Case Study: How to Create Cultural Moments on Any Budget

Brands Brush Off a TikTok Ban; On and FKA Twigs Team Up on Apparel and Footwear ~/AAAHagA~/RgRoEbHpP0SLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI5MDQyNCZ1dG1fY29udGVudD1ib2ZfbG9nb1cFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~ ADVERTISEMENT ~/AAAHagA~/RgRoEbHpP0QWaHR0cHM6Ly9ib2YudG8vNDRoV2ViY1cFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~ WHAT YOU NEED TO KNOW TODAY: MONDAY, APRIL 29, 2024 Dear BoF Community, In January, when Calvin Klein dropped its Spring 2024 campaign starring a shirtless Jeremy Allen White in the brand’s signature underwear, the impact was immediate and impossible to miss. Social media feeds flooded with reaction videos and media outlets covered the campaign widely. The ad did more than just get people talking: Calvin Klein saw a 30 percent year-over-year increase in underwear sales in the week after it launched. Every brand dreams of creating a genuine cultural moment. Most marketing captures consumer attention for a few fleeting seconds by hopping on a trend or jumping into an ongoing discussion. But the best campaigns should aspire to do more than that. Their goal is to not just piggyback on the cultural conversation but to drive it. But creating a cultural moment is not easy. There are more channels than ever to reach consumers, from art to film to sports to social media, and more brands competing for attention within them. In a fragmented media landscape, audiences have split into a constellation of niches, leaving fewer opportunities to capture the attention of the masses. BoF’s latest case study breaks down the strategy that goes into creating a cultural moment that stands out, leading to a meaningful lift for a brand, measured by sales or affinity, whether you have Calvin Klein’s budget or not. Download the case study now. [“How to Create Cultural Moments on Any Budget.”](~/AAAHagA~/RgRoEbHpP4QKAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9jYXNlLXN0dWRpZXMvbWFya2V0aW5nLXByL21hcmtldGluZy1jdWx0dXJhbC1tb21lbnRzLWFueS1idWRnZXQtZ3VpZGUtY2FsdmluLWtsZWluLWplcmVteS1hbGxlbi13aGl0ZS1yZWZvcm1hdGlvbi1tb25pY2EtbGV3aW5za3kvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV9jb250ZW50PWludHJvVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) Imran Amed, Founder and CEO, The Business of Fashion Plus, also in today’s BoF Daily Digest newsletter: - TikTok has become too important to brands’ marketing and e-commerce to abandon, even as[the app’s future is in question.](~/AAAHagA~/RgRoEbHpP0TPaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2JlYXV0eS93aGF0LWJhbi1mYXNoaW9uLWFuZC1iZWF1dHktZG91YmxlLWRvd24tb24tdGlrdG9rLXNob3AvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV9jb250ZW50PWludHJvVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) - Victoria Beckham’s partnership with Mango [may tip her company into profit](~/AAAHagA~/RgRoEbHpP0TaaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2x1eHVyeS93aGF0LXRoZS1tYW5nby1jb2xsYWJvcmF0aW9uLW1lYW5zLWZvci12aWN0b3JpYS1iZWNraGFtcy1idXNpbmVzcy8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX2NvbnRlbnQ9aW50cm9XBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) for the first time. - [On is collaborating with FKA Twigs](~/AAAHagA~/RgRoEbHpP0TEaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL3JldGFpbC9ma2EtdHdpZ3Mtb24tcnVubmluZy1wYXJ0bmVyc2hpcC1hY3RpdmV3ZWFyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI5MDQyNCZ1dG1fY29udGVudD1pbnRyb1cFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) for its first major foray into athleisure. - After a string of disappointing fashion and beauty IPOs, Puig’s share sale is [expected to receive a better reception](~/AAAHagA~/RgRoEbHpP0TWaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2JyaWVmaW5ncy9iZWF1dHkvcHVpZy10cmllcy10by1icmVhay10aGUtaXBvLWN1cnNlLWFkaWRhcy10YWtlcy1hLXZpY3RvcnktbGFwLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI5MDQyNCZ1dG1fY29udGVudD1pbnRyb1cFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) from investors this week. TOP STORIES [MARKETING](~/AAAHagA~/RgRoEbHpP0TLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9tYXJrZXRpbmctcHI_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX3Rlcm09N0w2NVFLSVdNWkRYTkpYTjM2T0RQMlBEVkEmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzFfdG9waWNXBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [Case