How TikTok Changed PR
Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.
Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.
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.
Following a year where surrealist stunts were fashion’s biggest marketing trend, voyeuristic campaigns that centre reality — and the often boring moments of the everyday — are gaining steam.
Blockchain rewards platforms have scored big partnerships with brands like Ulta Beauty and Glossier in recent weeks, offering beauty brands a new way to connect with fans and reward loyalty.
As critics argue that menswear labels’ homogenous marketing style has made for a feeling of boredom and sameness in the sector, start-ups are beginning to invest in imagery that will set them apart from their competitors.
With a community exceeding 1 billion individuals, TikTok is a critical driver of success for fashion and beauty brands today. Partnering with TikTok, BoF shares exclusive internal insights and strategic analysis from a range of independent experts to identify how businesses can optimise their brand and product marketing performance on TikTok, and generate sales through its ads and commerce features.
With a community exceeding 1 billion individuals, TikTok is a critical driver of success for fashion and beauty brands today. Partnering with TikTok, BoF shares exclusive internal insights and strategic analysis from a range of independent experts to identify how businesses can optimise their brand and product marketing performance on TikTok, and generate sales through its ads and commerce features.
Multiple people applied to trademark the viral phrase “very demure, very mindful,” bringing into focus the question of who gets to capitalise on cultural moments.
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Virality can be a blessing and a curse. To avoid becoming a one-hit wonder, companies should make the most of the moment, but also think long-term.
As tennis legends retire, brands are shifting focus to the new generation of tennis stars like Coco Gauff and Carlos Alcaraz, leveraging their social media presence and growing audiences to connect with younger, more diverse consumers.
This month, BoF Careers provides essential sector insights to help marketing professionals decode fashion’s creative and commercial landscape.
The Olympics may have ended but a new sporting event has begun — the race to get to the bottom of Blake Lively’s curious fashion choices.
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The return of company veteran Nicole Hubbard Graham as CMO and the rollout of its ‘Winning Isn’t for Everyone’ campaign have helped fuel a push to restore Nike’s marketing glory after the brand ran off course. “Do I think Nike stopped believing that the notion of winning could continue to grow this brand? Maybe.”
The return of company veteran Nicole Hubbard Graham as CMO and the rollout of its ‘Winning Isn’t for Everyone’ campaign have helped fuel a push to restore Nike’s marketing glory after the brand ran off course. “Do I think Nike stopped believing that the notion of winning could continue to grow this brand? Maybe.”
Olympics viewership surged past expectations, but fashion brands largely failed to seize the moment beyond sportswear giants like Nike and official partners like Louis Vuitton and Ralph Lauren.
With his blockbuster roles and accessible style, Glen Powell harkens back to an earlier era when monoculture still dominated. That’s proving to be a potent marketing force.
The Olympics are proving a perfect marriage of the sports and fashion industries. It’s the culmination of several factors that have turned sport into fashion’s most exciting new arena over the past two years.
It’s the PR giant’s fifth acquisition this year as it aims to double in size by 2025.
The Independents is buying Bureau Béatrice, a multi-media and creative technology agency based in Dubai, United Arab Emirates.
Edwards and his AE 1 signature sneaker are central to the brand’s expansion plans in North America, led by its growing basketball category.
In Meghan’s first social media post since 2020, American Riviera Orchard was announced via nine Instagram posts that together show the brand’s gilded logo and crest.
Meta’s Reels and YouTube’s Shorts, TikTok’s biggest competitors, are set to be the beneficiaries of advertising budgets if the app is banned.
The ASA had originally said the ad presented her as “a stereotypical sexual object.”
The “Never Surrender” sneakers sold out in less than a day after Trump’s appearance at Sneaker Con in Philadelphia.
The waning revenue and user figures raise questions around whether Temu’s explosive US growth may be cresting long before it presents any real threat to juggernauts like Amazon.