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Biography

The duo behind Rare Market, famed concept store and mecca for the Seoul’s moneyed Gen-Z and Millennial locals, have become household names at the forefront of the city’s fashion scene.

Old friends Jung and Kwon opened Rare Market in 2014, in Seoul’s upscale Gangnam district. Previously Jung had been a stylist at her own retail operation in California for 10 years, while Kwon is the older sister to K-pop star and one of the most influential fashion icons in Asia, G-Dragon, who suggested the store’s name.

While the musician’s reach of 11 million undoubtedly aided the store in building buzz, it is Jung and Kwon’s targeted buy of conceptual and emerging brands, including Rosie Assouline and Jacquemus, that has sustained its momentum.

“One of the reasons why we’re successful as an individually run select shop is because we can make quick decisions to meet that demand as it arises. Our advantage lies within our ability to be the quickest ones to react to global trends,” Kwon told BoF.

The retailer has also launched its own line of contemporary clothing, We11Done, casting Man Repeller’s Leandra Medine as the face of the label. The brand is now stocked on Net-A-Porter, Browns and Ssense. (BOF, 2023)

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The duo behind Rare Market, famed concept store and mecca for the Seoul's moneyed Gen-Z and Millennial locals, have become household names at the forefront of the city's fashion scene.

Old friends Jung and Kwon opened Rare Market in 2014, in Seoul's upscale Gangnam district. Previously Jung had been a stylist at her own retail operation in California for 10 years, while Kwon is the older sister to K-pop star and one of the most influential fashion icons in Asia, G-Dragon, who suggested the store's name.

While the musician's reach of 11 million undoubtedly aided the store in building buzz, it is Jung and Kwon's targeted buy of conceptual and emerging brands, including Rosie Assouline and Jacquemus, that has sustained its momentum.

"One of the reasons why we're successful as an individually run select shop is because we can make quick decisions to meet that demand as it arises. Our advantage lies within our ability to be the quickest ones to react to global trends," Kwon told BoF.

The retailer has also launched its own line of contemporary clothing, We11Done, casting Man Repeller's Leandra Medine as the face of the label. The brand is now stocked on Net-A-Porter, Browns and Ssense.

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Hyejin Jung & Dami Kwon | BoF 500 | The People Shaping the Global Fashion Industry

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Jung and Kwon are the duo behind Rare Market, Seoul's concept store for the Gen Z and millennial crowd.

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The progress of Marketing Consultancy Project unit has taught me of being consultants as a group-working project, beside academic knowledge about marketing such as market research, branding, content, budget, analysis models, etc. the concept of building a campaign for clients allows me to be more realistic with comprehensive picture to become a fashion marketeer. There were a few difficulties at the beginning because we had to combine them all at once but after that the campaign was gradually able to handle and more interesting when I researched deeper and got used to working as a group.

While lectures taught me academic skills within the fashion industry that may need in future career, how to make them suitable for this growing of technology time and apply it to create an effective promoting campaign. Sometimes, ideas were lighted up in my mind when I listened to the lectures. In addition, the guest speakers brought to classes their real stories from the industry, which are their experiences in applying for jobs with Lauren Adams, progress of marketing a brand with Kemi Gbadebo, I have learned from them how self-branding important in career path and the way social media help us popular in the market, etc. So that makes me put more effort into building personal brand to find a job after graduation.

Working in a group is a difficult task, which taught me that communication is key. When doing tasks, my teammates were appreciating my opinions and we ended up with my idea of building a digital platform for Future Fashion Fair as an approach for their audience research campaign. We divided tasks based on what each of us is good at. Doing what we are good at makes everything go more smoothly and our work becomes quite efficient. Everyone's strengths come together is great. Besides, managing schedules within the group is a bit of a headache, even though our schedules don't exactly match each other, we still kept it going to stay connected and work via WhatsApp and iMessage.

After the presentation at week 7, our group received very helpful feedback from Sian that really kept us on track, she reminded us about research campaign, the purpose of our client. We took the suggestions seriously and adjusted the platform go along with multiple research methods to have information of audiences. It makes our goals clearer and our work better.

I have concerned about me and my teammates differences because I am international student and I need to improve my language a lot to work well with them, I have tried to manage group work, but they also need to be more self-conscious and focus on their responsibilities which are hand in tasks on time, arrange group meeting. We actually have not had any meeting outside classes.

Finally, I realize the importance of adapting and talking things out when working in groups. These skills aren't just for the classroom, they are also for real life. So, as I move forward, I will continue to use these lessons, be flexible, communicate well, and make the most of my strengths in whatever comes next.

(Driscoll, J. (ed.) (2007) Practicing Clinical Supervision: A Reflective Approach for Healthcare Professionals. Edinburgh: Elsevier.)

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INFLUENCE PEDDLER: Camille Charrière on Diversifying Beyond Instagram and Her Debut Fashion Documentary

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INFLUENCE PEDDLER: Camille Charrière on Diversifying Beyond Instagram and Her Debut Fashion Documentary

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Camille Charrière has been a pioneer of blogging platforms and social media from the get-go. But as the influencer market becomes more and more saturated, she has been experimenting with ways to cultivate her voice and shine a spotlight on behind-the-scenes stories that often get forgotten in the fast-paced world of Instagram. (BOF)

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LONDON - Camille Charri è re has been a pioneer of blogging platforms and social media from the get-go. But as the influencer market becomes more and more saturated, she has been experimenting with ways to cultivate her voice and shine a spotlight on behind-the-scenes stories that often get forgotten in the fast-paced world of Instagram.

Her first project came in the form of the podcast "Fashion No Filter," hosted alongside the writer and fellow influencer Monica Ainley. The duo readily took on the challenge of producing in-depth discussions about fashion by stripping away the visuals and encouraging their listeners to flex their imagination muscles. The result was a series of humorous audios that discussed topics ranging from sustainability to the street-style phenomenon and feminism, with the likes of Roksanda Ilincic, Caroline de Maigret and Chloé president Geoffroy de la Bourdonnaye taking part.

Building on the success of the podcast, Ainley and Charri è re went on to produce a documentary with French TV channel Paris Premier that will make its debut on Sunday and examine all things style and fashion through a tongue-in-cheek compare-and-contrast exercise of the British and French fashion capitals.

Here Charri è re, who is already plotting season two of "Fashion No Filter" and more films, talks to WWD about the importance of staying nimble, seeking new ways to tell stories and treating Instagram with caution.

WWD: Why did you decide to start experimenting with new platforms, first with your podcast "Fashion No Filter" and then with the documentary?

Camille Charrière: For me personally, just using Instagram was no longer an option. Without being rude, everybody and their mum and their dog has got an Instagram account and can use it to communicate. It's still a really powerful tool and a reflection of how the modern world works, but I just don't think that posting inspirational pictures or what you're wearing is enough. You can't really call that a career in itself. It was time to find a new way to share content.

WWD: What was the concept behind the podcast?

C.C.: I think we can be credited as probably one of the first, if not the first, to start a podcast that talks about fashion-related topics. The idea came to us as we had been looking at new ways to produce content. Both Monica and I felt that the world was a little bit saturated with visuals. Doing a podcast is also a little more relaxing, people don't have to worry about what they look like and almost forget that they are being recorded, so you can end up having a great conversation.

WWD: So you didn't find it limiting to discuss topics that are highly visual on audio?

C.C.: I fundamentally disagree with that. An image might be worth a thousand words but it doesn't really get people thinking or debating and that is something that we both love. When you take away the visuals, you have got to use your imagination to think about what's going on in the room - and your imagination is a very powerful skill that you don't want to ever stop using.

For us it was a nice challenge to start talking about fashion without the images so that you could really focus on the ideas for once, instead of just the clothes and the way that things looked.

