Introducing The BoF Brand Magic Index

Salomon Owner Plans IPO; Richemont Creates Beauty Division

ADVERTISEMENT

WHAT YOU NEED TO KNOW TODAY: THURSDAY, SEPTEMBER 7, 2023 Dear BoF Community, Today, The Business of Fashion is pleased to share our first experiment in using AI to solve a set of industry problems that we have been thinking about a lot. As the industry continues its inexorable shift from analogue to digital marketing channels, new challenges — and opportunities — are emerging for fashion brands who are spending more on marketing but are still lacking the right measurement tools. The BoF Brand Magic Index offers a novel, quantifiable and trackable metric to evaluate a brand's marketing efforts by measuring the distance between brands and their customers. The Index is powered by proprietary AI models from Quilt.AI that are trained on hundreds of millions of cultural expressions to evaluate content shared by brands and their customers on social media. For our first iteration of this analysis, we have quantified that alignment in the form of a Brand Magic score for 50 global luxury and fashion brands. See our extensive analysis in BoF Insights' latest report, which includes a detailed methodology documenting our approach. Imran Amed, Founder and CEO Plus, here's the other news you need to know today The internet helps men find community in clothing but also fosters a points-scoring mentality, commentator Derek Guy tells BoF's Marc Bain. Amer Sports, owner of Arc'teryx and Salomon, filed for a US initial public offering, people familiar with the matter told Bloomberg. Richemont created a beauty division as it looks to scale up its high-end fragrance business. Audemars Piguet predicts sales will climb to a record 2.4 billion Swiss francs ($2.7 billion) this year. Reese Witherspoon sold a majority stake in Draper James, her fashion and lifestyle group, to a private equity firm. Forever 21 and Barneys, both owned by Authentic Brands Group, are launching a collaboration.

TOP STORIES

MARKETING Introducing The BoF Brand Magic Index By Imran Amed, Rahul Malik, Diana Lee, Anushka Challawala and Hannah Crump BoF Insights and Quilt.AI co-created The BoF Brand Magic Index to examine if customers see a brand the same way a brand sees itself. The Index quantifies and ranks 50 global luxury and fashion labels using AI-driven analysis of tens of thousands of social media posts by brands and their customers. READ MORE

TECHNOLOGY How the Internet Changed Menswear By Marc Bain

The internet helped men find community in clothing but has also fostered a mentality that prioritises scoring points online, according to Derek Guy, aka 'Menswear Guy,' who has inadvertently become one of social media's most prominent men's fashion commentators. READ MORE

LUXURY Audemars Piguet CEO Expects to Exit Watchmaker With Record Sales By Bloomberg

Strong demand for the Swiss luxury watch brand's pricey timepieces has put sales on track to hit fresh highs. READ MORE

Arc'teryx- and Salomon-Owner Amer Sports Files for US IPO READ MORE

Richemont Creates New Beauty Division, Doubles Down on High-End Fragrance READ MORE

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

NEWS BRIEFS L Catterton Takes Minority Stake in Swedish Hair Care Brand Maria Nila New EU Sustainability Reporting Rules Are a Challenge, Says Puma Consortium Brand Partners Acquires Majority Stake in Draper James Tod's Operating Profit More Than Triples in First-Half Forever 21 Launches Barneys Collection

PARTNER CONTENT

Inside the Apparel Team at On with Tim Coppens On's apparel designer, Tim Coppens — an ANDAM and LVMH Prize finalist for his own label, who has worked for the likes of Adidas, Ralph Lauren and Under Armour — discusses how collaboration, product innovation and sustainability plays into the design approach at the Roger Federer-backed Swiss sportswear brand. "I work super hands-on with everybody and everything. As we grow the collections, there is exposure to numerous creative aspects and there needs to be, because the different collections and products need to link," Coppens told BoF. Discover the designer's insights on working in the On design team and apply for a role on BoF Careers. READ MORE

The Business of Fashion AGENDA-SETTING INTELLIGENCE, ANALYSIS AND ADVICE FOR THE GLOBAL FASHION COMMUNITY. CONNECT WITH US ON CONTACT US ETHICS POLICY SPONSORSHIP & ADVERTISING JOB OPPORTUNITIES This email was sent to edwardlorilla1986.paxforex@blogger.com Update your preferences or unsubscribe from this list. All services provided are subject to our Privacy Policy. The Business of Fashion Ltd The Business of Fashion, Surrey Building, 1 Surrey St, Temple, London, WC2R 2ND, United Kingdom businessoffashion.com