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Effective Tips to Create a Marketing Strategy for Luxury Brands

Effective Tips to Create a Marketing Strategy for Luxury Brands

As a luxury or fashion brand you need to take action to stand out in a crowded and competitive market. Putting effort into your marketing strategy and thinking of creative ways to increase your sales, providing excellent customer experience at the same time, is a challenge for any brand on the market. From minimalism to ...

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How to Use YouTube Advertising for Your Fashion Brand

How to Use YouTube Advertising for Your Fashion Brand

Video is the most powerful form of content in eCommerce, which is proved to be more engaging than text and image content combined- in fact, social video generates 1200% more shares. YouTube with its 1.9 billion logged in monthly users, is the world’s second largest search engine and third most visited site after Google and ...

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Effective Storytelling Techniques for Luxury Brands

Effective Storytelling Techniques for Luxury Brands

In today’s digital age, luxury brands can no longer solely rely on their origin story, nor on their longevity to maintain their status. With the advancement of technology and, of course, social media, if luxury brands want to stay luxury, they need to effectively engage, interact and influence their target audience. Their online presence isn’t ...

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How Should We Measure the Success of Creative Digital Campaigns?

How Should We Measure the Success of Creative Digital Campaigns?

Image via Balenciaga Instagram Scrolling through your Instagram feed one night, you’re confronted with one the images from Balenciaga’s beautifully creepy SS18 “family portrait” campaign. You smile, you pause, your finger hovers. The post is promoted (you don’t actually follow Balenciaga), but you love the campaign and the product. In fact, it speaks to you ...

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The Return of IRL Retail | Appear Here on Pop-up Stores & Brand Experiences

The Return of IRL Retail | Appear Here on Pop-up Stores & Brand Experiences

There’s a caveat worth considering for retail brands going all in on digital, and it’s this: customers haven’t stopped liking things that happen offline. In fact, 70% of the oh-so-valuable millennial generation say that they prefer buying experiences over products. And over recent years, there’s a growing feeling that the online offering is just one ...

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The Rise of Lifestyle Brands & Culturally Constructed Identities

The Rise of Lifestyle Brands & Culturally Constructed Identities

Earlier on this year, Gucci released their first homeware collection. It was hardly unexpected: the launch of Gucci Decor was teased at their 2016 runway show, with embroidered cushions left on the seats of all attendees. Instagram, of course, went crazy. Many have seen the iconic label’s foray into interiors as part a new cultural ...

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Does fashion need to re-evaluate its obsession with data?

Does fashion need to re-evaluate its obsession with data?

Back in 2013, Business of Fashion published an interview with Viktor Mayer-Schönberger and Kenneth Cukier, authors of Big Data: A Revolution That Will Transform How We Live, Work and Think. Discussing the fashion industry, they described an era where brands would endlessly collect and analyse data on customer’s interactions. They had it right. The potential to ...

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What does sustainability actually mean?

What does sustainability actually mean?

The concept of “sustainability” in fashion has started to become a little convoluted. It’s an issue, a movement and an incredibly important conversation encompassing everything from eco-friendly production to ethical treatment of workforces. But how exactly can we assess what we consider to be “sustainable practice”? The Business of Fashion looked recently at Milan-based menswear ...

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