Agenda-setting intelligence, analysis and advice for the global fashion community.
Vera Bradley’s latest ad doesn’t look like an ad at all.
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.
Bravo’s flagship franchise has been around for nearly 20 years, but its crossover into the fashion industry has only just begun. For marketers, it represents another opportunity to tap into a cultural asset with a devoted fanbase.
Brands are reverting to retro celebrity testimonials to drive awareness and renewed interest among ad-weary consumers.
Legacy retailers like Hollister and Pacsun are finding strong momentum with Gen-Z by doubling down on activations that deliver utility, community and social media shareability.
Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.
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.
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.
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.
