Fashion and beauty companies are betting on livestreaming to engage their communities and generate sales revenue, but the channel remains elusive to many. BoF assesses the prospects and pitfalls of the global livestreaming opportunity to determine how brands can capitalise on this rapidly evolving medium.
How will middle-market labels that survive the pandemic convince shoppers their products are worth their price tag? The answer may be to get out of department stores — and tweak the narrative.
As the company refocuses its prospects on China amid the pandemic, more than 75 percent of the 400-person staff has been let go, while 18 out of 19 stores are closing. But the contemporary brand's business model was challenged long before Covid-19.
Chief executive Sandra Campos says she wants to keep the focus on Diane von Furstenberg as she tries to return the brand to growth after years of turmoil.
In an interview with BoF, the American fashion brand's namesake and recently appointed chief executive Sandra Campos outline plans for a digital, direct-to-consumer push.