We spend our lives on our phones and computers looking at images, so sometimes it's good to just talk about things. When you're only looking at something, you forget the backstory a little bit. A lot of the backstories in fashion are forgotten and it gives the industry a little bit of a bad reputation as one-dimensional, which really isn't the case.

If you describe something properly, people can just Google it and it's actually quite a nice exercise to have to actively look up something you are interested in, rather than being force-fed information all day long.

WWD: What audience did "Fashion No Filter" draw? Were the listeners also your followers on Instagram?

C.C.: We found that we were reaching a much wider audience because we launched on iTunes, which is completely separate to the world of Instagram. The only reason that we haven't done more is because we've been finding our feet, refining our voice, and simultaneously working on the documentary.

WWD: How did the idea of a documentary come up, following your podcast's success?

C.C.: It happened off the back of the podcast because it was going so well and we had a dedicated audience, so an opportunity with the French TV channel Paris Première came up to do a documentary about style, not about fashion. It's a very personal project: We wrote the script from beginning to end, we had our own production team and complete creative freedom.

WWD: What is the story line you chose to explore through the film?

C.C.: We are looking at how London and Paris have got so much to offer in terms of fashion and how you can argue that each, in its own right, is a fashion capital. There's a very tongue-in-cheek war between Monica and I, with each of us defending our adopted cities: I'm defending London and she is defending Paris because we didn't want it to feel too patriotic. We also talk about my theory of English people growing up wearing uniforms, leading them to become so experimental when it comes to style.

WWD: What are some of the names making appearances in your documentary?

C.C.: We are going into the couture ateliers at Dior, seeing some of the top students at Central Saint Martins and some of the most exciting young designers in both cities. We start with Jacquemus, who is a great representation of France, especially because he is someone who has not been trained at school, so he offers a very interesting point of view. Then we talked to Central Saint Martins alumnus Molly Goddard and followed one 'It' girl in England and one 'It' girl in France. All in all, it's a really nice portrayal of all the fantastic things that you can find in both those places.

WWD: What was the most rewarding part of the filming process?

C.C.: It was really nice to be taken behind the scenes by people who have been part of the industry for a long time. It allowed us to bring in an element of insider knowledge, but also discover new things and come in with a point of view, without being too critical. It's a good balance.

Also going in almost as investigatory journalists and pulling together a story by stitching together everyone's experience in the fashion industry was an incredibly rewarding process that I would definitely like to repeat. This is what I have always loved to do and the way I see my Instagram, and podcasts and now this TV show is a reflection of that love of storytelling. I don't want it to necessarily be about me. There are so many things that don't actually get proper airtime because fashion is so fast. What's exciting with these projects is the opportunity to dive in properly and get that real experience of how deep all these discussions can be.

WWD: How have you evolved the way you work with brands on Instagram since you started diversifying your work and your voice?

C.C.: The luxury I have now, by working on other projects, is that I can be quite picky about what I decide to do. For me the most important thing is to work with brands that are going to give me enough freedom to be able to continue talking to my audience in the same way, when I'm creating sponsored content. What I don't like is a brand that tries to impose the way it thinks and disregards the way I work.

I have been working with the French brand Ba&sh recently and we styled a shoot together for their visual campaign that was entirely produced by me, in terms of the concept, the idea and everything that surrounded it. It's more exciting when there's that level of trust.

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INFLUENCE PEDDLER: Camille Charrière on Diversifying Beyond Instagram and Her Debut Fashion Documentary

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The French-British influencer is releasing a documentary on Sept. 23 alongside friend and cohost Monica Ainley, building on the success of the duo's "Fashion No Filter" podcast.

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Alexandra Van Houtte is the founder and chief executive of Tagwalk, a searchable database of lookbook, runway and street style image collections that shaves hours off the usually laborious role of bloggers and assistants creating moodboards and trend forecasts.

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Alexandra Van Houtte is the founder and chief executive of Tagwalk, a searchable database of lookbook, runway and street style image collections that shaves hours off the usually laborious role of bloggers and assistants creating moodboards and trend forecasts.

Born to French and British parents, Van Houtte first studied Mandarin at the University of Nottingham before going on to do a masters in Fashion Media Styling at London College of Fashion . In her first five years working in fashion, predominantly working as a stylist for the likes of Elle, Numéro and Grazia, Van Houtte experienced first-hand the task of finding specific trends and styles across the plethora of runway images and lookbooks out there.

She launched Tagwalk in 2016 to solve this problem. Dubbed "the Google of fashion" by publications including the Financial Times and Refinery29, Tagwalk allows users to search for images by colour, fabric or trend keyword, as well as typical filters such as season, fashion week, designer and model.

As of September 2019, Tagwalk had 46,000 registered users and in April 2019 the site launched video production for brands. Tagwalk counts Carmen Busquets as an angel investor. In 2018, Vanity Fair named Van Houtte one of the 50 most influential French people in the world.

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Alexandra Van Houtte | BoF 500 | The People Shaping the Global Fashion Industry

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The stylist turned her frustrations with fashion's outdated moodboard systems into a game-changing start-up.

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Generative AI: Unlocking the future of fashion

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Generative AI: Unlocking the future of fashion

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Foundation models and generative AI can be used across the fashion value chain.

Merchandising and product:

Convert sketches, mood boards, and descriptions into high-fidelity designs (for example, 3-D models of furniture and jewelry).

Enrich product ideation by collaborating with AI agents that generate creative options (for example, new ideas, variations) from data (for example, past product lines, inspirational imagery and style).

Customize products for individual consumers at scale (for example, eyeglasses based on facial topography).

Supply chain and logistics:

Support negotiations with suppliers by compiling research.

Augment robotic automation for warehouse operations and inventory management through real-time analytics (for example, insights enabled by augmented reality, or AR).

Tailor product return offers based on individual consumers.

Marketing:

Identify and predict trends to improve targeted marketing from unstructured data (for example, consumer sentiment, in-store consumer behavior, omnichannel data).

Automate consumer segmentation at scale to tailor marketing initiatives.

Generate personalized marketing content based on unstructured data from consumer profiles and community insights.

Collaborate with AI agents to accelerate content development and reduce creative blocks for in-house marketing teams.

Digital commerce and consumer experience:

Structure and generate sales descriptions based on past successful sales posts.

Personalize online consumer journey and offers (for example, web pages, product descriptions) based on individual consumer profiles.

Tailor virtual product try-on and demos to individual consumers (for example, clothing try-on, styling recommendations).

Enhance intelligent AI agents (for example, conversational chatbots, virtual assistants) and self-service to address advanced consumer inquiries (for example, multilingual support).

Store operations:

Optimize store layout planning by generating and testing layout plans under different parameters (for example, foot traffic, local consumer audience, size).

Optimize in-store labor to avoid bottlenecks such as gaps in staff allocation and theft detection through real-time monitoring of video data.

Support AR-assisted devices to better inform workforce in real time on product (for example, condition, assortment, inventory, recommendations).

Organization and support functions:

Coach sales associates to sustain successful “clienteling” relationships via real-time recommendations, feedback reports, and high-value consumer profiles.

Develop individualized training content for employees based on role and performance.

Enable self-serve and automate support tasks (for example, HR tickets, accounting for large documents, review of legal documents).

(Mckinsey,2023)

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As this season's fashion weeks wrap up in London, Milan, New York, and Paris, brands are working to produce and sell the designs they've just showcased on runways-and they're starting next season's collections. In the future, it's entirely possible that those designs will blend the prowess of a creative director with the power of generative artificial intelligence (AI), helping to bring clothes and accessories to market faster, selling them more efficiently, and improving the customer experience.

