Advertising

BoF Professional Exclusive

What Does a Winning Post-Covid Marketing Plan Look Like?

12 October 2020 • By Alexandra Mondalek

BoF Professional Exclusive

What Does a Winning Post-Covid Marketing Plan Look Like?

Crisis-driven cuts to marketing budgets have been anything but uniform. Here’s where CMOs are placing their bets next year.

BoF Professional Exclusive

Coronavirus Is Rewiring the Symbiotic Relationship Between Brands and Media

30 September 2020 • By Robert Williams

BoF Professional Exclusive

Coronavirus Is Rewiring the Symbiotic Relationship Between Brands and Media

Plunging marketing budgets are disrupting the traditional value exchange between fashion brands and the magazines that cover them — with both sides wondering if the fear of missing out on editorial coverage can still drive hefty ad investments in an increasingly digital world.

BoF Professional Exclusive

#BoFLIVE: How to Get the Most Out of Your Marketing Budget

7 July 2020 • By BoF Team

7 July 2020 • By BoF Team

Why it's worth reconfiguring your advertising strategy right now.

BoF Professional Exclusive

#BoFLIVE: How to Get the Most Out of Your Marketing Budget

Why it's worth reconfiguring your advertising strategy right now.

News & Analysis

Fashion Magazines Hit as Luxury Ad Spend Dwindles

1 June 2020 • By Bloomberg

1 June 2020 • By Bloomberg

Global fashion houses are slashing their marketing budgets by 30 to 80 percent to weather the economic fallout of the pandemic.

News & Analysis

Fashion Magazines Hit as Luxury Ad Spend Dwindles

Global fashion houses are slashing their marketing budgets by 30 to 80 percent to weather the economic fallout of the pandemic.

BoF Professional Exclusive

The Best-Case, Worst-Case for Fashion Media

23 April 2020 • By Amy Odell

BoF Professional Exclusive

The Best-Case, Worst-Case for Fashion Media

The coronavirus pandemic has thrown a wrecking ball at legacy fashion publishers and the fallout only is just beginning. Where might things shake out?

Why Branding Matters Now More Than Ever

31 March 2020 • By Doug Stephens

Why Branding Matters Now More Than Ever

As the coronavirus crisis deepens, companies are slashing advertising budgets but branding never goes on pause, writes Doug Stephens of Retail Prophet.

News & Analysis

Why the Fashion Industry Is Betting Big on Jennifer Lopez

16 January 2020 • By Rachel Deeley

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News & Analysis

Why the Fashion Industry Is Betting Big on Jennifer Lopez

The actress and singer is the face of Guess, Versace and Coach Spring 2020 campaigns, making her the rare celebrity in demand at every price point. What's behind her broad appeal?

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News & Analysis

Alibaba Praised for Ad Recognising Same-Sex Couples

9 January 2020 • By Reuters

9 January 2020 • By Reuters

Depictions of the LGBTQIA+ community in Chinese media are rare, but that hasn't stopped the advert from being circulated widely on social media.

News & Analysis

Alibaba Praised for Ad Recognising Same-Sex Couples

Depictions of the LGBTQIA+ community in Chinese media are rare, but that hasn't stopped the advert from being circulated widely on social media.

The Year Ahead: Are You Ready for Next Generation Social Networks?

2 January 2020 • By BoF Team and McKinsey & Company

2 January 2020 • By BoF Team and McKinsey & Company

As traditional engagement models struggle on established social media platforms, fashion players will need to rethink their strategy and find ways to maximise their return on marketing spend.

The Year Ahead: Are You Ready for Next Generation Social Networks?

As traditional engagement models struggle on established social media platforms, fashion players will need to rethink their strategy and find ways to maximise their return on marketing spend.

BoF Professional Exclusive

Is This the End of Gendered Media?

15 November 2019 • By Chantal Fernandez

BoF Professional Exclusive

Is This the End of Gendered Media?

Seeing readers as demographics defined primarily by gender is no longer a sustainable business model. Appealing to readers’ shared interests and values is the future.