ClickZ Luxury Footwear Newsletter - 12.18.2024

Plus: Stadium Goods & BAPE tap nostalgia for big wins

Author

Sophie Bruxner-Randall
December 18, 2024 • Estimated Reading Time: 6 minutes

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Welcome to ClickZ Luxury Footwear, your essential newsletter for luxury footwear e-commerce professionals. This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a happy holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Sydney Sweeney stepped out in New York City wearing pointed white Amina Muaddi boots, paired with a Gucci Fair Isle sweater and cocoa-hued leather pants, showcasing a perfect blend of seasonal style and understated glamour. Her outfit, featuring a $2,800 Gucci sweater from Net-a-Porter, demonstrates the growing appeal of statement winterwear infused with luxury elements. For e-commerce marketers, this look emphasizes the importance of promoting versatile high-end staples that can be re-styled for multiple occasions. Highlight seasonal campaigns by combining aspirational storytelling with curated collections of similar pieces to engage style-conscious consumers and drive conversions.

Arianna Casadei, General Manager of Casadei, leads her luxury shoe brand into modernity, inspired by her grandparents’ legacy. Balancing creativity with tradition, she emphasizes resilience and innovation. Her strategic insights focus on e-commerce expansion and adapting to market demands, while managing work-life balance challenges.

The Varsity Blues collection, a collaboration between Stadium Goods and BAPE, blends high school nostalgia with streetwear appeal, featuring navy leather BAPE STA sneakers and satin varsity jackets. Launching December 14, 2024, both online and in-store, this drop highlights the growing power of nostalgia-driven streetwear collaborations. For marketers, this is a reminder to create buzz through exclusive pre-orders, limited-time campaigns, and engaging content that taps into emotional connections with retro aesthetics. Leveraging omni-channel strategies and influencer partnerships can further amplify reach and drive conversions.

Capri Holdings is exploring the sale of Versace and Jimmy Choo, working with Barclays to find potential buyers. This move follows a failed buyout by Tapestry Inc. and aims to refocus on Michael Kors. The outcome depends on new ownership, with strategic growth plans for both brands.

Caleres, a leading footwear brand portfolio, declared a quarterly dividend of $0.07 per share, payable January 10, 2025. With over 100 years of consecutive dividends, Caleres continues its legacy of craftsmanship and passion for fit, offering products through various retail channels.

Influencer Corner 📣

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔”

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’”

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

📍 Austin, TX, USA

Affiliate Marketing

📍 New York, USA

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