ClickZ Luxury Footwear Newsletter - 09.19.2024

PLUS: Ecco’s Innovative Designer Partnerships Are Shaking Up the Industry!

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ClickZ
September 19, 2024 • Estimated Reading Time: 7 minutes

Specialty Bites 🍪

Balenciaga's new $1,150 Stapler Sneaker features a 2000s running shoe design adorned with literal staples. Made from polyurethane and polyester, it includes scuff marks and asymmetrical lacing. Available in various colors for men and women, the sneaker continues Balenciaga's trend of unique, distressed footwear.

Tommy Hilfiger's Spring 2025 RTW show took place on a retired Staten Island Ferry during New York Fashion Week. Stars like Damson Idris, Brooke Shields, and Tinashe showcased stylish footwear, including black dress shoes, boots, and loafers. The event highlighted a nautical theme and drew a diverse celebrity crowd.

Ecco, the Danish footwear brand, is shaking things up with some seriously cool designer partnerships. Imagine leather that's stretchy, breathable, and reflective—perfect for urban cyclists. Thanks to a workshop at Ecco's Netherlands tannery, designer Johanna Parv made it happen. Her jackets will debut at London Fashion Week, showcasing Ecco's knack for innovation.

Ecco's CEO, Panos Mytaros, is all about giving young designers the freedom to experiment. The brand's collaboration with 1 Granary offers emerging talents access to Ecco's cutting-edge facilities. This isn't just about making money; it's about generating creative energy and staying relevant. Ecco's recent partnerships, like those with Ral7000Studio and Nicklas Skovgaard, are proof of their commitment to innovation.

But let's not forget Ecco's roots. Founded in 1963, the brand gained fame for its durable, comfy shoes. However, it lost its cool factor among younger generations. Now, with pioneering partnerships and a focus on innovation, Ecco is clawing back its cool. Collaborations with designers like Natacha Ramsay-Levi have been a hit, selling out fast.

Ecco's unique selling point? They own their entire supply chain, from leather production to finished footwear. This vertical integration is a huge draw for Gen Z and emerging designers. By opening their doors to new ideas, Ecco is not just making shoes; they're making waves in the fashion industry.

Chanel West Coast dazzled at the MTV VMAs in a silver dress and Rene Caovilla sandals. Her avant-garde outfit featured a chainmail-like skirt and a corset bodice adorned with safety pins and metallic hearts. The glimmering sandals, embellished with crystals, perfectly complemented her edgy, modern look.

Despite a general decline in dress shoe sales, Designer Brands Inc. saw a significant boost from the Jessica Simpson brand, with high double-digit sales increases and a 70% rise in wholesale distribution. This success contrasts with the overall challenging market for dress and seasonal footwear at DBI.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

  • 📱 How the major platforms' KPIs have trended in 2024, and where you should be investing. 

  • 🚀 How to access Paid Social's huge scaling potential. 

  • ✨ The most effective Google channel of 2024.

  • 🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

"These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential." 

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

Ad spend in 2024 is set to rise, driven by retail media, value-based messaging, political ads, and CTV monetization. The IAB projects an 11.8% increase, with retail media leading due to high CPG and beauty spend. AI in search could further boost Q4 advertising.

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