ClickZ Luxury Fashion Newsletter - 09.05.2024

PLUS: King Charles's sustainable fashion debut and eBay's Pre-Loved Fashion Week premiere.

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ClickZ
September 05, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Louis Vuitton is making waves again, this time as the title sponsor of the prestigious America's Cup in Barcelona. Fresh off the high of the Olympics, where their ambassador Lon Marchand snagged four gold medals, Louis Vuitton is diving into the world of high-tech sailing.

Pietro Beccari, the brand's CEO, is all about pushing limits and embracing victory, much like the spirit of sports. The event, already racking up millions of views, promises to be a spectacle with cutting-edge technology and a free-to-air policy that’s rare in sports.

Grant Dalton, CEO of the America's Cup, is jazzed about the move to Barcelona, citing financial and market reasons. The event will feature the most advanced boats ever, and Louis Vuitton's involvement adds a layer of glamour and prestige. The brand is also filming a documentary, hoping to do for sailing what Netflix did for Formula 1. Plus, there's an e-series on Twitch to lure in the younger crowd, turning gamers into sailors.

Louis Vuitton's connection to sports isn't just about visibility; it's about making the brand desirable. From tennis to rugby, and now sailing, they're all in. The brand even launched a nautical-themed capsule collection that's selling like hotcakes. Beccari believes in the romantic allure of yacht sailing, tying it back to Louis Vuitton's roots in travel.

King Charles's Foundation has launched a 13-piece luxury fashion collection inspired by Queen Victoria's Scottish Highlands watercolors. Created by fashion graduates, the collection features naturally-dyed fabrics and British wool. Sold exclusively on Net-a-Porter, 50% of proceeds support the Foundation's training programs.

Despite a high vacancy rate and numerous store closures in San Francisco's Union Square, luxury retail is far from dead. Major brands like Louis Vuitton, Hermès, and Chanel are expanding, while new luxury watch boutiques and other high-end retailers continue to invest, signaling confidence and growth in the area.

Emily in Paris Season 4 showcases vibrant, Parisian-inspired fashion. Emily Cooper, played by Lily Collins, dons outfits from brands like Jacquemus and Miu Miu, reflecting her elevated style. The season also highlights standout looks from other characters, offering viewers a mix of high fashion and emerging designers.

Industry Insights

eBay is launching its first-ever Pre-Loved Fashion Week on September 12, in collaboration with the British Fashion Council and the Council of Fashion Designers of America. The event features a live, shoppable runway show called Endless Runway, showcasing pre-loved designer fashion from Khaite, Off-White, and more.

International luxury brands are increasingly partnering with African musicians as the continent's music dominates global charts and social media. Artists like Burna Boy and Tyla are featured in high-profile campaigns and events, reflecting a strategic move by brands to align with emerging talent and tap into new markets.

Performance Platters 🍽️

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.

B2B marketing teams are rapidly adopting AI and ML, with 25% using these technologies in production. Leading adopters, primarily in tech-savvy industries, face challenges like data privacy and talent gaps. Despite hurdles, AI enhances content generation and operational efficiency, with 81% using GPT models like ChatGPT.

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