By now, you've likely heard of OpenAI's ChatGPT, the AI chatbot that became an overnight sensation and sparked a digital race to build and release competitors. ChatGPT is only one consumer-friendly example of generative AI, a technology comprising algorithms that can be used to create new content, including audio, code, images, text, simulations, and videos. Rather than simply identifying and classifying information, generative AI creates new information by leveraging foundation models, which are deep learning models that can handle multiple complex tasks at the same time. Examples include GPT-3.5 and DALL-E. (For more on generative AI and machine learning, see " What is generative AI?" and " Generative AI is here: How tools like ChatGPT could change your business.")

While the fashion industry has experimented with basic AI and other frontier technologies-the metaverse, nonfungible tokens (NFTs), digital IDs, and augmented or virtual reality come to mind-it has so far had little experience with generative AI. True, this nascent technology became broadly available only recently and is still rife with worrisome kinks and bugs, but all indications are that it could improve at lightning speed and become a game changer in many aspects of business. In the next three to five years, generative AI could add $150 billion, conservatively, and up to $275 billion to the apparel, fashion, and luxury sectors' operating profits, according to McKinsey analysis. From codesigning to speeding content development processes, generative AI creates new space for creativity. It can input all forms of "unstructured" data-raw text, images, and video-and output new forms of media, ranging from fully-written scripts to 3-D designs and realistic virtual models for video campaigns.

These are still early days, but some clear use cases for generative AI in fashion have already emerged. (Many of these use cases also apply to the adjacent beauty and luxury sectors.) Within product innovation, marketing, and sales and customer experience in particular, the technology can have significant outcomes and may be more feasible to implement in the short term compared with other areas in the fashion value chain. In this article, we outline some of the most promising use cases and offer steps executives can take to get started, as well as risks to keep in mind when doing so.

In our view, generative AI is not just automation-it's about augmentation and acceleration. That means giving fashion professionals and creatives the technological tools to do certain tasks dramatically faster, freeing them up to spend more of their time doing things that only humans can do. It also means creating systems to serve customers better. Here's where to begin.

Understanding the use cases

Generative AI has the potential to affect the entire fashion ecosystem. Fashion companies can use the technology to help create better-selling designs, reduce marketing costs, hyperpersonalize customer communications, and speed up processes. It may also reshape supply chain and logistics, store operations, and organization and support functions (see sidebar, "Generative AI use cases in fashion").

Product development and innovation

Instead of relying on trend reports and market analysis alone to inform designs for next season's collection, both mass-market fashion retailers and luxury brands' creative directors can use generative AI to analyze in real time various types of unstructured data. Generative AI can, for example, quickly aggregate and perform sentiment analysis from videos on social media or model trends from multiple sources of consumer data.

Creative directors and their teams could input sketches and desired details-such as fabrics, color palettes, and patterns-into a platform powered by generative AI that automatically creates an array of designs, thus allowing designers to play with an enormous variety of styles and looks. A team might then design new items based on these outputs, putting a fashion house's signature touch on each of the looks. This opens the door to creating innovative, limited-edition product drops that may also be collaborations between two brands. Products such as eyeglasses could be designed for individuals by using facial-recognition technology powered by generative AI to scan facial topography and adjust for a customer's size and style preferences.

This scenario became reality in December 2022, when a group of Hong Kong-based fashion designers from the Laboratory for Artificial Intelligence in Design (AiDLab) held a fashion show featuring generative-AI-supported designs. Using tools from tech companies such as Cala, Designovel, and Fashable, fashion designers are already tapping into the power of generative AI to spark new ideas, try myriad design variations without having to produce expensive samples, and vastly accelerate their processes. (For beauty businesses, generative AI also provides an opportunity for brands to identify new product formulations, potentially helping to reduce lab testing costs.)

Marketing

Marketing executives and agencies can use generative AI to brainstorm campaign strategies, product campaign content, and even virtual avatars for every marketing channel-and do it fast.

Striking marketing gold can often be a numbers game. Consider TikTok: there's no single winning formula for going viral on the platform. Instead, the more you produce, the higher your chances are of becoming a trending topic and boosting brand awareness and sales. Prompting a generative-AI-powered video platform to create short-form videos for TikTok or other social-media platforms can help save time and costs associated with pumping out social-media content. Generative AI can recognize patterns and trends in viral content and create new content that also follows specifications from the marketer.

These exercises can help in-house marketing teams manage their workloads while reducing their reliance on outsourcing work to creative agencies. Marketers will want to be careful with this approach, however: trying to reach consumers by replicating what other brands have done can counteract the unique identity and value proposition that a brand spends years building.

Generative AI could also be applied to personalized customer communications. Companies that excel at personalization increase revenues by 40 percent compared with companies that don't leverage personalization, according to McKinsey research.

Several start-ups-CopyAI, Jasper AI, and Writesonic, to name just a few-are helping pioneer personalized marketing at scale through generative AI. Using these tools, a marketer's daily tasks might start to look like this: they could choose the type of content they want to create, whether it's an email, a long-form blog post, or something else; add a prompt describing what they are looking for; and include the targeted audience and other parameters, such as tone, that help create marketing communications that are in line with the brand. The AI tool then offers several options from which the marketer can choose.

These tools are most helpful when applied to lower-funnel marketing channels (those that are mostly used to encourage sales conversions) as opposed to more prestigious brand-building communications. Marketers are still required to prompt and edit the work.

Sales and consumer experience

Today's generative-AI-powered chats, which use stronger natural-language processing to better understand and interact with humans, are already a measurable improvement over existing AI chats. That said, there isn't (yet) a foolproof generative-AI chatbot for businesses-current chatbots and other text-generating tools still occasionally make errors that could cause serious customer service disasters. Eventually, though, this technology could help customer support agents outsource complex inquiries-for example, using chatbots to help provide personalized responses in numerous languages.

Today, there are services that assign a generative AI "representative" to a brand to handle customer service queries across email, chat, text, and a brand's own platforms. These services help to reduce customer service wait times and improve response times.

Generative-AI agents can also serve luxury brands, particularly when it comes to "clienteling," a retail strategy whereby sales associates develop long-term relationships with a brand's highest-spending customers to encourage purchases and improve brand loyalty. (High-end brands can hit a sales conversion rate of 60 to 70 percent in luxury boutiques, through appointment-only shopping, for example.) That process has remained somewhat analog and manual, relying on brands' sales associates to reach out to customers through a variety of messaging platforms or texts, and is limited to only when those associates are working. Generative-AI-powered tools can keep the conversation going or make styling recommendations after a shopper leaves the store, coach sales associates on how to engage with customers, personalize communications for specific customers, and analyze consumer profiles and online real-time interaction.

In July 2022, apparel retailer Stitch Fix said it was experimenting with GPT-3 and DALL-E 2, the text-to-image AI generator, to boost sales and improve customer satisfaction with better styling services. These generative models are being tested to help stylists quickly and accurately interpret reams of customer feedback and curate products that customers would be likelier to purchase. For example, the AI tool could analyze all of a customer's feedback, which could include hundreds of text comments, email requests, product ratings, and online posts. If a customer regularly comments on, say, the "great fit" and "fun color" of a certain style of pants, DALL-E could generate images of similar pants that the customer would likely want to purchase. The stylist could then find similar items in Stitch Fix's inventory and recommend them to that customer.

Virtual try-ons are yet another example of how generative AI can improve sales and consumer experience. Paris-based Veesual enables virtual try-on integration for e-commerce fashion brands, meaning customers can choose their model and pick clothes to try on.

