Branding
How Fashion Brands Build Community in 2025 | The Debrief
In a time of consumer caution and social division, fashion brands are investing in community to drive loyalty. BoF’s Lei Takanashi joins The Debrief to explore the emotional core of brand building today.
How Fashion Brands Build Community in 2025 | The Debrief
In a time of consumer caution and social division, fashion brands are investing in community to drive loyalty. BoF’s Lei Takanashi joins The Debrief to explore the emotional core of brand building today.
The Art and Science of Product Naming
While tricky to get right, when item monikers resonate — think Glossier’s Boy Brow and Hill House Home’s Nap Dress — they can communicate a world of meaning in just a few words.
The Art and Science of Product Naming
While tricky to get right, when item monikers resonate — think Glossier’s Boy Brow and Hill House Home’s Nap Dress — they can communicate a world of meaning in just a few words.
Actual Y2K Brands Want In on the Y2K Trend
From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.
Actual Y2K Brands Want In on the Y2K Trend
From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.
Influencer Brands Are Making a Comeback
After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.
Influencer Brands Are Making a Comeback
After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.
In an Angry Society, ‘Gentle Outrage’ Packs a Marketing Punch
The Ordinary’s latest campaign brought reasonably-priced eggs to two of its New York City locations. The response was polarising on social media, which in an online marketplace saturated with brands and advertising, is increasingly the point.
In an Angry Society, ‘Gentle Outrage’ Packs a Marketing Punch
The Ordinary’s latest campaign brought reasonably-priced eggs to two of its New York City locations. The response was polarising on social media, which in an online marketplace saturated with brands and advertising, is increasingly the point.
Customers to Brands: Know Thyself
Fashion brands are working harder to clarify their messaging around what they stand for and what makes them different. How will customers respond?
Customers to Brands: Know Thyself
Fashion brands are working harder to clarify their messaging around what they stand for and what makes them different. How will customers respond?
Fashion Marketers Ditch Clichés on Valentine’s Day
Many brands thought outside the proverbial chocolate box this year, leaning into campaigns and activations that helped build their brands and communities, rather than simply jumping on a moment in time.
Fashion Marketers Ditch Clichés on Valentine’s Day
Many brands thought outside the proverbial chocolate box this year, leaning into campaigns and activations that helped build their brands and communities, rather than simply jumping on a moment in time.
Case Study | The Complete Guide to Communicating Value to Shoppers
Among the greatest challenges fashion businesses face today is convincing increasingly discerning and discount-driven shoppers that their products are worth the buy — at full price. This case study explores how brands, from luxury to mass market, can communicate value in a competitive and choosy environment.
Case Study | The Complete Guide to Communicating Value to Shoppers
Among the greatest challenges fashion businesses face today is convincing increasingly discerning and discount-driven shoppers that their products are worth the buy — at full price. This case study explores how brands, from luxury to mass market, can communicate value in a competitive and choosy environment.
Marketing 101 for the Unpredictable Year Ahead
Despite complaints around higher prices and concern over global uncertainty, consumer spending remains relatively resilient. To reach these cautiously confident shoppers in 2025, marketers should highlight value and remain consistent, yet agile, in their brand storytelling.
Marketing 101 for the Unpredictable Year Ahead
Despite complaints around higher prices and concern over global uncertainty, consumer spending remains relatively resilient. To reach these cautiously confident shoppers in 2025, marketers should highlight value and remain consistent, yet agile, in their brand storytelling.
The Decline and Fall of the Viral Microtrend
Fast spreading — and disappearing — online “microtrends” or “cores” have driven fashion conversation for young shoppers over the past few years. Now, the churn has started to slow.
The Decline and Fall of the Viral Microtrend
Fast spreading — and disappearing — online “microtrends” or “cores” have driven fashion conversation for young shoppers over the past few years. Now, the churn has started to slow.
Why the ‘Walmart Birkin’ Struck a Nerve
There are countless “dupes” for luxury goods available, but the fact that a copycat version of Hermès' ultra-coveted bag attracted so much attention online speaks to a shift in consumer sentiment around buying knockoffs.
Why the ‘Walmart Birkin’ Struck a Nerve
There are countless “dupes” for luxury goods available, but the fact that a copycat version of Hermès' ultra-coveted bag attracted so much attention online speaks to a shift in consumer sentiment around buying knockoffs.
The Best of BoF 2024: Fashion’s Cultural Crossover Continues
In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.
The Best of BoF 2024: Fashion’s Cultural Crossover Continues
In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.