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Joan Kennedy

Correspondent

Joan Kennedy is Correspondent at The Business of Fashion (BoF). She is based in New York and covers beauty and marketing. She has a bachelors in English and Philosophy with high honours from Boston College.

Retail

The Step-by-Step Guide to Brand Elevation | Case Study

A growing number of mass and premium brands are pushing upmarket with a more luxe look, better materials and, often, higher prices. This case study unpacks how these labels are navigating the tricky challenge of elevating a brand.

Retail

The Step-by-Step Guide to Brand Elevation | Case Study

A growing number of mass and premium brands are pushing upmarket with a more luxe look, better materials and, often, higher prices. This case study unpacks how these labels are navigating the tricky challenge of elevating a brand.


Luxury

How Dior and Chanel Are Winning Back Aspirational Shoppers | The Debrief

Retail correspondent Joan Kennedy explains how Dior and Chanel are expanding lower-priced handbags and accessories to win back aspirational shoppers after years of steep price hikes.

Luxury

How Dior and Chanel Are Winning Back Aspirational Shoppers | The Debrief

Retail correspondent Joan Kennedy explains how Dior and Chanel are expanding lower-priced handbags and accessories to win back aspirational shoppers after years of steep price hikes.


Fashion Week

In New York, Practicality and Pragmatism

At a challenging time for the industry and the world at large, brands focused on serving their clients’ needs for comfort, a source of power, specialness and of course — things to buy.

Fashion Week

In New York, Practicality and Pragmatism

At a challenging time for the industry and the world at large, brands focused on serving their clients’ needs for comfort, a source of power, specialness and of course — things to buy.


Fashion Week

Rachel Scott’s Version of the Proenza Schouler Woman

The designer showed her first full collection — filled with relaxed suits and dresses and skirts twisting against perfection — for the New York brand after its founders departed for LVMH’s Loewe.

Fashion Week

Rachel Scott’s Version of the Proenza Schouler Woman

The designer showed her first full collection — filled with relaxed suits and dresses and skirts twisting against perfection — for the New York brand after its founders departed for LVMH’s Loewe.


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Marketing

Meet the Next Generation of Influencers

Teens are taking over social feeds and racking up bigger partnerships than ever before — but young creators play by a different set of rules than their predecessors.

Marketing

Meet the Next Generation of Influencers

Teens are taking over social feeds and racking up bigger partnerships than ever before — but young creators play by a different set of rules than their predecessors.


Luxury

How Dior and Chanel Are Tackling Fashion’s Pricing Problem

France’s biggest couture giants are bulking up their assortments of handbags and small accessories at the lower end of their offer as they seek to reengage customers after years of some of the industry’s punchiest price hikes.

Luxury

How Dior and Chanel Are Tackling Fashion’s Pricing Problem

France’s biggest couture giants are bulking up their assortments of handbags and small accessories at the lower end of their offer as they seek to reengage customers after years of some of the industry’s punchiest price hikes.


Entrepreneurship

Why Jonathan Cohen Is Splitting His Business

The 15-year-old New York-based womenswear brand is introducing White Label — an accessible offer of button downs, pants and dresses ranging from $350 to $650, aimed at serving priced-out shoppers and future-proofing the business in a challenged retail environment.

Entrepreneurship

Why Jonathan Cohen Is Splitting His Business

The 15-year-old New York-based womenswear brand is introducing White Label — an accessible offer of button downs, pants and dresses ranging from $350 to $650, aimed at serving priced-out shoppers and future-proofing the business in a challenged retail environment.


Marketing

Can Brands Turn Their Most Devoted Fans Into Paying Customers?

Plenty of people root for their favourite label like it’s their local football team — but that passion doesn’t always translate into sales.

Marketing

Can Brands Turn Their Most Devoted Fans Into Paying Customers?

Plenty of people root for their favourite label like it’s their local football team — but that passion doesn’t always translate into sales.


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Retail

Fashion’s Hottest New Sales Strategy Is One of Its Oldest

As wholesale continues to be challenged and marketing costs soar, trunk shows are fuelling sales — that is, for brands that know how to get in front of the right people.

Retail

Fashion’s Hottest New Sales Strategy Is One of Its Oldest

As wholesale continues to be challenged and marketing costs soar, trunk shows are fuelling sales — that is, for brands that know how to get in front of the right people.


Retail

Levi’s Answer to an Increasingly Complex World: Simplify

To weather tariffs and macroeconomic uncertainty, CEO Michelle Gass reveals how the denim brand is streamlining its business and emphasising profitability in the BoF-McKinsey State of Fashion 2026.

Retail

Levi’s Answer to an Increasingly Complex World: Simplify

To weather tariffs and macroeconomic uncertainty, CEO Michelle Gass reveals how the denim brand is streamlining its business and emphasising profitability in the BoF-McKinsey State of Fashion 2026.


Luxury

How Beat-Up Bags Became a Luxury Status Symbol

Bumps and scratches on a Birkin bag or Cartier watch are no longer repellent for a rising group of fashion consumers — they actually make the item more desirable.

Luxury

How Beat-Up Bags Became a Luxury Status Symbol

Bumps and scratches on a Birkin bag or Cartier watch are no longer repellent for a rising group of fashion consumers — they actually make the item more desirable.


Retail

Why the Fashion Industry (Mostly) Hates a Weak Dollar

The greenback’s slide this year is reducing the purchasing power of American consumers, depressing tourism and complicating supply chains already rocked by tariffs. Brands say the overall impact can top 5 percent of sales.

Retail

Why the Fashion Industry (Mostly) Hates a Weak Dollar

The greenback’s slide this year is reducing the purchasing power of American consumers, depressing tourism and complicating supply chains already rocked by tariffs. Brands say the overall impact can top 5 percent of sales.