ClickZ Luxury Footwear Newsletter - 10.24.2024

PLUS: Gucci’s iconic loafers shine in a sleek new campaign

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Niche Nuggets 🔎

Gucci's new campaign, led by Sabato De Sarno, highlights the iconic Horsebit 1953 loafer with Italian actor Pietro Castellitto. The campaign showcases the loafer's timeless elegance and modern masculinity. Despite Gucci's recent financial challenges, the brand continues to celebrate its craftsmanship and enduring style through innovative advertising.

Romeo Beckham joins the FENTY x PUMA campaign, celebrating the fusion of soccer and fashion. The Avanti sneakers, inspired by soccer legends, highlight this collaboration. Beckham praises Rihanna's innovative style, noting the growing influence of sports on street fashion. The Avanti sneakers launched on October 17.

Naturalizer and Think Royln have launched the Ultimate Puffer collection, featuring all-weather footwear and sling bags. This limited-edition line includes two boots, a sneaker, and two sling bags, all crafted with water-repellent fabric and insulated lining. Prices range from $158 to $285, offering style and functionality.

Balenciaga opened its first North Carolina store in Charlotte's SouthPark Mall on October 18. The 3,961-square-foot space will feature the Raw Architecture concept, emphasizing sustainability and modern luxury. This design creates an immersive, art-installation-like atmosphere, focusing on client experience and emotional engagement.

Cole Hauser, star of Yellowstone, launched a boot collection with Frye, featuring four styles inspired by his favorite boots. Priced between $298 and $348, these boots reflect Frye's craftsmanship and Hauser's western style. Available online and in select stores, they cater to the growing trend in western wear.

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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