ClickZ Luxury Footwear Newsletter - 12.05.2024

PLUS: Italian expertise redefines U.S. footwear innovation

Author

Sophie Bruxner-Randall
December 05, 2024 • Estimated Reading Time: 8 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!

Top Shelf 🛒

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

Sector Spotlight 🎥

Church's latest holiday campaign highlights the timeless appeal of its slip-ons through dynamic visuals designed to resonate with e-commerce audiences. Building on the momentum of their anniversary celebration, the campaign emphasizes the transformative power of their leather footwear on consumer style perception. With a product range spanning $100 to $3,250, Church’s strategically balances its online and in-store presence to engage luxury footwear shoppers effectively.

Roger Vivier’s 2024 holiday campaign brings vibrant, festive designs to life through two captivating chapters. The first showcases iconic shoe accessories in a magical winter wonderland, while the second highlights floral-themed creations aboard a vintage train. Available at the brand's new Madison Avenue boutique, the campaign masterfully blends traditional charm with modern elegance, offering inspiration for immersive storytelling in luxury marketing.

Industria Del Design, an Italian shoe design specialist, is expanding in the U.S. market. With a 30-year history and partnerships with top brands like Louis Vuitton, the company focuses on innovation, sustainability, and market expertise. They aim to establish a strong American presence by providing design and development expertise.

Footwear Finds 👢

A.P.C. and Subu's slipper collection illustrates a blend of style and comfort, aligning with current luxury trends. These fashionable slip-ons are primed for market differentiation. An inviting opportunity to incorporate similar strategies into your product lines, enhancing consumer appeal during peak winter shopping periods.

The Salomon x Saytouché Nature Clog blends retro aesthetics with practical innovation. Leveraging the resurgence of sock-like footwear, this design exemplifies how nostalgia and functionality can differentiate products and tell compelling brand stories.

Michel Piza's debut collection, Essenza, highlights versatility and storytelling to appeal to cosmopolitan women. This launch offers key insights for e-commerce marketers looking to target niche markets and align with consumer demand for adaptable luxury, driving engagement and sales.

Influencer Corner 📣

Sarah Levinger on LinkedIn: The reason you're not scaling isn't because your ads are "bad"...

The reason you're not scaling isn't because your ads are You’re stuck because you don’t understand the humans you sell to:

→ What drives their decisions.
→ What emotions they need to feel.
→ What keeps them from buying.

Fix that, the ads will fix themselves.

Optimization Hub ⚙️

Extended Black Friday and Cyber Monday sales challenge e-commerce marketers, requiring strategic creativity in promotions to maintain profitability, especially for smaller brands. Early sales from major retailers like Amazon emphasize the importance of proactive planning to stay competitive.

Strategically allocate 7-12% of revenue for eCommerce marketing; startups might invest 15-20% for initial growth. Focus on customer acquisition while prioritizing high-return channels and tracking ROI. Assess customer lifetime value for sustainable tactics. Challenge your eCommerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.

Customer Relations

📍 London, UK

Marketing & Comms

📍 Austin, TX, USA

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