Marketing

In a time of consumer caution and social division, fashion brands are investing in community to drive loyalty. BoF’s Lei Takanashi joins The Debrief to explore the emotional core of brand building today.

Analysis from BoF INSIGHTS PULSE shows which brands and celebrities drove the conversation around the Met Gala on social media — and why.

While tricky to get right, when item monikers resonate — think Glossier’s Boy Brow and Hill House Home’s Nap Dress — they can communicate a world of meaning in just a few words.

The Paris public relations star Lucien Pagès is forming a joint venture with Adam Iezzi’s London-based firm AIPR, backed by superagency The Independents.

In an industry that’s constantly churning out a hot new follow, it’s a rare creator who can build a lasting career. Several who did tell BoF that consistency and authenticity was key – even as they hopped platforms and radically changed their content.

Brands from streetwear to beauty are connecting with young audiences by turning product drops into fun-filled events involving games, quests and competitions.

A wave of independent fashion brokers — including sourcers, Substackers and stylists — are figuring out how to use the information they gather from their plugged-in audiences, who are increasingly interested in data themselves.

With Google’s online advertising business declared an illegal monopoly and Meta at risk of spinning off Instagram, the digital advertising market could be headed for an overhaul with a looming recession in the backdrop.

As US tariffs create market uncertainty globally, brands are balancing transparent communications and conversion-driving marketing tactics to maintain sales and customer loyalty.

In a move away from marketing fine jewellery as an occasion-specific opportunity, Zales is hoping to sell Gen-Z on diamonds and precious metals as everyday staples they can buy for themselves.

From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.

After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.