Agenda-setting intelligence, analysis and advice for the global fashion community.
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Becoming the subject of a viral challenge on the video platform can be like catching lightning in a bottle. But there are certain strategies that can help beauty brands strike it big on TikTok.
Instagram has more users, but for a growing number of brands and creators, TikTok has replaced the Meta-owned social network as fashion’s go-to marketing platform.
In Launchmetrics’ latest report ‘Reinventing Influence: The Gen Z Impact on Fashion Marketing’, a leading software, data and insights provider in fashion, lifestyle and beauty assesses brands in the luxury, premium and mass-market segments generating the greatest growth in media impact value. Discover key insights from the downloadable report here, alongside BoF analysis.
Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.
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.
