The Rise of Chief Brand Officers

Ludovic de Saint Sernin's Queer Community

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WHAT YOU NEED TO KNOW TODAY: THURSDAY, JULY 1, 2021 More companies are creating the new role of chief brand officer to ensure every aspect of their business, from advertising to internal policies to supply chain partnerships, is on-brand. Ludovic de Saint Sernin says his Instagram community built on queer imagery and popular challenges helped his label more than double sales in 2020. The role of physical retail is changing. Catch up on the key takeaways from yesterday's BoF Professional Summit "What's a Store For?" Fine jewellery and watch executives will need to rethink their priorities as different market segments and geographies are forecast to rebound from the pandemic at different speeds. Download BoF and McKinsey's new State of Fashion Watches & Jewellery report to learn more about the outlook for hard luxury. Richemont's acquisition of Delvaux comes as the conglomerate looks to revive its soft luxury group, but analysts say the deal won't move the needle in the short term. Plus, watch Olivier Rousteing discuss a decade at Balmain and making a documentary on his search for his birth parents.

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WORKPLACE & TALENT Why Fashion Needs Chief Brand Officers By Sheena Butler-Young

More than just an updated title for marketing executives, chief brand officers are tasked with navigating a climate where everything from advertising campaigns to holiday policies and suppliers can shape a company's image. READ MORE

LUXURY Ludovic de Saint Sernin: 'My Queer Community Saved My Business' By Robert Cordero

How the small but growing fashion label Ludovic de Saint Sernin, powered by its designer's own sexual awakening and once-taboo gay imagery, survived the pandemic with a little help from its Instagram community. READ MORE

RETAIL The BoF Professional Summit: What's a Store For? By BoF Team

The role of physical retail has drastically changed in the past few years. BoF's Imran Amed and retail futurist Doug Stephens are joined by a panel of experts to talk about the evolving purpose of stores. READ MORE

LUXURY Richemont's New Brand Is a Long-Term Play By Cathaleen Chen The conglomerate has acquired Delvaux, a 200-year-old handbag brand that has seen rising sales in recent years. But the deal doesn't help Richemont close the soft luxury gap with rivals Kering and LVMH. READ MORE

The Future of Watches and Jewellery: Adapting to Rapid Change READ MORE

How Allure's New Store Is an Extension of the Magazine READ MORE

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NEWS BRIEFS Gap to Close UK Stores, Offload France Business in Overhaul Neiman Marcus Group to Go Fur Free Online Shift to Cut UK Retailer Profits by $11 Billion Pandora Hires Tiffany Executive to Head North America Japan's Retail Sales Rise for Third Month Bangladesh Lockdown to Hit Apparel Supply Chains Shein Launches New Hub in Singapore India's Online Fashion Market Grew 51% Last Year

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VIDEO Olivier Rousteing on a Decade at Balmain By BoF Team

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At Horizn Studios, Integrating Everyday Innovation "We always try to be in the minds of our consumer, which is the advantage of being a direct-to-consumer brand," says Stefan Holwe, co-founder and CEO of the European travel brand. He shares how Horizn Studios encourages a culture of curiosity, creativity and collaboration to achieve its goals and "push the industry continuously forward." READ MORE

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