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Has Fashion’s Convergence With Sports Gone Too Far? | BoF
The deluge of sports-inspired product releases and collaborations between brands and sports teams or athletes has saturated the market and started to spur a backlash. But insiders say there is still room for tie-ups which go beyond simple logo swaps or licensing deals.
Sportswear Is Set for an Epic Showdown in 2025 | BoF
The battle between challenger brands and incumbents is only set to intensify, pushing each camp to develop more innovative products and devise creative new ways to reach shoppers and tell their stories, according to the BoF-McKinsey State of Fashion 2025.
Connecting to Consumers Through Entertainment and Culture | BoF
As today’s consumers split their time across a multitude of content channels and formats, the strategies employed to engage, entertain and convert them are evolving. BoF and Amazon Fashion gathered executives in Milan to discuss the opportunities.
‘Functional Luxury’: How Rimowa Keeps Growing in a Downturn | BoF
After quadrupling sales in five years following LVMH’s acquisition, the German luggage maker is seeing continued momentum during rocky times for high-end shopping, including in China. CEO Hugues Bonnet-Masimbert says the brand is focusing on functionality and innovation, including its first push into the handbag category.
TikTok’s Favourite Sunscreen Brand Pushes Further Into the US | BoF
Influencers are obsessed with it. Congresswoman Alexandria Ocasio-Cortez called it her “ride-or-die” sunscreen. Its hero product’s active ingredient isn’t quite legal yet, but TikTok phenomenon Beauty of Joseon is touching down in the US for the first time.
How the Rest of America Fell in Love With Californian Style | BoF
There’s long been an allure attached to the Golden State, but it’s hit a new cultural resonance in the wake of the pandemic. A cohort of brands that put the Californian lifestyle at their centre are seeing a wave of interest and growth.
How Consumers Are Driving a New Era of Self-Care | BoF
The global wellness industry is set to grow at a compound annual rate of between 5 and 10 percent from 2023 to 2027. BoF and Rennaï gathered leading experts from the beauty and self-care sectors together in Montréal to chart how consumers are pushing the category forwards and the innovations that provide a critical edge in a saturated market.
The Next Chapter of Swarovski’s ‘Pop Luxury’ Turnaround | BoF
A campaign fronted by Ariana Grande is the Austrian crystal maker’s latest effort to build on sales momentum in a slowing market: Revenue grew 4.5 percent in the first half. Swarovski plans to keep blending the codes of luxury and value, while spotlighting its message of ‘joyful extravagance’ to a wider audience, CEO Alexis Nasard says.
Case Study | The Strategy That Brought Adidas Back From the Brink | BoF
Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.
A Memo to Elliott Hill on His First Day at Nike | BoF
The new CEO has a monumental task ahead of him as he begins work on Nike’s turnaround strategy. Success means resetting expectations, showing evidence of meaningful innovation, recapturing the attention of sneakerheads and earning the trust of retailers.
Why Fashion Is Maxing Out on Minimalism | BoF
The Row’s success – including a recent investment from the families behind Chanel and L’Oréal at a unicorn valuation – is the most prestigious example of a rising generation of women-led independent brands that sell minimalist, approachably chic clothes. Some of them have billion-dollar aspirations of their own.
Moncler CEO Outlines Latest ‘Genius’ Strategy | BoF
Edward Enninful, Donald Glover, A$AP Rocky and Lucie and Luke Meier of Jil Sander are among the ‘Geniuses’ who will each build a house for the Italian skiwear specialist’s 30,000-square-metre ‘City of Genius’ activation in Shanghai this month, Remo Ruffini tells Tim Blanks.
What Fashion Needs to Know About Gen Alpha’s Social Media Restrictions | BoF
At least 15 US states have enacted policies regulating cell phone usage among teenagers and children, pointing to the youth mental health crisis and other potential harms of incessant access to the internet. For marketers, the laws pose a barrier to reaching young consumers as well as an opportunity to get to know this cohort better.