How to Grow a $100 Million Brand — From BoF Insights

Translate Cultural Heat Into Commercial Success     Dear {NAME}, Cultural relevance can only take a fashion label so far. It's a reality many in the industry ignored during years of cheap digital ads and free-flowing funding that enabled some brands to turn a little heat into a massive audience — though not always massive sales. Yet, even in today's tough environment, it's still possible to meaningfully scale an emerging label. Take British luxury streetwear brand Represent, which started as a college screen-printing project and today generates over $100 million in annual revenue. Represent's scale journey was underpinned by solid business foundations that enabled it to effectively convert early buzz into tangible performance and expand into new markets and categories. In a new series by BoF Insights, The Business of Fashion’s in-house consultancy, we spoke with brands and investors and drew upon our own advisory experience to outline a new growth framework to translate cultural heat into commercial success. Read the complete three-part series below. Best regards, Rahul Malik Chief Growth Officer & Head of BoF Insights The Business of Fashion BoF Insights partners with leading fashion and beauty brands and investors to help them sustainably grow for the long term. [Get in touch](~/AAAHagA~/RgRooGhFP0S3aHR0cHM6Ly93d3cuYnVzaW5lc3NvZmZhc2hpb24uY29tL2NvbnRhY3QvaW5zaWdodHMvP2xpZD03dGwzOGhkcnd3bnEmdXRtX3NvdXJjZT1icmF6ZV9tYXJrZXRpbmcmdXRtX21lZGl1bT1lbWFpbCZ1dG1fY2FtcGFpZ249Qm9GSW5zaWdodHNfSG93dG9TY2FsZUFCcmFuZF9SZWdVc2Vyc18xNTA4MjQmdXRtX2NvbnRlbnQ9VwVzcGNldUIKZrxF471mvvMC1FIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAk) to find out how we can support your business.   How to Grow a $100 Million Brand   ~/AAAHagA~/RgRooGhFP4QAAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9lbnRyZXByZW5ldXJzaGlwL2JvZi1pbnNpZ2h0cy1ob3ctdG8tc2NhbGUtYW4taW5kZXBlbmRlbnQtZmFzaGlvbi1icmFuZC1wYXJ0LW9uZS8_bGlkPW14aWRjaXk1bHZvcSZ1dG1fc291cmNlPWJyYXplX21hcmtldGluZyZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1Cb0ZJbnNpZ2h0c19Ib3d0b1NjYWxlQUJyYW5kX1JlZ1VzZXJzXzE1MDgyNCZ1dG1fY29udGVudD1XBXNwY2V1QgpmvEXjvWa-8wLUUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~ Part One: Building Buzz on a Budget In part one of this series, BoF Insights breaks down the formula for capitalising on early brand buzz with effective customer acquisition and marketing. [READ NOW](~/AAAHagA~/RgRooGhFP4QAAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9lbnRyZXByZW5ldXJzaGlwL2JvZi1pbnNpZ2h0cy1ob3ctdG8tc2NhbGUtYW4taW5kZXBlbmRlbnQtZmFzaGlvbi1icmFuZC1wYXJ0LW9uZS8_bGlkPWpmcmd0N2x5ZWhpbCZ1dG1fc291cmNlPWJyYXplX21hcmtldGluZyZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1Cb0ZJbnNpZ2h0c19Ib3d0b1NjYWxlQUJyYW5kX1JlZ1VzZXJzXzE1MDgyNCZ1dG1fY29udGVudD1XBXNwY2V1QgpmvEXjvWa-8wLUUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) ~/AAAHagA~/RgRooGhFP4QAAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9lbnRyZXByZW5ldXJzaGlwL2JvZi1pbnNpZ2h0cy1ob3ctdG8tc2NhbGUtYW4taW5kZXBlbmRlbnQtZmFzaGlvbi1icmFuZC1wYXJ0LW9uZS8_bGlkPXQ3ZHJtMTkzcG9qZyZ1dG1fc291cmNlPWJyYXplX21hcmtldGluZyZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1Cb0ZJbnNpZ2h0c19Ib3d0b1NjYWxlQUJyYW5kX1JlZ1VzZXJzXzE1MDgyNCZ1dG1fY29udGVudD1XBXNwY2V1QgpmvEXjvWa-8wLUUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~ Part Two: Diversifying Your Offering In part two of this series, BoF Insights spoke with investors and brand leaders about how to translate cultural heat into commercial success via diversification. [READ NOW](~/AAAHagA~/RgRooGhFP4QAAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9lbnRyZXByZW5ldXJzaGlwL2JvZi1pbnNpZ2h0cy1ob3ctdG8tc2NhbGUtYW4taW5kZXBlbmRlbnQtZmFzaGlvbi1icmFuZC1wYXJ0LXR3by8_bGlkPWg3dXZmdnR4bmF4ciZ1dG1fc291cmNlPWJyYXplX21hcmtldGluZyZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1Cb0ZJbnNpZ2h0c19Ib3d0b1NjYWxlQUJyYW5kX1JlZ1VzZXJzXzE1MDgyNCZ1dG1fY29udGVudD1XBXNwY2V1QgpmvEXjvWa-8wLUUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) Part Two: Diversifying Your Offering In part two of this series, BoF Insights spoke with investors and brand leaders about how to translate cultural heat into commercial success via diversification. [READ NOW](~/AAAHagA~/RgRooGhFP4QAAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9lbnRyZXByZW5ldXJzaGlwL2JvZi1pbnNpZ2h0cy1ob3ctdG8tc2NhbGUtYW4taW5kZXBlbmRlbnQtZmFzaGlvbi1icmFuZC1wYXJ0LXR3by8_bGlkPWxucmc3MXBneGtvcyZ1dG1fc291cmNlPWJyYXplX21hcmtldGluZyZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1Cb0ZJbnNpZ2h0c19Ib3d0b1NjYWxlQUJyYW5kX1JlZ1VzZXJzXzE1MDgyNCZ1dG1fY29udGVudD1XBXNwY2V1QgpmvEXjvWa-8wLUUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~) ~/AAAHagA~/RgRooGhFP4QAAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9lbnRyZXByZW5ldXJzaGlwL2JvZi1pbnNpZ2h0cy1ob3ctdG8tc2NhbGUtYW4taW5kZXBlbmRlbnQtZmFzaGlvbi1icmFuZC1wYXJ0LXR3by8_bGlkPXUyODJrY3R5MHdjdSZ1dG1fc291cmNlPWJyYXplX21hcmtldGluZyZ1dG1fbWVkaXVtPWVtYWlsJnV0bV9jYW1wYWlnbj1Cb0ZJbnNpZ2h0c19Ib3d0b1NjYWxlQUJyYW5kX1JlZ1VzZXJzXzE1MDgyNCZ1dG1fY29udGVudD1XBXNwY2V1QgpmvEXjvWa-8wLUUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAACQ~ ~/AAAHagA~/RgRooGhFP4QCAWh0dHBzOi8vd3d3LmJ1c2luZXNzb2ZmYXNoaW9uLmNvbS9hcnRpY2xlcy9lbnRyZXByZW5ldXJzaGlwL2JvZi1pbnNpZ2h0cy1ob3ctdG8tc2NhbGUtYW4taW5kZXBlbmRlbnQtZmFzaGlvbi1icmFuZC1wYXJ0LXRocmVlLz9saWQ9ZzczM20xMHp5N3YyJnV0bV9zb3VyY2U9YnJhemVfbWFya2V0aW5nJnV0bV9tZWRpdW09ZW1haWwmdXRtX2NhbXBhaWduPUJvRkluc2lnaHRzX0hvd3RvU2NhbGVBQnJhbmRfUmVnVXNlcnNfMTUwODI0JnV0bV9jb250ZW50PVcFc3BjZXVCCma8ReO9Zr7zAtRSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAJA~~ Part Three: Reinforcing Your Foundation In the third and final part of this series, BoF Insights explains how to secure future growth before pursuing costly expansion activities in today’s tough financing environment. 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