ClickZ Sneakers & Trainers - 11.14.2024

Golden Goose is ruffling feathers with DTC success

Author

Sophie Bruxner-Randall
November 14, 2024 • Estimated Reading Time: 7 minutes

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Niche Nuggets 🔎

Salehe Bembury's collaboration with Crocs continues to innovate with the upcoming Juniper Sudd release, expected Holiday 2024. This vibrant design features a green rubber layer, yellow inner bootie, and orange midsole. Priced at $140, it will be available on Spunge and Crocs, showcasing Bembury's impact on sneaker trends.

Packer Shoes collaborates with adidas to release the FYW Intimidation Low in two colorways for Holiday 2024. Known for their impressive sneaker collaborations, Packer offers a light and dark blue gradient design. Available exclusively at their New Jersey store, this release continues their tradition of innovative sneaker partnerships.

New Balance's 1906R silhouette is set to release a new Cream and Green colorway in November 2024. This retro runner features a cream base with green and burgundy accents, maintaining its reputation for stylish releases. Priced at $155, it will be available at select retailers and New Balance.

The adidas and Song for Mute's Country OG sneaker, featuring mohair and suede, exemplifies the trend of textural contrast in footwear. This collaboration, priced at $140, follows successful predecessors like Wales Bonner's designs, highlighting the sneaker's evolution into a stylish, must-have item for enthusiasts.

This week’s sneaker drops blend nostalgia and innovation, with standout collaborations like the Nike x Wu-Tang Dunk’s 25th-anniversary return and Aminé x New Balance U740CB2’s fresh revival. Other highlights include the futuristic AAP Rocky x PUMA Mostro Slip-on, Salehe Bembury’s modern twist on the New Balance 530, and the rugged adidas Radlander Moc GTX. Marketers can tap into these trends of heritage and innovation to inspire campaigns that resonate with sneaker culture.

Golden Goose reported a 12% sales increase, driven by strong direct-to-consumer growth, especially in EMEA. Retail and digital channels excelled, while wholesale declined. New store openings and community engagement are key strategies. Despite market volatility, the brand postponed its IPO, focusing on customer experience and artisan support.

Performance Pulse 📈

The latest benchmarking data from full-funnel marketing measurement provider  Fospha reveals that Meta and Performance Max still dominate as the highest-spend channels for fashion brands, holding an average of 35% and 30% of budget respectively. This is a testament to the channels’ ability to support both brand-building and conversion activities at scale, both key components for sustained growth.

Pinterest, making up an average of 1% of fashion brands’ budgets, delivered the highest ROAS across all channels in Q3. Higher revenue efficiency is not rare for smaller channels – but Pinterest’s ability to outperform other lower-spend platforms likely reflects its unique suitability for fashion marketing. Widely used as a hub for discovering and curating style inspiration, fashion advertising can easily be made to feel native to the platform experience. With Pinterest ad spend up 51% year-over-year across all industries, it seems more brands than ever are eager to tap into the platform’s growth potential and unique advantages.

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

BigSummit emphasized the importance of multi-channel strategies for e-commerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving ecommerce landscape.

Ecomdigest is a Contentive publication in the DTC Ecommerce division