ClickZ Retail Fashion Newsletter - 10.31.2024

PLUS: Asos redefines fashion inspo with new platform

Author

Sophie Bruxner-Randall
October 31, 2024 • Estimated Reading Time: 6 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024: 

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Niche Nuggets 🔎

Asos, in collaboration with The Or, launched its first major brand platform, "Inspired By," to highlight diverse fashion inspirations. The campaign spans cinema, social media, and more, showcasing how fashion ideas emerge from unexpected places. This initiative aims to position Asos as a leading fashion curator.

Boohoo has launched a brand refresh, introducing a custom logo and bold visuals to mark a new era. The campaign "People will talk" aims to change perceptions and energize the brand. This update coincides with party season, featuring daring fashion designs. Meanwhile, Mike Ashley seeks a leadership role.

Shein and Temu's growth rates are expected to decline in 2025 due to quality complaints, unethical practices, and rising nationalism. Despite aggressive advertising, challenges like Shein's pending London IPO and Temu's high customer acquisition costs contribute to this forecast. Both companies face scrutiny from environmental groups and governments.

Foschini Group, owner of Hobbs and Whistles, is in advanced talks to acquire White Stuff, aiming to expand its fashion portfolio. The deal, estimated around £50 million, could finalize soon. Foschini plans to open a large multi-brand store in Liverpool, showcasing its diverse fashion offerings.

The Q3 Lyst Index highlights a blend of luxury and accessible brands, with Miu Miu reclaiming the top spot. Alaïa and Ralph Lauren saw significant growth, driven by innovative designs and sportswear trends. Contemporary brands like Skims and Toteme also gained traction, reflecting evolving consumer preferences.

Brand Studio Lifestyle, an Indian brand, plans to expand from 15 to 100 stores by FY 25, focusing on youth fashion. With a strong presence in Tier-2 and Tier-3 cities, they source 20% of products from Bangladesh, emphasizing quality and affordability. Their strategy includes a unique entrepreneur-led manufacturing model.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

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