Fashion Broadcaster Newsletter - 12.19.2024

Plus: LVMH proves sustainability and luxury can coexist

Author

Sophie Bruxner-Randall
December 18, 2024 • Estimated Reading Time: 7 minutes

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! This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Christmas and we’ll see you all again in the new year!

Sector Spotlight 🎥

Liberowe, founded by Talia Loubaton, has mastered blending direct-to-consumer intimacy with strategic wholesale growth. The brand’s success in luxury tailoring highlights the power of storytelling and community engagement to attract value-driven consumers. With rapid sales growth and celebrity endorsements, its strategy underlines the importance of leveraging exclusivity while scaling. For luxury e-commerce marketers, this is a call to action: prioritize authentic connections through personalized marketing, VIP loyalty programs, and influencer collaborations to build a community-first model that drives both brand loyalty and long-term revenue.

LVMH remains committed to sustainability despite economic challenges, as highlighted by Antoine Arnault. The company collaborates with partners to achieve environmental goals, such as reducing waste and energy consumption. Initiatives include upcycling, renewable energy, and sustainable building practices, demonstrating LVMH’s dedication to eco-friendly innovation and strategic partnerships.

WHP Global’s acquisition of Vera Wang’s intellectual property represents a strategic move to scale an iconic brand while maintaining its luxury appeal. With Vera Wang staying on as Founder and Chief Creative Officer, the partnership focuses on market expansion and legacy preservation. The move underscores the importance of balancing heritage storytelling with innovation.

👉 Key takeaways include leveraging brand authenticity in new market entries, using digital channels to amplify legacy appeal, and exploring licensing or collaboration opportunities to diversify revenue streams while protecting brand identity.

TOMBOGO’s latest capsule collection, blending Bay Area influences with Los Angeles aesthetics, showcases the power of localized storytelling in luxury fashion. The collection highlights the value of leveraging regional narratives and creative partnerships to engage niche audiences. Consider curating localized campaigns, exclusive artist-driven collections, or storytelling that ties product designs to cultural movements for a stronger emotional connection with your audience.

Capri Holdings is considering selling Versace and Jimmy Choo after a blocked merger with Tapestry Inc. This strategic move, assisted by Barclays, aims to focus on revitalizing Michael Kors amid declining revenues. The sale could reshape Capri’s portfolio, offering marketers insights into luxury brand management and market adaptation.

The revival of vintage fashion, fueled by nostalgia and sustainability trends, presents significant opportunities for e-commerce marketers. With Gen Z and Gen X driving demand for collectible pieces from defunct labels, the appeal of "zombie brands" offers a fresh avenue for engagement.

Marketers can capitalize on this by curating vintage-inspired collections, leveraging storytelling around brand heritage, and integrating secondhand marketplaces into their platforms. This approach not only taps into the growing sustainability movement but also aligns with the emotional connection consumers seek in their fashion choices.

Influencer Corner 📣

Avinash Kaushik on LinkedIn: Pretty soon, every company in the world will be an ad platform!

This is impressive: Amazon's ad business.

At approx 54 BILLION, Amazon's ad business likely contributes more cashflow than retail (not surprising) or AWS (this is surprising).

And, it literally came from very little a few years ago. Certainly, just 25b in 2021 - which is like yesterday.

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

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Marketing & Comms

📍 Austin, TX, USA

Affiliate Marketing

📍 New York, USA

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