How TikTok Changed PR
Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Highlights
The Year Ahead: Why Brand Marketing in 2024 May Reclaim Its Glory Days
The State of Fashion 2024 explores the potentially elevated role that brand marketing will play as competition for consumer attention and loyalty intensifies across the fashion industry.
Why Banal Is Big in Fashion’s Latest Campaigns
Following a year where surrealist stunts were fashion’s biggest marketing trend, voyeuristic campaigns that centre reality — and the often boring moments of the everyday — are gaining steam.
Case Studies & Reports
Latest News & Analysis
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.
Sally Singer’s Third Act
The former Vogue editor and Amazon Fashion head, who has spent the past year at the helm of the WME-owned Art+Commerce, speaks to BoF about what drew her to the agency, the parallels between her previous roles and the state of the industry.
The NFL Makes a Play for Women’s Fashion
After a Taylor Swift-related surge in viewership and buzz last season, the NFL is partnering with New York-based Veronica Beard to capitalise on the fashion opportunity.
At the 2024 Zalando Partner Marketing Awards: Brands Unite With Zalando Best Practices to Optimise Their Retail Media Marketing Strategies
Retail media remains a reliable way to connect with consumers online. BoF explores how Zalando’s retail media unit is platforming its partners to achieve strategic brand goals at their annual marketing awards.
At the 2024 Zalando Partner Marketing Awards: Brands Unite With Zalando Best Practices to Optimise Their Retail Media Marketing Strategies
Retail media remains a reliable way to connect with consumers online. BoF explores how Zalando’s retail media unit is platforming its partners to achieve strategic brand goals at their annual marketing awards.
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How Brands For Cowboys and Trail Enthusiasts Tread Being ‘in Fashion’
Tapping into trendiness represents a huge growth opportunity for brands with roots and uses in specific communities, but it can be a double edged sword.
The Debrief | How Influencers Make Money
Executive editor Brian Baskin sits down with senior news and features editor Diana Pearl to discuss how today’s influencers are attempting to assert greater control over their content and revenue.
Old-School Magazines Are Brands’ New Favourite Marketing Tactic
Brands from Madhappy and Patta to Bottega Veneta are once again embracing print magazines full of on-brand editorial content as they attempt to escape the algorithm and bypass the drawbacks of social-media marketing.
Evolving Measurement Techniques to Optimise Brand Marketing Success
Aspirational customer cohorts have more choice and less cause for loyalty than ever before. BoF and Ekimetrics brought together executives to discuss best practices in building brand impact to nurture lifetime value and convert customer engagement into sales long-term.
Evolving Measurement Techniques to Optimise Brand Marketing Success
Aspirational customer cohorts have more choice and less cause for loyalty than ever before. BoF and Ekimetrics brought together executives to discuss best practices in building brand impact to nurture lifetime value and convert customer engagement into sales long-term.
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What Fashion Marketing Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help marketing professionals decode fashion’s creative and commercial landscape.
What Fashion Needs to Know About Gen Alpha’s Social Media Restrictions
At least 15 US states have enacted policies regulating cell phone usage among teenagers and children, pointing to the youth mental health crisis and other potential harms of incessant access to the internet. For marketers, the laws pose a barrier to reaching young consumers as well as an opportunity to get to know this cohort better.
What Fashion Needs to Know About Gen Alpha’s Social Media Restrictions
At least 15 US states have enacted policies regulating cell phone usage among teenagers and children, pointing to the youth mental health crisis and other potential harms of incessant access to the internet. For marketers, the laws pose a barrier to reaching young consumers as well as an opportunity to get to know this cohort better.
How Angel Reese Became the WNBA’s Fashion All-Star
As a basketball player for Louisiana State University, Reese was a force on and off the court, winning everything there was to win and earning the nickname “Bayou Barbie” for her fierce looks. Now, the breakout WNBA star and BoF 500 member is making waves in fashion and beauty — from pre-game “tunnel walks” to red carpet appearances — and netting deals with major brands.
How Angel Reese Became the WNBA’s Fashion All-Star
As a basketball player for Louisiana State University, Reese was a force on and off the court, winning everything there was to win and earning the nickname “Bayou Barbie” for her fierce looks. Now, the breakout WNBA star and BoF 500 member is making waves in fashion and beauty — from pre-game “tunnel walks” to red carpet appearances — and netting deals with major brands.
How Brands Use the Front Row to Mint the Next ‘It’ Item
More brands are dressing their VIP runway attendees in coordinating looks to propel focus on one particular item, in hopes of driving buzz — and sales.
THE NEWS IN BRIEF
Lacoste to Sponsor Rolex Paris Masters Tennis Tournament
The heritage French label is increasingly asserting its sporting credentials amid luxury brands’ growing interest in tennis over the past year.
Small Girls PR Acquired by Orchestra
Small Girls will join Orchestra’s stable of agencies, which includes Derris, M18 and Inkhouse.
FIFA to Launch Fashion Line in Partnership with VFiles
Football’s global governing body is set to launch its inaugural ‘FIFA 1904′ collection in spring 2025.
Mazarine Group Acquires Event Producer Arter
Paul-Emmanuel Reiffers’ fashion and art events and communication group is adding another company to its portfolio.
The Independents Acquires Kitten Production
It’s the PR giant’s fifth acquisition this year as it aims to double in size by 2025.
The Independents Expands to Middle East With Latest Acquisition
The Independents is buying Bureau Béatrice, a multi-media and creative technology agency based in Dubai, United Arab Emirates.
Adidas Has Extended Contract With Basketball Star Anthony Edwards, CEO Confirms
Edwards and his AE 1 signature sneaker are central to the brand’s expansion plans in North America, led by its growing basketball category.
Meghan Markle Launches New Brand American Riviera Orchard in Return to Instagram
In Meghan’s first social media post since 2020, American Riviera Orchard was announced via nine Instagram posts that together show the brand’s gilded logo and crest.