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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

Digital Marketing with Drew Elliott | Module 5 - It’s Not About Being Famous: How to Become a Content Expert

Drew Elliott identifies key roles in his digital team and how best to structure teams to match the needs of today’s digital landscape, including the creation of project-specific SWAT teams.

Digital Marketing with Drew Elliott | Module 5 - It’s Not About Being Famous: How to Become a Content Expert

Drew Elliott identifies key roles in his digital team and how best to structure teams to match the needs of today’s digital landscape, including the creation of project-specific SWAT teams.

Digital Marketing with Drew Elliott | Module 6 - What You Need to Remember

Final words of career advice from Drew and key takeaways from the course.

Digital Marketing with Drew Elliott | Module 6 - What You Need to Remember

Final words of career advice from Drew and key takeaways from the course.

Inside the Multi-Billion-Dollar Online Product Recommendation Economy

Publishers from Buzzfeed to Vogue to CNN are generating a growing amount of revenue from product reviews that steer readers to retailers’ websites. Behind the scenes, brands are locked in a battle to claim the most-coveted links.

Inside the Multi-Billion-Dollar Online Product Recommendation Economy

Publishers from Buzzfeed to Vogue to CNN are generating a growing amount of revenue from product reviews that steer readers to retailers’ websites. Behind the scenes, brands are locked in a battle to claim the most-coveted links.

Walmart to Make First Direct Pitch to Corporate Ad Buyers

The planned meeting with large consumer goods brands marks the retailer's first effort to grow its nascent advertising business and challenge online ad leaders.

Walmart to Make First Direct Pitch to Corporate Ad Buyers

The planned meeting with large consumer goods brands marks the retailer's first effort to grow its nascent advertising business and challenge online ad leaders.

Victoria's Secret Can Still Save Itself. Here's Where It Should Start.

The troubled lingerie brand has announced that it will no longer broadcast its fashion show on American network television. That’s a good first step, but more changes are needed to win back customers.

Victoria's Secret Can Still Save Itself. Here's Where It Should Start.

The troubled lingerie brand has announced that it will no longer broadcast its fashion show on American network television. That’s a good first step, but more changes are needed to win back customers.

Capitalising on the Met Gala Moment Is Harder Than it Looks

The Costume Institute benefit is fashion’s biggest night, but brands have few options to up the marketing potential. Are companies missing out by not thinking beyond the red carpet?

Capitalising on the Met Gala Moment Is Harder Than it Looks

The Costume Institute benefit is fashion’s biggest night, but brands have few options to up the marketing potential. Are companies missing out by not thinking beyond the red carpet?

Op-Ed | The Truth About Micro-Influencers

Is small the new big when it comes to influence? The fascination with micro-influencers has certainly been captivating brands and media alike over the last few years, culminating in the emergence of nanoinfluencers late last year.

Op-Ed | The Truth About Micro-Influencers

Is small the new big when it comes to influence? The fascination with micro-influencers has certainly been captivating brands and media alike over the last few years, culminating in the emergence of nanoinfluencers late last year.

Pinterest IPO Raises $1.4 Billion as It Shuns Social-Media Tag

Chief executive Ben Silbermann likes to project a more virtuous, less competitive vision of Pinterest, but investors will still be scrutinising its advertising model.

Pinterest IPO Raises $1.4 Billion as It Shuns Social-Media Tag

Chief executive Ben Silbermann likes to project a more virtuous, less competitive vision of Pinterest, but investors will still be scrutinising its advertising model.

Why Do Fashion Brands Still Advertise in Print?

Consumers spend only a tiny fraction of their daily media consumption time with print magazines, yet many fashion brands continue to spend disproportionately on print advertising. Amy Odell investigates.

Why Do Fashion Brands Still Advertise in Print?

Consumers spend only a tiny fraction of their daily media consumption time with print magazines, yet many fashion brands continue to spend disproportionately on print advertising. Amy Odell investigates.

Will Apple News+ Threaten Digital Media Subscriptions?

At $10 per month, Apple's new service might be very attractive to casual readers who want to peruse a few articles each month from a variety of news sources.

Will Apple News+ Threaten Digital Media Subscriptions?

At $10 per month, Apple's new service might be very attractive to casual readers who want to peruse a few articles each month from a variety of news sources.

Media’s Revenue Stream Revolution: What Actually Works?

As demand for print advertising continues to drop, publishers are experimenting with a range of new revenue streams, with mixed results. Amy Odell does the analysis.

Media’s Revenue Stream Revolution: What Actually Works?

As demand for print advertising continues to drop, publishers are experimenting with a range of new revenue streams, with mixed results. Amy Odell does the analysis.

Amazon Has a Big Advertising Business. Walmart Wants One Too

Retail giants are arguing that, while Facebook might know what customers like, and Google might know what they want, but only they know what they actually buy.

Amazon Has a Big Advertising Business. Walmart Wants One Too

Retail giants are arguing that, while Facebook might know what customers like, and Google might know what they want, but only they know what they actually buy.

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