Study | How to Create Cultural Moments on Any Budget](~/AAAHagA~/RgRoEbHpP4Q6AWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9jYXNlLXN0dWRpZXMvbWFya2V0aW5nLXByL21hcmtldGluZy1jdWx0dXJhbC1tb21lbnRzLWFueS1idWRnZXQtZ3VpZGUtY2FsdmluLWtsZWluLWplcmVteS1hbGxlbi13aGl0ZS1yZWZvcm1hdGlvbi1tb25pY2EtbGV3aW5za3kvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV90ZXJtPTdMNjVRS0lXTVpEWE5KWE4zNk9EUDJQRFZBJnV0bV9jb250ZW50PXRvcF9zdG9yeV8xX3RpdGxlVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) By Diana Pearl ~/AAAHagA~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 [When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.](~/AAAHagA~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~~) [READ MORE](~/AAAHagA~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~~) ~/AAAHagA~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~~ [BEAUTY](~/AAAHagA~/RgRoEbHpP0TFaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9iZWF1dHk_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX3Rlcm09NlNPUVUyRkxYQkZDN0pDVTRWTUFMTUdCTU0mdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzJfdG9waWNXBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [What Ban? Brands Double Down on TikTok Shop](~/AAAHagA~/RgRoEbHpP0T_aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2JlYXV0eS93aGF0LWJhbi1mYXNoaW9uLWFuZC1iZWF1dHktZG91YmxlLWRvd24tb24tdGlrdG9rLXNob3AvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV90ZXJtPTZTT1FVMkZMWEJGQzdKQ1U0Vk1BTE1HQk1NJnV0bV9jb250ZW50PXRvcF9zdG9yeV8yX3RpdGxlVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) By Liz Flora ~/AAAHagA~/RgRoEbHpP0T_aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2JlYXV0eS93aGF0LWJhbi1mYXNoaW9uLWFuZC1iZWF1dHktZG91YmxlLWRvd24tb24tdGlrdG9rLXNob3AvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV90ZXJtPTZTT1FVMkZMWEJGQzdKQ1U0Vk1BTE1HQk1NJnV0bV9jb250ZW50PXRvcF9zdG9yeV8yX2ltYWdlVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk [Fashion and beauty companies say they’re barreling ahead with marketing and commerce on the app, even as the clock starts ticking for owner ByteDance to sell it or shut it down.](~/AAAHagA~/RgRoEbHpP0T9aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2JlYXV0eS93aGF0LWJhbi1mYXNoaW9uLWFuZC1iZWF1dHktZG91YmxlLWRvd24tb24tdGlrdG9rLXNob3AvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV90ZXJtPTZTT1FVMkZMWEJGQzdKQ1U0Vk1BTE1HQk1NJnV0bV9jb250ZW50PXRvcF9zdG9yeV8yX2Rla1cFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [READ MORE](~/AAAHagA~/RgRoEbHpP0T9aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL2JlYXV0eS93aGF0LWJhbi1mYXNoaW9uLWFuZC1iZWF1dHktZG91YmxlLWRvd24tb24tdGlrdG9rLXNob3AvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV90ZXJtPTZTT1FVMkZMWEJGQzdKQ1U0Vk1BTE1HQk1NJnV0bV9jb250ZW50PXRvcF9zdG9yeV8yX2N0YVcFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [LUXURY](~/AAAHagA~/RgRoEbHpP0TFaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9sdXh1cnk_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX3Rlcm09WFRCWlZYS09TRkNUREpMREdWTkszUTRZNFUmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzNfdG9waWNXBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [What the Mango Collaboration Means for Victoria Beckham’s Business](~/AAAHagA~/RgRoEbHpP4QKAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9sdXh1cnkvd2hhdC10aGUtbWFuZ28tY29sbGFib3JhdGlvbi1tZWFucy1mb3ItdmljdG9yaWEtYmVja2hhbXMtYnVzaW5lc3MvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV90ZXJtPVhUQlpWWEtPU0ZDVERKTERHVk5LM1E0WTRVJnV0bV9jb250ZW50PXRvcF9zdG9yeV8zX3RpdGxlVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) By The Guardian ~/AAAHagA~/RgRoEbHpP4QKAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9sdXh1cnkvd2hhdC10aGUtbWFuZ28tY29sbGFib3JhdGlvbi1tZWFucy1mb3ItdmljdG9yaWEtYmVja2hhbXMtYnVzaW5lc3MvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV90ZXJtPVhUQlpWWEtPU0ZDVERKTERHVk5LM1E0WTRVJnV0bV9jb250ZW50PXRvcF9zdG9yeV8zX2ltYWdlVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk [The deal is expected to help tip the company into profit for the first time and has got some speculating whether Beckham may one day eclipse her husband in money-making