How to get started

As exciting as generative-AI technology might be, companies will still want to tread cautiously before entrusting any of their core tasks entirely to generative AI. But neglecting to explore the possibilities that this technology offers could be just as risky, given the pace at which it is evolving and the explosive growth of the user base. Executives can start thinking now about how their businesses could use generative AI. There are a few steps leaders can take to begin.

Make value your North Star

Fashion leaders should outline where generative AI can offer the greatest value to their business. Start by noting which areas-creative design, merchandising, runway campaigns, or clienteling-could benefit the most from generative AI. Leaders can then prioritize the generative AI use cases they should pursue based on the level of impact the use cases may have on their business. Some measures of impact include improving customer satisfaction scores and reducing customer service wait times.

Once the value is identified, use cases should also be prioritized according to how feasible they are to implement; determining how seamlessly generative AI can be used will depend on things like a team's technical skills. Afterward, teams should build a short-term road map to test and validate these use cases. At the same time, they can also consider what long-term goals might include, such as how to build a generative-design platform that can be updated and used by designers for every season.

It may be tempting to have a bit of fun with generative AI, but harnessing its power will take extra diligence. Fashion executives must be intentional in building tools that can deliver value rather than experiment with existing tools indiscriminately.

Know risks and plan to mitigate them

In a previous article, we listed some of the risks of using generative AI. One is that the legal parameters around generative AI's use are still being ironed out. Designers are sometimes criticized for creating derivative works and copycat designs. Determining who owns the intellectual property and creative rights to AI-generated works, which could be based on multimodal data sources such as other designers' past collections, will be decided on a case-by-case basis until there is a strong legal precedent. (Although it doesn't involve generative AI, the high-profile battle between Hermès and artist Mason Rothschild surrounding MetaBirkin NFTs, in which a judge ruled that the NFTs infringed on Hermès's trademark, shows how fashion brands can become embroiled in legal conundrums when new technologies emerge.)

Another risk is bias and fairness in generative-AI systems, particularly around biased data sets, which may present reputational challenges for brands that rely on the technology. For example, if an image-generating tool produces an advertising campaign with inappropriate or offensive images that are then shared globally, a brand's reputation could be hurt. And pointing fingers at the company AI in an attempt at damage control may do little to calm consumer ire.

There is also the risk that employees who use generative AI are not fully aware of its shortcomings and may fail to check for errors introduced by the technology. In this case, businesses must regularly train employees and provide them with the resources they need to understand how to use the technology.

While risks are unavoidable, executives can mitigate their potential impact by establishing a process to address risk, ethics, and quality assurance.

Upskill your current workforce

Generative-AI tools could add value to a host of different areas of a business, so it will be important to educate and train employees-including designers, marketers, sales associates, and customer service representatives-on the use of the technology.

Some businesses have already introduced AI-focused training. Levi Strauss, for one, launched a machine learning boot camp in 2021 to train nontech employees on how to use machine learning in the company's design process. Employees who complete the program create new AI tools that are relevant to their work. One of Levi's goals with the program is to increase the diversity of employees who have tech knowledge so that the company can uncover problems that employees who come from traditional technology backgrounds might otherwise miss. The program also helps teams with different specializations-such as design teams and engineering teams-communicate better and find common ground. Furthermore, Levi's has found that the program helps improves employee retention.

With an AI-savvy workforce, collaboration will take on a new meaning. Leaders should consider: How do we define responsibilities and operate collectively between technical and nontechnical roles? Design and software engineering teams can set up weekly leadership meetings to strategize quarterly road maps and working sessions among teams. Design leads can share their needs for certain insights and tools (a tool that generates design variations from a sketch, perhaps), while engineering teams deliver those tools.

Partner with the right tech support

Fashion businesses will no doubt have to invest in their workforce when it comes to leveraging generative AI, but they won't have to build out applications or foundation models themselves. Instead, fashion leaders can partner with generative-AI businesses and experts to move quickly. A fashion executive might partner with a business (such as Microsoft or OpenAI) that provides new technology or a partner that provides support capabilities (such as cloud computing or APIs).

While the potential use cases for generative AI are coming to light quickly, the future of this technology in the apparel and luxury industries is still being stitched together. But experimenting with new tools today means opening infinite possibilities tomorrow.

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Generative AI: Unlocking the future of fashion

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While still nascent, generative AI has the potential to help fashion businesses become more productive, get to market faster, and serve customers better.

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The BoF Podcast | Why Brand Marketing Still Matters

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The BoF Podcast | Why Brand Marketing Still Matters

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Key insights: Ffrench advises founders to scrutinise conventional wisdom about how to launch a brand rather than trusting their instincts and vision. “It’s really about taking things [advice] with a pinch of salt, but following your gut and your spirit and doing what feels right for you and your brand,” she says.

According to Bell, people gravitate towards brands that are a reflection of their founders’ personalities and beliefs. “Some of the best brands in the early stages are just true personifications of their founders … That’s very hard to compete with if you don’t have someone who has a view on the world and a perspective,” Bell explains.

Ffrench believes large beauty corporations struggle creating an authentic brand identity because they focus on numbers rather than forming a connection with customers. “You lose the essence, you lose the integrity and the artistry because that takes time and money and spirit,” Ffrench observes. Bell says the key to creating an authentic brand is finding an idea or aesthetic you’re interested in and creating the product line around it. “If you’re not deeply passionate about the world that you’re going to build [with your brand], you need to find someone who can be obsessive,” Bell says. (BOF,2023)

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Isamaya Ffrench, makeup artist and founder of Isamaya Beauty, and Marty Bell, co-founder of sunscreen brand Vacation (and Poolside FM), both took unconventional routes to turn their products into veritable brands. Vacation began as a spinoff of the internet radio station inspired by summer tunes of the 1980s, Meanwhile, Ffrench's brand sparked attention for her new Lips line's penis-shaped lipstick cases. Bold and risky in equal measure, these moves laid the groundwork for their businesses while giving their brands personalities and spark.

"If you're strong enough to have a vision and get a brand off the ground, you know what your audience wants," said Ffrench. "Do the things that feel natural and right, because it's when you start doing the things that the CMO tells you you have to do and you feel awkward about it... no one's going to want your product because it doesn't look authentic."

This week on The BoF Podcast, Bell and Ffrench speak with BoF founder Imran Amed about the power of brand building and how founders can inject their own personalities into their products to make them recognisable and memorable.

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Key Insights:

Ffrench advises founders to scrutinise conventional wisdom about how to launch a brand rather than trusting their instincts and vision. "It's really about taking things [advice] with a pinch of salt, but following your gut and your spirit and doing what feels right for you and your brand," she says.

According to Bell, people gravitate towards brands that are a reflection of their founders' personalities and beliefs. "Some of the best brands in the early stages are just true personifications of their founders ... That's very hard to compete with if you don't have someone who has a view on the world and a perspective," Bell explains.

Ffrench believes large beauty corporations struggle creating an authentic brand identity because they focus on numbers rather than forming a connection with customers. "You lose the essence, you lose the integrity and the artistry because that takes time and money and spirit," Ffrench observes. Bell says the key to creating an authentic brand is finding an idea or aesthetic you're interested in and creating the product line around it. "If you're not deeply passionate about the world that you're going to build [with your brand], you need to find someone who can be obsessive," Bell says.

Additional Resources:

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The BoF Podcast | Why Brand Marketing Still Matters

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What do Poolside FM and Isamaya Beauty have in common? Their founders have created brands with unique yet relatable identities.

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We develop modern marketing talent to enable long term business success. The CIM Marketing Podcast is your fortnightly dose of news and views from across the industry.

