Agenda-setting intelligence, analysis and advice for the global fashion community.
If 2025 was a year for fashion marketers to test and learn, then 2026 is the time to put those lessons into practice.
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In 2025, fashion marketers worked with unexpected campaign stars, tested new forms of messaging and more in order capture consumer attention — with mixed results.
Endless collaborations and celebrity tie-ups have come at a cost, making luxury brands feel more overexposed and interchangeable. Does the industry need to recalibrate its marketing machine?
It’s not just your imagination: a growing number of brands are rolling out product collaborations with influencers, hoping to tap their marketing prowess and give customers — both existing and new — a reason to shop.
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.
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.
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.
Robert Williams breaks down Matthieu Blazy’s Chanel cruise success, Miu Miu’s stalling growth and Métier’s next chapter.
The Italian luxury group’s first-quarter performance surpassed market expectations powered by solid growth in direct-to-consumer sales in the US.
