Agenda-setting intelligence, analysis and advice for the global fashion community.
For fashion brands, one of the more alluring prospects of NFTs is how they could hypothetically let brands collect royalties — in perpetuity — on secondary sales of their physical goods.
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Brands like Tiffany, Prada and Nike-owned RTFKT are among those using the digital tokens to offer exclusive access to tangible goods.
The reasons some fashion NFTs are successes and others fall flat goes beyond having big, recognisable brands involved and comes down to factors like their creativity, audience and value for the price.
Brands like Adidas, Gucci and The Hundreds are finding the tokens are a great way to reward their superfans. But maintaining that loyalty can be hard work.
Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.
Getting recommended by ChatGPT, Claude, Gemini and other AI chatbots is fast emerging as a competitive advantage for fashion brands. As AI reshapes discovery, which brands are being favoured by AI and why?
A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.
Synthetic consumer research, where AI is used to simulate shoppers, is emerging as a cutting-edge way for brands and retailers to better understand their customers and test everything from products to marketing campaigns before they launch.
The more conversational commerce becomes, the more important generative engine optimisation will be, writes Andrea Felsted.
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.
Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.