potential.](~/AAAHagA~/RgRoEbHpP4QIAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9sdXh1cnkvd2hhdC10aGUtbWFuZ28tY29sbGFib3JhdGlvbi1tZWFucy1mb3ItdmljdG9yaWEtYmVja2hhbXMtYnVzaW5lc3MvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV90ZXJtPVhUQlpWWEtPU0ZDVERKTERHVk5LM1E0WTRVJnV0bV9jb250ZW50PXRvcF9zdG9yeV8zX2Rla1cFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [READ MORE](~/AAAHagA~/RgRoEbHpP4QIAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9sdXh1cnkvd2hhdC10aGUtbWFuZ28tY29sbGFib3JhdGlvbi1tZWFucy1mb3ItdmljdG9yaWEtYmVja2hhbXMtYnVzaW5lc3MvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV90ZXJtPVhUQlpWWEtPU0ZDVERKTERHVk5LM1E0WTRVJnV0bV9jb250ZW50PXRvcF9zdG9yeV8zX2N0YVcFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [RETAIL](~/AAAHagA~/RgRoEbHpP0TFaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9yZXRhaWw_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX3Rlcm09RjRKRUJVREJWQkdNVEhNQkJBTk1RNlJOSUkmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzRfdG9waWNXBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [Sneaker Brand On to Launch New Line With FKA Twigs](~/AAAHagA~/RgRoEbHpP0T0aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL3JldGFpbC9ma2EtdHdpZ3Mtb24tcnVubmluZy1wYXJ0bmVyc2hpcC1hY3RpdmV3ZWFyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI5MDQyNCZ1dG1fdGVybT1GNEpFQlVEQlZCR01USE1CQkFOTVE2Uk5JSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfNF90aXRsZVcFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) By Daniel-Yaw Miller [The British musician will collaborate with the Swiss company on a collection of training apparel and footwear, and will serve as the face of the first collection to be released in August.](~/AAAHagA~/RgRoEbHpP0TyaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL3JldGFpbC9ma2EtdHdpZ3Mtb24tcnVubmluZy1wYXJ0bmVyc2hpcC1hY3RpdmV3ZWFyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI5MDQyNCZ1dG1fdGVybT1GNEpFQlVEQlZCR01USE1CQkFOTVE2Uk5JSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfNF9kZWtXBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [READ MORE](~/AAAHagA~/RgRoEbHpP0TyaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL3JldGFpbC9ma2EtdHdpZ3Mtb24tcnVubmluZy1wYXJ0bmVyc2hpcC1hY3RpdmV3ZWFyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI5MDQyNCZ1dG1fdGVybT1GNEpFQlVEQlZCR01USE1CQkFOTVE2Uk5JSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfNF9jdGFXBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [BEAUTY](~/AAAHagA~/RgRoEbHpP0TFaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9iZWF1dHk_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX3Rlcm09UFVRTzRQRzNESkhLSkJMRDQ2VFdXSFdZSkEmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzVfdG9waWNXBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [This Week, Puig Tries to Break the IPO Curse; Adidas Takes a Victory Lap](~/AAAHagA~/RgRoEbHpP4QGAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9icmllZmluZ3MvYmVhdXR5L3B1aWctdHJpZXMtdG8tYnJlYWstdGhlLWlwby1jdXJzZS1hZGlkYXMtdGFrZXMtYS12aWN0b3J5LWxhcC8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX3Rlcm09UFVRTzRQRzNESkhLSkJMRDQ2VFdXSFdZSkEmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzVfdGl0bGVXBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) By Brian Baskin [The Spanish beauty and fashion conglomerate’s smart acquisitions and diverse portfolio could be a big draw for investors. Plus, Adidas is set to confirm its stellar first quarter.](~/AAAHagA~/RgRoEbHpP4QEAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9icmllZmluZ3MvYmVhdXR5L3B1aWctdHJpZXMtdG8tYnJlYWstdGhlLWlwby1jdXJzZS1hZGlkYXMtdGFrZXMtYS12aWN0b3J5LWxhcC8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX3Rlcm09UFVRTzRQRzNESkhLSkJMRDQ2VFdXSFdZSkEmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzVfZGVrVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) [READ MORE](~/AAAHagA~/RgRoEbHpP4QEAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9icmllZmluZ3MvYmVhdXR5L3B1aWctdHJpZXMtdG8tYnJlYWstdGhlLWlwby1jdXJzZS1hZGlkYXMtdGFrZXMtYS12aWN0b3J5LWxhcC8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX3Rlcm09UFVRTzRQRzNESkhLSkJMRDQ2VFdXSFdZSkEmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzVfY3RhVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) [BoF PROFESSIONAL Join now and enjoy your first 30 