Marketing

BoF Professional Exclusive

How To Engineer a Media Moment

11 November 2019 • By Chantal Fernandez and Laure Guilbault

BoF Professional Exclusive

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?

BoF Professional Exclusive

Live Event Wrap-Up: How To Maximise Your Influencer Strategy

5 June 2019 • By BoF Team

BoF Professional Exclusive

Live Event Wrap-Up: How To Maximise Your Influencer Strategy

Listen to BoF’s Lauren Sherman in conversation with Pool Creatives Founder Delphine Del Val and Linz Shelton, director of global social media at Michael Kors, as they discuss the best ways to work with influencers.

BoF Professional Exclusive

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.

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

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.

Special Report: How to Maximise Your Influencer Strategy

14 May 2019 • By BoF Team

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.