Shoe Fashion - 02.06.2025

Plus: How TikTok’s AI ad strategy is changing sneaker marketing📊

Author

Rafe Houston
February 06, 2025 • Estimated Reading Time: 7 minutes

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Shoe Fashion is the essential newsletter for eCommerce footwear professionals.

Editor’s Pick🌟

ECOMMERCE INNOVATION INSIGHTS

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

Hot Drops 🔥

FOOTWEAR TRENDS

Paris Fashion Week Fall/Winter 2025 showcased a diverse array of innovative footwear designs, highlighting collaborations and unique reinterpretations of classic silhouettes. Notable moments included Kiko Kostadinov's continued partnership with ASICS, presenting avant-garde sneakers that blend functionality with high fashion. Willy Chavarria's collaboration with Adidas introduced the Forum Boot, featuring rugged soles and a high-top design, as well as the Forum Heel Sneaker, which incorporates a refined Cuban heel. COMME des GARÇONS previewed upcoming footwear collaborations, emphasizing their distinctive design ethos. These presentations underscored the industry's focus on creative partnerships and the reimagining of traditional footwear styles for the upcoming season.

SNEAKER INNOVATION

Puma’s Speedcat Ballet shoes exemplify industry innovation by integrating its renowned Speedcat sneaker with a ballet flat design, debuting at Copenhagen Fashion Week. This launch presents opportunities in digital marketing and ecommerce strategies, aligning with the ballerina-core trend and leveraging partnerships with influencers like Dua Lipa for enhanced consumer engagement.

SNEAKER INNOVATION

Harry Styles' fashion choice of replacing his signature boots with Adidas Gazelles during his 2022 tour has predictively set a trend for 2025. Adidas Gazelles, rooted in 1960s sports performance, have resurged as a style icon due to their unique design and strategic marketing, appealing to streetwear enthusiasts.

SNEAKER RELEASES

Nike's "Treat Yourself" Air Jordan 3 sneakers set a benchmark for self-love-themed releases, aligning with Valentine's trends. Featuring luxe nubuck and full-grain leather, their "Washed Coral" design is timed for February 1 to leverage eCommerce engagement. This initiative offers a case study in consumer-driven marketing and product differentiation.

Influencer Corner 📣

Daniela Morosini on LinkedIn: What could a slimmed-down Estée Lauder Companies look like?

Earlier this week, Bloomberg reported that the company has hired an advisory firm to undertake a strategic review of its portfolio. The ELC we know today was built by buying brands (it has more 20) and for much of the 2010s, the more-is-more strategy worked. This was the heyday of indie beauty, and exciting, founder-led brands could fetch quite a premium — Too Faced was acquired for $1.4 billion.

Alex Cooper on LinkedIn: Here's how to use psychology to design static ads that stand out in the feed. 🧠

I asked psychology expert Sarah Levinger for her take and I was not expecting this answer...

www.linkedin.com/posts/alexgoughcooper_heres-how-to-use-psychology-to-design-static-activity-7290492013219663873-2YQE?utm_source=share&utm_medium=member_desktop

Optimization Hub ⚙️

DIGITAL RETAIL INNOVATION

Gen Z's digital native status is reshaping retail media. Brands must embrace multichannel strategies, personalizing experiences and blending entertainment with values. By leveraging algorithms and data, brands can create meaningful connections, driving long-term loyalty and setting the standard for future retail innovation and strategic relevance in customer engagement.

DIGITAL MARKETING

TikTok introduces GMV Max, an AI-driven tool to optimize advertising for retailers. This innovation automates campaign management, enhancing ad efficiency and profitability, while adapting to TikTok Shop's ecosystem. GMV Max streamlines ad operations, enabling businesses to focus on growth, reflecting strategic advancement in retail advertising.

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