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 […]
The Business of Beauty Haul of Fame: Honey, I Shrunk the Core Audience
In the fast-paced world of beauty, micro-seeding has emerged as a revolutionary approach to product marketing. Beauty brands once relied on large promotional gifts at events like Fashion Week. Now, the focus has shifted to smaller, targeted audiences—an exclusive group of influencers and beauty enthusiasts who are considered the new ideal consumers. This shift is […]
Tommy Hilfiger Leans Into ‘Fashion-tainment’
Tommy Hilfiger has once again captured the spotlight with an innovative approach to showcasing its latest collection, known as “fashion-tainment.” This unique term reflects a blending of fashion and entertainment, epitomized by the brand’s recent show held on a decommissioned Staten Island ferry. With a finale from the iconic Wu-Tang Clan, this event was not […]
Optimizing TikTok Strategies for Fashion, Luxury, and Beauty Brands
In a digital age where connection and engagement are paramount, TikTok has emerged as a game-changer for brands in the fashion, luxury, and beauty industries. With over one billion active users, the platform offers unprecedented opportunities for businesses to engage their audiences and drive sales through innovative marketing strategies. A recent analysis by the Business […]
Sabrina Carpenter Named Prada Beauty Global Partner
In a strategic move that underscores the evolving dynamics of beauty endorsements, Prada Beauty has appointed pop star Sabrina Carpenter as its newest global partner. The announcement, made earlier this month, is more than just a partnership; it highlights the significant influence that social media and music videos wield in shaping consumer preferences. Carpenter’s rise […]
The Business of Beauty Haul of Fame: Beauty and the Book Club
Your summer read may be doing double-duty as your latest source of makeup inspiration. With a striking blend of literature and beauty, a new trend is emerging from the shelves: book covers that not only tell a story but also serve as a canvas for makeup aficionados looking to elevate their beauty game. The recent […]