR is increasingly diverging along data-driven and creative lines. For Black Frame founder Brian Phillips, closing the business will allow him to focus on the latter.
The Year Ahead: Are You Ready for Next Generation Social Networks?
As traditional engagement models struggle on established social media platforms, fashion players will need to rethink their strategy and find ways to maximise their return on marketing spend.
Beauty Brands Tap Tiktok Influencers for Holiday Campaigns
They see TikTok, which is owned by tech giant Beijing ByteDance Technology Co, as a cost-effective way to raise brand awareness with younger audiences.
Why Brands Need a New Approach to Gifting
Public relations firms and fashion brands are rethinking their gifting strategies amid a backlash over excessive spending and wasteful packaging.
Lessons from Art Basel’s Viral Banana
Maurizio Cattelan’s duct-taped banana drove the kind of buzz that brands dream about. What can fashion labels learn?
When the Culture Wars Came to Fashion
Brands are being held directly accountable for their actions to a degree that would have been unthinkable even a decade ago.
THE NEWS IN BRIEF
The Independents Acquires Production Studio Smuggler
The global collective has brought film studio Smuggler under its umbrella to bolster its entertainment capabilities.
Nike Football Boss Says World Cup Final ‘Not What We Dreamed’
In a memo reviewed by Bloomberg News, Nike’s vice president and general manager of football acknowledged the tournament’s ending wasn’t the one the company hoped for.
Taylor Swift Weds in Dior Haute Couture by Jonathan Anderson
The couple also wore custom shoes by Christian Louboutin at their Madison Square Garden ceremony.
The Independents Acquires Production Firm Phantasm Group
The latest in The Independents’ agency acquisition spree, the Paris-based firm will bring its film and campaign production capabilities to the group at a time when entertainment is an increasingly important lever for fashion.
Mazarine Buys Luxury PR Firm Bacchus
The acquisition bulks up the French creative group with expertise from Bacchus in engaging ultra-high-net-worth individuals.
Exclusive: The Independents Acquires Ma+Group
The communications giant adds Ma+Group’s artist representation and content production skillset to its roster.
TikTok Star Khaby Lame Signs $975 Million Deal to Monetise Global Fan Base
Lame is partnering with Rich Sparkle Holdings Ltd. to turn his 360 million social-media followers into a commercial venture.