Agenda-setting intelligence, analysis and advice for the global fashion community.
Hello BoF Professionals, as we round off the year, we have compiled a holiday reading list of the BoF Professional articles that yielded the biggest insights and got the fashion industry talking in 2017.
1. How Adidas Converted the Cool Kids
Collaborations have been critical to Adidas' ability to constantly remix and refresh its product offering | Illustration: Chad Manzo for BoF
With a strategy rooted in speed, cities and open source, the German sportswear giant has won cultural cred, surpassing arch-rival Nike in the eyes of the young consumers who drive the sneaker market.
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2. Alexandre Arnault, LVMH’s Digital Scion
Alexandre Arnault | Photo: Heiko Richard
How the 25-year-old third child of the mastermind behind the $130 billion luxury goods empire joined the family business, became co-CEO of Rimowa and emerged as LVMH’s secret digital weapon.
3. Decoding Chanel’s Gen-Z Strategy
Lily-Rose Depp, the face of Chanel's No.5 L’Eau fragrance | Photo: Greg Williams for BoF
Perhaps no other brand is as deft as Chanel at extracting juice from ingénue endorsements. But as younger consumers turn away from traditional celebrities in favour of digital influencers, how will fashion’s most powerful luxury house adjust its strategy?
4. How Will Farfetch Make the Mother of All Fashion-Tech Exits?
Photo Illustration: Costanza Milano for BoF, Shutterstock
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With the launch of an ambitious 'operating system' and brand-building guidance from Natalie Massenet, Farfetch is planning to go public. What will it take?
5. The Old Fashion System Is Setting New Designers up for Failure
For many designers, runway shows are increasingly unnecessary — and irrelevant | Source: Shutterstock
The market is changing, but the fashion system isn’t changing with it.
6. Inside Condé Nast’s Digital Strategy
Source: Costanza Milano for BoF
The publishing giant is finally on the digital offensive. But is it too little, too late? BoF sits down with chief executive Bob Sauerberg and chief digital officer Fred Santarpia.
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