Fashion Broadcaster | Google launches AI App Doppl for virtual clothing try-on

Editor’s Pick 🌟

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Fashion Radar 👗

VIRTUAL TRY-ON TECHNOLOGY

Google Launches AI App Doppl for Virtual Clothing Try-On

Google's Doppl app enables consumers to virtually try on clothes using generative AI, enhancing retail experiences by turning static images into dynamic videos. Available on iOS and Android in the US, it supports wardrobe visualization from diverse sources like thrift stores and social media.

Despite limitations in accuracy and monthly usages, Doppl's potential expansion could significantly benefit marketers by offering insights into consumer preferences and brand engagement strategies.

STRATEGIC PARTNERSHIPS

Maison de Sabré and Nikki Beach Unveil European Luxury Pop-Up Series

FASHION SHOW HIGHLIGHTS

Michael Rider Infuses Continuity with Fresh Twists at Celine Debut Show

Michael Rider's debut at Celine cleverly balances brand heritage with innovation, maintaining the core identity while introducing accessible elements like scarves and AirPods cases. This approach strengthens Celine’s market positioning through smart branding and diversifying price points, aligning with strategic marketing trends. Rider's adept blend of continuity and novelty offers significant insights into effective brand evolution, appealing to diverse consumer segments.

STRATEGIC PARTNERSHIPS

Chimi and Narcyss Unite for Complete Sun and Skincare Protection

Chimi collaborates with Narcyss to offer SPF 50 Moisturizer, providing comprehensive sun protection with purchase of their sunglasses. This partnership aligns with Chimi's gender-neutral design ethos and Narcyss's science-backed skincare, presenting an opportunity for marketers to explore product bundling and cross-industry collaborations.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys Engages New Customers Through Strategic TikTok Success

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon Doubles Influencer Commissions Ahead of Extended Prime Day Event

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.