The Best of BoF 2023: Bold and Buzzy Brand Marketing

BoF is away for its annual break until 2nd January. In the meantime, we invite you to explore highlights of our news and analysis from the year. ~/AAAHagA~/RgRnb5saP0SLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fY29udGVudD1ib2ZfbG9nb1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~ WHAT YOU NEED TO KNOW TODAY: THURSDAY, DECEMBER 28, 2023 Dear BoF Community, In 2023, marketers simultaneously embraced the bold and went back to basics. It was the year of [Barbiecore](~/AAAHagA~/RgRnb5saP4QpAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvX2REVWdUQUpBa0xycG9fWnczOGFTQX5-L0FBQUhhZ0F-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_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX2NvbnRlbnQ9aW50cm9XBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) and [Formula One](~/AAAHagA~/RgRnb5saP4QxAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2Eva3ZZdWo0NXhOeGl2cmhLWGVPTlQxQX5-L0FBQUhhZ0F-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~~), both of which served as examples of how brands can harness the power of cultural phenomenons. But it was also the year that consumers went crazy over “[quiet luxury](~/AAAHagA~/RgRnb5saP4QlAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EveTNVOEZoT2hqZDNkQTcxd2VuRXRxd35-L0FBQUhhZ0F-L1JnUm5XYThVUDBUUWFIUjBjSE02THk5M2QzY3VZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0TDJGeWRHbGpiR1Z6TDIxaGNtdGxkR2x1Wnkxd2NpOW9iM2N0WW5KaGJtUnpMV0Z5WlMxelpXeHNhVzVuTFhGMWFXVjBMV3gxZUhWeWVTMTBieTEwYUdVdGJXRnpjMlZ6THo5MWRHMWZjMjkxY21ObFBXNWxkM05zWlhSMFpYSmZaR0ZwYkhsa2FXZGxjM1FtZFhSdFgyMWxaR2wxYlQxbGJXRnBiQ1oxZEcxZlkyRnRjR0ZwWjI0OVJHRnBiSGxmUkdsblpYTjBYekk0TVRJeU15WjFkRzFmWTI5dWRHVnVkRDFwYm5SeWIxY0ZjM0JqWlhWQ0NtVnpGQ3AzWlZjM2huRlNJbUp5YVdGdUxtSmhjMnRwYmtCaWRYTnBibVZ6YzI5bVptRnphR2x2Ymk1amIyMVlCQUFBQUNRfj91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fY29udGVudD1pbnRyb1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~)” and [renewed focus on brand marketing](~/AAAHagA~/RgRnb5saP4RdAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvWWhlUUVZTFctQW5paXRtdVlzQ2JNQX5-L0FBQUhhZ0F-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-P3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV9jb250ZW50PWludHJvVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) in the face of [dwindling effectiveness](~/AAAHagA~/RgRnb5saP4QhAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2Evem9vUkZycmlnS2g3ZDhDT21VcG01UX5-L0FBQUhhZ0F-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) for social media advertising. [Marketers](~/AAAHagA~/RgRnb5saP4QFAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvVGE4YkhreUotNWRaeDRzUWVRRlFod35-L0FBQUhhZ0F-L1JnUm5XYThVUDBTM2FIUjBjSE02THk5M2QzY3VZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0TDJGeWRHbGpiR1Z6TDIxaGNtdGxkR2x1Wnkxd2NpOTBhR1V0WlhadmJIVjBhVzl1TFc5bUxYUm9aUzFqYlc4dlAzVjBiVjl6YjNWeVkyVTlibVYzYzJ4bGRIUmxjbDlrWVdsc2VXUnBaMlZ6ZENaMWRHMWZiV1ZrYVhWdFBXVnRZV2xzSm5WMGJWOWpZVzF3WVdsbmJqMUVZV2xzZVY5RWFXZGxjM1JmTWpneE1qSXpKblYwYlY5amIyNTBaVzUwUFdsdWRISnZWd1Z6Y0dObGRVSUtaWE1VS25kbFZ6ZUdjVklpWW5KcFlXNHVZbUZ6YTJsdVFHSjFjMmx1WlhOemIyWm1ZWE5vYVc5dUxtTnZiVmdFQUFBQUpBfn4_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX2NvbnRlbnQ9aW50cm9XBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) and [PR