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
Fashion’s Golden Opportunity With Older Shoppers
Often left out of the picture in a youth-obsessed industry, selling to Gen-X and Baby Boomer shoppers is more important than ever as their economic power grows.
What Fashion PR & Communications Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help PR & communications professionals decode fashion’s creative landscape.
Revolve Invented Influencer Marketing as We Know It. Now It’s Pulling Back.
The brand’s scaled-back Revolve Festival points to a new direction in its signature influencer marketing approach.
Should Lab-Grown Diamonds Be Labelled? Regulators (Again) Say Yes.
Brands selling synthetic stones should make their provenance clear in marketing, according to the UK’s Advertising Standards Authority.
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What Happens When Coachella Is Just Another Concert
The two-weekend music festival kicks off on Friday amid questions about whether it’s losing its cachet with music lovers – and its status as one of fashion’s top marketing opportunities.
Why Aimee Song Is Taking a Different Approach to the Influencer Brand
With her new knitwear-centric label, Amiya, the influencer wants to create something with appeal beyond her “Song of Style” moniker — and that avoids the fate that has befallen so many brands led by internet personalities.
Western Wear Was Already Big. Then Beyoncé Released Cowboy Carter.
The blockbuster album, whose cover features the pop star in a red, white, and blue Rodeo-inspired outfit, could be another watershed moment for the red-hot trend.
The Independents Makes Its Second Acquisition in 2024
The fashion communications company is buying The Sunshine Company, a consultancy and creative agency based in London and Los Angeles.
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Why Calvin Klein Needs More Than Jeremy Allen White to Grow
Calvin Klein’s recent viral campaigns have galvanised consumers but are slower in driving the business forward amid parent company PVH’s ongoing turnaround strategy.
Fashion Executives Examine the Industry Swing From Performance to Brand Marketing
BoF and Ekimetrics brought together CMOs, CBOs and leaders from the New York fashion industry to discuss the shift from performance to brand marketing. Executives from Gucci, Givenchy, Versace, Estée Lauder, Victoria Beckham Beauty, Saks Fifth Avenue, Neiman Marcus Group, Ganni, Artizia, Anine Bing and Vestiaire Collective shared their insights.
Fashion Executives Examine the Industry Swing From Performance to Brand Marketing
BoF and Ekimetrics brought together CMOs, CBOs and leaders from the New York fashion industry to discuss the shift from performance to brand marketing. Executives from Gucci, Givenchy, Versace, Estée Lauder, Victoria Beckham Beauty, Saks Fifth Avenue, Neiman Marcus Group, Ganni, Artizia, Anine Bing and Vestiaire Collective shared their insights.
Calvin Klein, Levi’s and the Real Value of Marketing
Both brands are leaning on high-profile advertising campaigns to refresh their image. We’ll find out this week whether that’s translating into increased sales.
Lisa Frank Named CEO of Derris
With the appointment, Frank’s co-founder Jesse Derris will move into a chief strategy officer role at Derris’ parent company Orchestra.
THE NEWS IN BRIEF
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.
TikTok Advertisers Will Look to Rivals if US Senate Moves Ahead on Ban
Meta’s Reels and YouTube’s Shorts, TikTok’s biggest competitors, are set to be the beneficiaries of advertising budgets if the app is banned.
Ban on Calvin Klein’s FKA Twigs Ad Revoked After ASA Climbdown
The ASA had originally said the ad presented her as “a stereotypical sexual object.”
Trump Hawks Gold, Self-Branded $399 Sneaker as Legal Fees Mount
The “Never Surrender” sneakers sold out in less than a day after Trump’s appearance at Sneaker Con in Philadelphia.
Temu Spent Millions on Six Super Bowl Ads as It Tries to Win Back US Shoppers
The waning revenue and user figures raise questions around whether Temu’s explosive US growth may be cresting long before it presents any real threat to juggernauts like Amazon.
Italy Tightens Charity Giving Rules After Influencer Ferragni Scandal
A draft of the bill stipulates that products linked to charity donations should indicate the purpose and recipient, and make clear the share of the price going to charity.
Italy Regulator Tightens Rules on Influencers After Ferragni Scandal
The rules will initially be applied to those influencers posting in Italian and working with Italian brands who have more than 1 million followers.
DLX to Open London Office
The Paris-based communications agency is opening its doors in London, on Great Portland Street in the Fitzrovia neighbourhood.