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

The Best of BoF: Marketing’s Highs and Lows

Turmoil on social media provided marketers with new challenges this year, but the full-on return of events and a new crop of influencers served as reasons for excitement in the space.

Case Studies & Reports

Case Study

Case Study | The Essential Brand Marketing Guide

Report

Introducing The BoF Brand Magic Index

Case Study

Case Study | The New Four Ps of DTC Marketing

Latest News & Analysis

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.

The Meteoric Rise of the Tabi, Explained

Thanks to the viral “Tabi Swiper,” Maison Margiela’s iconic split-toe shoe shot to the centre of online conversation. But, the style has been on the rise for years, and may see more mainstreaming in the months to come.

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.

BoF Masterclass | The Essential Brand Marketing Guide

Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “The Essential Brand Marketing Guide.”

How to Bring a Personal Touch to PR

DH-PR founder Daisy Hoppen, who is celebrating 10 years in business this year, built an agency that represents some of the most interesting creatives on the London Fashion Week calendar. Now, she’s evolving the business as she navigates a more challenging and competitive PR landscape.

Innovating Influencer Marketing to Drive Growth

In 2022, brands spent more than three times the amount than 10 years prior to acquire each customer through marketing. Jennifer Piña, vice president of strategic partnerships at social commerce platform MagicLinks, shares why influencer marketing remains a powerful investment.

After Decades of Masculine Marketing, Breitling Tries Talking to Women

With a new campaign fronted by Charlize Theron, the watch brand is deepening its connection with a group it’s still relatively new to: female consumers.

Introducing The BoF Brand Magic Index

BoF Insights and Quilt.AI co-created The BoF Brand Magic Index to examine if customers see a brand the same way a brand sees itself. The Index quantifies and ranks 50 global luxury and fashion labels using AI-driven analysis of tens of thousands of social media posts by brands and their customers.

Can Kate Moss Help Scale an Influencer Brand?

With a new campaign starring Kate Moss, Anine Bing is looking to grow bigger than its famous influencer founder.

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.

The PR Machines Building the Next Generation of ‘It Girls’

The girls we can’t stop talking about today have that it factor, but they also are armed with publicists and stylists curating their image.

Beneath the Surface of Women’s World Cup Marketing

Companies like Nike and Adidas see big growth opportunities in women’s football. But while the game is often marketed with an inspirational wrapper of female empowerment, its growing prominence has also drawn attention to the persistent exploitation of largely women workers in the apparel and footwear supply chain.

THE NEWS IN BRIEF

Together Group Acquires The Future Laboratory

Together Group, which owns several public relations agencies focussed on fashion and luxury, added strategic consultancy The Future Laboratory and its subscription-based trends platform LS:N Global, to its mix.