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

The Life Cycle of a Viral Fashion Trend

BoF explains why online trends from cottagecore and quiet luxury to barbiecore and coastal grandmother bubble up and spread out — and how brands can find their footing in the fast-moving, jumbled space.

Lessons From Influencer Marketing Mishaps

Recent controversies from Tarte, Shein and even Bud Light have demonstrated the risks that come with building marketing campaigns around social media stars — and provided learnings for how to operate in the sector today.

Case Studies & Reports

Case Study

Case Study | Fashion’s New Rules For Sports Marketing

Case Study

Case Study | The Essential Brand Marketing Guide

Report

Introducing The BoF Brand Magic Index

Latest News & Analysis

Who Won ‘Las Vegas Fashion Week’? Inside Fashion’s F1 Breakout

Brands ranging from sportswear players like Puma and Kappa to luxury houses like Versace and Louis Vuitton made a splash at Formula One’s latest grand prix.

BoF Masterclass | Fashion’s New Rules For Sports Marketing

Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “Fashion’s New Rules For Sports Marketing.”

Case Study | Fashion’s New Rules For Sports Marketing

Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

What Fashion PR & Communications Professionals Need to Know Today

BoF Careers provides essential sector insights for fashion PR & communications professionals this month, to help you decode fashion’s creative landscape.

How TikTok Changed PR

Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.

The Evolution of the CMO

Once limited to advertising, today’s top marketers are held up as creative visionaries and data-driven decision makers responsible for a brand’s growth. No wonder so many are taking the top job for themselves.

What Fashion Marketing Professionals Need to Know Today

BoF Careers provides essential sector insights for fashion professionals in marketing this month, to help you decode fashion’s marketing landscape.

How 2023 Became the Year of the Lab-Grown Diamond

Consumers — and the industry — are increasingly buying into lab-grown stones, altering long-held jewellery industry standards for how diamonds are sold.

How Danielle Bernstein’s WeWoreWhat Broke the Influencer Brand Curse

Despite a series of public controversies in 2020, the social media star’s clothing brand, WeWoreWhat, is setting revenue records and breaking into new categories. BoF spoke to Bernstein about her experience with “cancel culture” and how the brand survived.

The App Betting Influencers Are the Future of E-Commerce

At LTKCon, founder Amber Venz Box laid out the influencer-monetisation company’s plans to continue growing its namesake app — and the industry at large.

Karol G: From Latin Music Icon to Fashion Star

As the chart-topping Colombian reggaeton singer and BoF 500 cover star becomes a global pop sensation, she is shaking up the fashion industry’s celebrity marketing playbook.

Case Study | The Essential Brand Marketing Guide

Building emotional, even inspirational, connections to a product is more critical than ever in fashion and beauty. In today’s hyper-competitive, crowded environment, marketing strategies that make brands stand out and stay culturally relevant need a mix of old and new tactics.

THE NEWS IN BRIEF

Klarna Brings Its Creator Shops Platform to the US

Fintech company Klarna is launching its Creator Shops platform, which allows influencers to monetise their content through affiliate links and setting up their own “shop” pages on Klarna.com, is expanding to the US.

Skims Named Underwear Partner of the NBA

The National Basketball Association announced a multi-year partnership with Skims, the shapewear, intimates and apparel label founded by Kim Kardashian, on Monday.