ClickZ Luxury Footwear Newsletter - 10.03.2024

PLUS: How luxury brands are using digital tools to engage new audiences

Author

Sophie Bruxner-Randall
October 03, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

@katebartlett

swim a mile in these louboutins 😗😗 @Christian Louboutin #louboutin #louboutinshow

Christian Louboutin's Paris Fashion Week show featured a spectacular blend of dance, synchronized swimming, and retro aesthetics. Directed by David LaChapelle and choreographed by Bianca Li, the event highlighted Louboutin's new Miss Z pumps and celebrated his passion for dance and Hollywood-inspired performances. The collection included innovative footwear and eyewear.

Luxury brands must adapt to the digital age by embracing innovative marketing strategies while maintaining their exclusivity. Key approaches include:

  • Influencer Marketing: Partnering with influencers who align with the brand's ethos to reach new audiences authentically.

  • Personalization: Using data to offer bespoke experiences and white-glove service, enhancing customer loyalty.

  • High-Quality Content: Creating luxurious visuals and compelling narratives to evoke aspiration and exclusivity.

Social media platforms like Instagram and TikTok are essential for visual storytelling, while VR and AR technologies offer immersive shopping experiences. By leveraging these tools, luxury brands can create engaging, seamless journeys for their tech-savvy consumers.

The Air Jordan 11 "Bred Velvet" is set to release on November 11 for $225 in women's sizing. This new iteration features the classic Bred colorway with a velvet upper, replacing the traditional patent leather. Expect availability via Nike SNKRS and select retailers.

Luxury brands leverage storytelling to connect deeply with consumers, blending heritage and modern values. Iconic examples include Dior, Chanel, and Louis Vuitton, which infuse their rich histories into contemporary designs. Modern narratives focus on sustainability and inclusivity, engaging younger audiences. Digital media amplifies these stories, enhancing brand engagement.

Entrupy's 2024 State of the Fake report reveals a worsening luxury counterfeiting problem, with 9% of authenticated items found to be fake. Top brands affected include Louis Vuitton, Chanel, and Gucci. Counterfeiting impacts global trade, health, and the environment, necessitating stronger laws and consumer education.

Editor’s Pick 🌟

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should: 

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance. 

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels. 

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery. 

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here. 

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnelbusiness outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

ClickZ is a Contentive publication in the DTC Ecommerce division