The Fashion Retailer Newsletter - 11.28.2024

Fast delivery reshaping retail and Black Friday measurement strategies for fashion

Author

Rachael Kennedy
November 28, 2024 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Retail Fashion, your essential newsletter for dominating the digital marketplace landscape as a fashion brand. Each week, we decode what's driving success – this Thanksgiving, with Black Friday just hours away, we’re here to provide you with some last minute insights and strategic nuggets in the run up to Christmas.

Guest At the Table 🍴

By Jamie Bolton, Fospha

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Carved Out Insights 🦃

Fast delivery is reshaping retail supply chains, with 1 in 20 U.S. online shoppers expecting same-day delivery. This trend is growing, driven by the convenience of quick access to products. Retailers must adapt by understanding consumer expectations and investing in efficient logistics.

Companies like Uber and DoorDash are expanding into new categories, offering rapid delivery for items beyond food, such as beauty and office supplies.

Retailers benefit from same-day delivery by enhancing customer satisfaction and inventory turnover, though it can be costly. Strategies like loyalty programs and minimum order requirements help manage these costs. Looking forward, e-commerce will grow, but physical stores will remain vital as micro-fulfillment centers.

The holiday shopping season is extending, benefiting retailers with more full-price sales. Consumers are buying earlier, influenced by economic factors and BNPL services. AI is transforming marketing and logistics, essential for competitive retailing. Retailers should focus on customer service, innovation, and omnichannel strategies to thrive in this evolving landscape.

From the retailer’s point of view, it’s great that consumers are buying earlier. Retailers will make more money on purchases made in October versus the end of December, when they’re trying to get rid of the stuff that they haven’t sold.

Howard Meitiner, Managing Director at Carl Marks Advisors and a retail veteran with stints at Sephora, LVMH, Fortunoff and The Museum Company

Poshmark's 2024 Holiday Trend Report reveals a surge in secondhand shopping, driven by equestrian and Western aesthetics. Searches for vintage and unique items, like brooches and charm bracelets, are rising. Sustainable gifting is popular, with 69% open to secondhand gifts, highlighting a shift towards meaningful, character-rich presents.

BRAND EXPANSION
Store launches for Kiko Kostandinov, Yohji Yamamoto and Sweaty Betty

👉Kiko Kostadinov has opened his first US flagship store in Los Angeles. Located in the Melrose Hill gallery district, the store will evolve over time, featuring a permanent installation by LA artisans. It offers Kostadinov's full product range, including menswear and womenswear.

👉Yohji Yamamoto has launched a residency at Just One Eye in Los Angeles, offering limited-edition items. This collaboration aligns with shared values of fashion integrity and innovation. The residency, featuring exclusive collections and events, will run through early 2025, marking Yamamoto's first dedicated retail presence on the West Coast.

A look at the Yohji Yamamoto residency at Just One Eye in Los Angeles. Courtesy Photo/Jason Sean Weiss

👉Sweaty Betty, has opened its first U.S. stores in Chicago and Washington, D.C. This expansion marks a strategic move to enhance its global presence. The brand, acquired by Wolverine World Wide, aims to connect with new communities and offer exclusive products.

Should retailers sweat Black Friday sales?

Retailers are banking on Black Friday discounts to boost demand this year from budget-conscious shoppers, who have cut back on non-essential items in the wake of high inflation. Big-name stores have already been offering "Black Friday" deals for weeks, giving them more time to rack up sales but potentially reducing the impetus for shoppers to pounce on limited-time offers. While chains including Walmart and Gap recently reported sales gains, others such as Target and TJX need a jolt. The National Retail Federation has projected relatively slow holiday-spending growth of 2.5% to 3.5%.

Kara Reinhardt, Editor at LinkedIn News

Black Friday is here, now relax

The other day when somebody asked if I was busy preparing for Black Friday, I smugly said, I am not involved in it this year. After years in retail, this is actually the first year in probably a decade I haven’t had to worry about Black Friday, if the email goes out, if the offers are set up etc etc. Yes its a lot more relaxing, but like nearly anybody in retail will tell you, there is kind of a buzz from it as well.

Richard Clarke, Founder, Grow Us

Black Friday: The Most Expensive Way to Lose Money?

Remember when Black Friday was just ONE day? The Friday after Thanksgiving, when retailers offered genuine deals to kickstart holiday shopping.

Fast forward to 2024: my inbox is literally drowning, my commute is plastered with "unmissable deals," and social media is an endless scroll of discount codes... and it's been like this since October.

Lyndsey Sweales, International Digital & Ecommerce Expert

Performance Pulse 📈

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

Marketing on X (formerly Twitter) remains vital for engaging affluent, educated audiences. Success requires platform-specific content, timely promotions, and budget-friendly advertising. Interactive content and data-driven strategies enhance engagement. While X excels in real-time interactions, consider alternatives like TikTok or Instagram Threads if they better align with your goals.

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