Marketing / Performance Marketing

The craze over Pop Mart’s toys speaks to a desire for escapism and customisation during increasingly uncertain economic times — but their popularity may be fleeting.

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.

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.

In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.

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.

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.

They can appear out of nowhere, abruptly send costs soaring and disappear just as quickly.

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.