Ecomdigest Underwear - 10.17.2024

PLUS: Diesel and Savage X Fenty team up for a groundbreaking lingerie collection.

Author

Sophie Bruxner-Randall
October 17, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Underwear Insights 🩲

The 2024 Victoria's Secret Fashion Show returns with a focus on diversity and inclusivity, redefining beauty standards. Expect a mix of classic and modern styles, all-female musical performances, and global accessibility. The event aims to celebrate all body types and identities, marking a new era for the brand.

Diesel and Savage X Fenty have launched a limited-edition lingerie collection, celebrating inclusivity and self-love. Featuring unique prints and textures, the collection is available at select stores and online. The campaign, shot in Italy, showcases diverse individuals embracing body positivity, reflecting the brands' shared values and innovative fashion approach.

The bodysuit is making a significant comeback in luxury fashion, evolving from shapewear to a versatile statement piece. Designers like Dior, Mugler, and Stella McCartney are reimagining it for Spring/Summer 2025, with styles ranging from sporty to lingerie-inspired. This trend is driven by a surge in consumer interest, as seen in the sharp rise in bodysuit searches and sales predictions.

Social media, particularly TikTok, plays a crucial role in popularizing bodysuits, with influencers showcasing styling tips. Brands like Skims and Agent Provocateur are capitalizing on this trend, offering high-quality, luxury versions. As consumers seek versatile, body-conscious fashion, the bodysuit's adaptability ensures its place in modern wardrobes, blending elegance with everyday wear.

As we look forward to Spring/Summer 2025, fashion trends are embracing both power and femininity. Expect to see strong silhouettes with suits and blazers featuring pronounced shoulders, alongside fluid, sheer outfits that exude elegance. Designers like Stella McCartney and Saint Laurent are leading the charge with masculine tailoring, while others explore romantic and hyper-sexy styles with ruching and ruffles.

Key trends include the return of the peplum dress, emphasizing the waist with sculptural designs, and the total white look symbolizing purity and peace. Lingerie-inspired pieces, floral motifs, and innovative garment structures are also making waves. From asymmetrical trousers to surf-inspired ensembles, the fashion world is set to offer a diverse and exciting array of styles for the upcoming season.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Amazon's Amelia AI, currently in Beta, aims to assist sellers with insights and advice. While it simplifies tasks for new users, its potential lies in evolving features like competitive analysis and content optimization. Amelia is promising, but its future impact on Amazon sellers remains to be seen.

Advertising Week New York highlighted three key trends: the scarcity of third-party data, the rise of the creator economy, and the pressure on marketers to prove ROI. Brands must leverage first-party data, embrace TikTok'spotential, and focus on measurable outcomes to succeed in this evolving landscape.

Ecomdigest is a Contentive publication in the DTC Ecommerce division