In recent years, the marketing landscape for brands has shifted significantly, particularly in how they engage with influencers. Influencer gifting, once seen as a supplementary strategy, has transformed into a fundamental component of marketing strategies worldwide. This shift stems from a growing need for authenticity and organic product placement among consumers who are increasingly wary […]
How to Choose a PR Agency
In the dynamic world of fashion and consumer goods, selecting a public relations (PR) agency has never been more vital yet increasingly intricate. With the landscape reshaped by social media and rapid communication, the importance of finding a partnership that aligns with brand goals is paramount. As exemplified by designer Elena Velez, who sought a […]
# Connecting to Consumers Through Entertainment and Culture
As today’s consumers interact with a plethora of content channels, strategies for engagement and conversion are advancing rapidly. An intriguing discussion hosted by The Business of Fashion (BoF) in collaboration with Amazon Fashion examined how brands can connect with consumers through entertainment and culture. A significant shift in consumer behavior is evident, particularly highlighted by […]
How the Rest of America Fell in Love With Californian Style
In recent years, there has been a notable shift in the fashion landscape, favoring the relaxed, effortless aesthetic of California over traditional styles such as Scandinavian minimalism and French chic. This transformation comes in the wake of the pandemic, which has led many to seek comfort and ease in their wardrobes. As a result, a […]
### The Business of Beauty Haul of Fame: Live from New York, It’s Drugstore Mascara!
In an intriguing shift within the beauty industry, major brands like Maybelline and E.l.f. Cosmetics are exploring unconventional strategies to drive their sales, even relying on humor and parody. Recently, at an Adweek panel in Manhattan, Maybelline’s Senior Vice President, Jessie Feinstein, made an eye-catching statement: “We’re willing to be the butt of everyone’s jokes.” […]
The Business of Beauty Haul of Fame: Scaring Is Caring
The connection between beauty products and the allure of the grim has become increasingly evident in recent marketing strategies. Brands are tapping into the burgeoning popularity of murder mysteries and true crime to grab the attention of their consumers. This unconventional approach might raise eyebrows, but the success stories speak volumes about its effectiveness. In […]