How can fashion brands excel on Instagram? BoF spoke to Eva Chen, Instagram’s head of fashion partnerships, to identify five principles.

Business of Fashion

Price and distribution are one of the main challenges for mass adoption and awareness of the notion of fashiontech. It’s difficult for the average consumer to find these types of products online unless they’re specifically searching for them and if they’re sold in brick and mortar stores, the price increases significantly. At INTERLACED 2015, we discussed how to get the balance between online and offline right, successful retail channels and winning strategies to attract consumer interest.


Ermenegildo Zegna has chosen Mr Porter as the online distributor of its ready-to-wear lines, outside of Zegna's own e-commerce site.

Fashion Mag

In an attempt to woo Generation Z, publishers are launching social media-only concepts. 
When Clique Media Group, the Los Angeles-based publisher of Who What Wear, Byrdie and My Domaine, launched its latest property, Obsessee, in March 2016, there was no glossy website with in-depth articles, full-bleed images or endless scroll for new readers to peruse. Instead, is a simple landing page that links out to 10 different social-media platforms, ranging from Snapchat to Spotify.

Business of Fashion

Brands must bring consumers into the buying process and build new production capabilities, so demand for new designs can be fulfilled in days, not months, argues Áslaug Magnúsdóttir.

The Business of Fashion

Amazon has been making moves over the past few months to position itself as a force in the ready-to-wear fashion world.The Seattle-based online retail titan has already revolutionized how consumers shop and has been selling clothes for more than a decade.

Alibaba and unveiled a new luxury flash-sale channel on TMALL, which was debuted with a with a live-streamed fashion show event featuring looks that were immediately shoppable.

Why some firms are opening shops with no stock.
THE Bonobos shop on lower Fifth Avenue, in Manhattan, sits in a row of familiar fashion brands, including J.Crew, Zara and Gap. As at those stores, shoppers at Bonobos can survey racks of clothes, try on this shirt and those trousers, then decide which items to purchase. Unlike in those stores, shoppers at Bonobos may not buy any clothes to take home. When Bonobos first tried this idea, in 2011, it seemed like a lark. The company now has 20 such shops, from Texas to California, and plans to open at least seven more this year.

The Economist

Amazon is set to debut a live, daily showdedicated to fashion and beauty. “Style Code Live,” a 30-minute show, will stream starting on Tuesday, Monday through Friday, at 9pmET/6pmPT, and be offered free to all viewers at


Fashion brands are adapting their marketing strategies for a digital reality that goes far deeper than online sales.


When you think about shopping on Amazon, you probably don’t think about clothing. Amazon is trying to change that.
The number of items listed on Amazon in apparel and accessories categories has soared 91 percent over the last year to 30 million items as of the 2015 holiday season, according to analysts at the investment bank R.W. Baird. That’s the equivalent of the total number of items — not just clothing — sold in around 250 Walmart supercenters combined. It’s also a bigger selection than Amazon’s electronics catalogue.


Fashion’s luxury megabrands have long struck a delicate — and highly lucrative — balance between exclusivity and accessibility. But as digital media, globalisation and off-price retailing reshape the industry, are they in danger of losing the balance that made them so successful?

Business of Fashion