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

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

The Strategy Behind Skims’ Viral White Lotus Campaign

The brand’s latest celebrity stunt serves as another example of how it is wielding star power beyond its famous 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.

LVMH Backs Marquis, a New Communications Agency in Paris

Youssef Marquis, a key PR executive and celebrity wrangler from Givenchy and Louis Vuitton, is launching his namesake communications consultancy,

Why Gen-Z Yellow Will Never Be Millennial Pink

Gen-Z’s bright aesthetic may be rising in popularity, but the generation’s individualistic nature may keep it from becoming a full-blown phenomenon.

Supermodel Tatjana Patitz Dies, Aged 56

Patitz’s death was confirmed by her agent, Corinne Nicolas, who said the cause was illness — but did not disclose further details, reports Bloomberg.

How Marketers Are Spending Their Budgets in 2023

In a worsening economic climate, marketers will face pressure to divert dollars to tactics that directly drive sales. They shouldn’t lose sight of brand building in the process.

Why Small Brands Are Poaching Athletes From Big Names Like Nike

After four years with Nike, the US tennis star Sloane Stephens is the latest to defect to a small, more athleisure-focussed apparel brand after an endorsement deal with a big name sportswear brand.

The Year Ahead: Digital Marketing in the Age of Privacy

As digital marketing becomes less effective and more costly, brands will embrace creative campaigns and channels such as retail media networks and the metaverse to achieve greater returns on investment and deepen community-led customer engagement.

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 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.

What Fashion Needs to Know About Netflix’s New Ad Tier

Netflix argues that its audience size justifies the hefty price tag it plans to charge advertisers to place spots. Being an early advertiser on the biggest video streamer has its advantages, but there are a lot of potential downsides for smaller brands to consider.

Is Hot Pink Here to Stay?

The electric-pink hue has dominated fashion for the past year — thanks to a collusion of trends like Barbiecore and dopamine dressing, alongside major commitment from Pierpaolo Piccioli’s Valentino.

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.

Balenciaga Has Left Twitter

Balenciaga removed its Twitter account, becoming the first major fashion brand to leave the social media platform amid mounting concern over new owner Elon Musk’s vision for the site.

The Lede Company Expands Internationally

The marketing, strategy and public relations firm opened its first international office in London on Wednesday. The Lede Company now operates offices in London, New York and Los Angeles, and is looking to expand further into Europe.

Derris Sells Majority Stake

PR and marketing agency BerlinRosen recently invested in the New York-based agency, founded in 2013 and known for playing a strategic role in launching and marketing several leading brands in the direct-to-consumer space over the past decade.

L52 Communications Opens in New York

The PR, marketing and events firm, which Adam Shapiro founded in 2016, operates in London and represents brands including Loro Piana, Carolina Herrera and Etro.