Birkin Bag Shoppers Suing Hermès Expand Antitrust Case
The lawsuit claimed Hermès only gives customers with “sufficient purchase history” a chance to buy a Birkin bag.
BoF Insights and Quilt.AI co-created The BoF Brand Magic Index to quantitatively analyse the brand-customer relationship. Using AI-driven analysis of tens of thousands of social media posts, the Index ranks fashion and luxury’s 50 most powerful brands based on the clarity of their identity and their relevance in culture between October 2023 and March 2024.
BoF Insights and Quilt.AI co-created The BoF Brand Magic Index to quantitatively analyse the brand-customer relationship. Using AI-driven analysis of tens of thousands of social media posts, the Index ranks fashion and luxury’s 50 most powerful brands based on the clarity of their identity and their relevance in culture between October 2023 and March 2024.
Practitioners of this historically behind-the-scenes profession are building powerful followings, riding a wave of interest in how the fashion sausage is made. But even the highest-profile PRs caution that the client still has to comes first.
Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “How to Create Cultural Moments on Any Budget.”
When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.
When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.
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Calvin Klein’s recent viral campaigns have galvanised consumers but are slower in driving the business forward amid parent company PVH’s ongoing turnaround strategy.
As social media users tune out ads, content creators are putting more of their content behind a paywall. The hope is they can build a deeper connection with their followers – and make more money, too.
Characterised by animal prints, heavy gold jewellery, glossy leather trousers, perfectly coiffed hair and a massive fur coat, the mob wives aesthetic is breathing new life into the fur industry.
In the year of both Barbiecore and quiet luxury, brands balanced leaning into social media-fuelled phenonema while refocusing on the power of their own brands.
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At VOICES 2023, BoF and Snapchat hosted a conversation to determine how social media has evolved and the strategies brands should employ to boost connection with their customers.
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.
For The State of Fashion 2024, trailblazing influencer Gstaad Guy’s online parodies of the ultra-wealthy highlights how a niche genre of influencer marketing is helping to inject newness into how brands connect with customers.
Watch on demand a BoF Professional Masterclass that explores the topic in our Case Study, “Fashion’s New Rules For Sports Marketing.”
The lawsuit claimed Hermès only gives customers with “sufficient purchase history” a chance to buy a Birkin bag.
The move, which may catch many merchants in the region by surprise, reflects ByteDance’s objective of entrenching itself in the US as a way to prove its value to domestic merchants and consumers.
Shares in Nordstrom dropped nearly 5 percent in after-market trading. The company, which sells pricier clothes, shoes, and accessories, beat first-quarter revenue expectations.
Lower input costs and normalising prices for its products has also helped support margin growth at the company.
Sun Choe will join the Vans leadership team as the brand tries to revive its flagging sales.
The company’s turnaround strategy to lower promotions and focus on right product assortment is yielding results after weak growth last year due to lacklustre demand and supply chain issues.
Chief executive officer Mary Dillon is looking to diversify the retailer’s brand offerings, expand loyalty programmes and open new store formats.
The company has also been expanding its own store base to boost full-price selling in its direct-to-consumer channel, where its products are sold largely above the average selling price at wholesale shops.