Inside Coach’s Refreshed Marketing Playbook

New Era of Arab-Led Fashion Media, Fashion's Long Road to Transparency

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WHAT YOU NEED TO KNOW TODAY: TUESDAY, MARCH 23, 2021 Coach's lighthearted, star-studded marketing efforts are transforming the brand. Global fashion publishers are finally starting to localise Middle Eastern editions and recruit more local talent. Fashion's systemically opaque supply chains are in focus in the latest from The BoF Sustainability Index. The French fashion industry warns of dire consequences as a third retail shutdown looms. Plus, sign up for BoF LIVE on Wednesday for a discussion on Combatting Anti-Asian Racism with Phillip Lim, Michelle Lee and Susanna Lau.

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MARKETING & PR Nostalgia, Movie Stars and Drag Queens: Inside the Coach Brand Turnaround By Alexandra Mondalek

The 80-year-old heritage leather goods maker has spent much of the last year leaning into a marketing strategy that emphasised fun. Its efforts are paying off. READ MORE

GLOBAL MARKETS A New Era of Arab-Led Fashion Media By Casey Hall

Harper's Bazaar and Esquire have launched Saudi Arabian editions, signalling a drive toward localisation in the Middle East that locals say is long overdue. READ MORE

SUSTAINABILITY Fashion's Long Road to Transparency By Sarah Kent The fashion industry is systemically opaque. BoF assesses companies' efforts to operate more transparently in the first in a series of articles examining the findings of The BoF Sustainability Index. READ MORE

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NEWS BRIEFS Condé Nast Names Jackie Marks Chief Financial Officer YouTube Begins Trial of Automatic Product Detection in Videos Shinsegae, Naver to Launch Luxury E-Commerce Platform JD.com to Invest $800 Million in Dada Group French Retail Shutdown To Have "Disastrous Consequences," Fashion Trade Group Warns Seoul Fashion Week Presses Play on Fully Digital Season Richemont Shares Rise After Report It Rejected Kering's Approach Shanghai Fashion Week Doubles Down on Local Influencers Daigou Handbag Sales Remain a Challenge for Luxury Brands Hilco to Advise on Sale of Ralph & Russo

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OTHER #BoFLIVE: Combatting Anti-Asian Racism By BoF Team

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