Vivy Yusof: The Modest Fashion Mogul with Billion-Dollar Ambitions

J.Crew's Celebrity Strategy, Adidas Puts Kanye Partnership Under Review

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WHAT YOU NEED TO KNOW TODAY: FRIDAY, OCTOBER 7, 2022 Vivy Yusof reveals her plans to transform a regional modest fashion brand into a global, billion-dollar business. J.Crew is the latest brand to hire older celebrities like Diane Keaton to attract consumers of all ages. Shopbop's beauty launch is a sign that it's increasingly difficult for luxury e-tailers to resist the category, writes Rachel Strugatz. Adidas said its Yeezy partnership is under review after Ye repeatedly slammed the brand on social media. Plus, BoF VOICES 2022 is coming — hear from Malala, Victoria Beckham, Demna and more. As a valued member of the global BoF community, register for free today!

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GLOBAL MARKETS Vivy Yusof: The Modest Fashion Mogul with Billion-Dollar Ambitions By Robb Young The Malaysian entrepreneur has many of the traits needed to go big and go global but faces challenges in a modest fashion market that is as complex as it is diverse across the Muslim world. READ MORE

NEWS & ANALYSIS VOICES 2022: BoF's Annual Gathering for Big Thinkers Is Coming By BoF Team

As a member of the BoF community, you are invited to register for our livestream to learn from Malala, Victoria Beckham, Demna and more, free of charge. READ MORE

MARKETING Why Brands Cast Older Celebrities to Court Younger Consumers By Diana Pearl J.Crew is the latest brand to tap middle-aged stars including Julianne Moore and Diane Keaton for its campaign even as it strives to win over Gen-Z. Will the strategy work? READ MORE

BEAUTY Why Amazon's Latest Beauty Venture Is About More Than Sales By Rachel Strugatz This week, Amazon-owned Shopbop became the third high-end fashion e-tailer this year to get into beauty. The goal may be more about drawing people to the site than becoming a powerhouse in the category. READ MORE

BoF LIVE | Why the Menswear Market Is on Fire READ MORE

BoF PROFESSIONAL Join now and enjoy your first 30 days for just $/£/€1 START TRIAL

NEWS BRIEFS Parfums de Marly Owner Weighs Sale of Luxury Scent Maker Retailers Staff Up to Prep for Return of In-Store Holiday Shopping Adidas Places Yeezy Partnership Under Review

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BEAUTY BoF LIVE | Unpacking the Texture Hair Care Opportunity By BoF Team

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