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  • Fashion Broadcaster | What’s Holding Fashion Back? One Attribution Trap.

Fashion Broadcaster | What’s Holding Fashion Back? One Attribution Trap.

Plus, BOSS bets big on IRL with a new flagship on Barcelona’s luxury mile

Author

Sophie Bruxner-Randall
July 23, 2025 • Estimated Reading Time: 4 minutes

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

Attribution Angle 🎯

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

Sector Spotlight 🎥

RETAIL EXPANSION

BOSS's new flagship store on Barcelona's Paseo de Gracia integrates local design, offering exclusive menswear, womenswear, and accessories. Key features such as a vertical garden and the "Made to Measure" tailoring serve as strategic retail insights for marketers exploring innovative in-store customer experiences.

DIGITAL RETAIL STRATEGIES

Burberry's online sales have thrived for a third consecutive quarter, driven by effective marketing and a well-defined product strategy, despite a 6% drop in overall retail revenue to £433 million. Marketing professionals can glean insights into strengthening online engagement through Burberry's emphasis on universal styling and storytelling. This approach underscores a resilient pursuit of cash flow enhancement and brand evolution in challenging conditions.

SUSTAINABLE FASHION PARTNERSHIP

Bisleri International's partnership with EcoLine Clothing aims to transform PET waste into fashionable, sustainable products, impacting both environmental practices and marketing strategies within the industry. The collaboration leverages Bisleri’s recycling initiative and EcoLine's fabric technology, offering marketers practical insights into sustainability as a marketable asset. This initiative underscores the potential for cross-industry solutions in addressing eco-conscious consumer demands.

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.

ClickZ is a ClickZ Media publication in the DTC eCommerce division