Ecomdigest Swimwear Newsletter - 11.07.2024

PLUS: Billabong’s Eco Wetsuit Sets a New Standard 🌎

Author

Sophie Bruxner-Randall
November 07, 2024 • Estimated Reading Time: 7 minutes

Editor’s Pick 🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets 🔎

Hailee Steinfeld's collaboration with Frankies Bikinis introduces a vibrant swimwear collection inspired by '70s fashion and California roots. The collection, featuring retro prints and matching accessories, is designed to be inclusive and affordable, with sizes up to 2XL and prices under $175, launching in March.

Audrey Tirrell, a 2023 Fordham GSB graduate, founded Freestyle Swimwear, inspired by her experience as a Division I swimmer. Her brand, now used by Olympic athletes like Anna Peplowski, also serves as the training uniform for Fordham's women's swim team. This journey began in her sophomore year, culminating in a launch from her dorm in 2023.

Balancing academics and entrepreneurship, Tirrell majored in business administration with a focus on entrepreneurship and minored in fashion studies. The Fordham Foundry played a crucial role in her success, offering guidance and support. Tirrell's vision is to make Freestyle Swimwear a leading global brand, empowering women to achieve their potential.

Oh Polly's new swimwear collection brings Greek summer vibes to your wardrobe, featuring pieces inspired by picturesque Greek islands and global beach destinations. The collection offers versatile beach-to-bar looks, combining style and philanthropy, as the brand supports Cambodian communities through the Brannerson Foundation.

Billabong's Furnace Natural Upcycler wetsuit excels in sustainability and comfort, using natural rubber and recycled materials. It outperforms Patagonia's R1 in flexibility and cost, though slightly less warm. The wetsuit's eco-friendly design doesn't compromise performance, making it ideal for various conditions. Minor improvements could enhance its already impressive features.

Transform swimwear from beach to party wear by using stylish cover-ups like kaftans, shorts, and skirts. Mix prints and solids, accessorize with trendy items, and choose versatile designs. This approach ensures you stay fashionable and comfortable at summer events, effortlessly transitioning from casual to glamorous.

Leading Voices 📣

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Brands are shifting focus this holiday season, emphasizing social media content like hauls and unboxing over traditional e-commerce. According to Digiday Research, companies are refining strategies, including gift guides and catalogs, while adjusting discounts and revenue expectations. Insights from industry professionals highlight evolving marketing tactics and competitive dynamics.

Quick Poll 🗳️

In the spirit of election season, which swimwear trend gets your “vote” for this season's marketing focus?

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Ecomdigest is a Contentive publication in the DTC Ecommerce division