Fashion Broadcaster | 'The Summer I Turned Pretty' Season 3 Sparks Multi-Brand Merch Wave

Fashion Broadcaster

This week, here’s what’s happening in the world of fashion commerce:
- Levi's and Beyoncé drop 501 Curve via cinematic finale, aiming at women’s-fit denim.
- Anthropologie spins off Maeve and bets on TikTok, influencers and a Substack newsroom.
- Prime Video leverages The Summer I Turned Pretty with Catbird, Coach and more merch partners.

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

• Predictive modeling uncovering up to 80% more revenue potential in Meta

• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

BRAND SPIN-OFF
Anthropologie Spins Off Maeve Into a Standalone Brand
Anthropologie is carving its in-house label Maeve into a standalone brand, backed by new social handles, a Substack newsletter and heavy influencer spend ahead of its first physical store. The shift shows retailers reorganizing around content-led community building to offset rising ad costs and seed omnichannel demand.

CELEBRITY PARTNERSHIP
Levi's And Beyoncé Launch 'The Denim Cowboy' and 501 Curve

Levi’s closed its year-long REIIMAGINE push with “The Denim Cowboy,” a 90-second film unveiling a Beyoncé-designed denim capsule and the new 501 Curve fit. The collab turns cultural capital into direct e-commerce drops and signals how heritage labels weaponize star power to accelerate category expansion.

MEDIA LICENSING
'The Summer I Turned Pretty' Season 3 Sparks Multi-Brand Merch Wave
Ahead of its final season, Amazon’s hit teen drama teamed with Catbird, Coach, Shopbop and others for fashion, jewelry and beauty capsules. The move converts streaming fandom into SKU sales and offers brands turnkey Gen-Z reach while Prime Video tests commerce revenue beyond subscriptions.

⚡QUICK READS

Ugo Mozie Introduces Luxury Label Eleven Sixteen: The celebrity stylist’s new line fuses Nigerian craftsmanship with LA streetwear, signaling the next cross-cultural disruptor in premium fashion. (More)

Kate Spade Rolls Out AI Personalization and Recycled Glitter: The brand’s Google Cloud-powered ‘Your Bag, Your Story’ tool and plant-based Bio-Sparkle advance its goal of 95% sustainable materials by 2025. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division