The Best of BoF: Marketing’s Highs and Lows

BoF is away for its annual break until 3rd January. In the meantime, we invite you to explore highlights of our news and analysis from the year.

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WHAT YOU NEED TO KNOW TODAY: WEDNESDAY, DECEMBER 28, 2022 The BoF Team is taking a well-deserved break. In the meantime, our reporters and editors have selected the best articles we published in 2022 across our core topic areas of expertise. Today, we focus on Marketing and DTC. Look out for our agenda-setting analysis to return on January 3. Happy holidays! Dear BoF Community, This year, marketers saw the return of the familiar alongside the push to diversify their channel mixes. As pandemic restrictions eased, experiential marketing returned in full force, as brands were able to capitalise on fashion-favourite events like Coachella and the Met Gala once again. But new hurdles emerged on social media, as advertising rates rose even as platforms like Facebook and Twitter faced revenue declines and layoffs. It wasn't all bad news online: TikTok's never-ending trend cycle offered inspiration for both products and campaigns. Brands also found success with provocative viral stunts and adopting fashion's favourite new colour, hot pink. Marketers had new channels and advertising formats to experiment with, as Netflix rolled out advertising for the first time. In the world of influencer marketing, brands found new ambassadors in unexpected places, leaning more heavily on influencers with "day jobs" or who came from previously ignored demographics (or both). — Diana Pearl, News and Features Editor and Malique Morris, DTC Correspondent

TOP STORIES

MARKETING How to Let Shoppers Know Your Brand Is Worth the Money By Diana Pearl and Alexandra Mondalek

As consumers tighten their belts in response to inflation and the risk of recession, brands are seeking ways to tell consumers their products have value. READ MORE

MARKETING The Complete Guide to Influencer Marketing — Download the Case Study By Alexandra Mondalek As the creator space has matured, brands must be thoughtful about crafting a strategy that leverages influencer marketing's full power, considering everything from talent scouting to the effectiveness of metrics. READ MORE

MARKETING What Fashion Needs to Know About Netflix's New Ad Tier By Malique Morris

Being an early advertiser on the biggest video streamer has its advantages, but there are other factors for brands to consider. READ MORE

DIRECT-TO-CONSUMER How In-Store Services Help DTC Brands Win at Brick-and-Mortar By Malique Morris A growing number of direct-to-consumer brands have found a winning retail formula by putting a modern spin on routine services such as piercings and eye exams. READ MORE

MARKETING & PR Fashion Retailers Race to Become Ad Giants By Alexandra Mondalek As the digital advertising space faces more challenges, an opportunity has emerged for retailers to drive revenue with their own advertising arms. But they'll have to move quickly to carve out a share of the ad market. READ MORE

DIRECT-TO-CONSUMER Why the New Guard of Digital Brands Are Embracing Wholesale By Malique Morris When even Glossier and Allbirds are signing deals with multi-brand retailers, it's clear the go-it-alone era is over. Here's how some new brands are building wholesale into their business plan from the get-go. READ MORE

DIRECT-TO-CONSUMER Building a DTC Challenger Brand | Download the Case Study By Cathaleen Chen Fashion entrepreneurs need a new playbook to launch, scale and differentiate their companies, as regulations and rising costs mean performance marketing can no longer serve the critical role it once did for DTC brands. Finding the right positioning and capturing market share can mean going back to the brand-building basics, as BoF profiles of Gymshark, Hodinkee and Mejuri show. READ MORE

MARKETING & PR Calvin Klein's New Strategy: Don't Market the Dream, Market What Sells By Alexandra Mondalek As seen in its latest collaboration with skate brand Palace, Calvin Klein is focused on highlighting its most successful categories like denim and underwear. READ MORE

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