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.
In her new position as UK and EU creative director for the Boohoo Group-owned brand, Hague will take an “active position” in overseeing styling for brand campaigns and signing new brand ambassadors, according to a press statement. She is set to serve in the role for 12 months, the company said.
Hague, a social media influencer who shot to fame on British reality TV series Love Island, has previously worked with PrettyLittleThing as a brand ambassador.
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Boohoo Wants to Beat Zara at Its Own Game
The UK-based company is already among the most successful among a new breed of ultra-fast online brands challenging retailers like Zara and H&M. Its latest acquisition of British brands Karen Millen and Coast signals broader ambitions.
For its latest apparel collection, the brand will cap prices on items the faster they sell. The idea is to make fashion more accessible — and future inventory easier to plan.
Vying for attention from increasingly sophisticated consumers impacted by the downturn, fashion brands and retailers need to deliver exceptional in-store experiences. To discover how store interior design is innovating to increase sales and community engagement, BoF sits down with Invisible Collection co-founder Isabelle Dubern-Mallevays.
Nike and On are dominating the sneaker category today thanks to their focus on performance-driven products and discipline in their direct channels.
For 15 years, the canvas sneaker giant rode a wave of teen demand for its classic styles, only to find itself on the outs when customers moved on to more innovative footwear. Will its new products drive growth again?