September 26, 2023

Uncover essentially the most related trade information and insights for trend PR & communications professionals, up to date every month to allow you to excel in job interviews, promotion conversations or carry out higher within the office by rising your market consciousness and emulating market leaders.

BoF Careers distils enterprise intelligence from throughout the breadth of our content material — editorial briefings, newsletters, case research, podcasts and occasions — to ship key takeaways and learnings tailor-made to your job operate, listed alongside a choice of essentially the most thrilling stay jobs marketed by BoF Careers companions.

Key articles and need-to-know insights for PR & communications professionals as we speak:

1. How Hedi Slimane Doubled Celine Gross sales

A model walks the Celine Winter 2023 show, "The Age of Indieness," which took place on December 8, 2022, at the Wiltern Theatre in Los Angeles, California.

In 2022, [luxury brand Celine] is anticipated to generate at the very least €2.2 billion ($2.3 billion) in annual income, in accordance with analysts, simply assembly the goal set by LVMH chief government and chairman Bernard Arnault in 2018. That’s regardless of a rocky begin — [Hedi] Slimane’s radical overhaul of the model upset devotees of former designer Phoebe Philo — and the shock of the pandemic.

“He’s constant, and the shopper as we speak values consistency greater than ever,” stated Robert Burke, a retail advisor. […] Slimane’s expertise is in making the best-in-class model of “regular,” on a regular basis gadgets — classic Levi’s, a trench, a blazer — or the sorts of issues that the majority luxurious consumers don’t have the persistence, or acumen, to thrift. […] And like most different top-tier trend manufacturers, Celine has ventured additional and additional into the very best finish of pricing, not solely with equipment — such because the personalised Haute Maroquinerie Triomphe, with {hardware} product of 18k gold — but in addition by way of the couture-like items it designs for its rising checklist of personal purchasers.

Associated Jobs:

PR Supervisor, Marine Serre — Paris, France

Account Intern, RK Communications — Los Angeles, United States

2. Balenciaga’s Breakdown: What Went Mistaken and What Comes Subsequent


[In December], the dangers of Balenciaga’s edgy method to advertising and marketing grew to become painfully clear — as did the errors of the corporate’s preliminary response to the disaster — as public outrage and confusion in response to the model’s advertisements that includes kids posing with BDSM-inspired teddy bears reached a scale not seen within the trend trade since Dolce & Gabbana’s 2018 meltdown in China.

Balenciaga’s response to the disaster was lower than preferrred when it comes to pace and messaging, communications specialists stated. First Balenciaga was sluggish to offer a considerable response: a extra full apology, rationalization and motion plan than the model’s preliminary assertion would have been simpler on the primary day of the disaster. By ready days to extra totally tackle the difficulty, the model risked showing prefer it wasn’t taking the marketing campaign backlash severely.

Associated Jobs:

In-Home Press Intern, Vetements — Zurich, Switzerland

Senior Account Supervisor, Linda Gaunt Communications — New York, United States

3. ‘Cease Mendacity, Cease Greenwashing’ — Key Messages From COP27

Climate activists held a demonstration Nov. 17, 2022 to protest the negative effects of climate change at the UN climate summit COP27 in Sharm el-Sheikh, Egypt.

In Sharm el-Sheikh, Egypt, policymakers have tried to hash out a brand new settlement to [cap global warming at 1.5 degrees Celsius above pre-industrial levels] on the UN’s COP27 local weather summit. Within the midst of splashy company panels and bulletins which have come to be anticipated at COP, the UN launched a report demanding a “zero-tolerance” crackdown on hole local weather commitments from companies, and detailing suggestions on how they need to “stroll the speak” on their net-zero guarantees.

“Utilizing bogus net-zero pledges to cowl up huge fossil-fuel enlargement is reprehensible,” stated UN Secretary Common Antonio Guterres. “The sham should finish.” Style has confronted its personal greenwash reckoning this 12 months, with regulators within the UK, Netherlands and Norway taking intention at manufacturers’ inexperienced advertising and marketing claims, and H&M now going through class motion lawsuits in two US states. Firms more and more must sharpen their local weather commitments — and the way they convey them to shoppers.

Associated Jobs:

Junior PR Supervisor, Reference Studios — Berlin, Germany

Senior Account Supervisor, Purple PR — New York, United States

4. The Technique Behind Louis Vuitton’s Viral Soccer Marketing campaign

Football superstars and longtime rivals Lionel Messi and Cristiano Ronaldo play chess on a Louis Vuitton trunk in a campaign shot by Annie Leibovitz.

Launched on the eve of the FIFA World Cup in Qatar, the Annie Leibovitz-lensed picture of soccer superstars Cristiano Ronaldo and Lionel Messi locked in a pleasant sport of chess exploded on social media. Louis Vuitton’s tweet of the picture (captioned “Victory is a way of thinking”) has been reposted over 55,000 occasions. On Instagram, Ronaldo and Messi each shared the picture, clocking up a complete of 65 million likes, essentially the most within the platform’s historical past.

