ClickZ Retail Fashion Newsletter - 10.24.2024

PLUS: Saks’ “Gifts of Delight” campaign brings exclusive brands and luxe experiences to holiday shoppers

Author

Priscilla Soedarpo
October 24, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Specialty Bites 🍪

Saks

Saks Fifth Avenue's "Gifts of Delight" holiday campaign is set to captivate luxury shoppers with exclusive merchandise and unique experiences. Celebrating its 100th anniversary, Saks aims to inspire customers through a curated selection of gifts, including sleek outerwear, cashmere, and personalized jewelry. The campaign highlights new-to-Saks brands like The Elder Statesman and Fear of God Essentials, alongside exclusive offerings from AMI Paris and Jacquemus.

Saks' holiday windows will feature luxury fashion against a backdrop of snowflake motifs and a light display, enhancing the festive atmosphere. The campaign extends to digital platforms, showcasing talent like Tyson Beckford. Experiences include attending Saturday Night Live and a private omakase dinner, reflecting Saks' commitment to providing memorable moments.

The Saks Holiday Market offers ornate decorations and festive gifts, while Ralph's Coffee shop introduces a seasonal menu. This campaign underscores Saks' role as a leader in luxury fashion, ensuring customers receive elevated holiday offerings. Through strategic partnerships and innovative experiences, Saks continues to set industry benchmarks, blending tradition with modernity to engage and delight its audience.

Japanese retail excels by prioritizing personality, curation, and experience, offering a blueprint for Western stores. Unique concept stores like Radd Lounge and Beams thrive on niche markets and community engagement, suggesting Western retailers could benefit from adopting Japan's innovative, creator-led, and taste-driven retail models.

Boohoo Group is considering selling brands like Debenhams and Karen Millen to boost its declining share price. CEO John Lyttle exits amid financial challenges, including a 15% revenue drop. The company aims to adapt to changing consumer preferences and enhance operational efficiency while addressing past controversies.

FASHION NETWORK

RM Williams is expanding in the UK, opening a new store in Marlow and partnering with Harrods, Selfridges, and Liberty. This marks the brand's first international retail space since 2017, featuring innovative design and exclusive products, including a Marine Blue Comfort Craftsman boot and an extensive women's collection.

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Sebastiaan Lemmens on Closing a Secondary Sale of €340 million, valuing Vinted at €5 billion

This is a 43% increase from the fundraising round that valued Vinted at €3.5 billion in 2021 🚀 

What happened in that period?
- GMV grew 3.5x 📈 
- Revenue grew 143% from 2021 to 2023
- We launched in 8 more countries: 🇸🇪 🇭🇺 🇸🇰 🇩🇰 🇫🇮 🇷🇴 🇭🇷 🇬🇷 
- We launched Vinted Go shipping business 📦
- We launched our luxury fashion verification service 👜 
- We're profitable
- And much more...

♻ In other words, we're well on our way making second-hand first choice across Europe.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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