Hudson’s Bay Retail Chain to Terminate More Than 8,300 Workers by Sunday
Canada’s oldest retail chain will lay off 89 percent of its workforce by Sunday, when it will conclude its liquidation sale and shutter all stores.
Marketing / Performance Marketing
Explainer: The Digital Advertising Disruption Coming for Fashion
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.
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.
How Brands Survive the Election Ad Blitz
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.
Partner Content
Fashion Executives Examine the Industry Swing From Performance to Brand Marketing
BoF and Ekimetrics brought together CMOs, CBOs and leaders from the New York fashion industry to discuss the shift from performance to brand marketing. Executives from Gucci, Givenchy, Versace, Estée Lauder, Victoria Beckham Beauty, Saks Fifth Avenue, Neiman Marcus Group, Ganni, Artizia, Anine Bing and Vestiaire Collective shared their insights.
Fashion Executives Examine the Industry Swing From Performance to Brand Marketing
BoF and Ekimetrics brought together CMOs, CBOs and leaders from the New York fashion industry to discuss the shift from performance to brand marketing. Executives from Gucci, Givenchy, Versace, Estée Lauder, Victoria Beckham Beauty, Saks Fifth Avenue, Neiman Marcus Group, Ganni, Artizia, Anine Bing and Vestiaire Collective shared their insights.
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Temu and Shein Are the ‘Jaws’ of Digital Advertising
They can appear out of nowhere, abruptly send costs soaring and disappear just as quickly.
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.
Marketing
Case Study | The Essential Brand Marketing Guide
Building emotional, even inspirational, connections to a product is more critical than ever in fashion and beauty. In today’s hyper-competitive, crowded environment, marketing strategies that make brands stand out and stay culturally relevant need a mix of old and new tactics.
Case Study | The Essential Brand Marketing Guide
Building emotional, even inspirational, connections to a product is more critical than ever in fashion and beauty. In today’s hyper-competitive, crowded environment, marketing strategies that make brands stand out and stay culturally relevant need a mix of old and new tactics.
BoF Masterclass | The Essential Brand Marketing Guide
Watch on demand a BoF Professional Masterclass that explores the topic in our Case Study, “The Essential Brand Marketing Guide.”
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The Future of Performance Marketing
Some marketing experts predicted an exodus from social media as costs rose and effectiveness fell. But instead of leaving, brands got smarter about how they spend their marketing dollars.
Shopping Events Are Back. Here’s How to Make the Most of Them
As digital advertising costs climb, fashion brands are embracing events like in-store happy hours, trunk shows and parties in various formats to generate brand awareness and drive sales.
Direct-to-Consumer
The Year Ahead: The DTC Reckoning Is Coming For Fashion
Mounting digital marketing costs and e-commerce readjustments have put the viability of pure direct-to-consumer business models into question. The State of Fashion 2023 reveals that most brands will need to diversify their channel mix beyond DTC to generate growth.
The Year Ahead: The DTC Reckoning Is Coming For Fashion
Mounting digital marketing costs and e-commerce readjustments have put the viability of pure direct-to-consumer business models into question. The State of Fashion 2023 reveals that most brands will need to diversify their channel mix beyond DTC to generate growth.
Marketing
The Year Ahead: Digital Marketing in the Age of Privacy
As digital marketing becomes less effective and more costly, brands will embrace creative campaigns and channels such as retail media networks and the metaverse to achieve greater returns on investment and deepen community-led customer engagement.
The Year Ahead: Digital Marketing in the Age of Privacy
As digital marketing becomes less effective and more costly, brands will embrace creative campaigns and channels such as retail media networks and the metaverse to achieve greater returns on investment and deepen community-led customer engagement.
The News in Brief
Crypto-Luxury Brand 9dcc Is Shutting Down
The brand cited headwinds in web3 and softness in the luxury market for its decision in an announcement Tuesday.
Temu-Owner PDD Holdings Misses Quarterly Revenue Estimates
Despite price slashing from retailers and government stimulus measures to boost consumer spending, the e-commerce company's year-on-year net income fell 47 percent.
Swiss Watch Exports Jump in April Ahead of Threatened US Tariffs
Swiss watch exports to the US saw a significant increase in April, driven by a surge in shipments ahead of anticipated tariff hikes.
Italy’s Fashion Brands Sign Accord to Fight Worker Exploitation
Italian legal and political authorities, trade unions and fashion industry parties signed a non-binding action plan focussed on the creation of a database of brands’ suppliers and their workforces, after prosecutors uncovered widespread abuse.
EU Warns Shein of Fines in Consumer Protection Probe
The EU has ordered Shein to address consumer law breaches within one month or face potential fines.
Trump Extends Deadline for 50% Tariffs on EU Goods to July 9
The US president told reporters the decision to push the deadline came after he had a ‘very nice’ phone call with Commission President Ursula von der Leyen.
E.l.f. Beauty Announces $1 Price Hike, Citing Inflation and Tariffs
The mass brand will raise prices in August.