How TikTok Changed PR
Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Highlights
The Year Ahead: Why Brand Marketing in 2024 May Reclaim Its Glory Days
The State of Fashion 2024 explores the potentially elevated role that brand marketing will play as competition for consumer attention and loyalty intensifies across the fashion industry.
Why Banal Is Big in Fashion’s Latest Campaigns
Following a year where surrealist stunts were fashion’s biggest marketing trend, voyeuristic campaigns that centre reality — and the often boring moments of the everyday — are gaining steam.
Case Studies & Reports
Latest News & Analysis
The Best of BoF 2024: Fashion’s Cultural Crossover Continues
In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.
2024 Was the Year of Entertainment in Marketing
This year, brands aligned with major cultural events and viral trends in a bid to compete for consumer attention.
Why Influencer Gifting Made a Comeback in 2024
Gifting has increasingly gone nice-to-have to must-have for both brands and influencers eager to cater to an audience desire for more organic product placement.
Copenhagen International Fashion Fair Launches CIFF Media to Support Independent Brands
Brands today must leverage organic, authentic storytelling techniques to connect with the end consumer, which require expensive and time-intensive communications strategies. To support its showcasing talent, organisers of the bi-annual trade show CIFF are introducing a holistic media platform and strategy to broaden their reach. BoF learns more.
Copenhagen International Fashion Fair Launches CIFF Media to Support Independent Brands
Brands today must leverage organic, authentic storytelling techniques to connect with the end consumer, which require expensive and time-intensive communications strategies. To support its showcasing talent, organisers of the bi-annual trade show CIFF are introducing a holistic media platform and strategy to broaden their reach. BoF learns more.
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What Fashion PR & Communications Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help PR & communications professionals decode fashion’s creative landscape.
Levi’s Brings Bob Dylan’s Wardrobe to Life with ‘A Complete Unknown’ Collab
In addition to assisting with costumes for the film, the denim brand will also release a capsule collection inspired by actual Levi’s items worn by the musician in the 1960s.
Lucien Pagès Joins The Independents
The agency founded by Paris public relations star Lucien Pagès is being acquired by the fashion communications giant that owns Karla Otto, Bureau Betak and more.
Can Vans Recapture Its Cool?
Vans is making headway in winning back customers with unconventional new products, though overall sales are still sliding.
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The Logic Behind All Those Charli XCX Campaigns
The pop singer’s continued string of brand tie-ups, long after the end of ‘Brat’ summer, is less about the scale of her audience than its loyalty.
Increasing Brand Presence and Impact on TikTok
Farah Maloof, head of fashion and luxury partnerships at TikTok, and Jordan Mitchell, the co-founder and co-CEO of cultural marketing agency Good Culture Inc., share their insights on how to best engage the zeitgeist, effectively work with content creators and empower teams within businesses to successfully navigate the entertainment platform.
Increasing Brand Presence and Impact on TikTok
Farah Maloof, head of fashion and luxury partnerships at TikTok, and Jordan Mitchell, the co-founder and co-CEO of cultural marketing agency Good Culture Inc., share their insights on how to best engage the zeitgeist, effectively work with content creators and empower teams within businesses to successfully navigate the entertainment platform.
What Fashion Marketing Professionals Need to Know Today
This month, BoF Careers provides essential sector insights to help marketing professionals decode fashion’s creative and commercial landscape.
How to Choose a PR Agency
A good agency can feel like an extension of a brand and bring fresh expertise towards telling its story. But picking the right partner is growing more complex as the definition of PR rapidly evolves.
THE NEWS IN BRIEF
Australia Bans Under-16s From Social Media
The country’s senate has approved a controversial bill banning children under the age of 16 from accessing social media apps, with fines of up to $32 million for firms who fail to prevent children accessing their platforms.
Online Marketing Costs Jump in Bidding War With Temu and Shein
In the United States, for example, Temu has bid on keywords including “Walmart Black Friday deals”, “Kohls Black Friday”, and “Bed Bath Beyond”, according to data on Google search ads compiled by online marketing platform Semrush for Reuters.
Lacoste to Sponsor Rolex Paris Masters Tennis Tournament
The heritage French label is increasingly asserting its sporting credentials amid luxury brands’ growing interest in tennis over the past year.
Small Girls PR Acquired by Orchestra
Small Girls will join Orchestra’s stable of agencies, which includes Derris, M18 and Inkhouse.
FIFA to Launch Fashion Line in Partnership with VFiles
Football’s global governing body is set to launch its inaugural ‘FIFA 1904′ collection in spring 2025.
Mazarine Group Acquires Event Producer Arter
Paul-Emmanuel Reiffers’ fashion and art events and communication group is adding another company to its portfolio.
The Independents Acquires Kitten Production
It’s the PR giant’s fifth acquisition this year as it aims to double in size by 2025.
The Independents Expands to Middle East With Latest Acquisition
The Independents is buying Bureau Béatrice, a multi-media and creative technology agency based in Dubai, United Arab Emirates.