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The heritage French label is increasingly asserting its sporting credentials amid luxury brands’ growing interest in tennis over the past year.
As tennis legends retire, brands are shifting focus to the new generation of tennis stars like Coco Gauff and Carlos Alcaraz, leveraging their social media presence and growing audiences to connect with younger, more diverse consumers.
A new generation of more diverse, social media-savvy champions has entered the sport as brands like Louis Vuitton and Gucci increase their investments in ‘cultural’ marketing strategies that tap into consumer interests beyond red carpets.
Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.
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.
