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 […]
What Comes After Fashion’s Big Trump Reality Check
The conclusion of the U.S. presidential election and Donald Trump’s significant victory has prompted an array of reactions across various sectors, particularly in the fashion industry. With this win marking a noticeable shift in the political landscape, professionals within the fashion world are grappling with not only the immediate ramifications but also the broader implications […]
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 […]
BoF Live | Increasing Brand Presence and Impact on TikTok
As social media platforms continue to evolve, businesses, especially in the fashion and beauty sectors, face the challenge of adapting their strategies to stay relevant. One platform that has emerged as a powerhouse for brand engagement is TikTok. Its unique blend of entertainment and community offers brands an unprecedented opportunity to connect with consumers, particularly […]
How to Make Shoppable TV Work
The landscape of television is changing dramatically, spurring a merging of entertainment and commerce. As audiences rotate between streaming platforms, brands are increasingly finding ways to link their products to what viewers are watching. But as innovation rises, the challenge lies in creating engaging shopping experiences that respect viewers’ attention and keep the drama flowing […]
Unlocking Commercial Opportunities with Digital Product Passports
In recent discussions fueled by shifts in consumer behaviors and evolving regulatory landscapes, digital product passports (DPPs) are ascending from niche technology to a mainstream strategic necessity. This transformation reflects the urgency for brands to safeguard authenticity amid rising counterfeit concerns and regulatory requirements. A digital product passport serves as a comprehensive digital record that […]
Evolving Measurement Techniques to Optimise Brand Marketing Success
In today’s challenging economic environment, where aspirational customer cohorts possess ample choices and diminished loyalty, fashion brands are compelled to rethink their marketing strategies. A recent roundtable discussion hosted by The Business of Fashion (BoF) alongside data science firm Ekimetrics shed light on the importance of developing sophisticated measurement techniques to effectively optimize brand marketing […]
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 […]