Agenda-setting intelligence, analysis and advice for the global fashion community.
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Influencer trips have come roaring back post-pandemic, sometimes to an opulent degree. A growing number of brands are toning down their events to deepen creator relationships without a PR headache.
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.
In the last decade, brands relied on buzz measurements like earned media value, to understand the impact of online campaigns and events. BoF unpacks what these metrics can and can’t tell a brand.
Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.
The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.
Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.
In Full Coverage, Priya Rao looks at the world’s buzziest luxury department stores in Paris.
For centuries, perfumers have aged fragrances to get their best scent expressions. More recently, time is becoming a crucial marketing tool.
The executive order directs the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.
Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.
The 98th Academy Awards, and Vanity Fair’s revamped after-party, bring luxury brands’ red-carpet strategies to a crescendo. Plus, Lululemon reports quarterly results with the CEO job still vacant.
From the impact of the war in the Middle East to the future of Saks to the Kering conundrum, Imran Amed shares his intel and insight from the trenches of the latest ‘fashion month.’
