ClickZ Swimwear Newsletter - 12.05.2024

PLUS: How Ilona Maher is reshaping swimwear marketing

Author

Sophie Bruxner-Randall
December 05, 2024 • Estimated Reading Time: 6 minutes

ClickZ Swimwear is the essential newsletter for e-commerce professionals in the swimwear industry. As the holiday season approaches, we’re here to help your campaigns make a splash and your sales soar!

Top Shelf 🛒

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

Sector Spotlight 🎥

Pamela Anderson's swimwear debut with Frankies Bikinis blends iconic nostalgia with modern design. The collaboration demonstrates effective storytelling and brand alignment, essential for refining retail strategies in today's complex markets. This case emphasizes leveraging personal brand evolution within competitive sectors, offering insights for enhancing consumer engagement and differentiation.

Olivia Paisley, founded by Carmen Rodriguez, revolutionizes swimwear and lingerie with a focus on inclusivity, sustainability, and quality. Since 2019, it’s become a leader in e-commerce fashion, offering diverse styles for all body types. Strategically expanding, it aims for global reach, aligning products with consumer values.

Parah's transformation into a lifestyle brand reveals pivotal market trends. Their strategy encapsulates premium offerings and strategic expansion across Italy, France, and emerging Asian markets. The focus on digital marketing and product diversification aims for a €40 million revenue goal, highlighting strategies to capture and capitalize on e-commerce growth globally.

Olympic athlete Ilona Maher's feature in Sports Illustrated Swimsuit presents actionable insights into influencer marketing within the digital fashion arena. Her compelling narrative challenges conventional strategies by merging athletic authenticity with brand storytelling, offering innovative approaches to enhance consumer engagement and drive differentiation in a competitive e-commerce fashion landscape.

Influencer Corner 📣

Ben Radack on LinkedIn: You can't just run an ad and hope Meta finds the right audience.

Audience testing still matters, but it’s not about lookalikes or interest stacks. The real key is testing copy and messaging.

Meta analyzes your ads to determine the most relevant audience for them.

Struggling to hit the right people?

👉 Change your messaging
👉 Test different hooks.

Sarah Levinger on LinkedIn: The reason you're not scaling isn't because your ads are "bad"...

You’re stuck because you don’t understand the humans you sell to:

→ What drives their decisions.
→ What emotions they need to feel.
→ What keeps them from buying.

Fix that, the ads will fix themselves.

Optimization Hub ⚙️

Extended Black Friday and Cyber Monday sales challenge e-commerce marketers, requiring strategic creativity in promotions to maintain profitability, especially for smaller brands. Early sales from major retailers like Amazon emphasize the importance of proactive planning to stay competitive.

Strategically allocate 7-12% of revenue for eCommerce marketing; startups might invest 15-20% for initial growth. Focus on customer acquisition while prioritizing high-return channels and tracking ROI. Assess customer lifetime value for sustainable tactics. Challenge your eCommerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.

Customer Relations

📍 London, UK

Marketing & Comms

📍 Austin, TX, USA

ClickZ is a Contentive publication in the DTC Ecommerce division