ClickZ Luxury Footwear Newsletter - 11.28.2024

PLUS: Onitsuka Tiger celebrates 75 years with Parisian flair

Author

Sophie Bruxner-Randall
November 28, 2024 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Luxury Footwear, your essential newsletter for luxury footwear e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns step up and your sales soar!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

French fashion brand Patou and Japanese footwear brand Onitsuka Tiger have teamed up to celebrate Onitsuka Tiger’s 75th anniversary with a chic collection. The lineup includes reimagined Mexico 66 sneakers, ankle boots, and ballet flats in a range of colorways. Starring Claudia Sulewski, the campaign highlights the fusion of Parisian elegance with Onitsuka Tiger’s iconic craftsmanship. The collaboration showcases how cross-cultural partnerships and limited-edition designs can elevate brand appeal and attract style-conscious consumers.

Louis Vuitton has announced actor Callum Turner, known for his roles in The Capture and Fantastic Beasts, as its latest brand ambassador. Turner reflects the brand's dedication to craftsmanship and innovation, joining high-profile ambassadors like Jude Bellingham and Lisa. For e-commerce marketers in luxury footwear, this partnership emphasizes the power of aligning with cultural icons to enhance brand storytelling and connect with diverse, global audiences.

Stuart Weitzman and Swarovski have collaborated to create the limited-edition Stuart Power Shine pumps, featuring over 6,000 Swarovski crystals. Available in exclusive metallic shades, these pumps are priced at 850 euros. This partnership is part of Swarovski's ongoing efforts to innovate through creative collaborations in the fashion industry.

Lucchese and designer Nick Fouquet unveiled their second collaboration on November 19, featuring cowboy boots and accessories that embody the spirit of the American West. Highlights include the 1495 Calico Boot and the 1695 Hawk Moon Boot, blending timeless design with historical and adventurous influences.

This collection demonstrates how storytelling and heritage-inspired products can create emotional connections, driving interest and engagement in the premium footwear market.

Golden Goose thrives in a slow market by prioritizing customer experience over mere product sales. CEO Silvio Campara emphasizes creativity, allowing customers to design their own sneakers. This approach fosters loyalty and growth, with 74% of revenues from direct-to-consumer sales, highlighting a shift towards experiential retail.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone
📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 
📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending.  

Jake Abrams on LinkedIn: Harsh DTC growth truth: 

Optimizing your 7DC Meta CPA is only half the job. 

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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