Agenda-setting intelligence, analysis and advice for the global fashion community.
Before Pure Daily Care began selling on TikTok Shop in 2023, the skincare tool label’s marketing chief
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Influencer-led exposure and a 'halo effect' across channels have made TikTok a first stop for brand and product launches even as the app faces an unpredictable future in the US.
The platform turned viral content into a major revenue driver. With a ban on the horizon, platforms like Instagram, YouTube, and WhatNot are hoping to replicate TikTok’s blend of shopping and entertainment.
TikTok helped bolster the adoption of live shopping outside of China, but brands and experts say the concept will only get bigger in the US even amid uncertainty about the future of the ByteDance-owned app.
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 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
From $50 cashmere to Dom Pérignon champagne, the everything store for the aspirationally bougie is outrunning the ghosts of DTC past.
A disappointing US employment report surprised economists and investors, but was old news for the apparel sector, where the labour market has stagnated for years.
Join us on Tuesday, March 17 at 15:00 GMT / 10:00 EST for the next BoF Professional Masterclass on The State of Fashion 2026.
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.
