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  • Shoe Fashion Newsletter | What Every eCommerce Leader Was Talking About at eTail West

Shoe Fashion Newsletter | What Every eCommerce Leader Was Talking About at eTail West

Plus: Size? x New Balance 2002R—Limited Drop Alert!

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Sophie Bruxner-Randall
March 05, 2025 • Estimated Reading Time: 7 minutes

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Shoe Fashion is the essential newsletter for eCommerce footwear professionals.

Retail Rewired 🔥

Rising Costs, AI & the Halo Effect—Key Takeaways from eTail West

The Fospha team had an amazing time at eTail West last week, connecting with eCommerce leaders and diving into the biggest challenges and opportunities shaping the industry. Here are the top trends we saw dominating the conversation.

📈 Brands Are Navigating Rising Ad Costs & Complexity

With CPCs on the rise, brands are doubling down on efficiency— looking for opportunities to optimize their marketing mix and making the most owned channels like email, SMS, and loyalty programs.

🤖 AI-Driven Personalization Is Scaling Up

AI is transforming customer interactions in real time. Hanky Panky shared how AI powers their acquisition, site experience, and retention efforts—including automating 50% of customer service interactions to free up human agents for high-value customers.

💡 The Halo Effect Is Real

At Fospha, we're always talking about the impact of TikTok, YouTube, and Meta ads on third-party sales channels like Amazon. At eTail West, Ross Wakeham from TikTok reinforced that this ‘spillover’ effect is a huge measurement opportunity for brands.

If you’re interested in learning more about the halo effect, you can lead our latest research here. 🔗

Sector Spotlight 🎥

SNEAKER INNOVATION

adidas revives the Intimidation Low in sleek IvoryBeige, merging classic design with contemporary allure. Following recent collaborations, this launch showcases the Feet You Wear philosophy, balancing bold aesthetics with nuanced contrast. This move taps into nostalgia while innovatively positioning the brand for digital engagement and enhanced eCommerce growth within the competitive US sneaker market.

SNEAKER INNOVATION STRATEGY

The HOKA and Marni alliance introduces the BONDI B3LS sneakers, seamlessly blending fashion-forward design with day-long comfort - a pivotal move for consumer engagement. Releasing April 4, available in bold and classic colors, these sneakers underscore the industry's pivot towards integrated style and function, pointing to evolving consumer demands and market sustainability trends.

COLLABORATIVE INNOVATION

size? unveils a strategic New Balance 2002R Protection Pack for Spring 2025, featuring sleek silver, striking black, and earthy brown colorways. This exclusive collaboration exemplifies innovative design while maintaining consumer fascination, priced approximately $160. Available online and in stores, it signals astute positioning within digital and physical retail spaces.

ECO-FRIENDLY FOOTWEAR

Chennai's Disobedience is disrupting footwear with eco-conscious innovation, blending style with sustainability. Founded by Anita Soundar, this brand champions plant-based leathers and upcycled materials, setting new industry standards. Challenges in R&D funding and artisan training persist, but the brand remains a beacon of individuality and environmental commitment within the luxury market.

FASHION INNOVATION

Milan Fashion Week Fall 2025 spotlighted a shift from understated luxury to vibrant, innovative designs in footwear. Designers showcased opulent, meticulously crafted pieces, emphasizing bold concepts like Giuseppe Zanotti's embellished heels and Hogan's urban-inspired sneakers. This strategic focus suggests a renewed emphasis on glamour and differentiation in luxury marketing strategies.

BRAND CELEBRATION

Celebrating 50 years, Santoni honors its artisan legacy with a traveling exhibit at Milan Fashion Week. It unveils a new logo symbolizing craftsmanship. The launch of Accademia dell'Eccellenza fosters future talent, while new boutiques aim to exemplify Santoni’s commitment to artisanal excellence and storytelling in retail.

Attending SXSW?

Influencer Corner 📣

ClickZ.com on LinkedIn:  E-commerce search is evolving—fast.

Shoppers today don’t want to type generic keywords and sift through irrelevant results. They want AI to understand what they mean—instantly.
💡 Imagine telling a retailer:
🗣️ "I need a gift for a six-year-old who loves Legos."
✅ AI gets it. It curates the perfect selection without endless scrolling.

🔊 Listen to George J Kanuck III, CRO of Monetate, as he breaks down to Mairi-Claire Tay how AI-driven search and real-time personalization are transforming online shopping.

Jure Knehtl on LinkedIn: Ugly ECOM truth #4 🐺 

E-commerce is EASY.

But not for everyone.

It's easy if you are selling products that:
> COGS < 25%
> Scalable selling to new customers with paid ads with a positive contribution margin
> Impulsive buy or shorter time to purchase
> Solves real pain problem to a broad TAM
> Is consumable, has potential subscription
> Great for bundles and potential for follow-up products
> Short lead time
> Social media friendly (Influencers & Creators)
> Low competition + High demand
> Rising trend/growing market
> Inbuild re-occurrence

If NOT, it will be HARD to find success in 2025.

Optimization Hub ⚙️

ECOMMERCE INNOVATION

Klaviyo flows optimize eCommerce marketing by automating email and SMS strategies, tailoring communication based on customer behavior. Key flows like welcome series, cart recovery, and post-purchase enhance engagement and revenue. Integration with platforms like Shopify and AI-driven analytics amplify efficiency, offering crucial insights for professionals seeking strategic marketing enhancement.

ECOMMERCE EMAIL STRATEGIES

eCommerce email design is crucial for boosting brand engagement and conversions in the sneaker industry. Implementing mobile-first strategies, AI-driven personalization, system fonts for seamless display, and uniform branding enhances performance. Prioritizing design optimization for dark mode, strategic content placement, and AB testing are vital for maximizing ROI within the dynamic digital sneaker market.

Social Media Marketing

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