The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
This #BoFLIVE event was based on the ‘How to Build an Influencer Marketing Team’ and ‘The Art of Going Dark on Social Media’ articles.
Instagram has long been the go-to platform for social media marketers. But while the photo-sharing app still holds sway, Instagram fatigue is undeniable, according to Sara Menouni, creative director of influencer marketing firm Ykone. Meanwhile, alternatives are are becoming increasingly popular. Apps like TikTok and engagement methods like livestreaming are seeing fast growth and some brands, including Bottega Veneta and Balenciaga, are opting for subversive strategies such as “going dark” on Instagram. Much also has changed about the type of influencers and content audiences are interested in, as well as the creative power influencers expect to have when working with brands.
“Now it’s about ... moving forward: how do we work with influencers? What is our relationship like? What is the long-term advocacy side to it?” said Menouni.
Brands need to adapt or risk losing young consumers. On the latest #BoFLive, BoF senior editorial associate Alexandra Mondalek discusses the dos and don’ts of the rapidly-evolving social media marketing industry with Menouni, Lissy Von Schwarzkopf, chief business officer at public relations firm Karla Otto and Sophie Abrahamsson, chief commercial officer of Bambuser, an e-commerce marketing firm.
Related Articles:
How to Build an Influencer Marketing Team
The Art of Going Dark on Social Media
To participate in #BoFLive, BoF’s digital events series offering insight, advice and inspiration, visit our calendar where you can find details of upcoming digital events.
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.
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