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The Business of Fashion

Technology

Analysis and advice on how technology is disrupting fashion and creating new opportunities.

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Latest News & Analysis

The New Rules of Global Brand Growth

Last week, BoF, ESW and Shopify gathered senior fashion and retail executives from Thom Browne, Reebok, Alo Yoga, Harvey Nichols, Bang & Olufsen and more in London to discuss how brands can win back consumer spend, protect margins and localise in a climate where global growth requires more consideration than ever.

How Fashion Brands Get AI Visibility Right

Getting AI to understand a brand does not guarantee it will recommend it. Drawing on data from BoF Insights Brand Pulse, new analysis of 120 fashion brands reveals how companies can improve their visibility and representation across ChatGPT, Claude and Gemini.

Could Meta’s Muse Change How We Shop?

The tech giant’s new AI agent brings the prospect that consumers could routinely use the technology to shop a step closer to reality.

Why the Robots at Vogue World Hit a Nerve

The online backlash to the robots’ appearance at Vogue’s annual spectacle speaks to a larger feeling in fashion that AI and technology have become inescapable, despite worries they are a threat to human craft and creativity — and even humanity itself.

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The Fashion E-Tailer Pulling Ahead on AI

Zalando is using artificial intelligence to boost growth and efficiency, including a 90 percent reduction in the cost of creating website content. BoF went inside the push to win the AI race at Europe’s largest online fashion retailer.

Can Fashion Sell a New Generation on Trade Jobs?

BoF commercial features editor Dan Hastings joins Sheena Butler-Young on The Debrief to explore how rising tuition costs and the disruption of AI could give fashion a new opportunity to attract young workers to careers in tailoring, patternmaking and other skilled trades.

Has Fashion Had Enough of AI?

As AI makes digital imagery even easier to fake, BoF's Diana Pearl and Marc Bain join Sheena Butler-Young on The Debrief to unpack why some luxury brands are betting on real artists and handmade craft to win back customers who feel alienated by a fashion industry built for the screen.

Is Fashion Stuck in Its Simulation Era?

A garment’s image has become more important than the garment itself, commentator Eugene Rabkin argues in a new book. While technology helped create this situation, it could also be part of the solution.

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How AI’s Nouveau Riche Are Spending on Beauty

Silicon Valley is minting new multi-millionaires — and billionaires — at a rapid rate, as tech firms like SpaceX, OpenAI and Anthropic target huge IPOs. Fashion, travel and wellness are benefitting, but not all beauty companies can capitalise on the boom.

What Founders Can Learn From Phia’s Mistakes

Behind Phia’s unfolding scandal lies a series of avoidable strategic and reputational blunders. Here are seven critical takeaways for founders building a fashion startup.

Phia Co-Founders Knew App Took Credit for Sales It Didn’t Drive

Phoebe Gates and Sophia Kianni pushed for features in the e-commerce startup’s software that took credit for sales it didn’t drive, according to internal communications and people with knowledge of the matter.

Retailers Tap AI Shopping Traffic but Fight to Keep Customer Data

As shoppers increasingly turn to ChatGPT and Google's Gemini for product recommendations, retailers are racing to appear in chatbot results while resisting efforts to cede customer data that underpin online sales.

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