Fashion Broadcaster Newsletter - 12.05.2024

PLUS: Harrods shows how Gen Z trends can refine your approach

Welcome to Fashion Broadcaster, your essential newsletter for luxury fashion e-commerce professionals. As the season of high demand unfolds, we’re here to help your campaigns dazzle and your sales soar!

Top Shelf 🛒

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

Sector Spotlight 🎥

Louis Vuitton is advancing innovation with its second Accessories Design Graduates Initiative, collaborating with 32 schools globally. This move leverages young talents to enhance product lines in areas like leather goods and jewelry. The initiative's strategic foresight offers valuable insights for creating authentic luxury experiences and positioning brands for competitive differentiation in digital marketplaces.

Chanel's Métiers d'Art showcase at Hangzhou's West Lake, a strategic move in China's key luxury market, underscores the importance of aligning artistic inspiration with commercial goals. E-commerce marketers should note the integration of storytelling in brand strategy, evident in Wim Wenders' accompanying film.

Dior opts for Rome to unveil its Spring 2026 cruise collection on May 27, 2025. This move highlights the significance of aligning event venues with brand heritage, mirroring tactics from Chanel and Gucci. Such strategic site selection can inspire digital campaigns that reinforce brand identity, driving engagement even in dynamic market landscapes.

The launch of Harrods' Designer Collections Rooms, featuring premium luxury fashion, signals a valuable opportunity in retail evolution. A 35% rise in Gen Z's interest and changing customer demographics showcase a pivotal trend. Integrate these insights to refine digital strategies and align with emerging consumer preferences in luxury ecommerce.

Lanvin's Return to Paris Runways: Lanvin is making waves with its comeback at Paris Menswear Week in January 2025. Under Peter Copping's creative direction, the collection promises a fresh perspective, free from major-label competition.

Strategic Collaborations and Launches: PUMA teams up with the Portuguese Football Federation from 2025, focusing on cutting-edge sportswear. Beams Life Yokohama unveils an immersive retail space with standout collaborations. ERL embraces the season with a bold plaid holiday line, while Canada Goose’s Haider Ackermann-designed Snow Goose collection blends style with utility. Pharrell's JOOPITER and J Balvin highlight creativity with their auction of exclusive cultural pieces.

Richemont has appointed Jérôme Lambert and Laurent Perves as CEOs for Jaeger-LeCoultre and Vacheron Constantin, respectively, effective January 1. These changes occur amidst a luxury industry sales decline, notably in China, indicating a strategic move to revitalize their brands and improve performance.

Influencer Corner 📣

Optimization Hub ⚙️

Extended Black Friday and Cyber Monday sales challenge e-commerce marketers, requiring strategic creativity in promotions to maintain profitability, especially for smaller brands. Early sales from major retailers like Amazon emphasize the importance of proactive planning to stay competitive.

Strategically allocate 7-12% of revenue for eCommerce marketing; startups might invest 15-20% for initial growth. Focus on customer acquisition while prioritizing high-return channels and tracking ROI. Assess customer lifetime value for sustainable tactics. Challenge your eCommerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.

Customer Relations

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Marketing & Comms

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