The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
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Created by BoF’s journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Masterclasses are in-depth webinars with supporting resources, designed to deliver key learning outcomes on critical industry topics.
In the first decade of the direct-to-consumer boom, brands raised money on fast growth and vague promises of profitability in the long term. Now, the golden age of DTC funding is over. To survive today, DTC fashion and beauty brands need to turn a profit, not just grow sales — which is easier said than done. Those who do so should find ways to keep costs down and re-engage existing customers, rather than relying on a constant stream of new ones.
“DTC has never been synonymous with profits … There’s a massive market correction: there’s rising costs and recessionary fear. Profits are the primary sign of a healthy business that can weather economic parity,” said Malique Morris, BoF direct-to-consumer correspondent.
In this Masterclass, Shira Feuer, chief marketing officer of UK-based beauty brand Trinny London and Benjamin Bond, Kearney e-commerce consultant join Morris and BoF deputy editor Brian Baskin to unpack BoF’s case study, “How to Build a Profitable DTC Brand.”
Exclusive to BoF Professional members.
Fashion and beauty start-up valuations appear to have stabilised after plunging last year, though it may be months or even years before many return to their old highs — if they ever do. But there are ways for emerging and established players to ride out the downturn.
Practitioners of this historically behind-the-scenes profession are building powerful followings, riding a wave of interest in how the fashion sausage is made. But even the highest-profile PRs caution that the client still has to comes first.
The company reported a long-awaited lift in net sales in its third quarter results, with increases from skincare leading the way, but clouds persist over its China recovery.
Brands from Valentino to Prada and start-ups like Pulco Studios are vying to cash in on the racket sport’s aspirational aesthetic and affluent fanbase.
TikTok’s first time sponsoring the glitzy event comes just as the US effectively deemed the company a national security threat under its current ownership, raising complications for Condé Nast and the gala’s other organisers.