Fashion Broadcaster Newsletter - 11.28.2024

PLUS: How Louis Vuitton’s new ambassador elevates brand appeal

Author

Sophie Bruxner-Randall
November 28, 2024 • Estimated Reading Time: 8 minutes

Welcome to ClickZ Luxury Fashion, your essential newsletter for luxury fashion e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns dazzle and your sales soar!

Guest At the Table 🍴

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:

1️⃣ 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. 📊

2️⃣ 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!

Harvest Highlights 🥕

Frère, co-founded by François Kress and Davidson Petit-Frère, has launched its flagship boutique in SoHo, NYC, marking a significant step in its journey to redefine modern menswear. The brand’s focus on merging cultural relevance with traditional luxury craftsmanship positions it as a leader in connecting with today’s discerning consumers. Frère's approach underscores the importance of balancing heritage and contemporary appeal to captivate a culturally attuned audience, both in-store and online.

Louis Vuitton has announced actor Callum Turner, celebrated for his roles in The Capture and Fantastic Beasts, as its newest brand ambassador. Turner represents the maison’s dedication to craftsmanship and innovation, joining a prestigious lineup of ambassadors including Jude Bellingham and Lisa. This partnership highlights the strategic value of leveraging culturally relevant figures to enhance brand identity, engage diverse audiences, and drive aspirational storytelling across digital platforms.

Chanel's artistic director vacancy has sparked widespread speculation, with numerous high-profile designers rumored as potential successors. This buzz highlights the industry's excitement and anticipation for the brand's next move. Despite the rumors, Chanel's decision remains undisclosed, keeping the fashion world eagerly awaiting the official announcement expected in December.

Luxury spending is experiencing a downturn, with Gen Z's support waning and top consumers dominating. Brands must innovate, focusing on personalization and technology. Successful categories include beauty and eyewear, while brick-and-mortar stores face challenges. Future growth hinges on rediscovering brand values and embracing AI-driven experiences.

ContentThe SKIMS x Dolce & Gabbana partnership illustrates a high-low collaboration that merges luxury with accessibility, aligning with evolving consumer expectations. By transcending traditional brand boundaries, this collaboration creates unique experiences that resonate across diverse audiences. For e-commerce marketers in luxury fashion, it underscores the value of bold, strategic partnerships in redefining aspiration and leveraging cross-market appeal to drive engagement and growth.

Altuzarra has introduced a clothing rental service in collaboration with P180 and Caastle, offering customers a flexible way to experience its collections. This strategic move aims to increase revenue streams and support full-price sales while enabling the brand to concentrate on design innovation and market expansion. The move highlights how rental models can foster deeper customer engagement, attract new audiences, and enhance brand loyalty in a competitive marketplace.

Feast of Influence 🥧

Jake Abrams on LinkedIn: Harsh DTC growth truth: Optimizing your 7DC Meta CPA is only half the job. 

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.

START building a brand that your audience knows, trusts, and loves.

Robert Ader on LinkedIn: Introducing the new chapter of Aimé Leon Dore x Porsche.

For over four years, Porsche and Aimé Leon Dore have been partnering. A collaboration, that’s rooted in shared values: craftmanship, innovation, and a commitment to creating something timeless. Together, we’ve created unique restorations of classic Porsche models paired with capsule collections that reflect a shared respect for craftsmanship and storytelling.

Ben Gallaga on LinkedIn: Over the weekend, we did something no other brand has done this Black Friday…

An in person event, to give our community who attended first dibs on discounts for Black Friday 🖤 . Our theme was market stalls & made it an immersive experience. ✨ People travelled from all over the UK, Scotland, Liverpool, Manchester, Birmingham & London! 🇬🇧

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

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.

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