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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Things move fast on the internet. In just the past few years, there have been a number of changes in the social media space and the influencer economy built around it. For one, brands are betting on influencers with day jobs, working with creators like Sky Ting Yoga founder Krissy Jones or James Whiteside, principal dancer at the American Ballet Theatre, as they look for relatable ambassadors to reach engaged audiences. The line between the average social media user and influencer is increasingly blurred as non-influencers endorse products online. Widely, people learn more about brands from other people, rather than brands’ own storytelling. It’s becoming even more important for brands to be on every platform — and influencers to have their own platforms.
“Most brands have probably not fully recognised and understood the impact of all their customers having a platform… This is existential for brands. If they can’t figure this out, they won’t be able to compete in a decade,” said James Nord, founder of influencer marketing company Fohr.
The stylist is set to unveil a bi-annual print magazine and digital platform, with a team that includes Holly Shackleton and Fran Burns.
Luxury book publishers — and husband and wife — Prosper and Martine Assouline join BoF founder and editor-in-chief Imran Amed to discuss the genesis of their publishing business and how they are growing it into a global lifestyle brand.
Now under the ownership of British publisher Future, both Marie Claire and WhoWhatWear are contending with how to grow their new parent’s US operations in the ever-challenging media landscape.
Fast Company has named The Business of Fashion one of the ‘world’s most innovative companies’ for a second time for demonstrating ‘how a media brand can leverage AI to add reader value rather than erode trust with AI-written news articles.’