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Fashion Marketing and PR Online Short Course

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Fashion Marketing and PR Online Short Course

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Fashion Marketing and PR Online Short Course | UAL (arts.ac.uk)

Topic: Analysing and researching the fashion market

A step by step guide to how PR works with marketing and advertising

Exploring the digital landscape and media choices

How to create a brand identity and personality

Identify fashion markets: core consumers and how to make them fall in love with you

How to develop a brand media pack and how to utilise this

The death of the traditional marketing mix; the new power of the fashion image

How to maximise a sales by building a community

Understanding consumer desire

Focusing your attention on appropriate media for your brand

Understanding the 2020 changes in influencer marketing

How to build a unique style of communications; becoming authentic and being real with your community

FOR: A creative individual who wants to gain an insight into how the fashion industry uses both marketing and PR to drive sales and increase brands awareness. You may work for a marketing or PR organisation. You may be considering starting your own fashion brand and looking to learn how fashion marketing and PR techniques can drive your business. (UAL,2023)

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Case Study | The Essential Brand Marketing Guide

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Case Study | The Essential Brand Marketing Guide

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What Fashion PR & Communications Professionals Need to Know Today

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What Fashion PR & Communications Professionals Need to Know Today

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Discover the most relevant industry news and insights for fashion PR & communications professionals, updated each month to enable you to excel in job interviews, promotion conversations or perform better in the workplace by increasing your market awareness and emulating market leaders.

BoF Careers distils business intelligence from across the breadth of our content - editorial briefings, newsletters, case studies, podcasts and events - to deliver key takeaways and learnings tailored to your job function, listed alongside a selection of the most exciting live jobs advertised by BoF Careers partners.
Key articles and need-to-know insights for PR & communications professionals today:
This year's Super Bowl shaped up to be the sport's glow-up moment. Boss released a capsule collection with the NFL. Commercial breaks were stuffed with ads for E.l.f., Cerave and other beauty brands (at $7 million for a 30-second spot). Taylor Swift is at the forefront of a WAG renaissance, as athletes' partners prove to be the perfect vectors for brands looking to connect with football fans. Usher, this year's halftime act, was all over Paris Fashion Week last fall and is fronting Skims' latest men's campaign. Brands are even setting up gifting suites, as they would at a red carpet event.

The payoff from successfully meeting the cultural moment can be huge. E.l.f.'s Super Bowl ad last year starring Jennifer Coolidge was a masterstroke, with an afterlife on social media and broadcast television long beyond the big game. E.l.f. can probably credit some of its stunning 85 percent growth last quarter to its big marketing swing. When Rihanna wore the MM6 Maison Margiela X Salomon Cross Low sneakers during her halftime performance last year, it cemented the trail running shoe's ascension from niche sporting gear to a crossover hit.
Related Jobs:
PR Intern, Arddun Agency - London, United Kingdom

Senior PR & Communications Manager, The Bicester Collection - Madrid, Spain

Marketing & Special Events Leader, Bloomingdale's - New York, United States

The future was what the ever-prescient Jonathan Anderson was talking about while he ruminated on nostalgia after his show on Sunday. Kate Bush topping charts with a 40-year-old song, Tracey Chapman rocking the Grammies... Anderson marvelled at "young people discovering nostalgia, glorifying it." [...] The [JW Anderson] show's cosy focus on ageing residents in a village in Yorkshire, in the north of England, was reflected in the curly grey wig hats sported by Anderson's models (the veritable duplicate of a mumsy perm). The clumsy chunk of Brobdingnagian cable knits also suggested a weird cosiness.

You got the feeling after the Burberry show on Monday night that anything of the good old days would suit the brand just fine right now. "Burberry is one of the names most talked about in the world of fashion," designer Daniel Lee gamely offered backstage, but it's hardly for the right reasons. The new strategy hasn't taken, so Lee is now faced with the considerable challenge of making it right. [...] He opted for broad-shouldered, high-collared, hawkish outerwear with chunky bags and footwear to match. Hard reassurance for hard times.
Related Jobs:
Media Planning & Buying Coordinator, Burberry - London, United Kingdom

Senior PR Manager, P448 - Paris, France

Membership Communication Manager, Hugo Boss - Stuttgart, Germany

"Make America Ferrera Again." In 2016, when Rebecca Minkoff debuted a T-shirt emblazoned with that phrase - a play on America Ferrera's name and Donald Trump's slogan - it "didn't feel like a risk," the designer said. The actress and designer posed in the tees at Minkoff's Manhattan boutique; Allure dubbed the collaboration "amazing" in an October 2016 headline. Needless to say, Minkoff isn't planning any Trump-themed novelty T-shirts this year.

As the presidential primaries ramp up - or more likely, wind down after Trump's thumping of his opponents in the Iowa caucuses in January - Minkoff isn't the only one inside the fashion industry who plans to tread gingerly around politics this time around. Politically outspoken designers like Minkoff and corporate behemoths like Nike have for years used progressive stances on hot-button issues to connect with consumers. But a conservative backlash and signs of audience fatigue around such messaging has raised the risk for engaging with topics like inclusivity, climate change and LGBTQ rights.
Related Jobs:
P&D Communication Associate, Ralph Lauren - Milan, Italy

Associate Vice President, Jennifer Bett Communications - New York, United States

Social Media Lead, Swim USA - New York, United States

Glenn Martens opened Diesel up to the world before his latest show: 72 hours of live streaming every last detail about the preparation of a fashion show, complete transparency in an industry which prefers a veil over its activities. For the show itself, Dieselettes around the world were invited to join online; a thousand people signed up within a minute. Under Martens' unique and unyielding vision, Diesel has finally begun to click with the universe. Parent entity OTB Group confirmed as much in releasing 2023 results in February. [...] But the takeaway from the collection was a new level of construction rather than destruction, of finery tailored from tatters.

Kim Jones has already felt the warmth of that moment when you can move the dial for the whole industry with the fusion of street and salon which originally launched him as a menswear designer. His tenure at Fendi's womenswear has been marked by sober restraint, lean, elegant, untroubled, with the emphasis on silhouette and fabrication. Maybe too tentative, it was almost like he was over-emphasising his maturity as a designer. And yet there have always been swirls and eddies running under his collections for Fendi, and it might have been the surfacing of those that gave the kick to [this season's] show that made it his best yet for the brand.
Related Jobs:
Digital & Social Media Manager, McQueens Flowers - London, United Kingdom

PR Manager, Tiffany & Co. - Paris, France

Senior Communications Specialist, Gucci - Singapore, Singapore
5. The Football Team That Finally Got Fashion Right
When AC Milan took the field this month in its home game against Napoli - a clash of two of Italy's most historic football clubs - the Milanese team donned blacked-out jerseys designed by Los Angeles streetwear brand Pleasures. [...] The initial launch of the collaboration, when jerseys went on sale for fans, was AC Milan's most successful day in terms of e-commerce sales, up 69 percent above its last record, according to the team. The $180 cream-coloured version of the jersey proved to be the biggest hit and has become an all-time bestseller, now trading on StockX for as much as $290.
Related Jobs:
The Pleasures tie-up may have been a surprise to traditional football fans, but it was by no means an accident. AC Milan has pursued a number of partnerships - including tapping Off-White as its official "style and culture curator" - since its $1.2 billion acquisition by US investment firm RedBird Capital Partners in August 2022. Under new ownership, the team has positioned itself as not only a football club but a lifestyle brand, creating new revenue streams through thoughtfully designed merch that goes beyond one-off collaborations.

