ClickZ Luxury Footwear Newsletter - 10.17.2024

PLUS: Gedebe’s bold expansion in the luxury footwear market.

Author

Sophie Bruxner-Randall
October 17, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

ECCO and Natacha Ramsay-Levi's third footwear collaboration blends technicality with style, offering city-ready shoes for the outdoors. The collection features ECCO's Fluidform tech for comfort and includes hybrid loafers, boots, and sneakers in vibrant colors. Launching October 15, it showcases innovative designs with high-shine leathers and matte finishes.

Taylor Swift and Travis Kelce enjoyed a stylish date night in New York, joined by Blake Lively and Ryan Reynolds. Swift wore Louis Vuitton platform boots, paired with a Gucci corset and Polo Ralph Lauren jacket. Her footwear choice reflects her diverse style, often featuring high-end brands.

Larroud Shoes & Boots, founded in 2020 by Maria and Ricardo Larroud, are gaining traction in the fashion world, especially among celebrities like Taylor Swift and Selena Gomez. Their designs are not only fashion-forward but also sustainable, with a commitment to reducing environmental impact. The brand's use of high-quality materials and craftsmanship, such as memory foam insoles for comfort, makes them a standout choice for those seeking both style and sustainability.

Nicole Ari Parker dazzled at the NYCB Fall Fashion Gala in silver Chanel booties, showcasing her bold fashion sense. The event featured notable attendees and performances, including a premiere by choreographer Caili Quan. Parker's ensemble, complete with metallic accessories, highlighted her daring style, captivating audiences once again.

Gedebe, co-founded by Giuseppe Della Badia and Jean-Baptiste Wautier, aims to expand its luxury shoe brand. Wautier's investment highlights Gedebe's market potential, celebrity endorsements, and global retail presence. With shoes as a growth focus, the brand seeks to enhance distribution and business size, leveraging Della Badia's design expertise.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

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