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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.
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Marketers must rethink their approach to digital marketing measurement as the landscape shifts. (Getty Images)

This year, marketers saw the return of the familiar alongside the push to diversify their channel mixes. As pandemic restrictions eased, experiential marketing returned in full force, as brands were able to capitalise on fashion-favourite events like Coachella and the Met Gala once again. But new hurdles emerged on social media, as advertising rates rose even as platforms like Facebook and Twitter faced revenue declines and layoffs.

It wasn’t all bad news online: TikTok’s never-ending trend cycle offered inspiration for both products and campaigns. Brands also found success with provocative viral stunts and adopting fashion’s favourite new colour, hot pink.

Marketers had new channels and advertising formats to experiment with, as Netflix rolled out advertising for the first time. In the world of influencer marketing, brands found new ambassadors in unexpected places, leaning more heavily on influencers with “day jobs” or who came from previously ignored demographics (or both).

Top Stories

In the event of an economic downturn, brands will bank on messaging that brands their products as a good value for consumers.

How to Let Shoppers Know Your Brand Is Worth the Money: As consumers tighten their belts in response to inflation and the risk of recession, brands are seeking ways to tell consumers their products have value.

Influencer marketing case study cover

The Complete Guide to Influencer Marketing — Download the Case Study: As the creator space has matured, brands must be thoughtful about crafting a strategy that leverages influencer marketing’s full power, considering everything from talent scouting to the effectiveness of metrics.

Fashion brands will now be able to run ads alongside shows like Emily in Paris.

What Fashion Needs to Know About Netflix’s New Ad Tier: Being an early advertiser on the biggest video streamer has its advantages, but there are other factors for brands to consider.

Studs' store in New York City's Upper East Side neighbourhood.

How In-Store Services Help DTC Brands Win at Brick-and-Mortar: A growing number of direct-to-consumer brands have found a winning retail formula by putting a modern spin on routine services such as piercings and eye exams.

nordstrom ecommerce website model poses laptop computer

Fashion Retailers Race to Become Ad Giants: As the digital advertising space faces more challenges, an opportunity has emerged for retailers to drive revenue with their own advertising arms. But they’ll have to move quickly to carve out a share of the ad market.

A pristine store with modern interiors.

Why the New Guard of Digital Brands Are Embracing Wholesale: When even Glossier and Allbirds are signing deals with multi-brand retailers, it’s clear the go-it-alone era is over. Here’s how some new brands are building wholesale into their business plan from the get-go.

DTC marketing case study portrait border

Building a DTC Challenger Brand | Download the Case Study: Fashion entrepreneurs need a new playbook to launch, scale and differentiate their companies, as regulations and rising costs mean performance marketing can no longer serve the critical role it once did for DTC brands. Finding the right positioning and capturing market share can mean going back to the brand-building basics, as BoF profiles of Gymshark, Hodinkee and Mejuri show.

model underwear perfume calvin klein vanity

Calvin Klein’s New Strategy: Don’t Market the Dream, Market What Sells: As seen in its latest collaboration with skate brand Palace, Calvin Klein is focused on highlighting its most successful categories like denim and underwear.

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More from Marketing
How new technologies and cultural shifts are rewiring fashion communications.

Thanks to the viral “Tabi Swiper,” Maison Margiela’s iconic split-toe shoe shot to the centre of online conversation. But, the style has been on the rise for years, and may see more mainstreaming in the months to come.

Building emotional, even inspirational, connections to a product is more critical than ever in fashion and beauty. In today’s hyper-competitive, crowded environment, marketing strategies that make brands stand out and stay culturally relevant need a mix of old and new tactics.

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The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
Introducing The BoF Brand Magic Index
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Introducing The BoF Brand Magic Index