Gwyneth Paltrow Launches GWYN

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 6 minutes

Fashion Broadcaster

Here's what's happening this week in the world of fashion eCommerce and marketing:
- Luxury houses push tech budgets higher for AI and security.
- AI-generated prints trigger consumer backlash and refunds.
- Roblox becomes a K-pop fashion stage with aespa.
- Knix taps Nicole Scherzinger for new activewear line
- Balenciaga Launches Fine Fragrance Collection Inspired By Le Dix

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Baggu updated product pages to disclose two Collina Strada prints as "AI-conceptualized" using Midjourney, prompting customer cancellations and debate over environmental impact and artist rights. The episode spotlights rising expectations for transparency in creative processes and sustainability claims. Fashion brands and collaborators should reassess disclosure standards, legal exposure, and community management around AI-assisted design.

Digital fashion house Blueberry launched The Blueberry Stage on Roblox with a two-week aespa experience and a shoppable K-pop-inspired collection. The activation aims to fuse music, fandom and digital couture, with post-show drops and additional colorways. This signals a scalable playbook for Gen Z engagement, virtual merchandising, and community-led events inside platform ecosystems.

Goop’s G.Label evolves into GWYN, a minimalist line designed with Sofía Menassé, launching a 36-piece fall capsule with monthly drops across Goop’s site and eight stores. Half the collection releases Sept. 21, with subscriber early access Sept. 19. The DTC cadence, premium sourcing, and owned audience access point to a modern celebrity-brand model built for predictable demand and higher-margin distribution.

Knix unveiled an active collection featuring HiTouch leggings, strappy bras, and workout tops, fronted by Nicole Scherzinger. The celeb-led drop aims to cut through a crowded category with culture-first storytelling plus performance positioning. Expect paid social, influencer, and creator-led content to carry the launch; brands should benchmark creative and conversion paths.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Prime Big Deal Days Is Still A Few Weeks Away, But We're Already Seeing Yeti Coolers On Sale: Amazon set Oct 7-8 Big Deal Days, with early 50%+ outdoor discounts signaling heavy fall promo intensity and pricing pressure across DTC and marketplaces.(More)

Myntra Launches ‘Souragya’ With Sourav Ganguly: A new ethnic wear label timed to Durga Puja leverages regional crafts and celebrity licensing to capture India’s festive demand on Myntra’s platform.(More)

Balenciaga Launches Fine Fragrance Collection Inspired By Le Dix: Balenciaga is back in prestige fragrance with a 10-scent, US$320 lineup that modernizes its Le Dix heritage, with discovery sets and distribution across select boutiques in Europe and North America.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division