Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Highlights

The Life Cycle of a Viral Fashion Trend

BoF explains why online trends from cottagecore and quiet luxury to barbiecore and coastal grandmother bubble up and spread out — and how brands can find their footing in the fast-moving, jumbled space.

Lessons From Influencer Marketing Mishaps

Recent controversies from Tarte, Shein and even Bud Light have demonstrated the risks that come with building marketing campaigns around social media stars — and provided learnings for how to operate in the sector today.

Case Studies & Reports

Case Study

Case Study | Fashion’s New Rules For Sports Marketing

Case Study

Case Study | The Essential Brand Marketing Guide

Report

Introducing The BoF Brand Magic Index

Latest News & Analysis

What Fashion Marketing Professionals Need to Know Today

BoF Careers provides essential sector insights for fashion professionals in marketing this month, to help you decode fashion’s marketing landscape.

Why Banal Is Big in Fashion’s Latest Campaigns

Following a year where surrealist stunts were fashion’s biggest marketing trend, voyeuristic campaigns that centre reality — and the often boring moments of the everyday — are gaining steam.

KCD Names Rachna Shah New Chief, Opens Next Chapter

The fashion PR powerhouse has promoted the agency veteran to global CEO as president Julie Mannion becomes chairman of the board, opening a new era for the firm.

Social Media Is Changing. What Does That Mean for Brand and Consumer Connections?

At VOICES 2023, BoF and Snapchat hosted a conversation to determine how social media has evolved and the strategies brands should employ to boost connection with their customers.

The Year Ahead: Why Brand Marketing in 2024 May Reclaim Its Glory Days

The State of Fashion 2024 explores the potentially elevated role that brand marketing will play as competition for consumer attention and loyalty intensifies across the fashion industry.

Gstaad Guy: Inside the Niche Social Media World of the 1%

For The State of Fashion 2024, trailblazing influencer Gstaad Guy’s online parodies of the ultra-wealthy highlights how a niche genre of influencer marketing is helping to inject newness into how brands connect with customers.

How Moon Boot Pushed Beyond the Après-Ski Market

With its early aughts resurgence in the rearview mirror, Moon Boot began marketing its product in unexpected locales and inking fashion-adjacent collaborations to rebuild the brand’s cultural cachet.

Who Won ‘Las Vegas Fashion Week’? Inside Fashion’s F1 Breakout

Brands ranging from sportswear players like Puma and Kappa to luxury houses like Versace and Louis Vuitton made a splash at Formula One’s latest grand prix.

BoF Masterclass | Fashion’s New Rules For Sports Marketing

Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “Fashion’s New Rules For Sports Marketing.”

Case Study | Fashion’s New Rules For Sports Marketing

Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

What Fashion PR & Communications Professionals Need to Know Today

BoF Careers provides essential sector insights for fashion PR & communications professionals this month, to help you decode fashion’s creative landscape.

How TikTok Changed PR

Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.

THE NEWS IN BRIEF

Klarna Brings Its Creator Shops Platform to the US

Fintech company Klarna is launching its Creator Shops platform, which allows influencers to monetise their content through affiliate links and setting up their own “shop” pages on Klarna.com, is expanding to the US.

Skims Named Underwear Partner of the NBA

The National Basketball Association announced a multi-year partnership with Skims, the shapewear, intimates and apparel label founded by Kim Kardashian, on Monday.