practitioners](~/AAAHagA~/RgRnb5saP4QBAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvT0prLS0waUxUd1g1RUxCSlhHSFF1UX5-L0FBQUhhZ0F-L1JnUm5XYThVUDBTMGFIUjBjSE02THk5M2QzY3VZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0TDJGeWRHbGpiR1Z6TDIxaGNtdGxkR2x1Wnkxd2NpOW9iM2N0ZEdscmRHOXJMV05vWVc1blpXUXRjSEl2UDNWMGJWOXpiM1Z5WTJVOWJtVjNjMnhsZEhSbGNsOWtZV2xzZVdScFoyVnpkQ1oxZEcxZmJXVmthWFZ0UFdWdFlXbHNKblYwYlY5allXMXdZV2xuYmoxRVlXbHNlVjlFYVdkbGMzUmZNamd4TWpJekpuVjBiVjlqYjI1MFpXNTBQV2x1ZEhKdlZ3VnpjR05sZFVJS1pYTVVLbmRsVnplR2NWSWlZbkpwWVc0dVltRnphMmx1UUdKMWMybHVaWE56YjJabVlYTm9hVzl1TG1OdmJWZ0VBQUFBSkF-fj91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fY29udGVudD1pbnRyb1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) evolved their strategies to fit today’s realities. Thanks to TikTok, [trends move faster than ever](~/AAAHagA~/RgRnb5saP4QZAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvV25xMWhxUFpJdFFQVjNYUnV6LUdOUX5-L0FBQUhhZ0F-L1JnUm5XYThVUDBUR2FIUjBjSE02THk5M2QzY3VZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0TDJGeWRHbGpiR1Z6TDIxaGNtdGxkR2x1Wnkxd2NpOTBhR1V0YkdsbVpTMWplV05zWlMxdlppMWhMWFpwY21Gc0xXWmhjMmhwYjI0dGRISmxibVF2UDNWMGJWOXpiM1Z5WTJVOWJtVjNjMnhsZEhSbGNsOWtZV2xzZVdScFoyVnpkQ1oxZEcxZmJXVmthWFZ0UFdWdFlXbHNKblYwYlY5allXMXdZV2xuYmoxRVlXbHNlVjlFYVdkbGMzUmZNamd4TWpJekpuVjBiVjlqYjI1MFpXNTBQV2x1ZEhKdlZ3VnpjR05sZFVJS1pYTVVLbmRsVnplR2NWSWlZbkpwWVc0dVltRnphMmx1UUdKMWMybHVaWE56YjJabVlYTm9hVzl1TG1OdmJWZ0VBQUFBSkF-fj91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fY29udGVudD1pbnRyb1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~), but brands are getting better at playing that game, taking advantage of online interest in the [next crop of “It” Girls](~/AAAHagA~/RgRnb5saP4QtAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvdEVjU0h3OWEyV0hTNnpPZUFUaHhld35-L0FBQUhhZ0F-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) and [blockbuster tours](~/AAAHagA~/RgRnb5saP4QpAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvQW1zcl9jZGJvalpzTjdhbDZZSlZxUX5-L0FBQUhhZ0F-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_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX2NvbnRlbnQ9aW50cm9XBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) from Taylor Swift and Beyoncé. Plus, fashion got a star-studded boost from the SAG strike as actors, unable to promote their projects, turned up at fashion weeks in full force. In influencer marketing, trending phrases like “[deinfluencing](~/AAAHagA~/RgRnb5saP4QVAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvVl9NNDh5ZWk1WXdEREZvb0RuYldyZ35-L0FBQUhhZ0F-L1JnUm5XYThVUDBURWFIUjBjSE02THk5M2QzY3VZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0TDJGeWRHbGpiR1Z6TDIxaGNtdGxkR2x1Wnkxd2NpOTBhV3QwYjJ0ekxXUmxhVzVtYkhWbGJtTnBibWN0ZEhKbGJtUXRaWGh3YkdGcGJtVmtMejkxZEcxZmMyOTFjbU5sUFc1bGQzTnNaWFIwWlhKZlpHRnBiSGxrYVdkbGMzUW1kWFJ0WDIxbFpHbDFiVDFsYldGcGJDWjFkRzFmWTJGdGNHRnBaMjQ5UkdGcGJIbGZSR2xuWlhOMFh6STRNVEl5TXlaMWRHMWZZMjl1ZEdWdWREMXBiblJ5YjFjRmMzQmpaWFZDQ21WekZDcDNaVmMzaG5GU0ltSnlhV0Z1TG1KaGMydHBia0JpZFhOcGJtVnpjMjltWm1GemFHbHZiaTVqYjIxWUJBQUFBQ1F-P3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV9jb250ZW50PWludHJvVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk),” came and went, but the sentiment behind them remains: Consumers, inundated with options, are priorisiting trust in the influencers and brands they shop from. As [mishaps](~/AAAHagA~/RgRnb5saP4QZAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvZk8xNTlqbVlSZmZ4ekp4dFJ0eEZVd35-L0FBQUhhZ0F-L1JnUm5XYThVUDBUSWFIUjBjSE02THk5M2QzY3VZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0TDJGeWRHbGpiR1Z6TDIxaGNtdGxkR2x1Wnkxd2NpOXNaWE56YjI1ekxXWnliMjB0YVc1bWJIVmxibU5sY2kxdFlYSnJaWFJwYm1jdGJXbHphR0Z3Y3k4X2RYUnRYM052ZFhKalpUMXVaWGR6YkdWMGRHVnlYMlJoYVd4NVpHbG5aWE4wSm5WMGJWOXRaV1JwZFcwOVpXMWhhV3dtZFhSdFgyTmhiWEJoYVdkdVBVUmhhV3g1WDBScFoyVnpkRjh5T0RFeU1qTW1kWFJ0WDJOdmJuUmxiblE5YVc1MGNtOVhCWE53WTJWMVFncGxjeFFxZDJWWE40WnhVaUppY21saGJpNWlZWE5yYVc1QVluVnphVzVsYzNOdlptWmhjMmhwYjI0dVkyOXRXQVFBQUFBaz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fY29udGVudD1pbnRyb1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) like Shein’s ill-fated influencer factory trip proved, they won’t hesitate to call out creators they feel are misleading them. Meanwhile, Twitter’s decline continued as Meta launched [imitator app Threads](~/AAAHagA~/RgRnb5saP4QdAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvZE13VDNKMXoyOGV6am1WaWRjODIzQX5-L0FBQUhhZ0F-L1JnUm5XYThVUDBUSmFIUjBjSE02THk5M2QzY3VZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0TDJGeWRHbGpiR1Z6TDIxaGNtdGxkR2x1Wnkxd2NpOTFibkpoZG1Wc2JHbHVaeTEzYUdGMExYUm9jbVZoWkhNdGJXVmhibk10Wm05eUxXWmhjMmhwYjI0dlAzVjBiVjl6YjNWeVkyVTlibVYzYzJ4bGRIUmxjbDlrWVdsc2VXUnBaMlZ6ZENaMWRHMWZiV1ZrYVhWdFBXVnRZV2xzSm5WMGJWOWpZVzF3WVdsbmJqMUVZV2xzZVY5RWFXZGxjM1JmTWpneE1qSXpKblYwYlY5amIyNTBaVzUwUFdsdWRISnZWd1Z6Y0dObGRVSUtaWE1VS25kbFZ6ZUdjVklpWW5KcFlXNHVZbUZ6YTJsdVFHSjFjMmx1WlhOemIyWm1ZWE5vYVc5dUxtTnZiVmdFQUFBQUpBfn4_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX2NvbnRlbnQ9aW50cm9XBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~), but it was TikTok that further solidified its status as fashion’s new go-to social media platform, with everyone from luxury brands to smaller-scale style creators [taking off on the app](~/AAAHagA~/RgRnb5saP4QNAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvSWFOYURoaE56dF8zd2JaeFFsdVR2Z35-L0FBQUhhZ0F-L1JnUm5XYThVUDBTOWFIUjBjSE02THk5M2QzY3VZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0TDJGeWRHbGpiR1Z6TDJ4MWVIVnllUzkwYUdVdGJIVjRkWEo1TFdKeVlXNWtjeTEwWVd0cGJtY3RiM1psY2kxMGFXdDBiMnN2UDNWMGJWOXpiM1Z5WTJVOWJtVjNjMnhsZEhSbGNsOWtZV2xzZVdScFoyVnpkQ1oxZEcxZmJXVmthWFZ0UFdWdFlXbHNKblYwYlY5allXMXdZV2xuYmoxRVlXbHNlVjlFYVdkbGMzUmZNamd4TWpJekpuVjBiVjlqYjI1MFpXNTBQV2x1ZEhKdlZ3VnpjR05sZFVJS1pYTVVLbmRsVnplR2NWSWlZbkpwWVc0dVltRnphMmx1UUdKMWMybHVaWE56YjJabVlYTm9hVzl1TG1OdmJWZ0VBQUFBSkF-fj91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fY29udGVudD1pbnRyb1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~). In 2024, TikTok’s influence in fashion is set to grow further after the US [launch of TikTok Shop](~/AAAHagA~/RgRnb5saP4QRAmh0dHBzOi8vY2xpY2tzLmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9mL2EvMU1Zd2NFU09IY2M5TGVtTDBuUVRlZ35-L0FBQUhhZ0F-L1JnUm5XYThVUDBUQ2FIUjBjSE02THk5M2QzY3VZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0TDI1bGQzTXZkR1ZqYUc1dmJHOW5lUzkwYVd0MGIyc3RiR0YxYm1Ob1pYTXRiMjVzYVc1bExYTm9iM0J3YVc1bkxXbHVMWFJvWlMxMWN5OF9kWFJ0WDNOdmRYSmpaVDF1WlhkemJHVjBkR1Z5WDJSaGFXeDVaR2xuWlhOMEpuVjBiVjl0WldScGRXMDlaVzFoYVd3bWRYUnRYMk5oYlhCaGFXZHVQVVJoYVd4NVgwUnBaMlZ6ZEY4eU9ERXlNak1tZFhSdFgyTnZiblJsYm5ROWFXNTBjbTlYQlhOd1kyVjFRZ3BsY3hRcWQyVlhONFp4VWlKaWNtbGhiaTVpWVhOcmFXNUFZblZ6YVc1bGMzTnZabVpoYzJocGIyNHVZMjl0V0FRQUFBQWs_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX2NvbnRlbnQ9aW50cm9XBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~), its online shopping platform, in September. Diana Pearl, News and Features Editor BoF is away for its annual break