As a kid in the 1990s, Trisha Okubo remembers shopping at Gap and Banana Republic in her local mall. But those mall visits didn’t mean …
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Inside Beauty’s Biggest Disruptor | Case Study
In 2004, the idea of selling $1 lipstick on the internet was radical. But months after its founding, E.l.f. was transforming the way consumers thought …
How to Build a Profitable DTC Brand | Case Study
In 2010, the fledgling direct-to-consumer T-shirt brand Marine Layer opened a pop-up shop in San Francisco’s Marina District. It was supposed to be a two-week …
How to Take the Friction Out of Commerce | Case Study
Fashion and beauty retailers don’t face an easy road ahead. For a variety of reasons, they are having to work harder than ever to close …
How to Build an Independent Beauty Brand | Case Study
Independent beauty brands in recent times have figured out what has eluded resource-rich conglomerates for years: how to not only sell to consumers, but also …
Building a DTC Challenger Brand | Download the Case Study
For its first decade or so, watch publication and retailer Hodinkee did not have a marketing budget, let alone a chief marketing officer. In fact, …
Hair-Straightening Products Linked With Uterine Cancer Risk, Study Finds
Hair-straightening products may significantly increase the risk of developing uterine cancer among those who use them frequently, a large study published on Monday suggests. “We …
Can On Set a New Pace for Sportswear? | Case Study
In just over a decade, On evolved from a little-known Swiss footwear start-up, endorsed by a small but passionate community of runners and outdoor enthusiasts …
Wearing This Color Makes People Trust You More, Study Says
Trust is one of the most essential building blocks to any type of relationship. Inviting someone new into your life or making a long-term commitment …
A moment that changed me: I fled the Gaza blockade to study – but my freedom came at a cost | Life and style
In 2017, I applied, in secret, for a scholarship to a university in Turkey. Even when I was accepted, I didn’t tell my parents for …
Case Study: Decoding Gucci’s Merchandising Success
At the start of the Marco Bizzarri and Alessandro Michele era at Gucci in 2015, industry analysts wondered if the brand would break from the …
Case Study: Inside Moncler’s ‘Genius’ Strategy
Moncler is a modern luxury success story. Its Chairman, Chief Executive and main shareholder Remo Ruffini bought the near-bankrupt heritage skiwear label in 2003, transforming …
Case Study: How Dior Plugged Into Digital China
China’s reputation as a land of superlatives precedes it. At this stage in its development, few would argue that what is now the world’s largest …
Case Study: How to Market a New Brand
At the end of 2019, two of beauty’s most hyped brands sold for huge sums. In December, Kylie Cosmetics — the lip kit empire built …
Case Study: How to Talk to Customers About Fashion’s Dirty Secrets
This article is part of BoF’s special edition, Can Fashion Clean Up Its Act? Is “radical transparency” in fashion even possible? McKinsey & Company has …
How to Build a Customer-Centric Brand — Download the Case Study
By the end of 2020, the American mall was in shambles. An outcome 40 years in the making, many venerable retailers had filed for bankruptcy …
Inside Nike’s Radical Direct-to-Consumer Strategy — Download the Case Study
In October 2020, in the middle of a global pandemic that had infected 188 countries, causing record sales damage across the retail sector, Nike’s share …
How to Sell Skin Care at Every Price — Download the Case Study
When it came to shopping in 2020, when much of the world’s global population was homebound during the pandemic, the year may be best remembered …
The New Four Ps of DTC Marketing — Download the Case Study
A decade into the era of direct-to consumer (DTC) brands, to call the market saturated would be an understatement. There is a digital upstart ready …
Sephora’s Bid to Dominate Global Beauty Retail — Download the Case Study
Today, Sephora is synonymous with luxury beauty, generating more than an estimated $10 billion in annual sales across 2,000 stores in 35 countries, making it …