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Joan Kennedy

Correspondent

Joan Kennedy is Correspondent at The Business of Fashion (BoF). She is based in New York and covers beauty and marketing. She has a bachelors in English and Philosophy with high honours from Boston College.

Entrepreneurship

Why Jonathan Cohen Is Splitting His Business

The 15-year-old New York-based womenswear brand is introducing White Label — an accessible offer of button downs, pants and dresses ranging from $350 to $650, aimed at serving priced-out shoppers and future-proofing the business in a challenged retail environment.

Entrepreneurship

Why Jonathan Cohen Is Splitting His Business

The 15-year-old New York-based womenswear brand is introducing White Label — an accessible offer of button downs, pants and dresses ranging from $350 to $650, aimed at serving priced-out shoppers and future-proofing the business in a challenged retail environment.


Marketing

Can Brands Turn Their Most Devoted Fans Into Paying Customers?

Plenty of people root for their favourite label like it’s their local football team — but that passion doesn’t always translate into sales.

Marketing

Can Brands Turn Their Most Devoted Fans Into Paying Customers?

Plenty of people root for their favourite label like it’s their local football team — but that passion doesn’t always translate into sales.


Retail

Fashion’s Hottest New Sales Strategy Is One of Its Oldest

As wholesale continues to be challenged and marketing costs soar, trunk shows are fuelling sales — that is, for brands that know how to get in front of the right people.

Retail

Fashion’s Hottest New Sales Strategy Is One of Its Oldest

As wholesale continues to be challenged and marketing costs soar, trunk shows are fuelling sales — that is, for brands that know how to get in front of the right people.


Retail

Levi’s Answer to an Increasingly Complex World: Simplify

To weather tariffs and macroeconomic uncertainty, CEO Michelle Gass reveals how the denim brand is streamlining its business and emphasising profitability in the BoF-McKinsey State of Fashion 2026.

Retail

Levi’s Answer to an Increasingly Complex World: Simplify

To weather tariffs and macroeconomic uncertainty, CEO Michelle Gass reveals how the denim brand is streamlining its business and emphasising profitability in the BoF-McKinsey State of Fashion 2026.


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Luxury

How Beat-Up Bags Became a Luxury Status Symbol

Bumps and scratches on a Birkin bag or Cartier watch are no longer repellent for a rising group of fashion consumers — they actually make the item more desirable.

Luxury

How Beat-Up Bags Became a Luxury Status Symbol

Bumps and scratches on a Birkin bag or Cartier watch are no longer repellent for a rising group of fashion consumers — they actually make the item more desirable.


Retail

Why the Fashion Industry (Mostly) Hates a Weak Dollar

The greenback’s slide this year is reducing the purchasing power of American consumers, depressing tourism and complicating supply chains already rocked by tariffs. Brands say the overall impact can top 5 percent of sales.

Retail

Why the Fashion Industry (Mostly) Hates a Weak Dollar

The greenback’s slide this year is reducing the purchasing power of American consumers, depressing tourism and complicating supply chains already rocked by tariffs. Brands say the overall impact can top 5 percent of sales.


Retail

How Small Brands Are Handling the End of De Minimis

For a number of independent brands, the end of US’ de minimis exemption is the latest complication that required sharpening operations and making tough choices about where to invest.

Retail

How Small Brands Are Handling the End of De Minimis

For a number of independent brands, the end of US’ de minimis exemption is the latest complication that required sharpening operations and making tough choices about where to invest.


Beauty

Wellness Wants In on the Members Club Boom

A new wave of wellness clubs are cropping up across the world, offering ice baths, optimisation, saunas and socialisation. How big can the trend get?

Beauty

Wellness Wants In on the Members Club Boom

A new wave of wellness clubs are cropping up across the world, offering ice baths, optimisation, saunas and socialisation. How big can the trend get?


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Luxury

Why Do People Queue for Hours at The Row’s Sample Sale?

It’s the question everyone is asking — from uptown to downtown, offline and online — as the brand’s annual clearance event kicks off in New York.

Luxury

Why Do People Queue for Hours at The Row’s Sample Sale?

It’s the question everyone is asking — from uptown to downtown, offline and online — as the brand’s annual clearance event kicks off in New York.


Marketing

Fashion Is Already Preparing for Gen Beta

Obviously, it’ll be a long time before the generation — born starting in 2025 into a world of AI and rapid change — will have an impact on the industry. But they’ve already sparked conversation.

Marketing

Fashion Is Already Preparing for Gen Beta

Obviously, it’ll be a long time before the generation — born starting in 2025 into a world of AI and rapid change — will have an impact on the industry. But they’ve already sparked conversation.


Luxury

Hermès Men’s Artistic Director Véronique Nichanian Steps Down

The designer, who led the brand for 37 years, will present her last collection in January, a spokesperson for Hermès has confirmed.

Luxury

Hermès Men’s Artistic Director Véronique Nichanian Steps Down

The designer, who led the brand for 37 years, will present her last collection in January, a spokesperson for Hermès has confirmed.


Entrepreneurship

Women’s Ski Brand Halfdays Raises $10 Million Series A

With fresh capital from Kellwood Company, Dicks Sporting Goods Ventures and model Taylor Hill, co-founders Ariana Ferwerda and Kiley McKinnon are looking to expand into activewear and more wholesale doors.

Entrepreneurship

Women’s Ski Brand Halfdays Raises $10 Million Series A

With fresh capital from Kellwood Company, Dicks Sporting Goods Ventures and model Taylor Hill, co-founders Ariana Ferwerda and Kiley McKinnon are looking to expand into activewear and more wholesale doors.