Ecomdigest Swimwear Newsletter - 10.10.2024

PLUS: Speedo x DMC’s game-changing training fins

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 7 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Making Waves 🌊

Goldie Swimwear, founded by sisters Rima and Eddy Vaidila, revolutionizes swimwear with bold, affordable designs. Their limited-edition pieces offer unique, vibrant styles that enhance confidence. Goldie is more than a brand; it's a lifestyle for adventurous women who embrace joy and individuality, making waves in fashion and life.

Speedo has announced a new partnership with DMC Fins, combining their expertise to create a range of high-performance fins for swimmers of all levels. This collaboration aims to enhance training offerings, with products available globally from January 2025. The collection features DMC's SILFORM silicone technology, offering comfort and vibrant color options like White, Black, Diva, and Hyper Yellow/Olive Green.

The Speedo x DMC collection includes four types of fins: The Original Fin for fitness swimmers, The Super Fin for reduced fatigue, The Elite Fin for competitive swimmers, and The Elite Max Fin for elite-level athletes. Each design incorporates innovative features to improve swimming performance, underscoring Speedo's commitment to quality and innovation in swim equipment.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Swim Scoop 🩱

Canadian swimmer Summer McIntosh is featured in TIME's 2024 TIME100 Next list, celebrated for her Olympic achievements. Prime Minister Justin Trudeau praised her inspiring performances. The list highlights rising leaders across various fields, including athletes like Ilona Maher and Fred Richard, showcasing future leadership and innovation.

Selecting kids' swimwear requires balancing safety, comfort, and style. Prioritize UV protection, secure fastenings, and soft, stretchy materials for comfort. Ensure a proper fit with adjustable features and quick-drying fabrics. Involve children in choices to enhance their enjoyment. Always supervise swimming activities for a safe experience.

Independent fashion brands face immense challenges, from economic pressures to industry expectations. To thrive, they must innovate business models, balance creativity with commerce, and navigate financial hurdles. Success requires resilience, adaptability, and a keen understanding of market dynamics, all while maintaining a unique brand identity.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiencesand creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

Ecomdigest is a Contentive publication in the DTC Ecommerce division