Agenda-setting intelligence, analysis and advice for the global fashion community.
The fashion industry has no shortage of buzzwords; chief among them is “buzz” itself.
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.
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.
Following a year where surrealist stunts were fashion’s biggest marketing trend, voyeuristic campaigns that centre reality — and the often boring moments of the everyday — are gaining steam.
The State of Fashion 2024 explores the potentially elevated role that brand marketing will play as competition for consumer attention and loyalty intensifies across the fashion industry.
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.
Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.
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.
Ryan Murphy’s smash hit chronicling the ill-fated romance of Carolyn Bessette-Kennedy and John F. Kennedy, Jr. is reshaping the trend cycle.
This week on The Debrief, BoF correspondent Lei Takanashi explains why the industry remains tethered to a small circle of established rap stars and whether a new generation of talent can break through.
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.
Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.
The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category
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 executive order directs the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.
