Marketing

Once dismissed as lowbrow entertainment, “The Real Housewives” has quietly transformed into fashion’s guilty pleasure. Diana Pearl joins The Debrief to unpack how reality TV’s most famous franchise found itself embraced by brands, consumers and even luxury insiders.

The Business of Fashion and Klaviyo — a CRM platform for B2C businesses, working with the likes of The Body Shop, Castore, Paul Smith and Dermalogica — hosted a panel event on how brands can capture consumer attention and inspire loyalty in an oversaturated market. Now, BoF shares insights from the discussion.

Lawyers are advising content creators that weighing in on political topics can come with serious risks.

Though the ceremony sparked ire online, it generated significant media impact value for the brands involved.

Brands are reverting to retro celebrity testimonials to drive awareness and renewed interest among ad-weary consumers.

BoF sits down with Snap Inc.’s vice president and general manager of the Middle East, Hussein Freijeh, to learn more about the changing social media landscape in the Gulf, its impact on consumer behaviour, and the new opportunities it presents for fashion and beauty brands to reach audiences in the region.

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.

As paid marketing on Meta gets cheaper and easier to target customers, brands are getting more strategic about the content that attracts consumers at different points in their shopping journey.

The conglomerate’s latest acquisition marks its entry into the culinary space.

As unchecked facts infiltrate the health and wellness market, indie sunscreen brands are burning out on misinformation — and getting heated in the comment section.

As the influencer economy matures, brands are shifting their focus from star power to strategic alignment. A new report from Launchmetrics — “Brand Ambassador Marketing 2025” — reveals how resonance — not reach — is now defining success.

As lab-grown stones become more of a force in the jewellery industry, sellers of both man-made and natural diamonds are looking for ways to differentiate themselves in their marketing.