A TikTok-Famous Brand Gets Ready for Life Offline In the ever-changing landscape of digital marketing and e-commerce, the power of social media platforms cannot be underestimated. Liverpool-based mass cosmetics brand, Made by Mitchell, experienced firsthand the transformative impact of TikTok on its business trajectory. Initially teetering on the edge of closure, the brand was catapulted […]
The Truth About Gen-Z and Millennial Employees
The Truth About Gen-Z and Millennial Employees In the ever-changing landscape of the fashion industry, understanding the needs and expectations of different generations is crucial for the success of any business. With Gen-Z and Millennial employees making up a significant portion of the workforce, it is essential for fashion companies, both big and small, to […]
Why the ‘Walmart Birkin’ Struck a Nerve
The emergence of the so-called ‘Walmart Birkin,’ or ‘Wirkin,’ has captured significant attention in the fashion world, illuminating a notable shift in consumer attitudes toward luxury goods. This movement, reflected in viral TikTok videos showcasing a bag that closely resembles the iconic Hermès Birkin but costs a mere $78, raises critical questions about luxury branding, […]
Why Brick-and-Mortar Resale Is Flourishing
In a world increasingly dominated by online shopping, a surprising trend has emerged: brick-and-mortar resale stores are flourishing in the United States. This resurgence is not an isolated phenomenon but rather a collective response to evolving consumer preferences and economic pressures. As secondhand shops gain ground, they prove that physical retail has significant advantages over […]
New Smart Robot Makes Tennis Training Smarter
In the rapidly transforming landscape of sports training, technology plays an essential role in enhancing athletic performance. The introduction of the AI-driven PongBot marks a significant leap forward in this domain, especially for tennis enthusiasts. This innovative robot offers personalized training experiences that adapt to each player’s skill level and progress, creating a virtually match-like […]
The Secrets to Aritzia’s Explosive Growth, According to Its Superfans
Aritzia, a prominent Canadian fashion retailer, has garnered attention for its rapid expansion and unique retail strategies over the past few years. With sales doubling to C$2.3 billion ($1.65 billion) in the 2024 fiscal year, the brand’s success can be attributed to its unconventional approach that mixes quality products with a distinctive shopping experience. Aritzia’s […]
Fashion Brands Are Capitalising on Baseball’s Biggest World Series in Decades
The World Series showdown between the New York Yankees and Los Angeles Dodgers has ignited a wave of creativity among fashion brands, both licensed and unlicensed. This iconic matchup, anticipated as one of baseball’s most significant championship series in decades, has opened up new avenues for brands eager to align themselves with a cultural phenomenon […]
Meta Revamps Facebook to Engage Young Adults
In a strategic pivot to regain its relevance among younger users, Meta, the parent company of Facebook, is rolling out new features aimed at attracting Gen Z. Tom Alison, head of Facebook at Meta, announced that the platform is evolving beyond its traditional role as a family and friends connection tool and is now focusing […]
How Brands Use the Front Row to Mint the Next ‘It’ Item
Fashion shows have long been a powerful tool for brands, combining aesthetics with marketing prowess. While the allure of runway designs remains undiminished, an emerging trend underscores a strategic shift: brands are increasingly using the front row as a dynamic stage for sales. This article examines how brands are creatively dressing VIP guests in coordinated […]
Fashion Executives on Finding Brand Success on TikTok
This September, an intimate roundtable co-hosted by BoF and TikTok brought together top executives from leading fashion brands, including LVMH, Calvin Klein, Tiffany & Co., and E.l.f. Beauty, to explore strategic approaches for succeeding on TikTok. As brands increasingly recognize the significance of engaging with a youthful, highly interactive audience, understanding TikTok’s unique dynamics is […]