How Marketing Evolved in 2024

Hublot's CEO Talks Turnaround plans; US Supreme Court to Weigh TikTok Ban

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WHAT YOU NEED TO KNOW TODAY: THURSDAY, DECEMBER 19, 2024 This year, brands aligned with major cultural events and viral trends in a bid to compete for consumer attention. LVMH's Hublot is building a new factory and "rebalancing" its marketing in a bid to reignite sales. The US Supreme Court will on Jan.10 hear TikTok's appeal of a potential ban. Highsnobiety named GQ global style director Noah Johnson as its editor-in-chief. Birkenstock reported a 22% increase in sales but tighter margins in its fiscal year ending in September. Plus, help us make BoF better by sharing your thoughts in our annual community survey — plus, a chance to win a $500 Apple gift card!

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MARKETING 2024 Was the Year of Entertainment in Marketing By Haley Crawford This year, brands aligned with major cultural events and viral trends in a bid to compete for consumer attention. READ MORE

LUXURY How LVMH's Hublot Plans to Rise Above The Watch Market's Downturn By Robin Swithinbank

New CEO Julien Tornare plans to reinforce the brand's value proposition by investing in bold design, craftsmanship and growing the company's cultural impact beyond football. "It's not just because something is luxury that people are willing to pay any price," Tornare said. READ MORE

As Bitcoin Soars, Luxury Brands Consider Accepting Crypto Payments READ MORE

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NEWS BRIEFS Models Push New York Governor to Sign Labour Rights Bill as Deadline Looms Birkenstock Results Beat on Resilient Demand, Forecasts Margin Recovery US Supreme Court to Consider TikTok Bid to Halt Ban Kering Seen Closing Property Deal in Early 2025 to Cut Debt Load

SPECIAL FEATURE

The State of Fashion 2025 by McKinsey & Company and BoF Insights Fashion executives are feeling pessimistic about 2025. A long-expected post-Covid spending slowdown has arrived, while geopolitical tensions remain high. But there are still pockets of opportunity in promising new markets, in underserved customer groups and at new frontiers in customer experience, powered by artificial intelligence. Download The State of Fashion 2025 now to explore the 10 themes that will define the industry in the year ahead. DOWNLOAD NOW

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