Brand Activation Specialist, On - London, United Kingdom

Marketing Communications Instructor, FIT - New York, United States

Global Creative Communications Senior Director, PVH - New York, United States

Characterised by animal prints, heavy gold jewellery, glossy leather trousers, perfectly coiffed hair and, of course, a massive fur coat, the "mob wife" trend has already racked up over 127 million views on TikTok, according to Trendalytics. On TikTok, trends can rise - and then fall - in a matter of weeks, if not days, and "mob wife" is no exception. While weekly searches have grown by 21.3 percent year-over-year, Trendalytics anticipates this fad to be short-lived, with an arc of roughly six months.
Related Jobs:
Anticipating and preparing for these viral moments can be challenging for brands that don't already have corresponding products in their assortment - because fickle consumers are itching to hop on the bandwagon, selling products on a preorder model won't work, said Mandy Lee, a trend analyst and forecaster.

PR & Marketing Internship, Galvan - London, United Kingdom

Social Manager, Coach - Shanghai, China

Social Media Manager, Chalhoub Group - Dubai, United Arab Emirates

Rihanna became Dior's first Black ambassador in 2015, starring in a blockbuster accessories campaign for the brand, also shot by Klein and set in Versailles, that year. The partnership - which coincided with major brand projects including the "Dior & Me" documentary and the "Designer of Dreams" fashion retrospective - helped anchor Dior's cultural relevance as it navigated its second designer transition in less than 5 years.
Related Jobs:
As interest in luxury brands cools following a multi-year boom for the segment, fashion's biggest names are accelerating efforts to stay in the cultural spotlight through brand ambassadorships that help reach an audience beyond fashion. [...] Renewing its ties with Rihanna would be a boon to Dior, as the singer has long managed to cultivate both mainstream recognition and high-fashion clout. Her appearance at the brand's January haute couture show alone generated press and social media visibility worth an estimated $9.3 million, according to consultancy Launchmetrics.

Social & Community Manager, Desmond & Dempsey - London, United Kingdom

Social Media Manager, Marla Aaron - New York, United States

Marketing & Communications Director, Alexander McQueen - Shanghai, China

According to an analysis by Edited for The Business of Fashion, the number of marketing emails from US retailers explicitly mentioning Black History Month have been trending downward since an initial spike in 2021, the first observation following the murder of George Floyd. They fell 38 percent from 2021 to 2022 between the months of January and February, and 40 percent again from 2022 to 2023 during the same period. February 2024 is on track to continue the trend: Of the 726 US retailers Edited tracked, only 51 sent emails mentioning Black History Month.

To their consumers and employees alike, how brands' recognise (or don't) Black History Month is an extension of their broader commitment to DEI. Complete silence - especially from brands that enthusiastically joined the DEI fray in 2020 - sends the message that companies' don't value their Black consumers and staffers and that companies' aren't serious about advancing diversity.

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What Fashion PR & Communications Professionals Need to Know Today

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This month, BoF Careers provides essential sector insights to help PR & communications professionals decode fashion's creative landscape.

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Marketing & Communication Director - Alexander McQUEEN - Director 

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Marketing & Communication Director - Alexander McQUEEN - Director 

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QUALIFICATIONS

Bachelor degree or above in marketing and communications or related discipline

Minimum 10-year relevant experience with exposure in luxury industry is preferred

A good communicator with the ability to interface regularly with internal and external personnel at all levels

Fluent in written and spoken English and Mandarin

Excellent organization and ability to priorities workload to meet deadlines

Ability to thrive in a fast-paced environment

Strong stakeholder management skills

Experience in driving change

Acute business acumen.

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Marketing & Communications Director - Alexander McQUEEN - 

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Marketing & Communications Director - Alexander McQUEEN - 

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ESSENTIAL DUTIES AND RESPONSIBILITIES

To lead a team of professionals and oversee the communications function and customer relationships management in Greater China

To develop, implement and execute an effective communications strategy in line with the brand’s vision and business strategy

To plan and secure excellent quality and quantity media coverage in target media

To plan and manage events and new product launches in the Greater China

To build on and maintain excellent relationships with key fashion press contacts and present story angles, features and product placement in line with the brand direction

Supporting in the implementation of the strategy: yearly update, monthly follow-up, progress report – alert on deviations and suggest solutions

Coordinate the delivery of the global communications and marketing strategy, from the initiation to execution in Greater China

Contribute to creating and updating and tracking communication and marketing KPIs

Manage the yearly regional communications and marketing activities calendar, as well as masterminding monthly strategy to inspire and drive priorities, support business strategy, and ensuring follow-up

Oversee and manage the regional communications and marketing budgets and ensure an effective and cohesive approach to business and brand development in region.

Coordinate, secure and align with HQ local celebrities and KOL placements

Develop successful local activation plans, managing in alignment with HQ the local digital ecosystem (i.e. Wechat, Red), local content production plans and cross department omni execution to drive business to stores and digital channels.

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Marketing & Communications Director - Alexander McQUEEN - Director

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Marketing & Communications Director - Alexander McQUEEN - Director

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International Designer Brand

This is a newly created position to be primarily responsible for the development and execution of communications strategies for the brand in Greater China Region. (BOF,2023)

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Studio Production Coordinator - YOOX NET-A-PORTER - Entry level

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Studio Production Coordinator - YOOX NET-A-PORTER - Entry level

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Provide support to the Studio Production Manager, Team Managers and Team Leaders.

Ensure smooth movement of samples through the Studio Production teams, with respect to deadlines, quality and accuracy.

Produce realistic weekly and daily studio schedules to meet upload capacity, including special projects.

Track and monitor workflow on a daily basis.

Manage additions and removals from uploads.

Ensure a strong model pool, and be involved in casting and sourcing of models.

Work with all Studio teams to ensure all upload deadlines are met.

Communicate workflow statuses and concerns to the wider studio teams.

Liaise closely with Retail, Buying & Personal Shopping teams for all business channels.

Monitor re-shoots. Ensure items that need reshooting are available for the relevant studio team(s). Ensuring they are done promptly and efficiently.

Assist Team Managers in coordinating resource for special projects.

Ensure the Studio teams work effectively and adhere to the NET-A-PORTER GROUP business goals.

Manage inter departmental expectations and continually improve the creative workflow to ensure the Studio is the most efficient in the industry.

Be a source of knowledge who is able to represent the Studio in both inter-departmental and external meetings.

Ensuring the entire Studio is meeting daily targets, and problem solving when there is a blocker to this.

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Global, Social Media & Digital manager - AMIRI - Manager

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Global, Social Media & Digital manager - AMIRI - Manager

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Key Responsibilities:

Develop AMIRI’s global social and digital strategy and execution

Conceptualize and manage execution of content and digital communications strategy across all touchpoints and platforms, including but not limited to;

Instagram, Facebook, TikTok, YouTube, Spotify, LinkedIn, WeChat, Weibo, Red, Amiri.com, Klavyio, Google Business, Apple Maps

Oversee the development of the content calendar across all digital platforms to support the marketing and brand communications of the brand

Manage the flow of content creation to ensure content is developed in a timely manner, proactively finding opportunities and efficiencies to maximize content opportunities.

Oversee content and copy creation as needed. Working cross-functionally with outside teams for approvals where necessary

Report back to creative departments to optimize creative directions

Partner closely with Merchandising, Retail, and Ecommerce teams to manage communication support for commercial objectives

Manage social listening reports; identifying issues, patterns and trends in consumer comments/inquiries and summarize key themes monthly or per campaign

Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, and social advertising campaigns.

Measure and analyze to establish ROI determined by relevant and effective KPIs

Drive weekly, monthly, and seasonal analytics reporting process for digital media results and provide insights, recommendations, and track against KPIs

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The Global, Social Media & Digital Manager will be responsible for leading the development and overseeing the execution of the social and digital media strategy for AMIRI. The global social and digital media strategy should guide results-driven brand communication efforts across all social media platforms. The current objectives of AMIRI's social and digital communications are to; grow brand awareness, maintain strong social community engagement, and support the business' growth. This position works closely with key departments including E-Commerce, Merchandising and Retail.

