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Agenda-setting intelligence, analysis and advice for the global fashion community.

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.
Creative team ideating marketing pitch.
Creative team ideating marketing pitch. (Pexels)

Discover the most recent and relevant industry news and insights for fashion professionals working in marketing, to help you excel in your job interviews, promotion conversations or simply to perform better in the workplace, by increasing your market awareness and emulating market leaders.

BoF Careers distils business intelligence from across the breadth of our content — editorial briefings, newsletters, case studies, podcasts and events, as well as the exclusive interviews and conversations we have with experts and market leaders every day — to deliver key takeaways and learnings in your job function.

Key articles and need-to-know insights for marketing professionals today:

1. ‘Vegan Leather’ or Plastic? A Materials Marketing Battle Heats Up

An attendee wears a rhinestone-covered jumpsuit and carries a faux leather Stella McCartney handbag during Paris Fashion Week, March 2022.

Claiming the moral high ground is increasingly important for brands and their suppliers, as sustainable fashion — once the niche domain of only the crunchiest consumers — becomes big business. It’s more than just marketing at stake; brands from H&M to Gucci have made high-profile commitments to avoid materials that don’t meet baseline environmental and ethical standards in the coming years. And regulators are stepping in with policies that fortify those ambitions as more than simply voluntary goals.

The problem for consumers is that they are now faced with a plethora of competing sustainability claims from materials all pitching themselves as a better option. “When asked what the best material is, the answer is always, ‘it depends’ ... Every material has tradeoffs,” said Beth Jensen, director of climate and impact at Textile Exchange. “We have to, as an industry and as consumers, get away from this idea that there will always be black-and-white answers.’”

Related Jobs:

ESG Reporting Manager, Hugo Boss — Stuttgart, Germany

Diamond Acquisition Manager, Tiffany & Co. — New York, Unites States

Cause Marketing and Corporate Giving Specialist, Bloomingdale’s — Long Island, United States

2. The Rise of Video Has Fashion’s Content Machine Working Harder Than Ever

Participants walking along a red carpet as they attend TikTok's "The Future of Fashion" event in Berlin.

Consumers swapped magazines for social media and are now swapping photos for video. Fashion has little choice but to follow their lead. Creating video isn’t the same as producing photo shoots though. Video extends over time. You need more raw material. You need editing. You need sound.

If the future of social media is a combination of more video and more algorithmically driven content, where a post’s ability to grab viewers rather than who posted it is what brings it into users’ feeds, it’s likely to pose real challenges for fashion brands, especially smaller ones. Not only will they have to produce enough content to keep up, but they’re also going to have to make sure that content is engaging enough that users will see it.

Related Jobs:

Copy and Content Assistant, Jigsaw — London, United Kingdom

Content Creator, Scotch & Soda — Amsterdam, Netherlands

Social Media Manager, Aeyde — Berlin, Germany

3. Why Puma Is Showing at New York Fashion Week

A digital rendering shows a puma in the style of Puma's logo jumping through an illuminated doorway amid a smoky, grey backdrop.

The last time Puma took part in NYFW was to show its Fenty collaboration with Rihanna in 2017. The return is a sign that Puma aims to reassert its position in fashion and continue building its cultural clout after its successful effort to reinvigorate its brand by focusing on its connection to sports such as basketball and F1 racing. It has also worked to rebuild its pop-cultural cachet through partnerships with stars like Jay-Z and Dua Lipa.

The brand has [also bolstered its] presence in online games and web3 in a move to make a mark in digital culture. Earlier this year, it launched an experience on gaming platform Roblox that allowed players to buy head-to-toe Puma looks. More recently, it announced a project with the narrative NFT project 10KTF and released 4,000 Nitropass NFTs, which will give owners the ability to get the NFTs granting access to the sneakers it’s revealing at NYFW. It started its own Discord channel as well.

Related Jobs:

Digital Marketing Executive, Desmond & Dempsey — London, United Kingdom

Senior Director of Entertainment, Tommy Hilfiger — Amsterdam, Netherlands

Digital Campaign Specialist, Prada Group — Milan, Italy

4. The Secrets to a Successful NFT Drop

A group of Adidas staff and animated apes sit together in an office.

The best NFT projects have a few things in common, like creativity, appeal to a clear audience and value beyond the price. Where brands might have gotten away with selling just about any NFTs during last year’s frenzy, today their quality and utility matter more as NFT prices and trading volumes plunge and their novelty has long since worn off.

“The best projects are those which take an existing brand somewhere new but recognisable,” said Ian McMilan, chief growth officer at Mojito, a technology platform that specialises in helping brands such as Sotheby’s launch web3 projects. “Show me something new about you that feels still like you. [...] You need to constantly be injecting energy into this community by creating new value, and so you need a constant drip of content, of new NFT drops, of new utility.”

