Marketing / Branding

In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.

This year, brands aligned with major cultural events and viral trends in a bid to compete for consumer attention.

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.

Vans is making headway in winning back customers with unconventional new products, though overall sales are still sliding.

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.

Brands from Madhappy and Patta to Bottega Veneta are once again embracing print magazines full of on-brand editorial content as they attempt to escape the algorithm and bypass the drawbacks of social-media marketing.

Aspirational customer cohorts have more choice and less cause for loyalty than ever before. BoF and Ekimetrics brought together executives to discuss best practices in building brand impact to nurture lifetime value and convert customer engagement into sales long-term.

This September, BoF and TikTok co-hosted an intimate roundtable with executives from the likes of TikTok, LVMH, Calvin Klein, Fendi, Tiffany & Co., Van Cleef & Arpels and E.l.f. Beauty, to discuss how brands can effectively build digital intimacy with their communities and drive commercial results.