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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

When Heritage Brands Become Accidental Fashion Labels

Over the past decade, heritage brands like Red Wing, Hunter and Barbour have become trendy without trying. But how do companies like these maintain momentum without alienating their core customers or losing their new ones?

Condé Nast Eyes Digital Viewers with Virtual Reality, Scripted Shows

Condé Nast Entertainment will unveil two original virtual reality series for the upcoming year at its Tuesday presentation before advertisers at the Newfronts, an annual digital content showcase in New York.

North Face Looks to Training Gear to Boost Sales Beyond Winter

The North Face, whose jackets are ubiquitous on ski slopes and climbing expeditions, is making its biggest push yet to get consumers to wear its gear in the gym.

BoF Exclusive | New Gucci Ads Point to Step-by-Step Re-Positioning

In a global exclusive, BoF can reveal the first Gucci advertising campaign by new creative director Alessandro Michele, the latest step in the brand’s ambitious repositioning efforts.

Marina Rinaldi: Sizing up Luxury

How the Italian label, part of the Max Mara Group, became the first — and only — brand to put ‘plus-size’ and ‘luxury’ under one roof.

The Same-Sex Wedding Opportunity

The same-sex wedding market is worth $1.04 billion in the US and $192 million in the UK alone. Why have fashion companies been so slow to tap the opportunity it presents?

Op-Ed | Industry Leaders Need to Have the Courage to Be More Transparent

Industry leaders must make their businesses more transparent and begin to change where and how their products are made, argues Julie Gilhart.

France Plans to Ban Advertising with Anorexic Models

France's health minister says she supports plans to criminalize the use of advertising with anorexic models in France.

Apple Revives Gold’s Allure for Young Buyers of Bling

If anyone could make gold jewellery fashionable to Americans and Europeans, it’s Apple Inc.

Urban Outfitters Is Finally Growing Up

A year ago, Urban Outfitters set out to get older. Now the company is finally showing its age.

These Are the Last Abs You'll Ever See at Abercrombie & Fitch

Hoping the shift in marketing would win back teen shoppers, Abercrombie's billboards and website started featuring clothed models instead of bared, tanned, sculpted male torsos.

Condé Nast Closes Blog Network NowManifest

BoF has learned that NowManifest, the Condé Nast-owned blog portal that hosted fashion bloggers including Susie Bubble, Anna Dello Russo and BryanBoy, has been shut down.

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