Related Jobs:

Senior Manager Digital Innovation Marketing, Burberry — London, United Kingdom

3D Experience Coordinator, PVH — Amsterdam, Netherlands

Digital Experience Director, Coach — New York, United States

5. Why European Brands Are Still Betting on America

Four women with their backs to the camera showcasing different colours of Fendi Baguette bags in white and pinks.

In a somewhat surprising turn, New York Fashion Week has become a key staging ground for European labels looking to capitalise on recent momentum in America. Doubling down on America makes sense, when economists are predicting runaway inflation in other parts of the world, like the UK and the euro zone. Including traditionally resilient Germany, which is expected to slide into recession if Russia follows through on threats to cut off natural gas supplies this winter. Meanwhile, China’s zero-Covid policy is holding back the country’s recovery.

The America-focused strategy only works for certain brands though: Zegna, Lululemon and Nordstrom are among the companies reporting that their high-net-worth customers continue to spend, but mass retailers are seeing US demand start to buckle. The dollar’s strength against the pound and euro is also a factor — Americans haven’t had this kind of spending power when it comes to European luxury goods in decades.

Related Jobs:

VIP Coordinator, Self-Portrait — London, United Kingdom

Communications Intern, Comme des Garçons — Paris, France

Head of International Copy Editing, Mytheresa — Munich, Germany

6. Kylie Cosmetics Tries to Evolve Beyond the ‘Instagram Makeup’ Era

Coty agreed to buy a majority stake in Kylie Cosmetics in November 2019.

International expansion has been a big focus for [Kylie Cosmetics] under Coty, which agreed to buy a majority stake in November 2019. In addition to Boots, Kylie Skin entered Harrods and Selfridges in 2020 (Kylie Cosmetics entered both department stores the following year) and the brand’s e-commerce site ships internationally. In 2019, Kylie Skin launched in 2,500 Douglas stores in 25 countries (the retailer launched Kylie Cosmetics last summer), and Kylie Cosmetics and Skin entered Sephora in Mexico and Brazil in the spring.

[However,] expanded distribution may be making up for declining consumer interest. Web searches for Kylie Cosmetics have fallen steadily over the last five years; even after a recent uptick around Jenner’s trip to Europe, they’re off by about 80 percent from their peak, according to Ahrefs, a search insights company. The Coty machine can certainly provide the infrastructure and scale required to build a true global operation — but the onus is on Jenner to sustain buzz beyond pop-ups or limited drops.

Related Jobs:

E-Commerce and Marketing Assistant, Shaku — London, United Kingdom

E-Commerce Product Owner, Alaïa — Paris, France

Social Marketing and Content Strategy Development Associate, Ralph Lauren — New York, United States

7. Why Brands Are Tapping Unconventional Partners for Big Collaborations

collaboration, menswear, Mr Porter, Throwing Fits, podcast

The emerging partnerships require a new kind of approach, with the balance of power shifting away from big brands. Instead, they are ceding agency to dictate the look and feel of projects to their new collaborators, whose youth culture insights, die-hard online communities and cultural cachet have empowered them to call the shots when big brands come knocking.

For example, instead of (or as well as) investing in a high-budget marketing campaign to tell consumers what to think, Nike invests money into a working relationship with a group like The Basement, whose core missions are youth empowerment and the promotion of underrepresented creatives — causes which benefit the Nike brand by association.

Related Jobs:

Partnerships Marketing Coordinator, Tapestry — London, United Kingdom

Sponsorships Manager, Neiman Marcus — New York, United States

Affiliate and Growth Partnership Marketing, Farfetch — Tokyo, Japan

8. How Banana Republic Became a Bright Spot in Gap Inc.’s Portfolio

Woman in a zebra suit sitting on a yellow couch in yellow tent.

Rebounding sales are the payoff to a grand reinvention of the Banana Republic look that began a year ago, under chief executive Sandra Stangl and then-chief brand officer Ana Andjelic. The idea was to eschew the brand’s inoffensive offering and replace it with an undeniable point-of-view. The result was “Imagined Worlds,” an adventure-themed campaign that re-introduced Banana Republic’s origins as a safari apparel maker with sharply styled and tailored products like utility jackets, cargo pants and wide-leg trousers.

Some say Banana Republic has only accomplished the easy part of a turnaround. Maintaining its momentum now will be much more difficult than refreshing its assortment, said Andjelic, who left the company to pursue other opportunities after only nine months with the brand. “Changing the brand creative without changing the underlying marketing, business, and operational approach is just putting lipstick on a pig,” she said.

Related Jobs:

Digital Marketing Manager, Gap Inc. — London, United Kingdom

Customer Growth and Media Strategy Manager, Banana Republic — San Francisco, United States

Senior Director Marketing Operations, Old Navy — San Francisco, United States

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The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
Inside the $7 Billion Dior Phenomenon
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Inside the $7 Billion Dior Phenomenon