From Prime Day to Everyday - Elevating Your Brand's Marketing Strategy

While the days of wearing leggings while working from home might be over, the athleisure industry continues to grow from strength to strength.

The numbers do not lie - the global DTC athleisure market is projected to reach $549.41 billion by 2028, according to Grand View Research.

But let's talk about something more recent - Amazon Prime Day 2024. There's a lot we can learn from this shopping extravaganza to boost our DTC athleisure game all year round.

Amazon Prime Day 2024, held on July 16-17, set new records - Adobe Analytics reported sales of $14.2 billion, a 6.1% increase from the previous year. If this does not spell opportunity, I do not know what does.

Applying Prime Day Strategies to Ongoing Marketing Efforts

Prime Day's success offers key lessons for year-round marketing:

1. Drive urgency: Time-limited offers spur quick action. Experian found emails conveying urgency achieved 14% higher click-to-open rates.

2. Emphasize exclusivity: Exclusive deals boost perceived value. Eventbrite research shows 66% of consumers will pay more for exclusive experiences.

3. Offer bundles: Product bundles can increase average order value. Harvard Business School research indicates bundling can boost sales by up to 30%.

While these tactics are effective for driving short-term sales, their true power lies in integrating them into a comprehensive, long-term marketing strategy. This allows brands to maintain the excitement and engagement of Prime Day-style events throughout the year, while simultaneously building lasting brand value and customer relationships.

Nutrimuscle's TikTok campaign, as detailed in the Fospha case study, illustrates this perfectly.

The Power of Top-funnel marketing: Nutrimuscle's TikTok Success Story

Nutrimuscle, a rapidly growing French sports supplement brand, started using Fospha in June 2023 to gain full-funnel visibility of their key metrics and campaign performance. The results were eye-opening:

• 5X growth in channel revenue year-over-year

• 8% improvement in Return on Ad Spend (ROAS)

• 18% increase in overall conversions year-over-year

These outcomes stemmed from TikTok's ability to generate top-funnel awareness and new customer conversions effectively. The platform's engaging, short-form video content proved ideal for capturing attention and driving interest in Nutrimuscle's products.

This case study aligns with broader industry trends. Influencer Marketing Hub projects TikTok's ad revenues will triple to $11.64 billion in 2024, surpassing the combined ad revenues of Twitter and Snapchat.

Preparing for Future Trends in Athleisure Marketing

As the DTC athleisure market evolves, brands must anticipate emerging trends:

1. Prioritize sustainability: McKinsey found 67% of consumers consider sustainable materials important when making purchases.

2. Personalize experiences: Epsilon research shows 80% of consumers are more likely to buy when brands offer experiences tailored to their experiences.

3. Incorporate Augmented Reality (AR) try-ons: Gartner predicts 50% of online shoppers will use AR before making a purchase by 2025.

4. Embrace live shopping events: McKinsey projects live-commerce-initiated sales could account for 20% of all e-commerce by 2026.

DTC athleisure brands can succeed in future shopping events and beyond by adopting these trends and using a balanced marketing approach.

Success lies in learning from events like Amazon Prime Day, investing in top-funnel marketing like Nutrimuscle's TikTok campaign, and using a balanced, data-driven strategy that mixes short-term tactics with long-term brand building.