Fashion Broadcaster Newsletter - 1.23.2025

Plus, Kurt Geiger’s biggest month and NYFW’s game-changing lineup

Author

Sophie Bruxner-Randall
January 23, 2025 • Estimated Reading Time: 10 minutes

Welcome to Fashion Broadcaster, your essential newsletter for luxury fashion e-commerce professionals.

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold. 

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Sector Spotlight 🎥

Burberry is doubling down on authenticity to reverse declining revenue, spotlighting organic influencer moments like ASAP Rocky wearing its iconic pieces. CEO Joshua Schulman’s "Burberry Forward" plan emphasizes reconnecting with core customers and aligning with brand heritage. This highlights a critical strategy: leveraging authentic brand ambassadors and strategic customer segmentation to drive desirability while safeguarding luxury’s exclusivity. This approach is a masterclass in blending heritage with modern consumer aspirations.

Australian label Posse has released an exclusive capsule collection through Moda Operandi, which has been instrumental in its U.S. success. This collaboration highlights Posse's strategic alignment with Moda's audience, offering neutral-toned resort wear, including reimagined signature silhouettes. The collection aims to deepen brand resonance among fashion-forward consumers, leveraging celebrity endorsements.

New York Fashion Week (NYFW) returns with its dynamic Fall/Winter 2025 calendar, unveiled by the Council of Fashion Designers of America (CFDA). Running from February 6 to February 11, the event showcases both returnees and newcomers, gearing up for a vibrant display of fashion creativity. Key brands like Coach, Tory Burch, and Michael Kors make their anticipated return, while fresh faces such as Alexis Bittar and Zoe Gustavia Anna Whalen join the lineup. This mix underscores the festival’s strategic importance in fashion narratives, aligning with shifting industry trends.

The absence of staples like Ralph Lauren and Tommy Hilfiger hints at evolving brand strategies, pushing the boundaries of conventional fashion circuits. This reshuffling promotes an urgent recalibration within the industry, emphasizing brand sovereignty and adaptive innovation. Notably, Bode’s innovative approach includes a virtual debut at the GQ Bowl, highlighting a trend where digital platforms meet traditional showcases, presenting a pivot point for marketers to exploit new engagement avenues.

CFDA’s Director of Fashion Week Initiatives, Joseph Maglieri, speaks to the themes of calibration and innovation. This sentiment reinforces marketing’s role in aligning fashion brands with their authentic growth narratives, driving both immediate relevance and future pathways. As marketers, understanding these movements offers a window into reshaping brand strategies, with actionable insights into consumer engagement and storytelling. NYFW’s strategic landscape provides a real-time case study, reflecting the analytical potential of adapting to the bustling dynamics of the fashion industry.

Kurt Geiger closed December with its most profitable month, fueled by a 17% growth in direct-to-consumer sales and a standout 54% surge in handbag revenue. The brand’s North American expansion, with five new stores featuring a refreshed design concept, offers a key insight for luxury fashion e-commerce marketers: investing in category growth and innovative retail experiences can amplify direct sales and strengthen market presence in competitive regions.

Walmart partners with luxury reseller Rebag to sell pre-owned Chanel, Prada, and Fendi via its online marketplace, targeting affluent shoppers. This move strategically expands Walmart's e-commerce offerings, positioning it against Amazon by introducing high-end, certified products with competitive pricing, aiming for broader market appeal and increased online sales growth.

Là Fuori innovatively aligns luxury craftsmanship with digital-era sustainability, as Vidur Adalkha integrates ethical sourcing and consumer transparency. By fostering size inclusivity, using eco-conscious materials, and sharing profits with artisans, the brand marries traditional artistry with modern expectations, challenging luxury e-commerce to embrace authenticity and heritage while driving consumer engagement.

Influencer Corner 📣

THAT TikTok Ban in the USA: A Marketer’s Crisis or Opportunity?

If you read this article for any reason today, let it be to watch John Oliver's take on the #TikTokBan in the US📵🤳🏼... Oh, and to understand the implications for #digitalmarketing folk, obviously. 🤔 Sadly, no example TikToks from me during the pandemic feature in this article... what a time to be alive! 🫣

Sean Carpenter on LinkedIn: In the madness of BFCM I never got around to posting about this fun case study we did with Fospha & Snap Inc.

Anyone who has ever spoken to me about paid social will know how much I think Snap is the probably the most underrated platform.

Optimization Hub ⚙️

The U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

Identify and resolve six common Google Ads pitfalls to boost e-commerce success: misjudging performance, mismanaging bids, neglecting prioritization, products too niche, conversion tracking errors, and outdated campaign structures. Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

AMA is an AI-powered assistant transforming marketing tasks by offering efficient solutions. It provides conversational AI for streamlined ad strategy and data analysis, supports creative tasks with design ideas, and offers actionable insights. Its adaptability enhances efficacy, making it a competitive tool for marketers across industries.

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