Marketing

How to Use Catalogues in a Digital Age

21 May 2019 • By Cathaleen Chen

BoF Professional Exclusive

How to Use Catalogues in a Digital Age

Online brands are embracing the humble catalogue, until recently seen as another e-commerce casualty. Here’s BoF’s guide to tackling direct mail marketing.

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BoF Professional Exclusive

Revealed: Calvin Klein’s Post-Raf Simons Playbook

20 May 2019 • By Chantal Fernandez

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BoF Professional Exclusive

Revealed: Calvin Klein’s Post-Raf Simons Playbook

Five months after Raf Simons’ exit, Chief Marketing Officer Marie Gulin-Merle breaks down her plan for creating a 'halo effect' around Calvin Klein’s jeans and underwear without the help of a high-profile designer.

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BoF Professional Exclusive

Victoria's Secret Can Still Save Itself. Here's Where It Should Start.

15 May 2019 • By Alexandra Mondalek

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BoF Professional Exclusive

Victoria's Secret Can Still Save Itself. Here's Where It Should Start.

The troubled lingerie brand has announced that it will no longer broadcast its fashion show on American network television. That’s a good first step, but more changes are needed to win back customers.

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Playbook

Special Report: How to Maximise Your Influencer Strategy

14 May 2019 • By BoF Team

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Playbook

Special Report: How to Maximise Your Influencer Strategy

The rise of social media has supercharged the influence economy, making influencers a critical part of the marketing mix. Download BoF’s ‘Playbook’ for actionable insights on how to maximise your influencer strategy.

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Careers

Want a Job in PR and Marketing?

13 May 2019 • By BoF Careers Team

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Careers

Want a Job in PR and Marketing?

Careers in PR and marketing have never been more popular, but thanks to direct digital communication with consumers and the rise of call-out culture, the skills required to succeed in them are evolving.

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Op Ed

Op-Ed | The Truth About Micro-Influencers

18 April 2019 • By Nicolas Chabot

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Op Ed

Op-Ed | The Truth About Micro-Influencers

Is small the new big when it comes to influence? The fascination with micro-influencers has certainly been captivating brands and media alike over the last few years, culminating in the emergence of nanoinfluencers late last year.

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Intelligence

Men Are Changing. Are Brands Keeping Up?

4 April 2019 • By Kati Chitrakorn

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Intelligence

Men Are Changing. Are Brands Keeping Up?

Brands and advertisers have invested billions in constructing an image of manhood defined by strength and power. But the mainstream perception of masculinity is changing, with icons like Timothée Chalamet reflecting the new look and attitude.

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The Business of Beauty

Why Makeup Brands Are Selling Mystery Bags

22 March 2019 • By Kati Chitrakorn

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The Business of Beauty

Why Makeup Brands Are Selling Mystery Bags

Inspired by a traditional Japanese custom, popular beauty brands like Colourpop, Tatcha and Charlotte Tilbury are selling mysterious ‘lucky bags’ filled with products. But are shoppers being duped?

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BoF Professional Exclusive

How to Handle a PR Crisis in the Age of Call-Out Culture

18 March 2019 • By Chantal Fernandez and Tamison O’Connor

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BoF Professional Exclusive

How to Handle a PR Crisis in the Age of Call-Out Culture

When controversy strikes on social media, brands must react swiftly to protect their reputations and avoid making the same mistakes again. BoF outlines some best practices to surviving a public relations fiasco.

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Global Currents

Feminism Comes to China. Are Brands Ready?

22 February 2019 • By Casey Hall and Zoe Suen

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Global Currents

Feminism Comes to China. Are Brands Ready?

Taboos and backlash may deter brands from tackling socio-political issues, but as feminism is normalised across China, brands need to engage with female consumers on a deeper level.

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