until Jan. 2. In the meantime, we invite you to explore the best of our marketing news and analysis from the past year. To read more of BoF’s marketing analysis, [click here](~/AAAHagA~/RgRnb5saP0ScaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9tYXJrZXRpbmctcHIvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV9jb250ZW50PWludHJvVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk). TOP STORIES [MARKETING](~/AAAHagA~/RgRnb5saP0TLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9tYXJrZXRpbmctcHI_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09U0FFQkUzTVlQNUVIQkJLSlJFNkRGT1pKQkkmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzFfdG9waWNXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [Case Study | The Essential Brand Marketing Guide](~/AAAHagA~/RgRnb5saP4QpAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9jYXNlLXN0dWRpZXMvbWFya2V0aW5nLXByL2JyYW5kLW1hcmtldGluZy1zdHJhdGVneS1ndWlkZS1mYXNoaW9uLWJlYXV0eS1qYWNxdWVtdXMtY29hY2gtaGlsbC1ob3VzZS1ob21lLWRhZS1oYWlyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1TQUVCRTNNWVA1RUhCQktKUkU2REZPWkpCSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfMV90aXRsZVcFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) By Diana Pearl ~/AAAHagA~/RgRnb5saP4QpAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9jYXNlLXN0dWRpZXMvbWFya2V0aW5nLXByL2JyYW5kLW1hcmtldGluZy1zdHJhdGVneS1ndWlkZS1mYXNoaW9uLWJlYXV0eS1qYWNxdWVtdXMtY29hY2gtaGlsbC1ob3VzZS1ob21lLWRhZS1oYWlyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1TQUVCRTNNWVA1RUhCQktKUkU2REZPWkpCSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfMV9pbWFnZVcFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~ [Building emotional, even inspirational, connections to a product is more critical than ever in fashion and beauty. In today’s hyper-competitive, crowded environment, marketing strategies that make brands stand out and stay culturally relevant need a mix of old and new tactics.](~/AAAHagA~/RgRnb5saP4QnAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9jYXNlLXN0dWRpZXMvbWFya2V0aW5nLXByL2JyYW5kLW1hcmtldGluZy1zdHJhdGVneS1ndWlkZS1mYXNoaW9uLWJlYXV0eS1qYWNxdWVtdXMtY29hY2gtaGlsbC1ob3VzZS1ob21lLWRhZS1oYWlyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1TQUVCRTNNWVA1RUhCQktKUkU2REZPWkpCSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfMV9kZWtXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [READ MORE](~/AAAHagA~/RgRnb5saP4QnAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9jYXNlLXN0dWRpZXMvbWFya2V0aW5nLXByL2JyYW5kLW1hcmtldGluZy1zdHJhdGVneS1ndWlkZS1mYXNoaW9uLWJlYXV0eS1qYWNxdWVtdXMtY29hY2gtaGlsbC1ob3VzZS1ob21lLWRhZS1oYWlyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1TQUVCRTNNWVA1RUhCQktKUkU2REZPWkpCSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfMV9jdGFXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) ~/AAAHagA~/RgRnb5saP4QnAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9jYXNlLXN0dWRpZXMvbWFya2V0aW5nLXByL2JyYW5kLW1hcmtldGluZy1zdHJhdGVneS1ndWlkZS1mYXNoaW9uLWJlYXV0eS1qYWNxdWVtdXMtY29hY2gtaGlsbC1ob3VzZS1ob21lLWRhZS1oYWlyLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1TQUVCRTNNWVA1RUhCQktKUkU2REZPWkpCSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfMV9jdGFXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~ [MARKETING](~/AAAHagA~/RgRnb5saP0TLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9tYXJrZXRpbmctcHI_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09Q1lUMklBWDdISkRZSk1QVVBQSTZVQ0xDVlkmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzJfdG9waWNXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [The