Mejuri

Upstart brands with cheaper prices and a wide range of styles are winning over younger consumers.

Fashion entrepreneurs need a new playbook to launch, scale and differentiate their companies, as regulations and rising costs mean performance marketing can no longer serve the critical role it once did for DTC brands. Finding the right positioning and capturing market share can mean going back to the brand-building basics, as BoF profiles of Gymshark, Hodinkee and Mejuri show.

Mejuri founder Noura Sakkijha explains why jewellery brands should look beyond existing frameworks to build a more sustainable future for a sector that has faced scrutiny over its impact on the environment and the welfare of its workers.

Consumers have flocked to services that allow them to pay for their online orders over a period of weeks, months or even years. Brands hope these plans will encourage customers to spend more — but a looming recession could test the business model.

BoF outlines the steps that retailers and labels need to take as they survive the first shockwave of the pandemic and now must grapple with prolonged economic downturn.