ClickZ Swimwear Newsletter - 11.28.2024

PLUS: Shark Stop’s eco-friendly wetsuit is safety redefined

Author

Sophie Bruxner-Randall
November 28, 2024 • Estimated Reading Time: 8 minutes

ClickZ Swimwear is the essential newsletter for e-commerce professionals in the swimwear industry. With Black Friday just hours away this Thanksgiving, we’re here to help your campaigns make a splash and your sales soar!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Shark Stop has launched the world’s first shark bite-resistant wetsuit, combining safety, comfort, and sustainability. Debuted at DEMA Show 2024, the wetsuit features:

  • Ultra-High Molecular Weight Polyethylene (UHMWPE): Unmatched resistance to cuts and tears.

  • Lightweight, Flexible Design: Maintains the comfort of standard wetsuits.

  • Eco-Friendly Materials: Crafted with bio-neoprene, reducing its carbon footprint.

👉 For e-commerce marketers, it highlights the growing demand for performance-focused, eco-conscious swimwear that stands out in a competitive market, opening opportunities for premium positioning and niche targeting.

Tommy Bahama is set to expand its footprint in Sarasota, Florida, with a new combined restaurant, bar, and retail store opening in early 2025 at 465 John Ringling Boulevard.

The 11,000-square-foot space reunites dining and shopping, reinforcing the brand's lifestyle appeal in the historic St. Armands Circle, where it has maintained a presence since 1996. This integration of experiences highlights how blending retail with hospitality can deepen customer engagement and drive traffic in key markets.

SwimOutlet has released its 2025 Tech Suit Review, a comprehensive guide for competitive swimmers led by Sonny Trigg, known as TheSwimsuitGuy, with insights from elite athletes, including Olympic medalists. This 10th edition evaluates top suits like the arena Primo and Mizuno GX Sonic VI, highlighting innovations in buoyancy and compression for enhanced performance.

The review emphasizes fit, technology, and user feedback, offering actionable advice for selecting the perfect suit. Available at SwimOutlet.com, it combines expert analysis with customer-centric resources, setting a standard for engaging e-commerce experiences in the swimwear market.

The Gold family is considering selling a stake in Ann Summers, a UK-based lingerie and sex toy retailer. They may hire Interpath for a strategic review. Despite financial challenges, the family has invested heavily, aiming to grow the brand. A reduction in their stake is likely, but not confirmed.

Splash About, a leading UK children's swimwear brand, is expanding internationally in Australia and the USA. By acquiring Little Toggs and establishing a US team, they aim to enhance distribution and partnerships with swim schools. Their innovative Happy Nappy product addresses market demand, offering cost-effective solutions for swim facilities.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone
📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 
📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending.  

Jake Abrams on LinkedIn: Harsh DTC growth truth: 

Optimizing your 7DC Meta CPA is only half the job. 
- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back
STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

ClickZ is a Contentive publication in the DTC Ecommerce division