Pattern Beauty, the Tracee Ellis Ross-founded label specialising in textured hair, announced that Tiffani Carter would be joining the company as its first chief marketing …
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Marketing
Why Some Consumers Find Sustainable Marketing So Annoying
A typical Patagonia ad evokes a sense of awe for nature: rugged terrain under an endless blue sky, extreme athletes summiting the vast mountain range. …
Gap Names PepsiCo Exec as Global Chief Marketing Officer
Gap has tapped Fabiola Torres to be global chief marketing officer, the company said Wednesday. In her previous role at PepsiCo, Torres served as marketing …
BoF Masterclass | The Essential Brand Marketing Guide
Created by BoF’s journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Masterclasses are in-depth webinars with supporting …
Fashion Executives Examine the Industry Swing From Performance to Brand Marketing
Seventy-one percent of executives plan to increase brand marketing spend in 2024, while only 46 percent intend to do the same for performance marketing, according …
Calvin Klein, Levi’s and the Real Value of Marketing
It would be a bit much to credit the rebound at Calvin Klein entirely to a billboard of Jeremy Allen White in boxer briefs. Shares …
Brands Struggle to Get Sustainability Marketing Right
Over the last few years, a host of companies that once boldly touted their products’ sustainability credentials have quietly backed away from such claims, a …
Unpacking Levi’s New Marketing Strategy
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 …
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 …