Marketing

Global Currents

Feminism Comes to China. Are Brands Ready?

22 February 2019 • By Casey Hall and Zoe Suen

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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Why Gamers Mean Big Business

20 February 2019 • By Sam Gaskin and Zoe Suen

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Why Gamers Mean Big Business

The success of recent Chinese marketing campaigns targeting female gamers suggests that fashion and beauty brands have underestimated the channel’s potential.

News & Analysis

Ralph Lauren’s Plan to Lure Younger Shoppers: Hype

5 February 2019 • By Bloomberg

5 February 2019 • By Bloomberg

The company increased its marketing investment 18 percent in fiscal 2019 compared to the year prior, investing in tactics straight from the 'hypebeast' playbook.

News & Analysis

Ralph Lauren’s Plan to Lure Younger Shoppers: Hype

The company increased its marketing investment 18 percent in fiscal 2019 compared to the year prior, investing in tactics straight from the 'hypebeast' playbook.

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Moncler Says 'Genius' Strategy Worked

1 February 2019 • By Chantal Fernandez

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Moncler Says 'Genius' Strategy Worked

For 2019, the Italian brand is adding Alyx and Richard Quinn to its experimental designer collaborations programme, reveals chief executive Remo Ruffini.

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Why Dolce & Gabbana Is Still Frozen Out of China

22 January 2019 • By Cathaleen Chen and Kati Chitrakorn

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Why Dolce & Gabbana Is Still Frozen Out of China

Two months after Stefano Gabbana called Chinese consumers an 'ignorant dirty smelling mafia,' the brand remains frozen out of the world's biggest luxury market.

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What Calvin Klein Should Do Next

4 January 2019 • By BoF Team

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What Calvin Klein Should Do Next

PVH Corp. made a big bet that it could ‘do a Gucci’ with its flagship brand. But after the failure of its radical Raf Simons experiment, the company may need to rethink its strategy.

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Raf Simons and Calvin Klein: What Went Wrong?

7 December 2018 • By BoF Team

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Raf Simons and Calvin Klein: What Went Wrong?

PVH gave Simons the keys to the kingdom. Now the relationship is crumbling.

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Raf Simons and Calvin Klein: What Went Wrong?

7 December 2018 • By Lauren Sherman

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Raf Simons and Calvin Klein: What Went Wrong?

PVH gave Simons the keys to the kingdom. Now the relationship is crumbling.

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Dolce & Gabbana: Cultural Stupidity Can Be Costly

23 November 2018 • By BoF Team

23 November 2018 • By BoF Team

The rise of global markets and social media have changed the equation on cultural sensitivity. It’s time for brands to catch up.

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Dolce & Gabbana: Cultural Stupidity Can Be Costly

The rise of global markets and social media have changed the equation on cultural sensitivity. It’s time for brands to catch up.

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News & Analysis

N Brown Sees Higher Tax on Marketing Costs

13 November 2018 • By Reuters

13 November 2018 • By Reuters

The plus sized fashion retailer said tax on marketing costs would rise between £6 million and £9 million annually as a result of a long-running dispute with the British government over tax recovery.

News & Analysis

N Brown Sees Higher Tax on Marketing Costs

The plus sized fashion retailer said tax on marketing costs would rise between £6 million and £9 million annually as a result of a long-running dispute with the British government over tax recovery.