Marketing

Looking to repeat last year’s marketing phenomenon, a slew of brands have dropped collaborations tied to the much-anticipated film’s release this week.

To an audience of top business and creative leaders from across the fashion industry and the wider world, Ruth Diaz, Vice President of Amazon Fashion Europe, took to the stage at BoF VOICES 2024 to discuss the intersection of commerce, technology and culture — and how fashion stands to benefit.

The former president’s victory shocked many Democrats. But there were signs bubbling up in the culture well before election night that America was about to take a lurch to the right.

As today’s consumers split their time across a multitude of content channels and formats, the strategies employed to engage, entertain and convert them are evolving. BoF and Amazon Fashion gathered executives in Milan to discuss the opportunities.

There’s long been an allure attached to the Golden State, but it’s hit a new cultural resonance in the wake of the pandemic. A cohort of brands that put the Californian lifestyle at their centre are seeing a wave of interest, and growth.

This year’s New York City Marathon will witness an unprecedented slew of fashion-related activations like branded run clubs, sneaker drops and even a beauty sponsorship as the industry goes all in on running culture.

Fashion brands are working with streaming platforms to create shoppable moments for viewers of hit shows like “Emily in Paris.” But they’re still figuring out how to do so without disrupting the watching experience.

The collaboration marks the first collection from the Nets’ new in-house label, Bero. For Dillane, a New York native, it needed to be more than another superficial logo swap.

Presidential nominees Kamala Harris and Donald Trump are expected to flood social media with ads targeting undecided voters, prompting brands to double down on alternative marketing channels in the lead up to holiday season.

The former Vogue editor and Amazon Fashion head, who has spent the past year at the helm of the WME-owned Art+Commerce, speaks to BoF about what drew her to the agency, the parallels between her previous roles and the state of the industry.

After a Taylor Swift-related surge in viewership and buzz last season, the NFL is partnering with New York-based Veronica Beard to capitalise on the fashion opportunity.

Retail media remains a reliable way to connect with consumers online. BoF explores how Zalando’s retail media unit is platforming its partners to achieve strategic brand goals at their annual marketing awards.