I am a big consumer of Business of Fashion. Sure I like to buy clothes and find vintage goods that I can weave into my closet - feel free to ask me about the stunning OP windbreaker I picked up last summer and my high-low strategy for dressing. Also, I worked as a stock boy in high school at The Limited and Roots. But the business of fashion is fantastic and a vital industry to explore to be a better entrepreneur and thought leader.
As Miranda Priestly right points out: 'This... stuff'? Oh. Okay. I see. You think this has nothing to do with you. You go to your closet, and you select... I don't know... that lumpy blue sweater, for instance, because you're trying to tell the world that you take yourself too seriously to care about what you put on your back. But what you don't know is that that sweater is not just blue, it's not turquoise. It's not lapis. It's actually cerulean. And you're also blithely unaware of the fact that in 2002, Oscar de la Renta did a collection of cerulean gowns."
Fashion as an industry is one that punches well above its weight. Fashion touches business, culture, marketing, finance, branding, employment, nostalgia, entertainment, happiness, geoeconomics, and domestic politics like few industries. It is an industry that decides what is fashionable, fresh, and right for the planet. From Chinese Communist Party members wearing a smart suit and tie to kids in Lagos sporting Stephen Curry endorsed Under Armour gear. Also, it is an industry we engage with multiple times a day as we change to clothes and outfits that fit the task, mood, and assignment at hand.
The Business of Fashion (BOF) daily email is a must read for me as it captures the business and analytical aspects of selling fashion, clothes, and gear to people globally. Designed to be a business tool for CEOs and even entry-level assistants, BOF provides insights on marketing, branding, and finance like few news outlets anywhere.
Earlier this week I listed to a Digiday session with Imran Amed.
Amed started his journey at McKinsey and began BOF as a blog he wrote for himself. Today, it has grown into a leading news and analysis website for the fashion industry employing nearly 100 people with offices in London, New York, and Shanghai. BOF has grown several revenue streams: events, online courses, a careers website, and most recently, subscriptions.
Even if you don't consider yourself a clothes horse, this session is smart and timely. Amed discusses subscription strategy, events, and content that fills a need for a tribe of thinkers and doers.
Marc A. Ross is the founder of Brigadoon and specializes in developing winning communications, content, connections, and commerce for entrepreneurs and thought leaders.