Fashion Broadcaster Newsletter | 🧠 Outthink Last Click Attribution

Plus, Fospha reveals the Google Ads mix top fashion brands are using to scale efficiently.

Author

Sophie Bruxner-Randall
April 09, 2025 • Estimated Reading Time: 31 minutes

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

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results.

🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Why? With extensive product catalogs and diverse customer segments, large brands can leverage PMAX's AI-driven optimization, while smaller brands benefit from the precision targeting of Paid Search to capture high-intent traffic while still leveraging PMAX for efficiency

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

Sector Spotlight 🎥

FASHION COLLABORATION

The collaboration between Dolly Parton and Good American introduces "Dolly's Joleans," a limited denim collection blending Southern charm and modern fashion. This line includes crystal-detailed jeans and gingham-accented corset tops, available in a wide range of sizes from 00 to 30 and XS to 5X. Fashion marketers should note the strategic use of nostalgic influences alongside modern design elements, appealing broadly yet specifically to diverse consumer preferences while leveraging celebrity and brand alignment.

FASHION FORECASTING

Fashion for 2026 promises bold, strategic opportunities for marketers, featuring trends like brown teddy coats, cropped blazers, and knee-high boots, highlighting a shift towards comfort and versatility. Understanding these trends enables marketers to align their strategies with consumer expectations. As 2026 unfolds, industry professionals can leverage these insights to cater to evolving consumer desires and preferences effectively.

LEADERSHIP TRANSITION

Guess, Inc. has appointed Alberto Toni as Chief Financial Officer, effective mid-June after the quarterly report filing. With over 30 years of global financial and operational expertise, Toni is set to lead Guess from Lugano, Switzerland, following Interim CFO Dennis Secor's tenure. This leadership transition aims to reinforce Guess's financial strategy and position for long-term growth, providing invaluable insights for industry stakeholders focused on global financial dynamics.

LUXURY FASHION LAUNCH

Vinted's launch of 'House of Vinted,' an online luxury fashion wardrobe, capitalizes on trends in second-hand designer fashion by offering curated pieces from renowned creators' personal collections. This initiative not only connects members with premium brands like Gucci and Prada but also supports Oxfam through its charity component. It highlights the growing consumer interest in sustainable, high-value fashion, providing marketers insights into the integration of luxury reselling and social responsibility in retail strategies.

LUXURY TRAVEL LUGGAGE

As luxury travel rebounds, top-tier luggage—like the Rimowa Original Cabin and Tumi’s 19 Degree collection—demonstrates how consumers are prioritizing form, function, and long-term value. These high-end selections, noted for their craftsmanship, sleek design, and lifetime warranties, are reshaping how shoppers define essential travel accessories.

For performance marketers, the rising demand for durable, fashion-forward luggage presents an opportunity to refine positioning strategies. Highlighting attributes such as sustainability, personalization, and heritage branding can drive deeper engagement. This trend also reinforces the growing influence of travel as a lifestyle category within luxury eCommerce—offering valuable insights for campaigns targeting affluent, design-conscious consumers who equate travel products with personal identity and long-term investment.

LEADERSHIP TRANSITION

Chanel, Dior, and Gucci are undergoing leadership changes, reflecting a shift in the fashion industry driven by evolving consumer preferences for experiential luxury amid economic challenges. These appointments of seasoned designers like Matthieu Blazy, Demna, and Jonathan Anderson suggest a revitalization attempt as brands grapple with balancing creative innovation and commercial demands. The strategic changes are crucial for marketers to understand, given their potential to influence brand identity, market positioning, and consumer engagement within the luxury segment.

Influencer Corner 📣

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.

SOCIAL MEDIA MARKETING

Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.

ECOMMERCE OPTIMIZATION

Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.

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