Gap Sales Miss Expectations After Old Navy, Athleta Fall Short
The brands Gap and Banana Republic beat comparable sales estimates.
Retail
Analysis and advice from the front lines of the retail transformation.
Analysis: US Tariffs on Vietnam Would Be a Blow to Nike and Other Sportswear Brands
According to its annual report, Nike produced 50 percent of its footwear and 28 percent of its apparel in Vietnam in its 2024 fiscal year.
Analysis: US Tariffs on Vietnam Would Be a Blow to Nike and Other Sportswear Brands
According to its annual report, Nike produced 50 percent of its footwear and 28 percent of its apparel in Vietnam in its 2024 fiscal year.
H&M’s AI Models and the Future of Fashion Marketing | The Debrief
Technology correspondent Marc Bain and marketing correspondent Haley Crawford explore the divisive reaction to H&M’s introduction of AI-generated models, and what the growing use of this technology means for the future of fashion marketing.
H&M’s AI Models and the Future of Fashion Marketing | The Debrief
Technology correspondent Marc Bain and marketing correspondent Haley Crawford explore the divisive reaction to H&M’s introduction of AI-generated models, and what the growing use of this technology means for the future of fashion marketing.
Why Gap Is Going Premium
With the new GapStudio line, creative director Zac Posen is introducing an edgier, fashion-forward perspective and a platform for monetising his designs on the red carpet, such as Gap’s latest custom outfit for Timothée Chalamet.
Why Gap Is Going Premium
With the new GapStudio line, creative director Zac Posen is introducing an edgier, fashion-forward perspective and a platform for monetising his designs on the red carpet, such as Gap’s latest custom outfit for Timothée Chalamet.
Executive Memo | An Action Plan for Navigating Trump’s Tariffs
US President Donald Trump’s tariff actions are raising costs for fashion businesses and throwing supply chains into disarray. As his administration prepares a new wave of duties, and other nations retaliate with tariffs of their own, executives have a variety of measures at their disposal to mitigate the impact, from pricing, sourcing and product strategies to financial actions.
Executive Memo | An Action Plan for Navigating Trump’s Tariffs
US President Donald Trump’s tariff actions are raising costs for fashion businesses and throwing supply chains into disarray. As his administration prepares a new wave of duties, and other nations retaliate with tariffs of their own, executives have a variety of measures at their disposal to mitigate the impact, from pricing, sourcing and product strategies to financial actions.
This Week: Tariffs and TikTok, 24/7
After a brief reprieve, it’ll be all Trump, all the time for the fashion industry as the administration rolls out new tariffs and tries to get a TikTok sale over the line.
This Week: Tariffs and TikTok, 24/7
After a brief reprieve, it’ll be all Trump, all the time for the fashion industry as the administration rolls out new tariffs and tries to get a TikTok sale over the line.
Op-Ed | Next Can Break the £1 Billion UK Profit Curse
Few British store chains have hit pretax profit of £1 billion ($1.3 billion), and even fewer have maintained that success. Next may be different.
Op-Ed | Next Can Break the £1 Billion UK Profit Curse
Few British store chains have hit pretax profit of £1 billion ($1.3 billion), and even fewer have maintained that success. Next may be different.
Running Shoe Brand Hoka Accused of Misappropriating Maori Culture
The popular French American sportswear company has been accused of failing to acknowledge the Maori origins of its name by Indigenous intellectual property experts in New Zealand.
Running Shoe Brand Hoka Accused of Misappropriating Maori Culture
The popular French American sportswear company has been accused of failing to acknowledge the Maori origins of its name by Indigenous intellectual property experts in New Zealand.
Why Are There So Many Luggage Brands?
Tourists have their pick of suitcases at every price point, thanks to low barriers to entry and a travel boom that’s inflated the category’s sales year after year. But amid signs demand has peaked, it’ll take more than a Shopify storefront and slick branding to succeed.
Why Are There So Many Luggage Brands?
