The Right Way to Use TikTok

Telfar's Vegan Leather

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WHAT YOU NEED TO KNOW TODAY: MONDAY, AUGUST 22, 2022 Brands are finding the return on TikTok marketing doesn't yet match the platform's hype. A Twitter debate about the durability of Telfar's "Shopping" bag holds lessons for brands navigating the complex world of sustainability. A normalising supply chain and a comeback for physical retail are among the reasons to be optimistic about the fashion industry's future. BoF Professional analysis now unlocked for non-members: Companies should redesign offices around fostering collaboration and accommodating different working arrangements to convince employees to return. Join us tomorrow as editor of ES Magazine Ben Cobb shares his insights on how to build a career in fashion on LinkedIn Live at 16:00 BST/11:00 EDT. Register now.

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TECHNOLOGY The Returns on TikTok Ads Don't Match the Hype Just Yet By Marc Bain

Despite TikTok's booming popularity and lower cost compared to Instagram, brands and experts say the return on ad spend doesn't yet match more-established platforms, though that doesn't mean brands can ignore it either. READ MORE

SUSTAINABILITY Telfar Bags, Vegan Leather and an Unexpected Lesson By Sarah Kent

The response to a tweet about the durability of Telfar's Shopping bags contains an important takeaway for brands navigating the complex sustainable fashion space. READ MORE

RETAIL A Few Reasons for the Fashion Industry to Be Optimistic By Brian Baskin

It's not all bad news out there. READ MORE

WORKPLACE & TALENT What Makes a Great Fashion Office By Sheena Butler-Young More and more companies want to see their staff in person again. Creating a work environment that fosters collaboration, offers flexibility and thoughtful perks could convince employees to leave the home office behind. READ MORE

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NEWS BRIEFS Hair Stylist Latisha Chong Dies at 32

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Berlin Fashion Week | 05 - 10 September 2022 Discover all the latest information about Berlin Fashion Week: dates, news, interviews, locations, backstage reports and more. LEARN MORE

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