Key Responsibilities:

Develop AMIRI's global social and digital strategy and execution

Conceptualize and manage execution of content and digital communications strategy across all touchpoints and platforms, including but not limited to;

Instagram, Facebook, TikTok, YouTube, Spotify, LinkedIn, WeChat, Weibo, Red, Amiri.com, Klavyio, Google Business, Apple Maps

Oversee the development of the content calendar across all digital platforms to support the marketing and brand communications of the brand

Manage the flow of content creation to ensure content is developed in a timely manner, proactively finding opportunities and efficiencies to maximize content opportunities.

Oversee content and copy creation as needed. Working cross-functionally with outside teams for approvals where necessary

Report back to creative departments to optimize creative directions

Partner closely with Merchandising, Retail, and Ecommerce teams to manage communication support for commercial objectives

Manage social listening reports; identifying issues, patterns and trends in consumer comments/inquiries and summarize key themes monthly or per campaign

Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, and social advertising campaigns.

Measure and analyze to establish ROI determined by relevant and effective KPIs

Drive weekly, monthly, and seasonal analytics reporting process for digital media results and provide insights, recommendations, and track against KPIs

Qualifications:

Bachelor's Degree in Social Media, Marketing, Advertising or Business preferred

Strong desire to lead innovative thinking and drive best-in-class digital communications concepts and solutions, and flexible in adhering to shifting deadlines.

Organized with the ability to self-manage through project managing skills in making tight deadlines across teams

Demonstrates strategic insight to develop long term execution plans from business objectives and implement those plans, and ability to facilitate and manage forecasting, budgeting, and pacing, campaign creation and optimization

Strategic thinker with an in-depth understanding of analytics and digital reporting. Possesses well-developed analytical ability to extract insight from data and plan next steps across multiple marketing mediums

Experience developing digital media communication strategies and campaigns.

Minimum of 8+ years of digital media experience for a luxury brand and/or digital/social media agency

$100,000 - $120,000 a year

AMIRI is a global luxury fashion house celebrated for its bold artistic vision, proudly steeped in Americana, and refined, world-class craftsmanship. As the brand's presence expands globally and is one of the fastest-growing businesses in the U.S. luxury fashion market, AMIRI is looking for visionary individuals having a creative and an entrepreneurial mindset.

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AMIRI - Global, Social Media & Digital Manager

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The Global, Social Media & Digital Manager will be responsible for leading the development and overseeing the execution of the social and digital media strategy for AMIRI. The global social and digital media strategy should guide results-driven brand communication efforts across all social media platforms. The current objectives of AMIRI's social and digital communications are to; grow brand awareness, maintain strong social community engagement, and support the business' growth.

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Global, social media & digital manager - AMIRI - Manager

# data[].attributes.subject
Global, social media & digital manager - AMIRI - Manager

# data[].attributes.body
Key Responsibilities:

Develop AMIRI’s global social and digital strategy and execution

Conceptualize and manage execution of content and digital communications strategy across all touch points and platforms, including but not limited to;

Instagram, Facebook, TikTok, YouTube, Spotify, LinkedIn, WeChat, Weibo, Red, Amiri.com, Klavyio, Google Business, Apple Maps

Oversee the development of the content calendar across all digital platforms to support the marketing and brand communications of the brand

Manage the flow of content creation to ensure content is developed in a timely manner, proactively finding opportunities and efficiencies to maximize content opportunities.

Oversee content and copy creation as needed. Working cross-functionally with outside teams for approvals where necessary

Report back to creative departments to optimize creative directions

Partner closely with Merchandising, Retail, and Ecommerce teams to manage communication support for commercial objectives

Manage social listening reports; identifying issues, patterns and trends in consumer comments/inquiries and summarize key themes monthly or per campaign

Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, and social advertising campaigns.

Measure and analyze to establish ROI determined by relevant and effective KPIs

Drive weekly, monthly, and seasonal analytics reporting process for digital media results and provide insights, recommendations, and track against KPIs

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Studio Production Coordinator - YOOX NET-A-PORTER - Entry level

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Studio Production Coordinator - YOOX NET-A-PORTER - Entry level

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Retail Company

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Studio Production Coordinator - YOOX NET-A-PORTER - Entry level

# data[].attributes.subject
Studio Production Coordinator - YOOX NET-A-PORTER - Entry level

# data[].attributes.body
Proven studio coordination experience in an e-commerce studio or similar.

Good knowledge of Microsoft Office including, Word, Excel and Outlook.

Ability to work well under pressure.

Ability to multi task and troubleshoot.

Strong communication & problem solving skills.

Good numerical ability.

Organised and quick thinking.

Team Player attitude.

Solutions focused attitude and outlook.

Friendly and approachable character

# data[].attributes.headline
Global, Social Media & Digital Manager - AMIRI - Manager

# data[].attributes.subject
Global, Social Media & Digital Manager - AMIRI - Manager

# data[].attributes.body
Strong desire to lead innovative thinking and drive best-in-class digital communications concepts and solutions, and flexible in adhering to shifting deadlines.

Organized with the ability to self-manage through project managing skills in making tight deadlines across teams

Demonstrates strategic insight to develop long term execution plans from business objectives and implement those plans, and ability to facilitate and manage forecasting, budgeting, and pacing, campaign creation and optimization

Strategic thinker with an in-depth understanding of analytics and digital reporting. Possesses well-developed analytical ability to extract insight from data and plan next steps across multiple marketing mediums

Experience developing digital media communication strategies and campaigns.

Minimum of 8+ years of digital media experience for a luxury brand and/or digital/social media agency

# data[].attributes.attachment_link.readable_text
The Global, Social Media & Digital Manager will be responsible for leading the development and overseeing the execution of the social and digital media strategy for AMIRI. The global social and digital media strategy should guide results-driven brand communication efforts across all social media platforms. The current objectives of AMIRI's social and digital communications are to; grow brand awareness, maintain strong social community engagement, and support the business' growth. This position works closely with key departments including E-Commerce, Merchandising and Retail.

Key Responsibilities:

Develop AMIRI's global social and digital strategy and execution

Conceptualize and manage execution of content and digital communications strategy across all touchpoints and platforms, including but not limited to;

Instagram, Facebook, TikTok, YouTube, Spotify, LinkedIn, WeChat, Weibo, Red, Amiri.com, Klavyio, Google Business, Apple Maps

Oversee the development of the content calendar across all digital platforms to support the marketing and brand communications of the brand

Manage the flow of content creation to ensure content is developed in a timely manner, proactively finding opportunities and efficiencies to maximize content opportunities.

Oversee content and copy creation as needed. Working cross-functionally with outside teams for approvals where necessary

Report back to creative departments to optimize creative directions

Partner closely with Merchandising, Retail, and Ecommerce teams to manage communication support for commercial objectives

Manage social listening reports; identifying issues, patterns and trends in consumer comments/inquiries and summarize key themes monthly or per campaign

Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, and social advertising campaigns.

Measure and analyze to establish ROI determined by relevant and effective KPIs

Drive weekly, monthly, and seasonal analytics reporting process for digital media results and provide insights, recommendations, and track against KPIs

Qualifications:

Bachelor's Degree in Social Media, Marketing, Advertising or Business preferred

Strong desire to lead innovative thinking and drive best-in-class digital communications concepts and solutions, and flexible in adhering to shifting deadlines.

Organized with the ability to self-manage through project managing skills in making tight deadlines across teams

Demonstrates strategic insight to develop long term execution plans from business objectives and implement those plans, and ability to facilitate and manage forecasting, budgeting, and pacing, campaign creation and optimization

Strategic thinker with an in-depth understanding of analytics and digital reporting. Possesses well-developed analytical ability to extract insight from data and plan next steps across multiple marketing mediums

Experience developing digital media communication strategies and campaigns.

