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.
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 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.
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.
Often left out of the picture in a youth-obsessed industry, selling to Gen-X and Baby Boomer shoppers is more important than ever as their economic power grows.
This month, BoF Careers provides essential sector insights to help PR & communications professionals decode fashion’s creative landscape.
The brand’s scaled-back Revolve Festival points to a new direction in its signature influencer marketing approach.
Brands selling synthetic stones should make their provenance clear in marketing, according to the UK’s Advertising Standards Authority.
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The two-weekend music festival kicks off on Friday amid questions about whether it’s losing its cachet with music lovers – and its status as one of fashion’s top marketing opportunities.
With her new knitwear-centric label, Amiya, the influencer wants to create something with appeal beyond her “Song of Style” moniker — and that avoids the fate that has befallen so many brands led by internet personalities.
The blockbuster album, whose cover features the pop star in a red, white, and blue Rodeo-inspired outfit, could be another watershed moment for the red-hot trend.
The fashion communications company is buying The Sunshine Company, a consultancy and creative agency based in London and Los Angeles.
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Calvin Klein’s recent viral campaigns have galvanised consumers but are slower in driving the business forward amid parent company PVH’s ongoing turnaround strategy.
BoF and Ekimetrics brought together CMOs, CBOs and leaders from the New York fashion industry to discuss the shift from performance to brand marketing. Executives from Gucci, Givenchy, Versace, Estée Lauder, Victoria Beckham Beauty, Saks Fifth Avenue, Neiman Marcus Group, Ganni, Artizia, Anine Bing and Vestiaire Collective shared their insights.
BoF and Ekimetrics brought together CMOs, CBOs and leaders from the New York fashion industry to discuss the shift from performance to brand marketing. Executives from Gucci, Givenchy, Versace, Estée Lauder, Victoria Beckham Beauty, Saks Fifth Avenue, Neiman Marcus Group, Ganni, Artizia, Anine Bing and Vestiaire Collective shared their insights.
Both brands are leaning on high-profile advertising campaigns to refresh their image. We’ll find out this week whether that’s translating into increased sales.
With the appointment, Frank’s co-founder Jesse Derris will move into a chief strategy officer role at Derris’ parent company Orchestra.
In Meghan’s first social media post since 2020, American Riviera Orchard was announced via nine Instagram posts that together show the brand’s gilded logo and crest.
Meta’s Reels and YouTube’s Shorts, TikTok’s biggest competitors, are set to be the beneficiaries of advertising budgets if the app is banned.
The ASA had originally said the ad presented her as “a stereotypical sexual object.”
The “Never Surrender” sneakers sold out in less than a day after Trump’s appearance at Sneaker Con in Philadelphia.
The waning revenue and user figures raise questions around whether Temu’s explosive US growth may be cresting long before it presents any real threat to juggernauts like Amazon.
A draft of the bill stipulates that products linked to charity donations should indicate the purpose and recipient, and make clear the share of the price going to charity.
The rules will initially be applied to those influencers posting in Italian and working with Italian brands who have more than 1 million followers.
The Paris-based communications agency is opening its doors in London, on Great Portland Street in the Fitzrovia neighbourhood.