Agenda-setting intelligence, analysis and advice for the global fashion community.
This holiday season wasn’t very merry for TikTok.
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Despite TikTok’s booming popularity and lower cost compared to Instagram, brands and experts say the return on ad spend doesn’t yet match more-established platforms, though that doesn’t mean brands can ignore it either.
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.
The video app has become grounds for a new kind of fashion discourse based in 60-second show reviews, styling and trend forecasting — bringing high fashion discussions to younger, broader audiences.
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 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.
The 98th Academy Awards, and Vanity Fair’s revamped after-party, bring luxury brands’ red-carpet strategies to a crescendo. Plus, Lululemon reports quarterly results with the CEO job still vacant.
From the impact of the war in the Middle East to the future of Saks to the Kering conundrum, Imran Amed shares his intel and insight from the trenches of the latest ‘fashion month.’
