Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Highlights

The Best of BoF: Marketing’s Highs and Lows

Turmoil on social media provided marketers with new challenges this year, but the full-on return of events and a new crop of influencers served as reasons for excitement in the space.

Case Studies & Reports

Case Study

The New Four Ps of DTC Marketing — Download the Case Study

Case Study

Livestreaming: How Brands Can Make It Work — Download the Case Study

Case Study

The Complete Guide to Influencer Marketing — Download the Case Study

Latest News & Analysis

The Shifting Politics of Pride Month

Target, Maybelline and others have been caught in an anti-trans backlash. How they respond could shape perception around their brands. That, plus what else to watch for in the coming week.

Hill House Home Lands in the UK

Expanding overseas is one of several ways the New York-based brand is looking to keep up momentum, three years after its ‘nap dress’ went viral.

What Fashion PR & Communications Professionals Need to Know Today

BoF Careers provides essential sector insights for fashion PR & communications professionals this month, to help you decode fashion’s creative landscape.

BoF Insights | How to Tap Into the Enduring Appeal of Branded Luxury Hotels

As global travel continues its post-pandemic recovery, BoF Insights explains how hotels and resorts are helping luxury brands from Bulgari to Gucci stay close to their customers, even when they’re on the road.

The Business of Dressing Beyoncé (and Other Pop Stars)

Creating stage costumes provides designers with a fantastical creative outlet and the potential for global exposure – but designing a musician’s look isn’t easy.

What Fashion Needs to Know About Lemon8

TikTok parent company ByteDance has already proved it can build a social media platform that dictates what users will watch. Now, it’s created an app to influence what they buy.

Can a Cannabis Brand Sell High Fashion?

With its hit fleeces and edibles, Sundae School has made a name for itself as a “smokewear” label. With its first runway show, the brand is looking to establish itself as a fashion force, too.

How Brands Measure Buzz

In the last decade, brands relied on buzz measurements like earned media value, to understand the impact of online campaigns and events. BoF unpacks what these metrics can and can’t tell a brand.

Barbiecore’s Surprisingly Long Legs

A new teaser for the Margot Robbie-fronted Barbie movie has kicked off more frenzy around the film. It’s also setting up a showdown between two of the hottest TikTok trends of the moment: quiet luxury and Barbiecore.

How Brands Are Selling Quiet Luxury to the Masses

A wide swath of labels are trying their hands at the understated look, minus the eye-popping price point. It’s a natural fit for Vince or Banana Republic. But Shein?

Behind the Text Message Marketing Boom

Text messaging has emerged as one of the best tools for brands to keep customers coming back. But as fast as shoppers are to get on board with texts, they are even quicker to run away. Brands must balance using SMS to drive transactions and building deeper connections with customers.

What Would a US TikTok Ban Mean for Fashion

TikTok’s CEO will appear before Congress on Thursday to defend the increasingly-controversial social media platform as talk of a stateside ban rises. Businesses and creators are bracing for impact.

THE NEWS IN BRIEF

Together Group Acquires The Future Laboratory

Together Group, which owns several public relations agencies focussed on fashion and luxury, added strategic consultancy The Future Laboratory and its subscription-based trends platform LS:N Global, to its mix.

Balenciaga Has Left Twitter

Balenciaga removed its Twitter account, becoming the first major fashion brand to leave the social media platform amid mounting concern over new owner Elon Musk’s vision for the site.