ClickZ Luxury Fashion Newsletter - 10.10.2024

Victoria Beckham’s CEO Shake-Up

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 7 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from AdWeek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Zendaya dazzled at the Louis Vuitton Spring/Summer 2025 show, embodying her fashion icon status with a bold, 80s-inspired look. Styled by Law Roach, she wore an oversized blazer and bubble mini skirt, paired with sleek accessories. Her confidence and style continue to captivate, proving the enduring "Zendaya effect."

@britishvogue

Saving one of the best SS25 front row appearances until last, #Zendaya has arrived at the #LouisVuitton show. #TikTokFashion

Marie Leblanc, CEO of Victoria Beckham, is stepping down to focus on family time in France. Ralph Toledano will serve as interim CEO. Under Leblanc, the brand expanded into new categories, boosting sales by 52% last year, though it remains unprofitable. Exciting growth ahead!

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More to Discover 👗

Paris Fashion Week was a whirlwind of innovation and change, with designers balancing risk and tradition. Highlights included Alessandro Michele's Valentino debut, celebrity appearances, and evolving trends like lingerie and metallics. Despite economic challenges, the event buzzed with energy, showcasing both established and emerging talents in the fashion world.

Vogue Business hosted a dynamic Digital Excellence Summit in Milan, featuring Off-White, Sergio Rossi, and Veja. The event explored luxury lifestyle innovations, emphasizing digital's role in brand strategies. Key discussions included influencer marketing, sustainability, and digital tools enhancing customer experiences, showcasing the industry's forward-thinking momentum.

LVMH has partnered with Formula 1 for a decade-long collaboration, aligning their shared pursuit of excellence. Launching in 2025, this partnership will involve LVMH's brands like Louis Vuitton and TAG Heuer, enhancing F1's global appeal through hospitality and exclusive content, marking a significant milestone for both entities.

Gucci has appointed Cayetano Fabry as its new chief commercial officer, marking an exciting step in the brand's revitalization. Fabry, previously president of the EMEA region at Saint Laurent, brings extensive luxury sector experience. His impressive background includes roles at Louis Vuitton and a strong international portfolio.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division