Despite complaints around higher prices and concern over global uncertainty, consumer spending remains relatively resilient. To reach these cautiously confident shoppers in 2025, marketers should highlight value and remain consistent, yet agile, in their brand storytelling.
Fast spreading — and disappearing — online “microtrends” or “cores” have driven fashion conversation for young shoppers over the past few years. Now, the churn has started to slow.
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.
As foodie culture peaks and the cost of living rises, food is popping up more than ever in fashion imagery.
Though appropriation of Native art and traditions still exists in fashion, more brands are finding ways to ethically work with Native designers and communities.
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.
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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.
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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.
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.
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.
The Paris-based documentary production company is The Independents’ second acquisition this year.
The New York and Beijing-based studio has joined the global communications giant, bringing The Independents’ cross-functional roster to 18 agencies.
Together Group, parent company to Purple PR, has acquired animation and technology studios Imerza and Visualisation One to enhance its immersive digital experience capabilities.
Milan prosecutors have charged the Italian influencer with fraud over allegedly misleading charity claims tied to the sale of Christmas cakes and Easter eggs, with her trial set to begin in September.
The Series B round will be used to fuel the affiliate platform’s expansion beyond fashion and beauty.
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.
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.
The heritage French label is increasingly asserting its sporting credentials amid luxury brands’ growing interest in tennis over the past year.
