How to Measure the Marketing Impact of Desirability | BoF LIVE

Fashion, lifestyle and beauty brands are investing more than ever in cultural moments, celebrity partnerships, collaborations and elevated brand experiences. But generating attention is only part of the equation. As marketing becomes increasingly fragmented across channels and platforms, brands face a bigger question: how do you know whether that attention is actually building the brand? Watch our latest BoF LIVE, as The Business of Fashion's commercial features editor, Dan Hastings, along with Launchmetrics’ chief marketing officer Alison Bringé and sibling studio’s founder and head of strategy Lucinda Bounsall, dive into Launchmetrics’ latest research on how mass-market brands are using premiumisation to build desirability. Together, they explore how brands can move beyond measuring reach and visibility to understand the quality, relevance and meaning of the attention they generate, as detailed in Launchmetrics’ latest report: "The Desirability Gap: How Mass Market Brands are Repositioning to Compete." Subscribe to BoF’s YouTube channel to never miss a video. CONNECT WITH THE BUSINESS OF FASHION: Web: https://www.businessoffashion.com Twitter: https://www.twitter.com/BoF Facebook: https://www.facebook.com/businessoffa... Instagram: https://www.instagram.com/BoF LinkedIn: https://www.linkedin.com/company/the-... Newsletter: https://www.businessoffashion.com/newsletters/ ABOUT THE BUSINESS OF FASHION: The Business of Fashion is a next-generation fashion media compan