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

TikTok’s Deinfluencing Trend, Explained

Despite the name, TikTok’s latest viral trend is just further evidence of influencers’ power in shaping purchasing decisions

How the Lingerie Show Became Just Another Fashion Show

A new generation of brands, including Adore Me and Rihanna’s Savage x Fenty, are experimenting with the concept, but creating an extravaganza on the level of Victoria's Secrets' shows may be permanently out of reach.

Salomon’s Super Bowl Surprise

Rihanna wore Salomon’s “Cross Low” sneakers as part of her all-red ensemble during the halftime performance, marking the culmination of the brand’s recent rise in fashion.

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.

The End of Blanding?

Burberry is the latest fashion house to adopt a serif typeface for its logo. Return to idiosyncratic heritage or just another form of blanding?

Inside Jonathan Simkhai’s Rebrand

After over a decade in business, the brand will now only be known as “Simkhai” in an effort to appeal to international audiences

Is This Alo Yoga’s Moment?

Alo Yoga has become a fashion favourite for its wellness-centric approach to athleisure. With Lululemon seeing sales growth slow, the Los Angeles-based Alo may have an opening.

The Strategy Behind Skims’ Viral White Lotus Campaign

The brand’s latest celebrity stunt serves as another example of how it is wielding star power beyond its famous founder.

What Fashion Marketing Professionals Need to Know Today

BoF Careers provides essential sector insights for fashion professionals in marketing this month, to help you decode fashion’s marketing landscape.

LVMH Backs Marquis, a New Communications Agency in Paris

Youssef Marquis, a key PR executive and celebrity wrangler from Givenchy and Louis Vuitton, is launching his namesake communications consultancy,

Why Gen-Z Yellow Will Never Be Millennial Pink

Gen-Z’s bright aesthetic may be rising in popularity, but the generation’s individualistic nature may keep it from becoming a full-blown phenomenon.

Supermodel Tatjana Patitz Dies, Aged 56

Patitz’s death was confirmed by her agent, Corinne Nicolas, who said the cause was illness — but did not disclose further details, reports Bloomberg.

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.

The Lede Company Expands Internationally

The marketing, strategy and public relations firm opened its first international office in London on Wednesday. The Lede Company now operates offices in London, New York and Los Angeles, and is looking to expand further into Europe.

Derris Sells Majority Stake

PR and marketing agency BerlinRosen recently invested in the New York-based agency, founded in 2013 and known for playing a strategic role in launching and marketing several leading brands in the direct-to-consumer space over the past decade.