Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Highlights

To Hold Gen-Z’s Attention, Brands Need to Show Some Personality

Brands have figured out how to go viral on TikTok, but holding young consumers’ attention for longer than it takes to swipe to the next video remains a challenge. Fashion must take a cue from the platform’s most successful creators and build an online persona that doesn’t need to hop on the latest trend.

Finding Fashion Consumers Beyond Instagram

Once considered fringe, platforms like Reddit, Discord and Twitch are attracting the attention of digital marketers aiming to diversify their channel mix away from Instagram.

The Marketing Metrics That Matter in 2022

Doubts over the reliability of advertising data from platforms and the dubious nature of so-called vanity metrics are forcing marketers to think smarter about how they measure success moving forward.

Case Studies & Reports

Case Study

The New Four Ps of DTC Marketing — Download the Case Study

Case Study

Livestreaming: How Brands Can Make It Work — Download the Case Study

Case Study

The Complete Guide to Influencer Marketing — Download the Case Study

Latest News & Analysis

What Google Can Do for Fashion

The tech giant has become a haven for brands and retailers looking for shelter in a challenging digital advertising market, expanding its already massive reach.

Squeezed by Rivals, Spanx Taps Ashley Graham to Embrace Celebrity Marketing

Ashley Graham will serve as the new face of the 22-year-old incumbent shapewear brand in an effort to maintain market share that challengers like Skims are seizing for themselves.

At the Met Gala, the Red Carpet Was Disrupted By the Real World

The Gilded Age played out on the red carpet as attendees took the era’s opulence — and inequalities — to heart, while real-world news of the Supreme Court’s intention to override Roe v. Wade drastically changed the online conversation in a matter of minutes.

The Duo Shaking Up the Business of Celebrity Styling

Stylists Zadrian Smith and Sarah Edmiston, who work with the likes of Ariana DeBose and Naomi Scott, are pushing brands to expand with whom they consider working.

What Is the Point of Instagram’s Product Tags?

The social network has dramatically opened up access the feature, which lets users buy items without leaving the platform.

Danielle Bernstein Is Launching a WeWoreWhat Credit Card

The card will offer WeWoreWhat fans extra perks, testing the bounds of their loyalty to the controversial influencer.

Fashion Retailers Race to Become Ad Giants

An opportunity has emerged for multi-brand retailers to drive revenue and own first-party data by creating their own digital advertising arms. But they’ll have to move faster than their competitors for a share of the competitive ad market.

The Oscars Red Carpet Is Back. Who’s Watching?

This week, everyone will be talking about the Oscars, plus new environmental regulations in Europe.

Skims Plots Its Next Moves: ‘We Don’t Have the Luxury of Failing’

Skims recently raised funding at a $3.2 billion valuation. Kim Kardashian and Jens Grede, in an exclusive interview with BoF, explain how the ‘solution wear’ empire plans to prove it’s more than a pandemic fad. First up: swimwear.

BoF LIVE: The Complete Guide to Influencer Marketing

A panel of experts unpack BoF’s latest case study “The Complete Guide to Influencer Marketing.”

Vintage Fashion’s New Role on the Small Screen

Television shows like “Euphoria,” “And Just Like That” and more are embracing secondhand fashion to give their characters an especially unique on-screen look.

The Complete Guide to Influencer Marketing — Download the Case Study

As the creator space has matured, brands must be thoughtful about crafting a strategy that leverages influencer marketing’s full power, considering everything from talent scouting to the effectiveness of metrics.

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