The Best of BoF 2023: Bold and Buzzy Brand Marketing

In 2023, entrepreneurs concurrently embraced the daring and went again to fundamentals.

It was the yr of Barbiecore and Formula One, each of which served as examples of how manufacturers can harness the ability of cultural phenomenons. Nevertheless it was additionally the yr that customers went loopy over “quiet luxury” and renewed focus on brand marketing within the face of dwindling effectiveness for social media promoting.

Marketers and PR practitioners developed their methods to suit as we speak’s realities. Because of TikTok, trends move faster than ever, however manufacturers are getting higher at enjoying that recreation, profiting from on-line curiosity within the next crop of “It” Girls and blockbuster tours from Taylor Swift and Beyoncé. Plus, style acquired a star-studded enhance from the SAG strike as actors, unable to advertise their initiatives, turned up at style weeks in full pressure.

In influencer advertising and marketing, trending phrases like “deinfluencing,” got here and went, however the sentiment behind them stays: Shoppers, inundated with choices, are priorisiting belief within the influencers and types they store from. As mishaps like Shein’s ill-fated influencer manufacturing facility journey proved, they received’t hesitate to name out creators they really feel are deceptive them.

In the meantime, Twitter’s decline continued as Meta launched imitator app Threads, but it surely was TikTok that additional solidified its standing as style’s new go-to social media platform, with everybody from luxurious manufacturers to smaller-scale type creators taking off on the app. In 2024, TikTok’s affect in style is about to develop additional after the US launch of TikTok Shop, its on-line procuring platform, in September.

High Tales

Case Study | The Essential Brand Marketing Guide: Constructing emotional, even inspirational, connections to a product is extra crucial than ever in style and wonder. In as we speak’s hyper-competitive, crowded surroundings, advertising and marketing methods that make manufacturers stand out and keep culturally related want a mixture of outdated and new techniques.

The PR Machines Building the Next Generation of ‘It Girls’: The women we will’t cease speaking about as we speak have that it issue, however additionally they are armed with publicists and stylists curating their picture.

How Brands Are Selling Quiet Luxury to the Masses: A large swath of labels try their palms on the understated look, minus the eye-popping value level. It’s a pure match for Vince or Banana Republic. However Shein?

The Life Cycle of a Viral Fashion Trend: BoF explains why on-line developments from cottagecore and quiet luxurious to Barbiecore and coastal grandmother bubble up and go mainstream — and the way manufacturers can capitalise on them.

How TikTok Changed PR: Spin docs and beginner sleuths relish in revealing the methods of the commerce on social media. Because of this, as we speak’s customers are savvier about spin than ever, forcing manufacturers to vary techniques.

How 2023 Became the Year of the Lab-Grown Diamond: Shoppers are more and more shopping for into the concept of lab-grown stones, altering long-held jewelry trade requirements for the way diamonds are offered.

Why Brand Marketing is here to stay: What do Poolside FM and Isamaya Magnificence have in widespread? Their founders have created manufacturers with distinctive but relatable identities.