The luxury outerwear brand’s innovative marketing model relies on a constant rotation of buzzy talent. BoF spotlights potential future candidates.

The French conglomerate is on a mission to capture even more of the growing market for luxury menswear. BoF outlines the opportunities for several of the leading brands in the portfolio, and where they might face challenges ahead.

Dior’s latest marketing move leverages the influence of a Korean boy band with an unprecedented level of fame.

While the explosive popularity of puffer jackets is a boon for outerwear brands like The North Face and Moncler, the trend highlights some uncomfortable truths about South Korean society.

It was easy to get distracted by the catwalk spectacle at last month’s Seoul Fashion Week, but the city’s real stars are its retailers who keep young international designers afloat.

The denim brand enlisted influencers from G-Dragon to Karlie Kloss to personalise trucker jackets as part of its efforts to grow beyond jeans — and tap today’s digitally driven youth culture.

Perhaps no other brand is as deft as Chanel at extracting juice from ingénue endorsements. But as younger consumers turn away from traditional celebrities in favour of digital influencers, how will fashion’s most powerful luxury house adjust its strategy?

South Korean retail has long been dominated by a web of conservative conglomerates called chaebols — but a few innovative retailers are pushing the boundaries of product, positioning and price.