PR Machines Building the Next Generation of ‘It Girls’](~/AAAHagA~/RgRnb5saP4QHAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9tYXJrZXRpbmctcHIvdGhlLXByLW1hY2hpbmVzLWJ1aWxkaW5nLXRoZS1uZXh0LWdlbmVyYXRpb24tb2YtaXQtZ2lybHMvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPUNZVDJJQVg3SEpEWUpNUFVQUEk2VUNMQ1ZZJnV0bV9jb250ZW50PXRvcF9zdG9yeV8yX3RpdGxlVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) By Diana Pearl ~/AAAHagA~/RgRnb5saP4QHAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9tYXJrZXRpbmctcHIvdGhlLXByLW1hY2hpbmVzLWJ1aWxkaW5nLXRoZS1uZXh0LWdlbmVyYXRpb24tb2YtaXQtZ2lybHMvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPUNZVDJJQVg3SEpEWUpNUFVQUEk2VUNMQ1ZZJnV0bV9jb250ZW50PXRvcF9zdG9yeV8yX2ltYWdlVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk [The girls we can’t stop talking about today have that it factor, but they also are armed with publicists and stylists curating their image.](~/AAAHagA~/RgRnb5saP4QFAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9tYXJrZXRpbmctcHIvdGhlLXByLW1hY2hpbmVzLWJ1aWxkaW5nLXRoZS1uZXh0LWdlbmVyYXRpb24tb2YtaXQtZ2lybHMvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPUNZVDJJQVg3SEpEWUpNUFVQUEk2VUNMQ1ZZJnV0bV9jb250ZW50PXRvcF9zdG9yeV8yX2Rla1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [READ MORE](~/AAAHagA~/RgRnb5saP4QFAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9tYXJrZXRpbmctcHIvdGhlLXByLW1hY2hpbmVzLWJ1aWxkaW5nLXRoZS1uZXh0LWdlbmVyYXRpb24tb2YtaXQtZ2lybHMvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPUNZVDJJQVg3SEpEWUpNUFVQUEk2VUNMQ1ZZJnV0bV9jb250ZW50PXRvcF9zdG9yeV8yX2N0YVcFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [MARKETING](~/AAAHagA~/RgRnb5saP0TLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9tYXJrZXRpbmctcHI_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09V00zN0lXT1pVSkFWVE1EWlNHWEpLNEZPRUkmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzNfdG9waWNXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [How Brands Are Selling Quiet Luxury to the Masses](~/AAAHagA~/RgRnb5saP4QAAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9tYXJrZXRpbmctcHIvaG93LWJyYW5kcy1hcmUtc2VsbGluZy1xdWlldC1sdXh1cnktdG8tdGhlLW1hc3Nlcy8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09V00zN0lXT1pVSkFWVE1EWlNHWEpLNEZPRUkmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzNfdGl0bGVXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) By Diana Pearl ~/AAAHagA~/RgRnb5saP4QAAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9tYXJrZXRpbmctcHIvaG93LWJyYW5kcy1hcmUtc2VsbGluZy1xdWlldC1sdXh1cnktdG8tdGhlLW1hc3Nlcy8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09V00zN0lXT1pVSkFWVE1EWlNHWEpLNEZPRUkmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzNfaW1hZ2VXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~ [A wide swath of labels are trying their hands at the understated look, minus the eye-popping price point. It’s a natural fit for Vince or Banana Republic. But Shein?](~/AAAHagA~/RgRnb5saP0T-aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci9ob3ctYnJhbmRzLWFyZS1zZWxsaW5nLXF1aWV0LWx1eHVyeS10by10aGUtbWFzc2VzLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1XTTM3SVdPWlVKQVZUTURaU0dYSks0Rk9FSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfM19kZWtXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [READ MORE](~/AAAHagA~/RgRnb5saP0T-aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci9ob3ctYnJhbmRzLWFyZS1zZWxsaW5nLXF1aWV0LWx1eHVyeS10by10aGUtbWFzc2VzLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1XTTM3SVdPWlVKQVZUTURaU0dYSks0Rk9FSSZ1dG1fY29udGVudD10b3Bfc3RvcnlfM19jdGFXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [MARKETING](~/AAAHagA~/RgRnb5saP0TLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9tYXJrZXRpbmctcHI_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09TURJVFQ3N1RMRkcyM001WElLSUZES0lISTQmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzRfdG9waWNXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [The Life Cycle of a Viral Fashion Trend](~/AAAHagA~/RgRnb5saP0T2aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci90aGUtbGlmZS1jeWNsZS1vZi1hLXZpcmFsLWZhc2hpb24tdHJlbmQvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPU1ESVRUNzdUTEZHMjNNNVhJS0lGREtJSEk0JnV0bV9jb250ZW50PXRvcF9zdG9yeV80X3RpdGxlVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) By Joan Kennedy [BoF explains why online trends from cottagecore and quiet luxury to Barbiecore and coastal grandmother bubble up and go mainstream — and how brands can capitalise on them.](~/AAAHagA~/RgRnb5saP0T0aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci90aGUtbGlmZS1jeWNsZS1vZi1hLXZpcmFsLWZhc2hpb24tdHJlbmQvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPU1ESVRUNzdUTEZHMjNNNVhJS0lGREtJSEk0JnV0bV9jb250ZW50PXRvcF9zdG9yeV80X2Rla1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [READ MORE](~/AAAHagA~/RgRnb5saP0T0aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci90aGUtbGlmZS1jeWNsZS1vZi1hLXZpcmFsLWZhc2hpb24tdHJlbmQvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPU1ESVRUNzdUTEZHMjNNNVhJS0lGREtJSEk0JnV0bV9jb250ZW50PXRvcF9zdG9yeV80X2N0YVcFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [MARKETING](~/AAAHagA~/RgRnb5saP0TLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9tYXJrZXRpbmctcHI_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09SEk2NVZVNlNLWkZIWlBGMzNKQjNVSFlXUEkmdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzVfdG9waWNXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [How TikTok Changed PR](~/AAAHagA~/RgRnb5saP0TkaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci9ob3ctdGlrdG9rLWNoYW5nZWQtcHIvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPUhJNjVWVTZTS1pGSFpQRjMzSkIzVUhZV1BJJnV0bV9jb250ZW50PXRvcF9zdG9yeV81X3RpdGxlVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) By Diana Pearl [Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.](~/AAAHagA~/RgRnb5saP0TiaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci9ob3ctdGlrdG9rLWNoYW5nZWQtcHIvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPUhJNjVWVTZTS1pGSFpQRjMzSkIzVUhZV1BJJnV0bV9jb250ZW50PXRvcF9zdG9yeV81X2Rla1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [READ MORE](~/AAAHagA~/RgRnb5saP0TiaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci9ob3ctdGlrdG9rLWNoYW5nZWQtcHIvP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPUhJNjVWVTZTS1pGSFpQRjMzSkIzVUhZV1BJJnV0bV9jb250ZW50PXRvcF9zdG9yeV81X2N0YVcFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [MARKETING](~/AAAHagA~/RgRnb5saP0TLaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3RvcGljcy9tYXJrZXRpbmctcHI_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09QVpUWkw3S0hIVkdOSkxQSkVBWDdNVFE2R00mdXRtX2NvbnRlbnQ9dG9wX3N0b3J5XzZfdG9waWNXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [How 2023 Became the Year of