Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Marketing

Which Fashion Brands Are Most in Tune With Their Customers?

The brands that are most understood by their customers are those that maintain consistent codes even in the face of changing trends, according to the latest reading from The BoF Brand Magic Index, powered by Quilt.AI.
Guest is seen outside Altuzarra show wearing leather shorts, white socks and black leather sandals and a grey and beige Christian Dior Saddle bag on September 11, 2023 in New York City.
Dior took the No. 1 rank in Alignment, with an image of glamour and couture excellence that is clearly understood and played back by customers, according to The BoF Brand Magic Index. (Getty Images)
By
BoF PROFESSIONAL

In the past, fashion brands could tightly control their perception with carefully managed public relations and marketing campaigns. Today, a brand’s image is largely in the hands of consumers who augment, challenge and reframe a brand’s narrative in real time online.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

The BoF Brand Magic Index: Volume 2

BoF Insights and Quilt.AI co-created The BoF Brand Magic Index to quantitatively analyse the brand-customer relationship. Using AI-driven analysis of tens of thousands of social media posts, the Index ranks fashion and luxury’s 50 most powerful brands based on the clarity of their identity and their relevance in culture between October 2023 and March 2024.

About the authors
Michelle Wiles
Michelle Wiles

Michelle Wiles is Director of Advisory at The Business of Fashion. She is based in New York and is part of BoF Insights, The Business of Fashion’s data and advisory team.

Hannah Crump
Hannah Crump

Hannah leads the content strategy for BoF Insights. She partners with industry experts to develop, edit and produce data-driven research and thought leadership for global fashion executives.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

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

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.

The Long, Slow Death of Sponsored Content

While pay-for-play on creators’ feeds isn’t going away entirely, the #ad is no longer the cornerstone of social media marketing that it once was. Some brands are taking a new approach they hope will feel more like an extension of creators’ relationships with their followers.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

What Stops Beauty Shoppers From Buying More

Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.