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  • Shoe Fashion Newsletter | 🧠 Outthink Last Click Attribution

Shoe Fashion Newsletter | 🧠 Outthink Last Click Attribution

Plus, Simone Rocha reimagines Crocs with crystals and attitude—expect sell-out hype.

Author

Sophie Bruxner-Randall
April 09, 2025 • Estimated Reading Time: 32 minutes

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Shoe Fashion is the essential newsletter for eCommerce footwear professionals.

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results.

🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Why? With extensive product catalogs and diverse customer segments, large brands can leverage PMAX's AI-driven optimization, while smaller brands benefit from the precision targeting of Paid Search to capture high-intent traffic while still leveraging PMAX for efficiency

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

Sector Spotlight 🎥

CREATIVE COLLABORATION

The collaboration between ATL's 404 Collective, adidas, and The Athlete's Foot celebrates Atlanta's cultural identity with the adidas Superstar "404 Day" shoe. Designed to reflect the city's hip-hop roots and community ethos, this partnership is rooted in authenticity, ensuring that it resonates with Atlanta's diverse audience.

SNEAKER INNOVATION

Adidas's new BW Army Shoes are a budget-friendly alternative to Maison Margiela's pricey Replica sneakers, rooted in genuine military history. These sneakers, priced at $120, capture the timeless appeal of minimal branding and distressed leather, resonating with both sneaker enthusiasts and marketers by bridging past military-grade aesthetics with modern accessibility. This release is strategically relevant, offering marketers insights into capitalizing on heritage brands while appealing to contemporary consumer expectations.

BRAND COLLABORATION

Aimé Leon Dore and New Balance reveal the RC56, a sneaker merging streetwear aesthetics with New Balance's performance legacy, generating buzz among fashion-savvy audiences. The collaboration's appeal lies in its anticipated design excellence and cultural relevance, potentially setting a new standard for partnerships in 2025. As full specifications remain unspecified, marketers should note the strategic strength in sustained brand partnerships that blend traditional elements with modern appeal, capturing diverse consumer interests.

RETAIL TARIFFS IMPACT

The recent tariffs implemented by President Trump are poised to increase the cost of clothing and footwear in the U.S., as most apparel is imported from heavily tariffed Asian countries. This is crucial for marketers to analyze, as consumer price sensitivity could affect shopping behaviors, posing challenges and opportunities for strategic marketing adjustments in response to these economic shifts.

FOOTWEAR COLLABORATION

Bandit Running's collaboration with ASICS introduces the Novablast 5, inspired by artist Isamu Noguchi, blending Japanese American cultural elements with modern design. Launched on April 4, it offers unique aesthetic touches like off-white palettes and red accents, targeting fashion-focused audiences keen on culturally rich collaborations. This release highlights the growing trend of culturally nuanced collaborations in footwear, providing marketing professionals insights into consumer interests around artistic and cultural engagement in product design.

FASHION COLLABORATION

Simone Rocha and Crocs launch a bold collaboration, transforming the already controversial Fisherman Stomp into a high-fashion statement with crystal embellishments and vibrant colors. At $250, these sandals exemplify the growing trend of 'ugly footwear' that resonates with avant-garde fashion enthusiasts. Available from April 7 in select stores and online, this collaboration reflects a keen industry focus on innovative design and strategic partnerships to captivate trendsetting consumers.

SNEAKER LAUNCH

Caitlin Clark's upcoming Nike Kobe 6 'Light Armory Blue' sneaker release in 2025 presents a marketing opportunity, reflecting her growing influence in women's basketball and its expansion in the sneaker market. The sneaker features a distinctive Indiana Fever color scheme and will be available on the Nike SNKRS app and select retailers at $190, indicating significant consumer demand. This collaboration accentuates the increasing crossover between the WNBA and consumer markets, offering a potential case study for marketing professionals interested in sports endorsement strategies and consumer engagement.

Influencer Corner 📣

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

www.linkedin.com/posts/leearthur_shoptalk2025-retailinnovation-ai-activity-7314717983375851521-g1-Q?utm_source=share&utm_medium=member_desktop&rcm=ACoAABwRG8wBGGOCpGU3rhxXdxdccfuHSghjYwg

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.

SOCIAL MEDIA MARKETING

Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.

ECOMMERCE OPTIMIZATION

Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.

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