Robin Mellery-Pratt

United Kingdom

Head of Content Strategy at Business of Fashion (BOF)

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Articles

Leveraging TikTok for Brand and Sales Success

Nov 5, 2024 | businessoffashion.com | Sophie Soar |Robin Mellery-Pratt

Download the white paper Commercialising the Zeitgeist: Crafting a Successful TikTok StrategyThe objective of this white paper is to equip the international fashion, luxury and beauty industries with strategic insight on executing effective TikTok strategies.
How to Work With Creators and Their Communities on TikTok

Sep 16, 2024 | businessoffashion.com | Sophie Soar |Robin Mellery-Pratt

The objective of this white paper is to equip the international fashion, luxury and beauty industries with strategic insight on executing effective TikTok strategies.
How to Work With Creators and Their Communities on TikTok | BoF

Sep 16, 2024 | businessoffashion.com | Sophie Soar |Robin Mellery-Pratt

As the ‘experts on the platform’, content creators on TikTok offer brands a critical means of access to the subcultures and communities that the entertainment platform typifies. BoF’s latest white paper, in partnership with TikTok, shares insights on the best practices to engage with and empower creators and communities on the platform, with examples from Coach, E.l.f. Beauty, Loewe, Marc Jacobs and many more.
Leveraging TikTok for Brand and Sales Success

Sep 9, 2024 | businessoffashion.com | Sophie Soar |Robin Mellery-Pratt

The objective of this white paper is to equip the international fashion, luxury and beauty industries with strategic insight on executing effective TikTok strategies.
Commercialising the Zeitgeist: Crafting a Successful TikTok Strategy

Sep 2, 2024 | businessoffashion.com | Sophie Soar |Robin Mellery-Pratt

The objective of this white paper is to equip the international fashion, luxury and beauty industries with strategic insight on executing effective TikTok strategies.
Sam McKnight’s Natural Touch

Oct 24, 2023 | businessoffashion.com | Robin Mellery-Pratt

LONDON, United Kingdom — "Yesterday, on a shoot for a client, more emphasis was put on the video shoot, the social media content, than the actual campaign. It's going to tip soon, into it all being the same thing," says Sam McKnight, his easy conversational patter becoming reflective for a moment. The shift in tone is more perceptible in McKnight because he is typically upbeat and funny. Despite being one of fashion's most in-demand session stylists, the Scot does not take himself too seriously.
With New CEO, Mary Katrantzou Seeks ‘True Global Scale’

Oct 24, 2023 | businessoffashion.com | Robin Mellery-Pratt

LONDON, United Kingdom — Despite this city's reputation as a world-class incubator for emerging fashion talent, London designers capable of channelling agenda-setting creativity into viable, global businesses are rare. However, Athens-born, Central Saint Martins-trained Mary Katrantzou bucks the trend.
Power Moves | Mel Ottenberg Appointed Fashion Director at 032c

Sep 30, 2022 | businessoffashion.com | Robin Mellery-Pratt
The Truth About Gen-Z and Millennial Employees

Mar 14, 2022 | businessoffashion.com | Robin Mellery-Pratt |Sophie Soar
Addressing Fashion’s Workplace Gender Gap

Mar 14, 2022 | businessoffashion.com | Robin Mellery-Pratt |Sophie Soar