days for just $/£/€1](~/AAAHagA~/RgRoEbHpP0SoaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL21lbWJlcnNoaXBzL3BhY2thZ2VzP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV9jb250ZW50PWJvZnByb19tb2R1bGVfY3RhVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) [START TRIAL](~/AAAHagA~/RgRoEbHpP0SoaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL21lbWJlcnNoaXBzL3BhY2thZ2VzP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV9jb250ZW50PWJvZnByb19tb2R1bGVfY3RhVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) BoF CAREERS ~/AAAHagA~/RgRoEbHpP0SraHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL29yZ2FuaXNhdGlvbnMvdGlmZmFueS1jby8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX2NvbnRlbnQ9c3BvbnNvcmVkX2ltYWdlVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk Tiffany & Co. Is Hiring Global Opportunities at [Tiffany & Co.](~/AAAHagA~/RgRoEbHpP0ShaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL29yZ2FuaXNhdGlvbnMvdGlmZmFueS1jby8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX2NvbnRlbnQ9cHJvbW9XBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) include an [Engagement Jewellery Category Manager in New York](~/AAAHagA~/RgRoEbHpP0S_aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2NhcmVlcnMvam9iLzI2NDU4OS9lbmdhZ2VtZW50LWpld2VscnktY2F0ZWdvcnktbWFuYWdlci8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX2NvbnRlbnQ9cHJvbW9XBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~), a [Media & Communications Manager in London](~/AAAHagA~/RgRoEbHpP0TPaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2NhcmVlcnMvam9iLzI2NDE3NC9tZWRpYS1hbmQtY29tbXVuaWNhdGlvbnMtbWFuYWdlci11ay1pcmVsYW5kLW5vcmRpY3MvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV9jb250ZW50PXByb21vVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk), a [Director of Visual Merchandising in Paris](~/AAAHagA~/RgRoEbHpP0THaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2NhcmVlcnMvam9iLzI2NDMyMy9jZGktZGlyZWN0b3ItdmlzdWFsLW1lcmNoYW5kaXNpbmctZW1lYS1mLWgtLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI5MDQyNCZ1dG1fY29udGVudD1wcm9tb1cFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~), an [Operations Coordinator (FTC) in Bologna](~/AAAHagA~/RgRoEbHpP0TQaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2NhcmVlcnMvam9iLzI2NDc0NC9vcGVyYXRpb25zLWNvb3JkaW5hdG9yLW1hdGVybml0eS1yZXBsYWNlbWVudC1ib2xvZ25hLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI5MDQyNCZ1dG1fY29udGVudD1wcm9tb1cFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~), an [Accounts Payable Lead in the UAE](~/AAAHagA~/RgRoEbHpP0S1aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2NhcmVlcnMvam9iLzI2NDYwNy9hY2NvdW50cy1wYXlhYmxlLWxlYWQtbWVhLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI5MDQyNCZ1dG1fY29udGVudD1wcm9tb1cFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~), and a [High Jewellery and Clienteling Manager in Sydney](~/AAAHagA~/RgRoEbHpP0TAaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2NhcmVlcnMvam9iLzI2NDc0Ny9oaWdoLWpld2VscnktYW5kLWNsaWVudGVsaW5nLW1hbmFnZXIvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjkwNDI0JnV0bV9jb250ZW50PXByb21vVwVzcGNldUIKZi7pLC9mLFFVmFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk). Founded in 1837, [Tiffany & Co.](~/AAAHagA~/RgRoEbHpP0ShaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL29yZ2FuaXNhdGlvbnMvdGlmZmFueS1jby8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX2NvbnRlbnQ9cHJvbW9XBXNwY2V1QgpmLuksL2YsUVWYUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) manufactures and markets jewellery, watches and luxury accessories. The luxury jewelry and specialty retailer has more than 300 retail stores worldwide and a workforce of more than 13,000 employees, with nearly 5,000 artisans to cut Tiffany diamonds and craft jewellery in the company’s own workshops. [VIEW JOBS](~/AAAHagA~/RgRoEbHpP0SpaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL29yZ2FuaXNhdGlvbnMvdGlmZmFueS1jby8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yOTA0MjQmdXRtX2NvbnRlbnQ9c3BvbnNvcmVkX2N0YVcFc3BjZXVCCmYu6SwvZixRVZhSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) The Business of Fashion AGENDA-SETTING INTELLIGENCE, ANALYSIS AND ADVICE FOR THE GLOBAL FASHION COMMUNITY. 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