Olaplex Names New CEO
Christoph Kaul will succeed Amanda Baldwin, who led the hair care label through its acquisition by Henkel earlier this year.
Marketing / Performance Marketing
Marketing
Why Follower Count Matters Less Than Ever
As brands gain better visibility into engagement, conversion and audience quality, the creator with the biggest following is no longer necessarily the most valuable.
Why Follower Count Matters Less Than Ever
As brands gain better visibility into engagement, conversion and audience quality, the creator with the biggest following is no longer necessarily the most valuable.
Partner Content
How Creative Promotions Are Reshaping Customer Engagement
Talon.One’s ‘Creative Currencies in Promotions’ explores how brands are moving beyond traditional discounting and using promotions to create stronger customer engagement, emotional connection and long-term loyalty. Here, BoF shares key extracts from the report, alongside analysis of the shifts reshaping promotional strategy.
How Creative Promotions Are Reshaping Customer Engagement
Talon.One’s ‘Creative Currencies in Promotions’ explores how brands are moving beyond traditional discounting and using promotions to create stronger customer engagement, emotional connection and long-term loyalty. Here, BoF shares key extracts from the report, alongside analysis of the shifts reshaping promotional strategy.
Marketing
How AI Shopping Agents Are Reshaping Fashion’s Ad Economy
As AI agents begin to shop on consumers’ behalf, they can inadvertently trigger online ads, distorting performance metrics and inflating brands’ ad spend.
How AI Shopping Agents Are Reshaping Fashion’s Ad Economy
As AI agents begin to shop on consumers’ behalf, they can inadvertently trigger online ads, distorting performance metrics and inflating brands’ ad spend.
Marketing
Why Fashion Needs to Stop Sleeping on YouTube
The Google-owned video-sharing service is among the largest entertainment platforms in the world, and a destination for in-depth, long-form content. BoF breaks down how brands can use the site as a world-building tool to attract loyal consumers.
Why Fashion Needs to Stop Sleeping on YouTube
The Google-owned video-sharing service is among the largest entertainment platforms in the world, and a destination for in-depth, long-form content. BoF breaks down how brands can use the site as a world-building tool to attract loyal consumers.
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Marketing
From Hype to Discipline: The New World of Influencer Marketing | Case Study
Influencer marketing is bigger than ever, but it’s also become more complex as the number of creators multiplies, consumers grow more resistant to blatant ads, platforms like Substack gain traction and new tools for tracking performance appear. Fashion brands need to update their strategies.
From Hype to Discipline: The New World of Influencer Marketing | Case Study
Influencer marketing is bigger than ever, but it’s also become more complex as the number of creators multiplies, consumers grow more resistant to blatant ads, platforms like Substack gain traction and new tools for tracking performance appear. Fashion brands need to update their strategies.
Marketing
The Creator Economy’s Coming-of-Age Moment | Editor’s Letter
With influencer marketing sector expected to hit $44 billion this year, The Business of Fashion is looking deeper at this rapidly changing industry with a special package on the stakes it’s facing today.
The Creator Economy’s Coming-of-Age Moment | Editor’s Letter
With influencer marketing sector expected to hit $44 billion this year, The Business of Fashion is looking deeper at this rapidly changing industry with a special package on the stakes it’s facing today.
Marketing
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.
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.
Marketing
The Rise of ‘Ugly-Cute’ Labubu Dolls, in Four Charts
The craze over Pop Mart’s toys speaks to a desire for escapism and customisation during increasingly uncertain economic times — but their popularity may be fleeting.
The Rise of ‘Ugly-Cute’ Labubu Dolls, in Four Charts
The craze over Pop Mart’s toys speaks to a desire for escapism and customisation during increasingly uncertain economic times — but their popularity may be fleeting.
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Marketing
Why DTC Is Finally Investing in Brand Marketing
Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.
Why DTC Is Finally Investing in Brand Marketing
Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.
Marketing
Explainer: The Digital Advertising Disruption Coming for Fashion
With Google’s online advertising business declared an illegal monopoly and Meta at risk of spinning off Instagram, the digital advertising market could be headed for an overhaul with a looming recession in the backdrop.
Explainer: The Digital Advertising Disruption Coming for Fashion
With Google’s online advertising business declared an illegal monopoly and Meta at risk of spinning off Instagram, the digital advertising market could be headed for an overhaul with a looming recession in the backdrop.
Marketing
The Best of BoF 2024: Fashion’s Cultural Crossover Continues
In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.
The Best of BoF 2024: Fashion’s Cultural Crossover Continues
In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.
Marketing
How Brands Survive the Election Ad Blitz
Presidential nominees Kamala Harris and Donald Trump are expected to flood social media with ads targeting undecided voters, prompting brands to double down on alternative marketing channels in the lead up to holiday season.
How Brands Survive the Election Ad Blitz
Presidential nominees Kamala Harris and Donald Trump are expected to flood social media with ads targeting undecided voters, prompting brands to double down on alternative marketing channels in the lead up to holiday season.
The News in Brief
Perelel Expands C-Suite, Tapping Rare Beauty’s CMO
Known for its prenatal vitamins, the wellness label has hired Rare Beauty's Ashley Murphy as its chief marketing officer, while Anjelika Temple moves into the chief creative officer role.
Swiss Watch Exports Grow for Fourth Month, Overcoming US Slump
Exports in August were buoyed by China and Japan, despite a sharp decline in shipments to the US.
Alexandre Arnault Joins Nike’s Board of Directors
The LVMH executive joins Nike’s board as the sportswear giant prepares to be removed from the S&P 100 index after nearly two decades.
Matthieu Blazy, Sarah Burton, Haider Ackermann Among Nominees for BFC Designer of the Year
The Fashion Awards ceremony, set for Nov. 30, will also recognise the BFC’s second Vanguard award recipient, recognising emerging British design talent.
Supergoop Announces Chief Commercial Officer
The sunscreen label has appointed former Coty executive Jamie Parker to the newly created role as it gears up to become a “global skin health company.”
Mytheresa Owner’s Sales Rise as Ultra Wealthy Keep Shopping
LuxExperience posted a rise in sales as the luxury multibrand platform’s strategy of catering to the ultra wealthy helped it navigate a difficult environment for high-end fashion.
The Independents Acquires Production Studio Smuggler
The global collective has brought film studio Smuggler under its umbrella to bolster its entertainment capabilities.