Branding
Why CMOs Should Have a Seat at the Pricing Table
BoF’s latest knowledge report, in partnership with Ekimetrics, explores why marketing leaders should have a say in pricing decisions — with their expertise in balancing creativity with managing budgets, as well as an in-depth knowledge of consumer price-sensitivity.
Why CMOs Should Have a Seat at the Pricing Table
BoF’s latest knowledge report, in partnership with Ekimetrics, explores why marketing leaders should have a say in pricing decisions — with their expertise in balancing creativity with managing budgets, as well as an in-depth knowledge of consumer price-sensitivity.
The CMO Brief: What’s Driving Results in Fashion and Beauty Marketing
In an era of channel fragmentation, evolving KPIs and data constraints, fashion and beauty’s marketing leaders are confronting a new market reality. BoF's latest knowledge report, in partnership with Ekimetrics, explores how they are redefining performance, reallocating investment and driving growth across the entire funnel.
The CMO Brief: What’s Driving Results in Fashion and Beauty Marketing
In an era of channel fragmentation, evolving KPIs and data constraints, fashion and beauty’s marketing leaders are confronting a new market reality. BoF's latest knowledge report, in partnership with Ekimetrics, explores how they are redefining performance, reallocating investment and driving growth across the entire funnel.
Fashion Keeps Betting on K-Pop
Internet-favourite brand Guizio — known for its mini-skirts, dresses and sweater-sets favoured by pop stars and influencers — created a capsule collection with the group ahead of its first North American tour.
Fashion Keeps Betting on K-Pop
Internet-favourite brand Guizio — known for its mini-skirts, dresses and sweater-sets favoured by pop stars and influencers — created a capsule collection with the group ahead of its first North American tour.
Pandora’s Latest Plan to Charm Gen-Z
Inspired by ancient Roman coins, the brand’s Talisman collection — its biggest product drop of 2025 — marks another step in its push to become a more fashion-oriented jeweller
Pandora’s Latest Plan to Charm Gen-Z
Inspired by ancient Roman coins, the brand’s Talisman collection — its biggest product drop of 2025 — marks another step in its push to become a more fashion-oriented jeweller
With Katseye, Gap Lands Its Most Viral Ad Yet
The girl group-starred spot, focusing on the brand’s denim assortment, has been lauded online for its diversity and brand alignment. Its success feels especially striking on the heels of American Eagle’s recent controversy-addled Sydney Sweeney campaign.
With Katseye, Gap Lands Its Most Viral Ad Yet
The girl group-starred spot, focusing on the brand’s denim assortment, has been lauded online for its diversity and brand alignment. Its success feels especially striking on the heels of American Eagle’s recent controversy-addled Sydney Sweeney campaign.
From Critic to Craftsman: Tanner Leatherstein’s Next Chapter
The social media commentator, known for deconstructing and analysing the quality of leather handbags online, is joining Stow London as director of craftsmanship.
From Critic to Craftsman: Tanner Leatherstein’s Next Chapter
The social media commentator, known for deconstructing and analysing the quality of leather handbags online, is joining Stow London as director of craftsmanship.
The Marketing Magic Behind Sydney Sweeney’s American Eagle Campaign
Following a challenging year for American Eagle, the retailer is betting on actress Sydney Sweeney’s star power and girl-next-door appeal to drum up interest in its fall campaign.
The Marketing Magic Behind Sydney Sweeney’s American Eagle Campaign
Following a challenging year for American Eagle, the retailer is betting on actress Sydney Sweeney’s star power and girl-next-door appeal to drum up interest in its fall campaign.
Why DTC Is Finally Investing in Brand Marketing
Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.
Why DTC Is Finally Investing in Brand Marketing
Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.
How Fashion Brands Build Community in 2025 | The Debrief
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.
How Fashion Brands Build Community in 2025 | The Debrief
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.
The Art and Science of Product Naming
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 Art and Science of Product Naming
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.
Actual Y2K Brands Want In on the Y2K Trend
From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.
Actual Y2K Brands Want In on the Y2K Trend
From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.
Influencer Brands Are Making a Comeback
After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.
Influencer Brands Are Making a Comeback
After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.