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Marketing

How to Market a Hero Product

From J.Crew to Still Here, brands are leaning into hero product campaigns to capture customer attention. But balancing hero moments with broader brand storytelling remains key.

Marketing

How to Market a Hero Product

From J.Crew to Still Here, brands are leaning into hero product campaigns to capture customer attention. But balancing hero moments with broader brand storytelling remains key.


Luxury

How Luxury Brands Aim to Keep the 2% Coming Back for More

Exclusive labels are lavishing top-spending clients with special events as luxury’s customer base shrinks.

Luxury

How Luxury Brands Aim to Keep the 2% Coming Back for More

Exclusive labels are lavishing top-spending clients with special events as luxury’s customer base shrinks.


Technology

Generative AI Is Revolutionising Virtual Try-On. Will Shoppers Use It?

Open-sourced large language models have made it easier to create realistic images of online shoppers in outfits before they buy them. The next challenge is getting people to actually use the technology.

Technology

Generative AI Is Revolutionising Virtual Try-On. Will Shoppers Use It?

Open-sourced large language models have made it easier to create realistic images of online shoppers in outfits before they buy them. The next challenge is getting people to actually use the technology.


Beauty

Indie Perfume Brand Maison Crivelli Expands Africa Presence

The fine French perfume house, known for its premium scents including Hibiscus Mahajád and Tuberose Astrale, is targeting dynamic countries like Nigeria and Ghana.

Beauty

Indie Perfume Brand Maison Crivelli Expands Africa Presence

The fine French perfume house, known for its premium scents including Hibiscus Mahajád and Tuberose Astrale, is targeting dynamic countries like Nigeria and Ghana.


Beauty

Break Out Your Brushes, Eyeshadow Is Back

The sleepy category is waking up after years of ‘clean girl’ minimalism caused a sales slump.

Beauty

Break Out Your Brushes, Eyeshadow Is Back

The sleepy category is waking up after years of ‘clean girl’ minimalism caused a sales slump.


Global Markets

How Arab Jewellery Designers Took Local Heritage Global

Backed by a deep history in the jewellery trade, a new generation of Arab designers are taking the region’s craftsmanship global while many heritage jewellery houses are re-inventing themselves and gaining greater prominence.

Global Markets

How Arab Jewellery Designers Took Local Heritage Global

Backed by a deep history in the jewellery trade, a new generation of Arab designers are taking the region’s craftsmanship global while many heritage jewellery houses are re-inventing themselves and gaining greater prominence.


Beauty

Bringing K-Beauty to Black and Brown Skin

As K-beauty’s global fanbase becomes more diverse, newcomer K+Brown is hoping to invite more customers into the fold with products designed for darker skin tones. It enters a dynamic, yet complex, category.

Beauty

Bringing K-Beauty to Black and Brown Skin

As K-beauty’s global fanbase becomes more diverse, newcomer K+Brown is hoping to invite more customers into the fold with products designed for darker skin tones. It enters a dynamic, yet complex, category.


Retail

Executive Memo | How to Cut Costs While Investing for the Future

Fashion is facing a crunch as consumers grow more cautious and the full impact of tariffs comes into view. Brands and retailers need to cut their expenses, but they can’t stop investing towards the future if they want to win in the long-term.

Retail

Executive Memo | How to Cut Costs While Investing for the Future

Fashion is facing a crunch as consumers grow more cautious and the full impact of tariffs comes into view. Brands and retailers need to cut their expenses, but they can’t stop investing towards the future if they want to win in the long-term.


Beauty

Why Are Barrette Sales Spiking? Thank Ozempic.

Hair loss is on the rise, in step with GLP-1 drug usage and general stress levels, and causing a measurable shift in clip preferences.

Beauty

Why Are Barrette Sales Spiking? Thank Ozempic.

Hair loss is on the rise, in step with GLP-1 drug usage and general stress levels, and causing a measurable shift in clip preferences.


Technology

AI’s Transformation of Online Shopping Is Just Getting Started

A rapidly growing share of consumers is using AI to find and buy products. Brands need to be ready, says the BoF-McKinsey State of Fashion 2026.

Technology

AI’s Transformation of Online Shopping Is Just Getting Started

A rapidly growing share of consumers is using AI to find and buy products. Brands need to be ready, says the BoF-McKinsey State of Fashion 2026.


Beauty

How Tariffs Are Reshaping the Fragrance Boom

US-imposed tariffs were blamed for slowdowns in the earnings reports of several prominent fragrance makers, but the full picture of what’s next for the category goes a little deeper.

Beauty

How Tariffs Are Reshaping the Fragrance Boom

US-imposed tariffs were blamed for slowdowns in the earnings reports of several prominent fragrance makers, but the full picture of what’s next for the category goes a little deeper.


Sports

Gymshark’s Path to $1 Billion in Sales Leads Through the US

The UK fitness brand is on the cusp of reaching its billion-dollar sales target, and sees expanding in the US, where it’s about to open its first New York City store, as the surest route there.

Sports

Gymshark’s Path to $1 Billion in Sales Leads Through the US

The UK fitness brand is on the cusp of reaching its billion-dollar sales target, and sees expanding in the US, where it’s about to open its first New York City store, as the surest route there.