How Brands Measure Buzz

Rothy's Lobbies for Plastic Bottle Bill; Luxury Looks Beyond 'Ramadan Rush'

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WHAT YOU NEED TO KNOW TODAY: MONDAY, APRIL 17, 2023 Metrics that attempt to convert online conversation into dollar figures have become a driving force in fashion marketing. Rothy's latest marketing campaign is a week-long lobbying effort to support a plastic recycling bill in New York. Luxury brands are adapting to changes in consumer behaviour and travel during the Muslim holy month of Ramadan. "Quiet luxury" dovetails with conscious consumption calls to buy less, but better. But brands mostly see the trend as just another way to sell clothes. Fashion start-up Pangaia is cutting one-third of its workforce and moving its headquarters to Switzerland.

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MARKETING How Brands Measure Buzz By Joan Kennedy

Measurements like earned media value and media impact value promise to convert online conversation into dollars and cents. BoF explains what these metrics can and can't do. READ MORE

GLOBAL MARKETS Luxury Adapts to the 'New Ramadan Rush' By Rohma Theunissen

Brands like Dior, Fendi and Valentino have responded to shifting travel patterns as some Middle Eastern customers return to familiar hubs in Europe but others choose to shop closer to home or explore new destinations during the Muslim holy month. READ MORE

SUSTAINABILITY The New Politics of Marketing By Sarah Kent

Rothy's is running a marketing blitz in support of a New York state recycling bill, a sign of fashion's shifting relationship with politics and advocacy. READ MORE

SUSTAINABILITY What the Quiet Luxury Trend Means for Sustainability By Sarah Kent The understated allure of classic, high quality pieces dovetails with conscious consumption calls to buy less, but better. But brands are treating the idea as just another excuse to sell more clothes. READ MORE

CHINA The Recession That Wasn't? By Brian Baskin China's economy is ramping up just as America's is slowing down, giving global brands some options to navigate a downturn. That, plus what else to watch for this week. READ MORE

Pangaia to Cut up to a Third of Jobs in Swiss Move READ MORE

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NEWS BRIEFS Report: Michael Burke Frontrunner to Head LVMH Fashion Group

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