the Lab-Grown Diamond](~/AAAHagA~/RgRnb5saP0T9aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci9ob3ctMjAyMy1iZWNhbWUtdGhlLXllYXItb2YtbGFiLWdyb3duLWRpYW1vbmRzLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1BWlRaTDdLSEhWR05KTFBKRUFYN01UUTZHTSZ1dG1fY29udGVudD10b3Bfc3RvcnlfNl90aXRsZVcFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) By Diana Pearl [Consumers are increasingly buying into the idea of lab-grown stones, altering long-held jewellery industry standards for how diamonds are sold.](~/AAAHagA~/RgRnb5saP0T7aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci9ob3ctMjAyMy1iZWNhbWUtdGhlLXllYXItb2YtbGFiLWdyb3duLWRpYW1vbmRzLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1BWlRaTDdLSEhWR05KTFBKRUFYN01UUTZHTSZ1dG1fY29udGVudD10b3Bfc3RvcnlfNl9kZWtXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [READ MORE](~/AAAHagA~/RgRnb5saP0T7aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2FydGljbGVzL21hcmtldGluZy1wci9ob3ctMjAyMy1iZWNhbWUtdGhlLXllYXItb2YtbGFiLWdyb3duLWRpYW1vbmRzLz91dG1fc291cmNlPW5ld3NsZXR0ZXJfZGFpbHlkaWdlc3QmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249RGFpbHlfRGlnZXN0XzI4MTIyMyZ1dG1fdGVybT1BWlRaTDdLSEhWR05KTFBKRUFYN01UUTZHTSZ1dG1fY29udGVudD10b3Bfc3RvcnlfNl9jdGFXBXNwY2V1QgpljBoWjWVCedlmUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) [BoF PROFESSIONAL Join now and enjoy your first 30 days for just $/£/€1](~/AAAHagA~/RgRnb5saP0SoaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL21lbWJlcnNoaXBzL3BhY2thZ2VzP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV9jb250ZW50PWJvZnByb19tb2R1bGVfY3RhVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) [START TRIAL](~/AAAHagA~/RgRnb5saP0SoaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL21lbWJlcnNoaXBzL3BhY2thZ2VzP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV9jb250ZW50PWJvZnByb19tb2R1bGVfY3RhVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) MULTIMEDIA [PODCAST](~/AAAHagA~/RgRnb5saP0TBaHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL3BvZGNhc3RzP3V0bV9zb3VyY2U9bmV3c2xldHRlcl9kYWlseWRpZ2VzdCZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1EYWlseV9EaWdlc3RfMjgxMjIzJnV0bV90ZXJtPUtJRExNU1Y1QlJHSFhCM0laTEVSNk9BVFpZJnV0bV9jb250ZW50PW11bHRpbWVkaWFfMV90b3BpY1cFc3BjZXVCCmWMGhaNZUJ52WZSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~) [The BoF Podcast | Why Fashion, Media and Entertainment Are Converging](~/AAAHagA~/RgRnb5saP4QWAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9wb2RjYXN0cy93b3JrcGxhY2UtdGFsZW50L3RoZS1ib2YtcG9kY2FzdC13aHktZmFzaGlvbi1tZWRpYS1hbmQtZW50ZXJ0YWlubWVudC1hcmUtY29udmVyZ2luZy8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09S0lETE1TVjVCUkdIWEIzSVpMRVI2T0FUWlkmdXRtX2NvbnRlbnQ9bXVsdGltZWRpYV8xX3RpdGxlVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) By Imran Amed ~/AAAHagA~/RgRnb5saP4QWAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9wb2RjYXN0cy93b3JrcGxhY2UtdGFsZW50L3RoZS1ib2YtcG9kY2FzdC13aHktZmFzaGlvbi1tZWRpYS1hbmQtZW50ZXJ0YWlubWVudC1hcmUtY29udmVyZ2luZy8_dXRtX3NvdXJjZT1uZXdzbGV0dGVyX2RhaWx5ZGlnZXN0JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPURhaWx5X0RpZ2VzdF8yODEyMjMmdXRtX3Rlcm09S0lETE1TVjVCUkdIWEIzSVpMRVI2T0FUWlkmdXRtX2NvbnRlbnQ9bXVsdGltZWRpYV8xX2ltYWdlVwVzcGNldUIKZYwaFo1lQnnZZlIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk The Business of Fashion AGENDA-SETTING INTELLIGENCE, ANALYSIS AND ADVICE FOR THE GLOBAL FASHION COMMUNITY. 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