Ecomdigest Swimwear Newsletter - 10.17.2024

PLUS: Explore the cultural significance and confidence-boosting designs of Latin American bikinis

Author

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

Thoughts on 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:

Specialty Bites 🍪

Sauvage Swimwear offers high-end, durable swimsuits made from Italian fabrics, appealing to diverse body types. Founded by Simon and Elizabeth Southwood, the brand is family-owned, made in the USA, and committed to sustainability by reducing plastic use. Their designs remain stylish and are crafted with quality and care.

Latin American swimwear is celebrated for its cultural significance and craftsmanship. Bikinis are more than fashion; they symbolize confidence and body positivity. For many, like Bianca de Oliveira, wearing a bikini is a rite of passage, reflecting openness with one's body. The industry is known for its attention to detail and flattering fits, with brands like Maaji and Agua Bendita leading the way.

Despite high costs, these bikinis are valued for their quality and style. Designers like Valeria De La Fuente focus on comfort and ethical production, bridging cultural preferences. The market's appeal lies in its ability to make wearers feel confident and sexy, though there's a call for more diverse body representation. As the industry evolves, it continues to attract global interest.

Gran Canaria Swim Week concluded its longest edition, featuring a strategic partnership with the CFDA to boost American brand visibility in Europe. The event showcased diverse swimwear collections, including sustainable designs, and achieved significant social media engagement. Awards recognized emerging and sustainable collections, highlighting innovation and creativity in swimwear fashion.

Watery, a swimwear brand, expanded its marketing strategy to engage audiences year-round, focusing on YouTube. By targeting specific audiences and leveraging existing assets, they achieved a 23% increase in Google searches and surpassed their profit-on-ad-spend goal, becoming a top-of-mind brand in the industry.

Explore the top swimwear trends for 2024 and elevate your beach style with these standout looks:

  • Mob Wife Aesthetic: Embrace luxury with bold animal prints, metallics, and embellishments. This trend is all about high-class chic, perfect for those who love to make a statement.

  • Hyper Feminine: Dive into sweet yet seductive styles with lace, ruffles, and vibrant colors like pink and red. This trend radiates feminine charm and sophistication.

  • Nude Effect: Achieve a sophisticated allure with lace overlays and nude fabrics that create a second-skin illusion, balancing elegance and sensuality.

  • Embellishments: Shine with sequins, beads, and tassels that add a touch of glamour and sophistication to your swimwear.

  • Metallics: Stand out with shimmering gold, silver, or bronze swimsuits that offer a high-end designer aesthetic.

Bydee's Baci di Mare collection captures the Mediterranean summer's essence with vibrant prints and elegant designs. Inspired by Italy's coastal beauty, it features luxurious swimwear and resort wear. Unique details like custom diamond charms and azure beadwork enhance its appeal, offering a fresh take on traditional swimwear aesthetics.

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