ClickZ Luxury Footwear Newsletter - 10.10.2024

PLUS: Kitten Heels—Fall's New Fashion Favorite

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 7 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Lionel Messi's new adidas Gazelle sneakers, part of the "Triunfo Dorado" collection, are a stylish hit. Wrapped in eco-friendly beige suede with black leather accents, these shoes celebrate Messi's G.O.A.T. status. Available now, they're selling fast, so fans should act quickly to snag a pair.

Gayle King showcased Sneex heels at a Las Vegas Aces vs. New York Liberty game, highlighting a trend in hybrid sneaker heels. Designed by Spanx founder Sara Blakely, these shoes combine sneaker comfort with pump style. King's choice reflects a growing interest in versatile, stylish footwear options in the fashion industry.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More to Discover 👠

Kitten heels are making a comeback as the perfect blend of elegance and comfort. This season's micro heel offers a stylish alternative to flats and sneakers, suitable for any occasion. With options from designers like Khaite and Staud, these versatile shoes promise both style and practicality.

The Wales Bonner and adidas collaboration continues with luxurious iterations of the Samba and Superstar sneakers. Featuring crocodile-like embossed leather, these designs offer a sophisticated twist. The collection includes metallic, suede, and classic styles, with colorways like brown, navy, and white. Release details are pending, so stay tuned for updates.

The Digital Excellence Summit in Milan highlighted luxury brands like Off-White, Sergio Rossi, and Veja, focusing on digital innovation and collaboration. Key discussions included influencer marketing, sustainability, and digital tools enhancing customer experiences. The event emphasized the evolving role of digital strategies in shaping modern luxury lifestyles.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division