Ecomdigest Underwear - 11.14.2024

MarediModa highlights eco-friendly fibers and versatile fashion innovation.

Author

Sophie Bruxner-Randall
November 14, 2024 • Estimated Reading Time: 7 minutes

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Specialty Bites 🍪

The Star Trek x OddBalls collaboration is a compelling example of merging fandom with purpose-driven marketing. Offering themed underwear that reflects Star Trek’s values of unity, the partnership raises awareness for testicular cancer and supports charitable causes. With limited stock available, this campaign demonstrates how aligning style with a meaningful mission can drive both engagement and impact.

John Boyega’s debut in the 2025 Pirelli Calendar redefines the "leading man" archetype, embracing authenticity and challenging beauty norms. Photographed by Ethan James Green, Boyega’s bold portrayal aligns with the calendar’s theme, "Refresh and Reveal," which explores diverse expressions of beauty and nudity. Featuring stars like Padma Lakshmi and Jodie Turner-Smith, the campaign underscores the power of self-expression, offering marketers a blueprint for celebrating diversity and reimagining traditional narratives in branding.

MarediModa's 22nd edition in Cannes showcased the industry's resilience, focusing on sustainability and evolving consumer preferences. Highlights included Lycra’s corn-based elastic fibers, emphasizing eco-friendly innovation, and The Link competition, celebrating emerging design talent. For marketers, the shift toward versatile designs and customization presents opportunities to align with trends that drive engagement and foster growth.

Shapewear has transformed into a must-have for comfort and style, with brands like Skims and +Body by Julia Haart leading the way in inclusivity and innovation. The Strategist's 2024 guide highlights top picks, from Skims’ affordable, skin-tone-inclusive options to +Body’s bespoke Powerbond 2.0 material for ultimate comfort and contouring. Featuring insights from fashion experts, the guide emphasizes the importance of proper fit and categorizes shapewear by function, from bodysuits to shorts. This evolution showcases the industry’s commitment to blending fashion with functionality, empowering consumers with confidence and versatility.

British luxury lingerie brand Bluebella has launched its first-ever UK pop-up store, now open for four months in London. The store features exclusive collections, personalized services, and in-store events designed to deepen customer engagement. This initiative highlights the brand’s focus on celebrating its craftsmanship and fostering community connections, offering a unique, immersive shopping experience.

Performance Pulse 📈

The latest benchmarking data from full-funnel marketing measurement provider Fospha reveals that Meta and Performance Max still dominate as the highest-spend channels for fashion brands, holding an average of 35% and 30% of budget respectively. This is a testament to the channels’ ability to support both brand-building and conversion activities at scale, both key components for sustained growth. 

Pinterest, making up an average of 1% of fashion brands’ budgets, delivered the highest ROAS across all channels in Q3. Higher revenue efficiency is not rare for smaller channels – but Pinterest’s ability to outperform other lower-spend platforms likely reflects its unique suitability for fashion marketing. Widely used as a hub for discovering and curating style inspiration, fashion advertising can easily be made to feel native to the platform experience. With Pinterest ad spend up 51% year-over-year across all industries, it seems more brands than ever are eager to tap into the platform’s growth potential and unique advantages.

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

Instagram's Adam Mosseri clarifies that the platform does not reduce the reach of posts tagged as sponsored content. This myth is debunked to encourage creators to comply with laws without fear. The perceived reach penalty is likely due to user engagement, not Instagram's algorithmic actions.

Ecomdigest is a Contentive publication in the DTC Ecommerce division