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The intimates brand said it’s sticking to real people, breaking from the growing number of brands using AI for content, while OpenAI’s new checkout within ChatGPT and its Sora 2 video app are set to have implications for fashion businesses.
With an array of new AI tools on hand, fashion marketers need to balance automating rote tasks and maintaining their creative vision to ensure brand integrity.
Technology correspondent Marc Bain and marketing correspondent Haley Crawford explore the divisive reaction to H&M’s introduction of AI-generated models, and what the growing use of this technology means for the future of fashion marketing.
Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.
The rollout of the movie has been one big promotion party for the fashion industry — with participation from everyone from Walmart to Dior — showing fashion and Hollywood’s appetite for partnership is only growing.
Brands are turning launches into months-long narratives, building waitlists and dropping hints for consumers to decode ahead of time. But the strategy only works if they know when to stop teasing and start delivering.
New tools and platforms have made it much easier to measure what influencers are driving sales. That reality is reshaping which creators are in high demand, and what sort of creator network brands need to build.
Gap’s brand strategy is leading on culture but trailing on the fundamentals that endure beyond marketing moments, according to the latest analysis by BoF Insights.
Double-digit growth in the conglomerate’s perfume division helped offset a lack of growth in its other units as the company continues its years-long turnaround strategy.
Membership-based fragrance label Ffern is opening its orders to the general public for the first time, as other beauty brands jump in on the product-drop experiment.
Heather Fisher, former chief marketing officer of Fenty Beauty, has joined the Australian body care brand.
There is no such thing as retirement for the Belgian designer. With his new Venice foundation, he’s blossoming professionally and personally under the influence of La Serenissima.
