The Business of Fashion

Discover the most recent and relevant industry news and insights for fashion professionals working in marketing, to help you excel in your job interviews, promotion conversations, or simply to perform better in the workplace by increasing your market awareness and emulating market leaders.

BoF Careers distils business intelligence from our content — editorial briefings, newsletters, case studies, podcasts, and events, as well as exclusive interviews and conversations with experts and market leaders every day — to deliver key takeaways and learnings in your job function.

Did Mall Brands Just Win the Met Gala?

Dressing stars for the Met Gala hasn’t always been exclusively the domain of luxury powerhouses. Gap worked with designers including Alexander Wang and Rodarte on looks in 2010 and Aurora James, founder of the footwear label Brother Vellies, in 2021. H&M made its first appearance in 2015, dressing Sarah Jessica Parker, while Topshop was the first to dress supermodels Kendall Jenner and Bella Hadid for the event. But the category’s presence was felt this year more than most.

The Met Gala — and the red carpet generally — holds major appeal for mass-market players. However, the gap between what’s on the Met steps and the products that sell is bigger for mass-market brands than it is for luxury. Brands run the risk of confusing consumers with a Met appearance. Many mentions of H&M’s looks on social media are centered on surprise that the brand is there at all, despite past appearances.

Case Study | How to Create Cultural Moments on Any Budget

Every brand dreams of achieving what Calvin Klein did with its Jeremy Allen White campaign: creating a genuine cultural moment. Most marketing captures consumer attention for a few fleeting seconds by hopping on a trend or jumping into an ongoing discussion. But the best campaigns aspire to more than that. Their goal is to not just draft off the cultural conversation but to drive it. When these moments are executed well, they create culture rather than just responding to it.

But creating a cultural moment is not easy. Simply casting a beloved celebrity or coming up with a clever concept for an ad isn’t enough. Brands need to find the partnership that strikes the balance between perfectly fitting yet remaining unexpected. That could mean using an unexpected face for a campaign or deploying a familiar one in a surprising way that breaks through the sea of other celebrity-driven marketing. It could mean releasing a product collaboration with an under-the-radar television show that’s about to go big or engaging with the right event.

Why the Public Is So Fascinated With Publicists

Fashion PR leaders are embracing a more public profile, responding to a shift in how audiences interact with brands and celebrities. This immersive storytelling is becoming more important as PR firms extend beyond securing press placements and staging runway shows to include services such as influencer relations and affiliate marketing.

Adidas Prepares for Samba Slump

As Adidas aims to build on the hot demand for its three-striped white and black Samba and multi-coloured Gazelle sneakers, it’s also taking steps to prevent the shoes from becoming victims of their own success. Investors and analysts are watching closely for signs of Adidas becoming overly reliant on the Samba. Adidas made a loss last year for the first time in 30 years after its break-up with Kanye West brought a trendy sneaker line to an end.

Fashion’s Golden Opportunity With Older Shoppers

Fashion may be eager to attract Gen-Z shoppers, but it is Gen-X and Boomers that have real spending power. But finding and speaking to older shoppers has only gotten more complicated — it takes more than just a viral TikTok or well-placed TV ad. They consume across digital, print, and brick-and-mortar. It can take sharp targeting and time to reach them in a meaningful way, and messaging based on age has long been passé.

KidSuper’s Big Ambitions for His Funny Business

Brooklyn-based streetwear label KidSuper is known for its unique and humorous approach to fashion. Founder Colm Dillane takes creative risks and relies on collaborations to keep the brand growing while staying self-funded. KidSuper has worked with Puma, Canada Goose, Meta, The NBA, and more.

Lilly Pulitzer Wants to Win Over a New Generation of Preppies

Lilly Pulitzer recently unveiled a new logo that retains its signature bright pink hue but with a typeface that looks straight out of the 1950s. The brand is targeting customers who love the brand and haven’t shopped in a while. Lilly Pulitzer is also releasing collaborations and occasionwear to attract new customers and stay relevant.

The BoF Podcast | How Calvin Klein Taps Into Culture

Calvin Klein’s new spring 2024 campaign set the internet ablaze, resulting in a 30 percent year-over-year increase in underwear sales. The brand adopted an entertainment mentality to create spikes in culture and effectively engage with consumers.

For more fashion industry insights and job opportunities, visit Management.