ClickZ Luxury Footwear Newsletter - 11.07.2024

PLUS: Danner & Madhappy’s Mountain High Vibrant Boots

Author

Sophie Bruxner-Randall
November 07, 2024 • Estimated Reading Time: 7 minutes

Editor’s Pick 🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets 🔎

Birkenstock 1774 elevates its Boston clog and Arizona sandal with all-over shearling, offering luxury in bold colors. Priced at $420, these shoes are a more accessible option compared to high-end brands. Birkenstock's innovative designs, including collaborations, highlight its expanding influence in the winter footwear market.

Blake Lively dazzled at the 2024 LACMA ArtFilm Gala in Los Angeles, wearing pink crystalized Christian Louboutin Emilie sandals. Her vibrant footwear complemented a chainmail-inspired mini dress and orange cape. The event, sponsored by Gucci, supports LACMA's film initiatives and honored artist Simone Leigh and director Baz Luhrmann.

This week in fashion, significant strides were made in diversity and collaboration. Willy Chavarria and Raul Lopez of Luar were celebrated at the CFDA Fashion Awards, highlighting the industry's commitment to inclusivity. Meanwhile, a new partnership between Salomon and MM6 Maison Margiela introduced a ready-to-wear collection, showcasing innovative design.

In business news, Ye and adidas resolved their disputes, allowing both to move forward. Prada Group defied economic trends with a 105% surge in Miu Miu sales, while Moncler faced a 3% revenue decline. Additionally, RRL collaborated with Navajo artist Zefren-M for a collection honoring Indigenous heritage, blending traditional techniques with modern design.

Advisory Board Crystals collaborates with Diemme to create unique hiking boots adorned with opal gemstones, celebrating October's birthstone. These boots blend traditional craftsmanship with innovative design, featuring silver lace hooks and a thick sole. This release marks a bold step in Diemme's design evolution, offering a fresh take on hiking footwear.

Danner and Madhappy have collaborated on a vibrant version of the Mountain Light boot, available in chestnut and punch pink. Built in Portland, these boots feature durable suede, waterproof Gore-Tex liners, and Vibram outsoles. This partnership highlights the synergy between style and functionality, appealing to both outdoor and urban enthusiasts.

Leading Voices 📣

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Ad prices fell in Q3 2024, impacting ad spend growth in search and social. Retail media saw a click surge, while new formats outpaced traditional channels. Amazon DSP and Google Performance Max showed significant growth. Lower prices increased ad volume, especially in retail media's purchase funnel.

To navigate rising holiday advertising costs, diversify your strategy by incorporating platforms like TikTok, YouTube, and Connected TV. These channels offer competitive pricing and reach new audiences. Focus on user-generated content and platform-specific strategies to optimize engagement and conversions, ensuring a successful holiday marketing campaign.

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

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