Levi’s wants shoppers to “live in” more than just its jeans. On Monday, the brand released a new campaign celebrating the 10-year anniversary of its …
Marketing
Best Practices for Personalisation Through AI in Marketing Campaigns
Seventy percent of consumers like to see some form of personalisation from marketing communications, according to market research by SAP Emarsys, while 44 percent expect …
Susan Yara Joins Influencer Marketing Agency The Digital Dept. to Form New Beauty Division
Beauty entrepreneur Susan Yara’s talent management firm, GlowLab Collective, is joining The Digital Dept. as the influencer marketing agency looks to double down on beauty. …
The Year Ahead: The Alluring New Face of Influencer Marketing
Capturing consumers’ attention online isn’t about to get any easier for fashion businesses. On Instagram, engagement rates have fallen, by roughly 30 percent year on …
The Best of BoF 2023: Bold and Buzzy Brand Marketing
In 2023, marketers simultaneously embraced the bold and went back to basics. It was the year of Barbiecore and Formula One, both of which served …
The Year Ahead: Why Brand Marketing in 2024 May Reclaim Its Glory Days
Brand-building isn’t what it used to be. After years of leaning heavily on instantly trackable performance marketing, the fashion marketing landscape is shifting. A convergence …
How Social Media Turned Athletes Into Fashion Marketing Machines
To get a snapshot of fashion’s sports-marketing playbook in 2023, start with the tie-up between Louis Vuitton and LeBron James. The NBA star recently became …
BoF Masterclass | Fashion’s New Rules For Sports Marketing
Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “Fashion’s New Rules For Sports Marketing.” Share This Article
Case Study | Fashion’s New Rules For Sports Marketing
When the Paris Olympic and Paralympic Games kick off in July 2024, the millions of global fans watching will see far more than just athletes. …
Adidas Claims Ye Mishandled Over $100 Million Marketing Fund
Beneath the very public collapse of Adidas AG’s multibillion-dollar sneaker deal with Ye is a private legal battle over a $100 million-a-year marketing fund. The …
Why Surrealist Marketing Is Suddenly Everywhere
It began with a post to Jacquemus’ Instagram account of a couple of vibrantly coloured and oversized giant purses gliding like trams along the streets …
How I Became… Global Head of Digital Marketing and Social Media at Aesop
Discover global job opportunities in digital marketing and social media on BoF Careers today. While working at a cinema on his gap year, putting up …
The Future of Performance Marketing
Two years after Apple threw a wrench in the once easy-to-penetrate online marketing ecosystem, Instagram ads remain a tough addiction for fashion and beauty start-ups …
Walking Billboards: The Marketing Potential of Custom Branded Clothing
(Copyright © Pixabay). In the competitive world of business, finding innovative ways to promote your brand is essential. One often overlooked but highly effective marketing …
What Really Went Into Casablanca’s AI-Generated Marketing Campaign
Casablanca is so rooted in classic methods that the Paris-based brand still shoots its campaigns on film with specifically chosen cameras. So when Charaf Tajer, …
Sephora US Appoints New Chief Marketing Officer
On Wednesday, Sephora US named Zena Srivatsa Arnold as the brand’s new chief marketing officer, according to a company spokesperson. She will begin her new …
In ‘Air,’ Michael Jordan’s silence speaks volumes about the marketing of Black athletes
The film “Air,” which tells the story of Nike’s signing of Michael Jordan, isn’t actually about Michael Jordan at all. It’s about the beauty of …
The New Politics of Marketing
Rothy’s latest campaign isn’t about its recycled plastic ballet flats or brightly coloured tote bags. It’s a week-long marketing blitz aimed at galvanising support for …
AI Marketing Stunts Are Here. Is Fashion Ready?
AI is turning out to be surprisingly good at viral marketing. The fast-evolving technology has helped people from outside the industry score some of the …
How NBA Tunnel Walks Became Fashion Marketing Moments
When Daniel Solomon was a college student at Indiana University back in 2014, he had a dorm room hustle selling fashion to friends on the …