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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

Opinion: The ‘Ralph Lauren Christmas’ Trend Is Marketing Gold

The company’s viral holiday aesthetic is boosting the brand’s visibility and sales, the result of years of strategic image refinement and product honing, writes Andrea Felsted.

Why There Are So Many Influencer Collaborations Right Now

It’s not just your imagination: a growing number of brands are rolling out product collaborations with influencers, hoping to tap their marketing prowess and give customers — both existing and new — a reason to shop.

Breaking Down Chanel’s A$AP Rocky Partnership

While it only officially sells women’s clothing, Chanel’s partnership with the rapper is the latest instance of it doubling down on male ambassadors.

Case Study | The Art & Science of World-Building

Once the preserve of a handful of high-end labels, world-building has become a powerful method for any brand to create a lasting impression and connect emotionally with customers. Pulling it off requires more than just consistent branding across channels.

The New Rules for Effective Marketing

J. Crew’s chief marketing officer Julia Collier, Ekimetrics’ partner Sona Abaryan and BoF’s director of content strategy Alice Gividen, join BoF’s Annabel Bolton to discuss how to drive results in fashion and beauty marketing today.

Why This Year’s Holiday Ads Are Going Traditional

Amidst the ‘Ralph Lauren Christmas’ craze, this season, fashion brands embraced traditional holiday storytelling, while celebrity casting choices helped classic themes feel fresh and engaging for younger shoppers.

Martha Stewart Is American Eagle’s Latest Bet Against Being Boring

The retailer’s holiday campaign, a follow-up to its viral, controversial hit featuring Sydney Sweeney, is its latest effort to maintain cultural momentum. “The enemy for retail is being boring,” said CMO Craig Brommers.

The Dark Side of ‘Always On’ Marketing

Endless collaborations and celebrity tie-ups have come at a cost, making luxury brands feel more overexposed and interchangeable. Does the industry need to recalibrate its marketing machine?

After a Scandal Nearly Derailed Her Brand, Matilda Djerf Reemerges

Twelve months after the Swedish influencer faced allegations of mistreating her employees, she’s opening a pop-up at the London department store, the brand’s first foray into wholesale.

How to Track Your Brand in the Age of AI

At a BoF Insights breakfast in London, senior executives gathered to explore how algorithms, viral moments and AI are rewriting the rulebook of brand building — and how leaders need to change the way they measure success.

Introducing the BoF Insights Brand Pulse Index

The BoF Insights Brand Pulse Index benchmarks how fashion brands measure up across five core dimensions — Discoverability, Identity, Value, Connection and Love — revealing the new dynamics of brand performance in an AI-driven world.

Case Study | The New Playbook for Fashion PR

Fashion’s old PR playbook is in need of a refresh as evolving platforms like Substack, affiliate networks and AI search reshape the marketing landscape. With new paths to brand visibility and credibility, PR teams must reconsider their strategies.

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