Tourists have their pick of suitcases at every price point, thanks to low barriers to entry and a travel boom that’s inflated the category’s sales year after year. But amid signs demand has peaked, it’ll take more than a Shopify storefront and slick branding to succeed.
Paloma Wool’s Next Chapter: From Digital Favourite to IRL Expansion
Paloma Lanna’s Spanish DTC brand Paloma Wool caught fire online by blending Mediterranean breeziness with downtown cool. Now, what started on Instagram is opening its first physical stores — in New York and Barcelona — and targeting $25 million in sales this year.
Paloma Wool’s Next Chapter: From Digital Favourite to IRL Expansion
Paloma Lanna’s Spanish DTC brand Paloma Wool caught fire online by blending Mediterranean breeziness with downtown cool. Now, what started on Instagram is opening its first physical stores — in New York and Barcelona — and targeting $25 million in sales this year.
H&M: Stuck in the Middle With You
Squeezed between low-priced Shein and Zara’s push upmarket, H&M is struggling to deliver on a turnaround, with first quarter earnings coming in below already muted expectations.
H&M: Stuck in the Middle With You
Squeezed between low-priced Shein and Zara’s push upmarket, H&M is struggling to deliver on a turnaround, with first quarter earnings coming in below already muted expectations.
How Men’s Dress Shirts Became Cool Again
Demand for the menswear classic has ballooned in the last year as a new generation of fashion-obsessed men pursue a more polished look. But the modern dress shirt isn't the stuffy office staple it used to be as brands find new ways to give it an update.
How Men’s Dress Shirts Became Cool Again
Demand for the menswear classic has ballooned in the last year as a new generation of fashion-obsessed men pursue a more polished look. But the modern dress shirt isn't the stuffy office staple it used to be as brands find new ways to give it an update.
At Serax, Championing Global Craftsmanship and Creative Collaboration
As consumers look to spend more on categories like home décor and invest in quality craftsmanship, Belgian homeware brand Serax is poised to capture consumer interest through a strategy anchored in collaboration with designers and responsible sourcing. BoF sits down with Serax’s chief marketing officer, Dries Stuer, to learn more.
At Serax, Championing Global Craftsmanship and Creative Collaboration
As consumers look to spend more on categories like home décor and invest in quality craftsmanship, Belgian homeware brand Serax is poised to capture consumer interest through a strategy anchored in collaboration with designers and responsible sourcing. BoF sits down with Serax’s chief marketing officer, Dries Stuer, to learn more.
THE NEWS IN BRIEF
Fashion Startup Founder Pleads Guilty in $300 Million Fraud
Christine Hunsicker admitted she falsified financial statements to promote CaaStle Inc. as a valuable, growing business when in reality it was struggling.
Victoria’s Secret Forecasts Its Best Year Since L Brands Split
The underwear company is anticipating net sales of at least $6.85 billion in the current fiscal year, exceeding analyst estimates and marking the highest revenue since its split from L Brands Inc in 2021.
American Eagle Forecasts Sales Growth Above Estimates on Demand From Wealthy Shoppers
The retailer surpassed annual sales forecasts but expects a $60 million drag from import tariffs in the first half of 2026.
Ross Stores Forecasts Annual Sales Above Estimates on Resilient Demand for Discounted Apparel
Spend growth at off-price chains is among the strongest in retail, with gains across all income segments.
Abercrombie & Fitch Forecasts Muted Annual Sales Amid Tariff Uncertainty
The retailer said it was accounting for the 15 percent tariff announced by US president Donald Trump after the Supreme Court struck down most of his earlier tariffs.
EBay Is Laying Off About 800 Workers
The cuts affect roughly 6 percent of the company’s global workforce and comes a week after it said it would acquire Depop.
Steven Madden Yanked Guidance After Supreme Court Tariff Ruling
Chief executive Edward Rosenfeld told analysts the sudden change in trade policy makes it difficult to calculate the cost of tariffs in the coming months.