Exclusive: The Independents Acquires Ma+Group
The communications giant adds Ma+Group’s artist representation and content production skillset to its roster.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
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.
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.
MAC, Chappell Roan and the Power of Polarisation in Marketing
In the wake of the announcement that the Gen Z pop star would become the latest face of MAC Cosmetics, some of her fans criticised her decision. But landing the star will likely still prove to be beneficial for the brand in the end.
MAC, Chappell Roan and the Power of Polarisation in Marketing
In the wake of the announcement that the Gen Z pop star would become the latest face of MAC Cosmetics, some of her fans criticised her decision. But landing the star will likely still prove to be beneficial for the brand in the end.
Opinion: The ‘Ralph Lauren Christmas’ Trend Is Marketing Gold
The company’s viral holiday aesthetic is boosting the brand’s visibility and sales, the result of years of strategic image refinement and product honing, writes Andrea Felsted.
Opinion: The ‘Ralph Lauren Christmas’ Trend Is Marketing Gold
The company’s viral holiday aesthetic is boosting the brand’s visibility and sales, the result of years of strategic image refinement and product honing, writes Andrea Felsted.
Why There Are So Many Influencer Collaborations Right Now
It’s not just your imagination: a growing number of brands are rolling out product collaborations with influencers, hoping to tap their marketing prowess and give customers — both existing and new — a reason to shop.
Why There Are So Many Influencer Collaborations Right Now
It’s not just your imagination: a growing number of brands are rolling out product collaborations with influencers, hoping to tap their marketing prowess and give customers — both existing and new — a reason to shop.
Breaking Down Chanel’s A$AP Rocky Partnership
While it only officially sells women’s clothing, Chanel’s partnership with the rapper is the latest instance of it doubling down on male ambassadors.
Breaking Down Chanel’s A$AP Rocky Partnership
While it only officially sells women’s clothing, Chanel’s partnership with the rapper is the latest instance of it doubling down on male ambassadors.
Case Study | The Art & Science of World-Building
Once the preserve of a handful of high-end labels, world-building has become a powerful method for any brand to create a lasting impression and connect emotionally with customers. Pulling it off requires more than just consistent branding across channels.
Case Study | The Art & Science of World-Building
Once the preserve of a handful of high-end labels, world-building has become a powerful method for any brand to create a lasting impression and connect emotionally with customers. Pulling it off requires more than just consistent branding across channels.
The New Rules for Effective Marketing
J. Crew’s chief marketing officer Julia Collier, Ekimetrics’ partner Sona Abaryan and BoF’s director of content strategy Alice Gividen, join BoF’s Annabel Bolton to discuss how to drive results in fashion and beauty marketing today.
The New Rules for Effective Marketing
J. Crew’s chief marketing officer Julia Collier, Ekimetrics’ partner Sona Abaryan and BoF’s director of content strategy Alice Gividen, join BoF’s Annabel Bolton to discuss how to drive results in fashion and beauty marketing today.
Why This Year’s Holiday Ads Are Going Traditional
Amidst the ‘Ralph Lauren Christmas’ craze, this season, fashion brands embraced traditional holiday storytelling, while celebrity casting choices helped classic themes feel fresh and engaging for younger shoppers.
Why This Year’s Holiday Ads Are Going Traditional
Amidst the ‘Ralph Lauren Christmas’ craze, this season, fashion brands embraced traditional holiday storytelling, while celebrity casting choices helped classic themes feel fresh and engaging for younger shoppers.
Martha Stewart Is American Eagle’s Latest Bet Against Being Boring
The retailer’s holiday campaign, a follow-up to its viral, controversial hit featuring Sydney Sweeney, is its latest effort to maintain cultural momentum. “The enemy for retail is being boring,” said CMO Craig Brommers.
Martha Stewart Is American Eagle’s Latest Bet Against Being Boring
The retailer’s holiday campaign, a follow-up to its viral, controversial hit featuring Sydney Sweeney, is its latest effort to maintain cultural momentum. “The enemy for retail is being boring,” said CMO Craig Brommers.
The Dark Side of ‘Always On’ Marketing
Endless collaborations and celebrity tie-ups have come at a cost, making luxury brands feel more overexposed and interchangeable. Does the industry need to recalibrate its marketing machine?
The Dark Side of ‘Always On’ Marketing
Endless collaborations and celebrity tie-ups have come at a cost, making luxury brands feel more overexposed and interchangeable. Does the industry need to recalibrate its marketing machine?
After a Scandal Nearly Derailed Her Brand, Matilda Djerf Reemerges
Twelve months after the Swedish influencer faced allegations of mistreating her employees, she’s opening a pop-up at the London department store, the brand’s first foray into wholesale.
After a Scandal Nearly Derailed Her Brand, Matilda Djerf Reemerges
Twelve months after the Swedish influencer faced allegations of mistreating her employees, she’s opening a pop-up at the London department store, the brand’s first foray into wholesale.
How to Track Your Brand in the Age of AI
At a BoF Insights breakfast in London, senior executives gathered to explore how algorithms, viral moments and AI are rewriting the rulebook of brand building — and how leaders need to change the way they measure success.
How to Track Your Brand in the Age of AI
At a BoF Insights breakfast in London, senior executives gathered to explore how algorithms, viral moments and AI are rewriting the rulebook of brand building — and how leaders need to change the way they measure success.
THE NEWS IN BRIEF
TikTok Star Khaby Lame Signs $975 Million Deal to Monetise Global Fan Base
Lame is partnering with Rich Sparkle Holdings Ltd. to turn his 360 million social-media followers into a commercial venture.
Italian Judge Acquits Influencer Chiara Ferragni Over Charity Fraud Claims
The fashion influencer with over 28 million followers was fined almost $1.14 million in 2023 on charges of fraud over allegedly misleading claims linked to charity sales of Ferragni-branded Pandoro Christmas cakes.
Ykone and Mirror Mirror Agencies Merge to Form New Group
The Paris-based agencies joined forces to create One, a new group offering services in event production, influencer marketing and more.
PR Firm BPCM Names New Leadership
Co-founders Vanessa von Bismarck and Carrie Ellen Phillips have appointed chief-of-staff Nancy Cuocci and global managing director Victor de Vita as partners.
WMH Acquires Production Company Profirst France, To Be Merged with Petit Ami
Under new ownership the agencies will rebrand as The Officin.
Radical PR Opens New York Office
The new location marks the agency's first in North America.
Alexandre de Betak to Open His First Independent Atelier During Frieze London
The artistic director behind Bureau Betak, who has staged hundreds of fashion shows, is debuting his personal artistic studio with a new light installation.