Marketing

BoF Professional Exclusive

Should Brands Play Politics?

6 November 2020 • By Brian Baskin

BoF Professional Exclusive

Should Brands Play Politics?

This week, the question was more pressing than ever as a US presidential election, which has dominated the divided country’s cultural conversation this year, approached an end.

BoF Professional Exclusive

The Beauty Brands Having a Very Happy Halloween

30 October 2020 • By Alexandra Mondalek

BoF Professional Exclusive

The Beauty Brands Having a Very Happy Halloween

Fake blood, a spooky doll-themed contest and a ‘Halloween Hotline’ are some of the ways makeup and skin care brands hope to stand out in a saturated holiday market.

BoF Professional Exclusive

When ‘Mea Culpa’ Is the Best Marketing

12 October 2020 • By Aminah Khan

BoF Professional Exclusive

When ‘Mea Culpa’ Is the Best Marketing

On sustainability, some fashion brands are becoming more comfortable with growing transparency and finding that acknowledging their shortcomings can make for more effective communications than crowing about their achievements.

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.

News & Analysis

Travis Scott Has Become Corporate America’s Go-To Pitchman

8 October 2020 • By Bloomberg

8 October 2020 • By Bloomberg

The rapper has partnered with an unusually diverse array of brands to churn out everything from food to apparel to toys and more. The result is an entire economy of highly sought-after Scott-branded products, giving companies a ready-made way to generate hype and reach young consumers.

News & Analysis

Travis Scott Has Become Corporate America’s Go-To Pitchman

The rapper has partnered with an unusually diverse array of brands to churn out everything from food to apparel to toys and more. The result is an entire economy of highly sought-after Scott-branded products, giving companies a ready-made way to generate hype and reach young consumers.

BoF Professional Exclusive

Is Rihanna’s Savage X Fenty Lingerie Turning Its Hype Into Sales?

1 October 2020 • By Chantal Fernandez

BoF Professional Exclusive

Is Rihanna’s Savage X Fenty Lingerie Turning Its Hype Into Sales?

With the brand’s second fashion-music bonanza set to stream on Amazon this Friday, BoF examines how Savage X Fenty is performing in a competitive market.

BoF Professional Exclusive

How Not to Be a Boring Direct-to-Consumer Brand

28 September 2020 • By Alexandra Mondalek and Chavie Lieber

BoF Professional Exclusive

How Not to Be a Boring Direct-to-Consumer Brand

In a fashion and beauty market packed with look-a-like labels, more start-ups are breaking the mould with a bolder aesthetic.

BoF Professional Exclusive

How Fashion Can Tap Into China’s Latest TV Craze

13 August 2020 • By Zoe Suen

BoF Professional Exclusive

How Fashion Can Tap Into China’s Latest TV Craze

Hit programmes are a powerful way for brands to appeal to China’s 900 million internet users, but the mass marketing approach won’t pay off for everyone. Which brands are in position to benefit most?

Brands Claim Their Clothes Kill Viruses. Will Consumers Buy It?

10 August 2020 • By Chantal Fernandez

Brands Claim Their Clothes Kill Viruses. Will Consumers Buy It?

With apparel spending down sharply, retailers are willing to try almost anything to lure anxious shoppers back. Tackling their fear of germs head-on is one way to woo them.

Sponsored Feature

Leveraging Holistic E-Commerce Marketing Strategies at SkyDiamond Elite

17 July 2020 • By BoF Team

Sponsored Feature

Leveraging Holistic E-Commerce Marketing Strategies at SkyDiamond Elite

Managing an accumulative $1.5 billion in digital marketing revenue, founder and CEO Habib Bakshi shares how the e-commerce marketing firm creates data-driven strategies for the fast-evolving retail landscape.