{
  "id": 13872461,
  "title": "BoF Live | How to Measure the Marketing Impact of Desirability",
  "url": "https://urgent.news/2026/10/12/bof-live-how-to-measure-the-marketing-impact-of-desirability",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-12T04:30:00.000Z",
  "source": {
    "name": "Business of Fashion",
    "slug": "business-of-fashion",
    "url": "https://www.businessoffashion.com/events/marketing-pr/launchmetrics-measure-marketing-impact-desirability-report/"
  },
  "original_language": "en",
  "account": "Fashion, lifestyle and beauty brands are pouring more resources into cultural moments, celebrity partnerships, collaborations and premium brand experiences. However, simply generating attention is not enough. As marketing becomes more fragmented across various channels and platforms, brands are left wondering how to determine if the garnered attention is actually bolstering their brand's reputation. Join BoF Live on Thursday, October 22nd at 4:00 PM BST / 11:00 AM EDT for an insightful discussion on this very topic. BoF’s commercial features editor, Dan Hastings, will be joined by Launchmetrics’ chief marketing officer, Alison Bringé, along with other esteemed guests. Together, they will delve into Launchmetrics’ latest research on how mass-market brands are leveraging premiumisation to cultivate desirability. The conversation will revolve around how brands can shift their focus from measuring mere reach and visibility to understanding the quality, relevance, and meaning behind the attention they attract. This #BoFLIVE event, brought to you in partnership with Launchmetrics, is open to all. Secure your spot by registering below.",
  "summary": "Join us on Thursday, October 22, at 16:00 BST / 11:00 EDT for our next #BoFLIVE.",
  "key_points": [
    "Fashion and lifestyle brands focus on cultural moments and celebrity partnerships",
    "Brands struggle to measure attention's impact on reputation",
    "Discussion on premiumisation and desirability metrics at BoF Live"
  ],
  "editors_take": "Shifting focus from raw visibility to the quality of engagement allows brands to better evaluate whether high-profile cultural collaborations are actually building long-term reputation and desirability.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}