Fashion Broadcaster | Hollister’s comeback fuels 22% growth in Q1

Plus, Shein’s IPO strategy signals fast fashion’s global expansion pivot

Author

Sophie Bruxner-Randall
July 02, 2025 • Estimated Reading Time: 6 minutes

Welcome to Fashion Broadcaster, your essential newsletter for luxury fashion eCommerce professionals.

CommerceNext Recap 🔈

What CommerceNext Taught Us About Brand

CommerceNext called it out: over-investing in conversion-led tactics is starving brands of future growth.

As Dom Devlin explained:

“Last-click is easy for CFOs to understand — but it’s a strategic dead end.”

Fospha’s Glow reveals how brands like Sweaty Betty link early signals (branded search, engaged visits) to revenue down the line — giving marketers the ammo they need to defend brand budgets.

Download The Glow Report and discover how top brands are measuring their brand marketing in 2025

New Playbook 👀

In 2025, fashion marketers are facing immense pressure to deliver efficient ROI.

The Fabric of Growth Playbook answers your burning questions, including:

  • How many channels should you be spending in to achieve an astounding +328% higher blended ROAS? We've pinpointed the sweet spot for channel diversification that maximizes returns.

  • Which channels best fit your brand?

  • What are top fashion brands betting on this year

Fashion Radar 👗

BRAND REVITALIZATION

Abercrombie & Fitch's focus on brand revitalization through Hollister is driving significant growth, supported by a 22% sales increase in Q1 2025. This success aligns with a modern retail strategy emphasizing premium casual wear and a strong eCommerce presence. Marketing professionals benefit from studying this blend of profitability focus and audience engagement through innovative digital channels.

FASHION LEADERSHIP INSIGHT

Anna Wintour's tenure at Vogue transformed the magazine into a global cultural force by championing new designers, integrating politics and fashion, and driving digital innovation. Her initiatives like the CFDA Vogue Fashion Fund significantly boosted emerging talent, while her reimagining of the Met Gala and digital expansion solidified Vogue's influence. These contributions offer marketing professionals insights into blending tradition with modern content strategy, elevating both brand identity and audience engagement.

IPO STRATEGIES

China-founded fashion retailer Shein plans a confidential IPO filing in Hong Kong to strategically navigate regulatory challenges and reach a crucial market. This move reflects Shein's ambition to penetrate the Hong Kong market after prior attempts in New York and London, and it aligns with global expansion strategies amidst U.S. trade tensions. Industry marketers should monitor this development closely as it potentially impacts global fast fashion and eCommerce landscapes.

CIRCULAR FASHION PARTNERSHIP

H&M Group's engagement with Circulose emphasizes a commitment to expanding circular materials in fashion, with plans to substitute man-made cellulosic fibers with Circulose-derived alternatives. This partnership aims to scale sustainable solutions, aligning with H&M’s goal to ensure all materials are recycled or sustainably sourced by 2030, presenting a key opportunity for marketers focusing on sustainable fashion strategies.

SUSTAINABLE FASHION INNOVATION

Sustainable advancements in fashion trims and accessories are shifting industry dynamics, with materials like recycled polyester and biodegradable fibers gaining traction. This evolution is driven by eco-conscious consumer demand, global regulations, and increased market opportunities, influencing brands like Freudenberg and Chargeurs to prioritize environmentally responsible products and certifications. Marketing professionals can leverage this trend to align brand values with sustainability and innovation, tapping into a growing market projected to reach $33.1 billion by 2033.

Optimization Hub ⚙️

DTC MARKETING EVOLUTION

DTC marketing in 2025 focuses on optimizing data and automation to enhance ROI and adapt to increasing costs and tech complexities. Brands invest in sophisticated tech stacks and prioritize first-party data to refine digital and in-store strategies, driving conversions through channels like social media and email.

VIRAL MARKETING STRATEGIES

Marketers increasingly leverage TikTok's viral trends to boost sales, utilizing tools like the TikTok Creative Center and Creator Academy. The platform's participatory culture and algorithm favor creative and authentic brand engagement, enabling even small brands to achieve rapid growth by navigating trending content efficiently. Understanding these dynamics is essential for marketers seeking impactful digital presence and engagement.

ClickZ is a ClickZ Media publication in the DTC eCommerce division