Minimum of 8+ years of digital media experience for a luxury brand and/or digital/social media agency

$100,000 - $120,000 a year

AMIRI is a global luxury fashion house celebrated for its bold artistic vision, proudly steeped in Americana, and refined, world-class craftsmanship. As the brand's presence expands globally and is one of the fastest-growing businesses in the U.S. luxury fashion market, AMIRI is looking for visionary individuals having a creative and an entrepreneurial mindset.

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AMIRI - Global, Social Media & Digital Manager

# data[].attributes.attachment_link.description
The Global, Social Media & Digital Manager will be responsible for leading the development and overseeing the execution of the social and digital media strategy for AMIRI. The global social and digital media strategy should guide results-driven brand communication efforts across all social media platforms. The current objectives of AMIRI's social and digital communications are to; grow brand awareness, maintain strong social community engagement, and support the business' growth.

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Global, Social Media & Digital Manager - AMIRI - Manager

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Global, Social Media & Digital Manager - AMIRI - Manager

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Domestic Designer Brand

The Global, Social Media & Digital Manager will be responsible for leading the development and overseeing the execution of the social and digital media strategy for AMIRI. The global social and digital media strategy should guide results-driven brand communication efforts across all social media platforms. The current objectives of AMIRI’s social and digital communications are to; grow brand awareness, maintain strong social community engagement, and support the business’ growth. This position works closely with key departments including E-Commerce, Merchandising and Retail. (AMIRI,2023)

# data[].attributes.attachment_link.readable_text
The Global, Social Media & Digital Manager will be responsible for leading the development and overseeing the execution of the social and digital media strategy for AMIRI. The global social and digital media strategy should guide results-driven brand communication efforts across all social media platforms. The current objectives of AMIRI's social and digital communications are to; grow brand awareness, maintain strong social community engagement, and support the business' growth. This position works closely with key departments including E-Commerce, Merchandising and Retail.

Key Responsibilities:

Develop AMIRI's global social and digital strategy and execution

Conceptualize and manage execution of content and digital communications strategy across all touchpoints and platforms, including but not limited to;

Instagram, Facebook, TikTok, YouTube, Spotify, LinkedIn, WeChat, Weibo, Red, Amiri.com, Klavyio, Google Business, Apple Maps

Oversee the development of the content calendar across all digital platforms to support the marketing and brand communications of the brand

Manage the flow of content creation to ensure content is developed in a timely manner, proactively finding opportunities and efficiencies to maximize content opportunities.

Oversee content and copy creation as needed. Working cross-functionally with outside teams for approvals where necessary

Report back to creative departments to optimize creative directions

Partner closely with Merchandising, Retail, and Ecommerce teams to manage communication support for commercial objectives

Manage social listening reports; identifying issues, patterns and trends in consumer comments/inquiries and summarize key themes monthly or per campaign

Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, and social advertising campaigns.

Measure and analyze to establish ROI determined by relevant and effective KPIs

Drive weekly, monthly, and seasonal analytics reporting process for digital media results and provide insights, recommendations, and track against KPIs

Qualifications:

Bachelor's Degree in Social Media, Marketing, Advertising or Business preferred

Strong desire to lead innovative thinking and drive best-in-class digital communications concepts and solutions, and flexible in adhering to shifting deadlines.

Organized with the ability to self-manage through project managing skills in making tight deadlines across teams

Demonstrates strategic insight to develop long term execution plans from business objectives and implement those plans, and ability to facilitate and manage forecasting, budgeting, and pacing, campaign creation and optimization

Strategic thinker with an in-depth understanding of analytics and digital reporting. Possesses well-developed analytical ability to extract insight from data and plan next steps across multiple marketing mediums

Experience developing digital media communication strategies and campaigns.

Minimum of 8+ years of digital media experience for a luxury brand and/or digital/social media agency

$100,000 - $120,000 a year

AMIRI is a global luxury fashion house celebrated for its bold artistic vision, proudly steeped in Americana, and refined, world-class craftsmanship. As the brand's presence expands globally and is one of the fastest-growing businesses in the U.S. luxury fashion market, AMIRI is looking for visionary individuals having a creative and an entrepreneurial mindset.

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AMIRI - Global, Social Media & Digital Manager

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The Global, Social Media & Digital Manager will be responsible for leading the development and overseeing the execution of the social and digital media strategy for AMIRI. The global social and digital media strategy should guide results-driven brand communication efforts across all social media platforms. The current objectives of AMIRI's social and digital communications are to; grow brand awareness, maintain strong social community engagement, and support the business' growth.

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Talk - Seminar: Discussion sustainable fashion among insiders of the industry such as businesses and experts

Vogue Business Fashion Futures will bring together brand executives, startup founders, regulators, manufacturers and industry leaders to align ideas with action towards a sustainable future, and spark discussion around what fashion needs to move forward. Our editors will host fireside chats, insightful discussions and curate a live demo area that will highlight real solutions for fashion to address its impacts on people and planet. We hope it’s inspiring, and that attendees walk away full of ideas to drive change in their own organisations. (Vogue,2023)

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Register Now | Vogue Business Fashion Futures

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Register below to attend the Vogue Business Fashion Futures event in London.

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BoF Masterclass | Fashion’s New Rules For Sports Marketing

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BoF Masterclass | Fashion’s New Rules For Sports Marketing

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The global sports-sponsorship market is expected to grow from $63.1 billion in 2021 to $109.1 billion by 2030, suggesting there is a huge opportunity for brands using sport to market their products to diverse fanbases.

Many global sporting organisations are opening up to renewed commercial interest from the fashion industry, resulting in landmark deals such as LVMH’s Olympics partnership and the Skims-NBA tie-up.

The range of companies showcased in this case study — Tag Heuer and Hugo Boss as well as start-up The Edit Ldn — offer different approaches to building high-performing sports-marketing portfolios. (BOF, 2023)

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BoF's Marc Bain and Daniel-Yaw Miller unpack the findings from our case studyFashion's New Rules For Sports Marketing.

Created by BoF's journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Masterclasses are in-depth webinars with supporting resources, designed to deliver key learning outcomes on critical industry topics.

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BoF Masterclass | Fashion's New Rules For Sports Marketing

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Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, "Fashion's New Rules For Sports Marketing."

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Masterclass | The Complete Playbook for Generative AI in Fashion

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Masterclass | The Complete Playbook for Generative AI in Fashion

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From ChatGPT to Midjourney to Runway, the emerging technology is already showing why it could be one of the most consequential in decades for the fashion industry. Early adopters and experts unpack the opportunities and challenges of putting gen AI to use to design products, create campaigns and other content, and better connect with customers. (BOF,2023)

The prominent arrival of generative AI has stirred controversy and excitement in equal measure, as BoF’s latest case study, “The Complete Playbook for Generative AI in Fashion,” reveals. While the emerging technology is already helping to create product designs, campaigns, copy and online shopping assistance, there’s also growing concern among industry creatives about the technology’s potential impact on livelihoods as well as legal debates in areas such as copyright and intellectual property.

For this BoF Professional Masterclass, Marc Bain, BoF’s technology correspondent and the case study’s author, is joined by Cyril Foiret, creative director and founder of Maison Meta as well as Nima Abbasi, a partner at the gen-AI creative studio; and Shopify director of product Miqdad Jaffer, to share the lessons and challenges they have faced as early gen-AI adopters. (BOF,2023)

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Masterclass | The Complete Playbook for Generative AI in Fashion

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Watch on demand a special Masterclass, as BoF's technology correspondent Marc Bain, along with a panel of experts, unpacked our case study on generative AI.