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.
The Paris-based brand performance and data analytics company is aiming to boost its coverage of the key Chinese market with the acquisition announced Tuesday. The target, Shanghai-based Parklu, purports to survey more than 100,000 Key Opinion Leaders (KOLs) across Chinese social media platforms in order to help fashion and beauty brands plan and monitor their campaigns.
Since Launchmetrics was formed from the 2015 merger of French start-up Augure with New York-based Fashion GPS, the luxury industry has broadly adopted its tools for coordinating and measuring the visibility garnered by marketing initiatives like runway shows and product launches. In 2018, the company secured $50 million of investments in a funding round led by French state investment bank BPI.
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.
Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “How to Create Cultural Moments on Any Budget.”
When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.
Calvin Klein’s chief marketing officer Jonathan Bottomley speaks to Imran Amed about the strategy behind the brand’s buzzy Jeremy Allen White-fronted campaign.