Louis Vuitton’s marketing campaign deftly managed to faucet surging curiosity in soccer forward of the World Cup whereas sidestepping the controversies related to the occasion, from Qatar’s ruthless therapy of LGBTQ minorities to its exploitation of migrant labourers. Louis Vuitton itself, which has produced a particular trophy case for the occasion since 2010 […] in addition to promoting a World Cup-themed capsule assortment, has posted about neither of these activations on Instagram — nor will it must ought to the dangerous buzz on Qatar fail to subside. With the chess picture and ensuing media protection, the model already garnered on-line buzz value an estimated $13.5 million in simply 48 hours, Launchmetrics stated.

Associated Jobs:

Advertising and marketing and Communications Supervisor, Fursac — Paris, France

PR and Manufacturing Supervisor, ATP Atelier — Stockholm, Sweden

5. Olaplex’s ‘Broke My Hair’ Drawback Is a TikTok Cautionary Story

Olaplex hair repair-focused products.

Social media has turn into a vital a part of advertising and marketing, with manufacturers paying so-called influencers to advertise merchandise on-line. If accomplished properly, that paid content material results in others sharing and creating their very own posts. However social media performed an outsize function in Olaplex’s success, [which] identified as a lot in its IPO submitting, saying that failure to answer the “accelerated influence of social media may adversely influence our enterprise.”

Piper Sandler analyst Korinne Wolfmeyer conducts a quarterly survey of Olaplex-certified hairstylists. In September, she flagged that about 40 p.c of stylists had heard adverse evaluations from purchasers, primarily concerning dryness and breakage. She downgraded Olaplex’s shares to the equal of a maintain score later that month, citing misinformation and competitors as rising dangers. The following month, Olaplex slashed an annual gross sales forecast it had reiterated 10 weeks earlier and solid a large internet of blame, together with competitors and a weakening economic system. The inventory sank by 57 p.c in a day to $4.24 — about one-fifth of its IPO worth.

Associated Jobs:

PR and Influencer Government, The Fold — London, United Kingdom

Group Supervisor, Claudie Pierlot — Paris, France

6. Capturing Style’s Development Potential within the Center East

Group president Patrick Chalhoub and a Level Shoes store.

When scanning the globe to determine progress alternatives within the 12 months forward, most trend executives responding to the BoF-McKinsey State of Style 2023 Survey cited the Center East as a area that holds better promise in 2023 than in 2022. Certainly, gross sales of luxurious trend within the Gulf Cooperation Council alone reached round $4.2 million in 2021, a rise of 39 p.c on 2019 ranges.

Capturing progress within the area would require manufacturers to double down on localisation and personalisation methods, in accordance with Patrick Chalhoub, group president of Chalhoub Group, a Dubai-based luxurious items retailer and distributor […] Whereas progress prospects are sturdy throughout the GCC area, Saudi Arabia, the place luxurious gross sales have been recording double-digit progress, stands out for Chalhoub’s prime government. He sees the style trade enjoying a task within the nation’s sweeping Imaginative and prescient 2030 programme geared toward modernising and diversifying its economic system.

Associated Jobs:

PR Supervisor, Giorgio Armani — London, United Kingdom

PR Government, Tory Burch — Hong Kong

7. How Manufacturers Discover Clients in New Markets

Store opening party in the American Dream Mall; attendants taking photos.

Promoting on social media is costlier than ever, whereas consumers are inundated with selection in each product class. A looming financial downturn favours established incumbents over newcomers.

So reasonably than casting a large internet, the savviest underdogs, whether or not they’re a tiny model simply beginning out or an enormous one branching out into a brand new market, go for smaller-scale and sometimes native activations to achieve their preliminary clients. From pizza events {and professional} conferences to specialty shops, area of interest Substacks and trunk exhibits, as we speak’s upstarts have discovered new imaginative methods to achieve their buyer, embracing a type of advertising and marketing usually uncared for by their VC-funded, direct-to-consumer predecessors — phrase of mouth.

Associated Jobs:

Model Picture Specialist, Ralph Lauren — London, United Kingdom

PR and Advertising and marketing Intern, Dôen — Van Nuys, United States

8. Can Expertise Fill In Style’s Lacking Knowledge on Emissions?

The Klarna app is shown on several phone screens displaying its carbon-tracking feature powered by Vaayu.

The most recent app characteristic from Klarna, the Swedish financial institution and main “purchase now, pay later” lender, claims to supply info that a lot of the style trade has beforehand been unable or unwilling to share: the carbon footprint for any merchandise of clothes a consumer has bought. Within the app, knowledge is offered for some 50 million SKUs, in accordance with Namrata Sandhu, co-founder and chief government of Vaayu, the carbon-measurement platform powering the characteristic.

The outcomes aren’t excellent. Vaayu generates an accuracy rating for every footprint it calculates, acknowledging that the reliability of its conclusions can differ. Nonetheless, Sandhu — a trend veteran who was beforehand head of sustainability at German e-commerce big Zalando — believes a technological workaround for trend’s knowledge hole may give manufacturers and shoppers a greater deal with on their carbon output, which is important to begin lowering it.

Associated Jobs:

Undertaking Supervisor Digital, Sandro — Paris, France

PR Director, KCD — New York, United States

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