Selling Subculture to the Masses

What Platforms Don't Tell You About Cross-Border E-Commerce View on Web Add to contacts New reader? Subscribe THE DAILY DIGEST THE UPFRONT Dear BoF Community Dr. Martens were an integral part of the punk uniform in the 1980s and the grunge look in the 1990s. Those days are long gone and yet the brand which now generates revenues of $900 million per year and this week announced plans to go public, remains a rebel icon to many consumers. It's not easy to make the transition  from counterculture symbol to mainstream success while keeping your street cred, but a few brands including Supreme and Vans have made the leap. Tamison O'Connor explains how they sold millions of units without selling out. Elsewhere Casey Hall reveals the pitfalls brands need to consider before using a cross-border e-commerce platform to sell to China. Brian Baskin, Deputy Editor TODAY'S MUST READ BoF Professional How to Sell Subculture to the Masses BY Tamison O'Connor Scaling a brand without selling out can be a challenge. Here's how the likes of Dr Martens, Supreme and Vans have managed it. Try BoF Professional for 30 days for $1/£1 JOIN TOP STORIES China Decoded No Magic Bullet to Tapping China's 750 Million Digital Consumers BY Casey Hall For international brands, cross-border e-commerce on Tmall Global or JD Worldwide is not as simple as it seems. Try BoF Professional for 30 days for $1/£1 JOIN Podcasts The BoF Podcast: Robin Givhan on the US Capitol Siege and Vogue's Kamala Harris Cover BY BoF Team The Washington Post's senior critic-at-large talks to Imran Amed about Vogue's 'familiar' image of the vice president-elect, and explains where it sits within the wider political climate of the United States as it enters a new chapter. Power Moves Power Moves | Moda Operandi's Interim CEO, Editorial Shakeup at Dazed BY BoF Team This week, Jim Gold takes the helm of the luxury retailer, while stylist Ibrahim Kamara takes the reins at the British style bible. NEWS BRIEFS Louis Vuitton Appoints David Ponzo Commercial Activities Chief Ahead of Inauguration, Biden Proposes $1.9 Trillion Spending Package Boohoo Lifts Outlook After Strong Holiday Season Luxury Braces Itself as Chinese Authorities Discourage Travel Ahead of New Year Festivities H&M Taps Simone Rocha for Latest Designer Collaboration Poshmark IPO Opens Trading at $100 — More Than Double Its Expected Price Uniqlo Parent Company Rides China Resurgence to Beat Pre-Pandemic Profits Fila Outperforms as Anta Sports Sees Sales Growth in Q4 Vipshop Faces Further Anti-Competition Probe Primark Owner Warns of £1.5 Billion Sales Hit if Lockdowns Last Through March BoF CAREERS - FEATURED JOBS   Graphic Designer, Loyalty Old Navy   San Francisco, United States   Digital Account Manager GCDS   Milan, Italy   Ecommerce Merchandising Site Manager Miista   London, United Kingdom View All Jobs Subscribe Were you forwarded this email? To subscribe to this newsletter, click below. Subscribe for Free Follow Us The Business of Fashion Sponsorship & Advertising About This email was sent to edwardlorilla1986.paxforex@blogger.com Add to Address Book | Unsubscribe | Edit Newsletter Subscriptions The Business of Fashion Moray House - 6th Floor · 23-31 Great Titchfield St London W1W 7PA · United Kingdom