Marketing

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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BoF Professional Exclusive

Fuelling the Influencer Machine: The Hidden Network Turning People Into Stars

14 January 2020 • By Chavie Lieber

BoF Professional Exclusive

Fuelling the Influencer Machine: The Hidden Network Turning People Into Stars

The influencer boom has created new demand for assistants, managers, photographers and ghostwriters. It's becoming the new way to break into fashion — if you don't mind staying behind the scenes.

Case Study: How to Market a New Brand

13 January 2020 • By Chantal Fernandez

Case Study: How to Market a New Brand

Effective marketing is a challenge for every type of consumer brand, but especially for emerging brands. In our latest in-depth case study, BoF decodes the strategies driving real results for eight young lines.

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

How Temporary Pop-Ups Became a Permanent Strategy

25 November 2019 • By Cathaleen Chen

BoF Professional Exclusive

How Temporary Pop-Ups Became a Permanent Strategy

Once a way to temporarily fill vacant storefronts, landlords and brands alike see pop-ups as a long-term fixture in the retail landscape.

How To Engineer a Media Moment

11 November 2019 • By Chantal Fernandez and Laure Guilbault

How To Engineer a Media Moment

There’s no science to 'going viral' in fashion, but these strategies will help cut through the media noise — even if you're on a budget.

News & Analysis

Victoria’s Secret Considers a Change in Marketing

22 August 2019 • By Bloomberg

22 August 2019 • By Bloomberg

L Brands' admission that Victoria’s Secret needs change marks a key shift for a company that hasn’t much strayed from its push-up-bra aesthetic, despite consumer values moving towards themes such as female empowerment and body positivity.

News & Analysis

Victoria’s Secret Considers a Change in Marketing

L Brands' admission that Victoria’s Secret needs change marks a key shift for a company that hasn’t much strayed from its push-up-bra aesthetic, despite consumer values moving towards themes such as female empowerment and body positivity.

News & Analysis

How Luxury Brands Are Raising the Stakes on Instagram

16 June 2019 • By Reuters

16 June 2019 • By Reuters

But big bucks are changing the game as cash rich luxury goods groups like LVMH and Kering hike their social media budgets, giving them vast means to drown out rivals on platforms once seen as a leveller for brands big and small.

News & Analysis

How Luxury Brands Are Raising the Stakes on Instagram

But big bucks are changing the game as cash rich luxury goods groups like LVMH and Kering hike their social media budgets, giving them vast means to drown out rivals on platforms once seen as a leveller for brands big and small.

BoF Professional Exclusive

Inside the Multi-Billion-Dollar Online Product Recommendation Economy

10 June 2019 • By Chantal Fernandez

BoF Professional Exclusive

Inside the Multi-Billion-Dollar Online Product Recommendation Economy

Publishers from Buzzfeed to Vogue to CNN are generating a growing amount of revenue from product reviews that steer readers to retailers’ websites. Behind the scenes, brands are locked in a battle to claim the most-coveted links.

Can Lightning Strike Twice with Love Island's New Fashion Partner?

5 June 2019 • By Tamison O'Connor

Can Lightning Strike Twice with Love Island's New Fashion Partner?

The reality TV show has coupled up with a new fashion partner, I Saw It First. But will the marketing formula that worked so well last year continue to deliver results?