What Trend PR & Communications Professionals Have to Know Right this moment

Uncover essentially the most related business information and insights for style 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 perform, listed alongside a choice of essentially the most thrilling reside jobs marketed by BoF Careers companions.

Key articles and need-to-know insights for PR & communications professionals in the present day:

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 predicted to generate no less than €2.2 billion ($2.3 billion) in annual income, in line with analysts, simply assembly the goal set by LVMH chief govt 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 in the present day 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 objects — classic Levi’s, a trench, a blazer — or the kinds of issues that almost all luxurious customers don’t have the persistence, or acumen, to thrift. […] And like most different top-tier style manufacturers, Celine has ventured additional and additional into the 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 means of the couture-like items it designs for its rising listing of personal shoppers.

Associated Jobs:

PR Supervisor, Marine Serre — Paris, France

Account Intern, RK Communications — Los Angeles, United States

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


[In December], the dangers of Balenciaga’s edgy strategy to advertising turned 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 youngsters posing with BDSM-inspired teddy bears reached a scale not seen within the style business since Dolce & Gabbana’s 2018 meltdown in China.

Balenciaga’s response to the disaster was lower than very best by way of pace and messaging, communications consultants 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 absolutely tackle the difficulty, the model risked showing prefer it wasn’t taking the marketing campaign backlash critically.

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 growth is reprehensible,” stated UN Secretary Basic Antonio Guterres. “The sham should finish.” Trend has confronted its personal greenwash reckoning this yr, with regulators within the UK, Netherlands and Norway taking intention at manufacturers’ inexperienced advertising claims, and H&M now dealing with class motion lawsuits in two US states. Corporations more and more must sharpen their local weather commitments — and the way they convey them to customers.

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 mind-set”) 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 photograph 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’ Downside Is a TikTok Cautionary Story

Olaplex hair repair-focused products.

Social media has develop into an important a part of advertising, with manufacturers paying so-called influencers to advertise merchandise on-line. If executed 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 reply to the “accelerated affect of social media might adversely affect our enterprise.”

Piper Sandler analyst Korinne Wolfmeyer conducts a quarterly survey of Olaplex-certified hairstylists. In September, she flagged that about 40 % of stylists had heard detrimental critiques from shoppers, primarily relating to dryness and breakage. She downgraded Olaplex’s shares to the equal of a maintain ranking 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 forged a large web of blame, together with competitors and a weakening financial system. The inventory sank by 57 % in a day to $4.24 — about one-fifth of its IPO worth.

Associated Jobs:

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

Neighborhood Supervisor, Claudie Pierlot — Paris, France

6. Capturing Trend’s Progress Potential within the Center East

Group president Patrick Chalhoub and a Level Shoes store.

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

Capturing progress within the area would require manufacturers to double down on localisation and personalisation methods, in line with Patrick Chalhoub, group president of Chalhoub Group, a Dubai-based luxurious items retailer and distributor […] Whereas progress prospects are strong throughout the GCC area, Saudi Arabia, the place luxurious gross sales have been recording double-digit progress, stands out for Chalhoub’s high govt. He sees the style business taking part in a job within the nation’s sweeping Imaginative and prescient 2030 programme geared toward modernising and diversifying its financial 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 dearer than ever, whereas customers are inundated with selection in each product class. A looming financial downturn favours established incumbents over newcomers.

So moderately than casting a large web, the savviest underdogs, whether or not they’re a tiny model simply beginning out or a giant one branching out into a brand new market, go for smaller-scale and sometimes native activations to achieve their preliminary prospects. From pizza events {and professional} conferences to specialty shops, area of interest Substacks and trunk reveals, in the present day’s upstarts have discovered new imaginative methods to achieve their buyer, embracing a type of advertising 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 Know-how Fill In Trend’s Lacking Knowledge on Emissions?

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

The newest app function from Klarna, the Swedish financial institution and main “purchase now, pay later” lender, claims to supply info that a lot of the style business has beforehand been unable or unwilling to share: the carbon footprint for any merchandise of clothes a person has bought. Within the app, information is accessible for some 50 million SKUs, in line with Namrata Sandhu, co-founder and chief govt of Vaayu, the carbon-measurement platform powering the function.

The outcomes aren’t good. Vaayu generates an accuracy rating for every footprint it calculates, acknowledging that the reliability of its conclusions can range. Nonetheless, Sandhu — a style veteran who was beforehand head of sustainability at German e-commerce large Zalando — believes a technological workaround for style’s information hole can provide manufacturers and customers a greater deal with on their carbon output, which is significant to begin lowering it.

Associated Jobs:

Mission Supervisor Digital, Sandro — Paris, France

PR Director, KCD — New York, United States

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