What Is Buzz Worth?

Craig Green, Charles Jeffrey and The State of London; Conserving Beauty Wins Business of Beauty Global Award

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WHAT YOU NEED TO KNOW TODAY: MONDAY, JUNE 10, 2024 Fashion brands are chasing buzz to stand out in a crowded market, but there are limits to the value of online chatter. There was nothing normal about London's latest fashion week, writes Tim Blanks. The winner of the first Business of Beauty Global Award for social impact is: Conserving Beauty. Shein is expected to soon file for a London IPO, but faces an uphill battle to woo investors. Plus, The BoF Brand Magic Index ranks the fashion's most powerful brands. Find out which labels topped our latest ranking here.

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MARKETING What Is Buzz Worth? By Joan Kennedy

Many fashion brands have prioritised manufacturing viral moments meant to create chatter online. But that alone can't be the foundation of a brand's marketing strategy. READ MORE

FASHION WEEK Craig Green and Charles Jeffrey: Let's Call Them Saviours By Tim Blanks

There was nothing normal about London Fashion Weekend… except for the supreme talent on show. READ MORE

BEAUTY Conserving Beauty Shows Sheet Masks Don't Have to End up in a Landfill By Liz Flora With Elle Macpherson on its board, Conserving Beauty has brought sheet masks and zit stickers into the push to combat beauty product waste. READ MORE

FINANCIAL MARKETS This Week: Waiting for the Shein IPO By Brian Baskin The fast fashion giant is reportedly close to filing to go public in London, but faces doubts about its business and the political environment. READ MORE

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