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

To Hold Gen-Z’s Attention, Brands Need to Show Some Personality

Brands have figured out how to go viral on TikTok, but holding young consumers’ attention for longer than it takes to swipe to the next video remains a challenge. Fashion must take a cue from the platform’s most successful creators and build an online persona that doesn’t need to hop on the latest trend.

Finding Fashion Consumers Beyond Instagram

Once considered fringe, platforms like Reddit, Discord and Twitch are attracting the attention of digital marketers aiming to diversify their channel mix away from Instagram.

The Marketing Metrics That Matter in 2022

Doubts over the reliability of advertising data from platforms and the dubious nature of so-called vanity metrics are forcing marketers to think smarter about how they measure success moving forward.

Case Studies & Reports

Case Study

The New Four Ps of DTC Marketing — Download the Case Study

Case Study

Livestreaming: How Brands Can Make It Work — Download the Case Study

Case Study

The Complete Guide to Influencer Marketing — Download the Case Study

Latest News & Analysis

How to Keep Up With TikTok’s Lightning-Fast Trend Cycle

TikTok fashion aesthetics, such as “coastal grandma” and “coconut girl,” present an opportunity for brands, but their quick life span means they must move quickly — but carefully — to capitalise effectively

Here Come the ‘ZEOs’: Inside Edelman PR’s New Gen-Z Project with Harris Reed

The world’s biggest PR firm and consultancy tapped the gender-fluid designer Harris Reed to help lead its “Gen Z Lab,” part-consultancy, part-data hub, to better understand the next generation of consumers.

Rimowa Revives Its ‘Pilot’ Style Suitcase

Rimowa produced an aviation-themed campaign to mark the product re-release, which includes still images as well as four films shot in the European Transonic wind tunnel located in Cologne, Germany.

How to Sell Clothes During a Supply Chain Crisis

As fashion continues to deal with late deliveries and inventory issues, brands must consider how to make products relevant once they arrive — without going straight to discounting.

At the Met Gala, the Red Carpet Was Disrupted By the Real World

The Gilded Age played out on the red carpet as attendees took the era’s opulence — and inequalities — to heart, while real-world news of the Supreme Court’s intention to override Roe v. Wade drastically changed the online conversation in a matter of minutes.

The Duo Shaking Up the Business of Celebrity Styling

Stylists Zadrian Smith and Sarah Edmiston, who work with the likes of Ariana DeBose and Naomi Scott, are pushing brands to expand with whom they consider working.

The New Rules of Influencer Marketing

CreatorIQ’s Conor Begley shares insight on navigating the evolving social media influencer landscape and the key factors driving success toda

Calvin Klein’s New Strategy: Don’t Market the Dream, Market What Sells

As seen in its latest collaboration with skate brand Palace, Calvin Klein’s path forward is focused on highlighting its most successful categories like denim and underwear.

BoF LIVE: The New Rules of Influencer Marketing

BoF meets Conor Begley, CSO of CreatorIQ and one of the Tribe Dynamics Co-Founders to discover how businesses can reframe their influencer strategies for success in today’s market.

What Is the Point of Instagram’s Product Tags?

The social network has dramatically opened up access the feature, which lets users buy items without leaving the platform.

Danielle Bernstein Is Launching a WeWoreWhat Credit Card

The card will offer WeWoreWhat fans extra perks, testing the bounds of their loyalty to the controversial influencer.

Fashion Retailers Race to Become Ad Giants

An opportunity has emerged for multi-brand retailers to drive revenue and own first-party data by creating their own digital advertising arms. But they’ll have to move faster than their competitors for a share of the competitive ad market.

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