Hannah Crump

Brighton

Director, BoF Insights at Business of Fashion (BOF)

Sussex English Lit and Media graduate, book lover & publishing job hunter. Sometimes overthinker. Occasional compulsive shopper. Fueled by green tea.

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businessoffashion.com

Articles

5 Brands That Dominated the Social Conversation During Paris Fashion Week

1 month ago | businessoffashion.com | Imran Amed |Amanda Dargan |Hannah Crump

While critics hailed debut collections by Haider Ackermann for Tom Ford and Sarah Burton for Givenchy as standout moments of Paris Fashion Week, customers offered a different verdict. Using BoF INSIGHTS PULSE — a new AI-powered social intelligence tool, powered by Quilt.AI, that deciphers user-generated content on social media — we analysed over 3,800 Instagram and TikTok posts about Paris Fashion Week’s autumn/winter 2025 shows.
5 Brands That Dominated the Social Conversation During Milan Fashion Week

1 month ago | businessoffashion.com | Imran Amed |Amanda Dargan |Hannah Crump

Cultural currency is the ultimate indicator of brand impact. Yet traditional engagement metrics that measure likes and comments on brands’ own content offer only a brand-centric view. Today, BoF Insights unveils PULSE, a new AI-powered social intelligence tool that decodes user-generated content on social media around leading fashion brands and cultural moments. Using PULSE, we analysed over 2,300 user-generated Instagram and TikTok posts during Milan’s autumn/winter 2025 shows.
How to Grow a $100 Million Brand: Reinforcing Your Foundation | BoF Insights

Aug 11, 2024 | businessoffashion.com | Hannah Crump

BoF Insights is The Business of Fashion’s in-house consultancy. We partner with leading fashion and beauty brands and investors to help them sustainably grow for the long term. Get in touch to find out how we can support your business. This article is part three of a series by BoF Insights that outlines today’s playbook to translate cultural heat into commercial success. Read part one and part two. For many fashion founders, generating buzz is the easy part.
How to Grow a $100 Million Brand: Diversifying Your Offering | BoF Insights

Aug 5, 2024 | businessoffashion.com | Hannah Crump

BoF Insights is The Business of Fashion’s in-house consultancy. We partner with leading fashion and beauty brands and investors to help them sustainably grow for the long term. Get in touch to find out how we can support your business. Khaite got its start in 2016 as a homegrown, New York-based womenswear brand with a fan base that celebrated its chic, “cool girl” aesthetic.
How to Grow a $100 Million Brand: Building Buzz on a Budget | BoF Insights

Jul 30, 2024 | businessoffashion.com | Hannah Crump

BoF Insights is The Business of Fashion’s in-house consultancy. We partner with leading fashion and beauty brands and investors to help them sustainably grow for the long term. Get in touch to find out how we can support your business. The Vampire’s Wife had all the makings of the next big indie label. Founded in 2016 by model-turned-designer Susie Cave, the brand found its niche in romantic, gothic glam apparel with a celebrity following.
Which Fashion Brands Are Most in Tune With Their Customers?

Jul 3, 2024 | businessoffashion.com | Michelle Wiles |Hannah Crump

In the past, fashion brands could tightly control their perception with carefully managed public relations and marketing campaigns. Today, a brand’s image is largely in the hands of consumers who augment, challenge and reframe a brand’s narrative in real time online. This presents an opportunity for growth if customers mirror the communications of the brand when they post about it on social media.
Which Fashion Brands Punch Above Their Weight on Social Media - and How They Do It

Jun 17, 2024 | businessoffashion.com | Michelle Wiles |Hannah Crump

Today, a large following on social media does not necessarily offer brands a shortcut to driving the cultural conversation online. Many of fashion’s largest names have a relatively low engagement rate on social media, while smaller brands are able to consistently capture and lead online discourse.
The BoF Brand Magic Index: Volume 2

May 20, 2024 | businessoffashion.com | Imran Amed |Rahul Malik |Amanda Dargan |Hannah Crump |Anushka Challawala

A sample of the report is available for download below. Full access to The BoF Brand Magic Index is for Executive members. We instinctively know magical brands when we see them — those that seem to be at the forefront of culture and in almost perfect lockstep with their customers. But that judgement has always been more art than science. Last year, BoF Insights and Quilt.AI introduced the concept of Brand Magic to bring data into the conversation.
Will Gucci’s Aesthetic Shift Secure Future Success?

Oct 23, 2023 | businessoffashion.com | Chantal Fernandez |Hannah Crump

MILAN, Italy —Gucci creative director Alessandro Michele delivered a significant aesthetic shift for the brand at the Spring 2020 runway show on Sunday, which closed a Milan Fashion Week that saw many designers embrace a simpler and edited focus in their collections. Michele picked up on that energy in his own way, delivering a pared-back collection that picked up on Gucci’s sex-charged history.
Introducing The BoF Brand Magic Index

Sep 7, 2023 | businessoffashion.com | Imran Amed |Rahul Malik |Diana L. Lee |Hannah Crump |Anushka Challawala

Dear BoF Community,In 2007, BoF began as a blog in the same year that the iPhone launched and just as social media was about to explode into the global consciousness. BoF took part in a wave of innovation that irrevocably transformed the way we connect, communicate and engage with each other — and with the brands that we love. Now, we are on the cusp of another wave of innovation.