Fashion Broadcaster | Is Your Brand Ready for Search-to-Sale Shopping?

Google’s AI Mode, H&M’s eCom stack move, and Cannes red carpet content are redrawing the fashion retail funnel.

Only Got 2 Minutes? ⏱️

For many finance teams, brand has become shorthand for expensive campaigns with little proven impact. The result= when budgets tighten, brand is often the first to be cut.

Marketers know this is a mistake, but they don’t have the data to prove it - until now.

🔐 Fospha’s latest research uses Bayesian network modelling to uncover the causal relationship between brand spend and commercial outcomes like conversions and AOV.

🍸 Meet us at The Lead Summit - drink on us

ClickZ Media is hosting an informal drinks reception on 29 May at 4:30 PM, just a short walk from The Lead Summit venue—somewhere stylish in NYC’s FiDi district.

Expect bold conversation, sharp minds, and good wine—no speeches, no badge scans. Just the people driving the future of commerce.

🔒 Limited spots – Exact location revealed after RSVP

Top Stories 💄

SUSTAINABLE LUXURY COLLABORATION

Nespresso’s partnership with Lebanese brand Sarah’s Bag produces the Middle East’s first upcycled luxury clutch using recycled aluminum coffee capsules and handcrafted beadwork, spotlighting the viability of circular models in regional fashion marketing. For marketers, this case exemplifies how global brands can authentically address local sustainability and social empowerment, creating new narratives that resonate with both conscious consumers and industry stakeholders.

Google’s new AI Mode adds instant checkout and virtual try-on directly inside search results, shifting high-intent traffic from ads to organic answers. Brands must upgrade product feeds, 3D imagery and structured data now to defend conversion share. Google signalled a pre-Black-Friday rollout, making Q2 the hard deadline for feed hygiene.

H&M has acquired a strategic stake in e-commerce platform Centra.

H&M Group has taken a minority stake in Centra, a fashion-focused e-commerce platform provider, to accelerate its global growth. This strategic investment aims to optimize Centra's platform and bolster direct-to-consumer and omnichannel capabilities for fashion brands.

Our POV 👀

Cannes Is the New Catwalk: Why Film-First Storytelling Wins

The most influential runway this May isn’t flanked by editors in Paris or livestreamed from Shanghai-it’s unfolding on the red carpet in Cannes. Ami Paris’s high-visibility sponsorship of Critics’ Week signals a deeper shift: luxury brands are diverting spend from traditional fashion calendars toward owning cultural moments through cinematic storytelling. And the data backs it. A sub-two-minute festival clip featuring your brand’s look, worn by talent and framed by prestige, often drives more reach, retention, and first-party signal than an entire runway show competing for attention in a saturated scroll feed.

But this isn’t about visibility-it’s about longevity. Strategic film partnerships yield high-value brand IP that can be atomised across owned and paid channels well beyond the premiere. For eCommerce leaders, this opens a new playbook: build interactive, shoppable arcs from teaser to after-party. Think: pre-release waitlists, behind-the-scenes livestreams that drive real-time sales, and capsule drops launched with director commentary for cultural cachet.

From a budget perspective, reallocating just 5 - 10% of paid social or influencer spend into entertainment partnerships can boost ROAS-especially as CPMs rise and authenticity becomes harder to fake. The playbook is clear: partner with filmmakers whose creative DNA mirrors your brand, embed commerce naturally into the narrative, and negotiate IP participation to drive long-tail monetisation.

Cannes doesn’t replace Fashion Week-it future-proofs it.