Inside the Rise of Dior Sauvage

Love Island Can't Quit Fast Fashion, Back to School Shopping

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WHAT YOU NEED TO KNOW TODAY: MONDAY, AUGUST 1, 2022 Seven years after its release, Dior Sauvage is the best-selling fragrance worldwide, despite the scandal surrounding frontman Johnny Depp. Love Island's tie-up with eBay was pitched as an effort to promote more responsible consumption. But the show still turns heads for fast fashion. Retailers expect parents to splurge on back-to-school clothing in the coming weeks, but are preparing for weaker demand after that. BoF Professional analysis now unlocked for non-members: Fashion employees should prepare for the possibility of layoffs as the industry's outlook worsens.

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BEAUTY How Dior Made Sauvage the World's Number One Fragrance By Alexandra Mondalek

The scent's success runs deeper than Johnny Depp. LVMH's hefty investments in advertising, retail and a full range of Sauvage products have propelled its growth. READ MORE

RETAIL The Unpredictable Consumer Strikes Again By Brian Baskin

This week, back-to-school shopping peaks in the US, and retailers are betting parents will spend big despite the slowing economy. They've been wrong before though. Plus, BoF tells you what else to watch for in the coming week. READ MORE

SUSTAINABILITY Love Island Still Turns Heads for Fast Fashion By Rachel Deeley

This year the hit reality series was sponsored by resale site eBay, a move celebrated as promoting more responsible consumption. But the show is still a huge marketing opportunity for fast-fashion brands. READ MORE

WORKPLACE & TALENT How to Know When Layoffs Are Coming — And What to Do About It By Sheena Butler-Young Fashion workers worried about their jobs amid an economic downturn should watch for warning signs and look for ways to transition their role if the worst happens. READ MORE

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