ClickZ Luxury Fashion Newsletter - 10.24.2024

PLUS: Serafini’s creative flair set to refresh Ferretti’s iconic looks

Author

Sophie Bruxner-Randall
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!

Niche Nuggets 🔎

Prada and Axiom have collaborated on the AxEMU spacesuit for the Artemis 3 moon mission, blending functionality with style. Designed for extreme lunar conditions, it allows eight-hour spacewalks. This partnership highlights the growing intersection of luxury brands and space exploration, showcasing innovation through diverse team collaboration.

Lorenzo Serafini has been appointed as the new creative director of Alberta Ferretti, succeeding the brand's founder. This transition marks an exciting new chapter for the brand, with Serafini's first collection debuting in February. His promotion is a testament to his creativity and expertise, qualities that align with the brand's essence of lightness, femininity, and sensuality.

The integration of the Philosophy by Lorenzo Serafini brand into Alberta Ferretti from fall 2025 aims to strengthen the brand's market appeal. This strategic move reflects the dynamic nature of the fashion industry, where adaptability is key. With Serafini's background at Dolce & Gabbana and Roberto Cavalli, his vision is expected to guide the brand's evolution, ensuring it remains relevant and innovative.

Burberry's latest campaign, "It's always Burberry weather," features celebrities like Barry Keoghan, Olivia Colman, and Cara Delevigne showcasing iconic designs. The ads, shot by Alasdair McDellan, highlight Burberry's luxury appeal across platforms like TikTok and Instagram, blending fashion with storytelling in a dynamic, engaging manner.

Luca Mornet attended Eddie Bauer's Reissue Collection launch, highlighting the brand's timeless craftsmanship and nostalgic appeal. The event featured customization options, stylish attendees, and engaging activities. Mornet's evolving fashion journey reflects Eddie Bauer's influence, emphasizing classic heritage and quality. The collection's innovative designs resonate with both past and present fashion trends.

PortalM revolutionized London Fashion Week SS25 by merging fashion with technology and sustainability. The event showcased phygital experiences, democratizing design through digital platforms. PortalM emphasized eco-consciousness, reducing waste with virtual garments. This innovative approach redefines fashion's future, making it accessible and sustainable for a global audience.

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

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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