American Eagle

When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.

The chains are exceeding sales expectations in a choppy market by giving young shoppers the products they want, in just the right amount.

TikTok-favourite beauty brand, E.l.f. is partnering with teen retailer American Eagle to create a line of clothing-inspired cosmetics.

As this generation’s spending power and appetite for fashion grows, BoF's research and analysis think tank looks at the most-revered brands among young fashion shoppers.

Find out what makes Gen-Zers so unique and crucial to the fashion industry in the latest BoF Insights report. Co-created with Gen-Zers as well as a host of fashion and social media experts, we unpack what this generation expects from fashion today, and tomorrow.

This week, everyone will be talking about the kickoff to the holiday shopping season, financial results from a trio of mall brands and the status of Brexit negotiations. Get your BoF Professional Cheat Sheet.

Brands like Aerie and VS Pink relied on in-person student events and campus ambassadors to drive sales. Can they replicate that success online?

The US-based retailer's total revenue fell 15 percent to $883.5 million in the three months ended August 1, beating expectations of $847.8 million.

Consumers have flocked to services that allow them to pay for their online orders over a period of weeks, months or even years. Brands hope these plans will encourage customers to spend more — but a looming recession could test the business model.

This week, Patrick Guido steps down as Lululemon’s CFO of two years, while American Eagle hires a new CFO from within.