Styled Athletics Newsletter | 🧠 Outthink Last Click Attribution

Editor’s Pick 🌟

Data Dive🤿: How Much Should Fashion Brands Be Spending on PMAX?

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 The Optimal Budget Split for Fashion Brands: Fospha found that top-performing retail fashion brands allocated 52% of their Google budget to PMAX and 13% to Paid Search. By contrast, the top-performing Consumer Goods brands allocated far more to Paid Search at 28%.

Why? Consumer goods adopt search-heavy strategies because their products often address specific functional needs that consumers actively search to solve. Fashion brands, by contrast, primarily sell products through visual storytelling and emotional appeal, better suited to other Google ads formats including PMAX.

🏢 Size Matters: Note, the optimal allocation does vary slightly between different brand sizes. Across all industry verticals, top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, and maximizing blended performance, with case studies from END. clothing and Samsonite.

Sector Spotlight 🎥

INNOVATIVE DESIGN TECHNOLOGY

Khloé Kardashian's Fabletics Line Boosts Confidence with Curvaceous Leggings

Fabletics, renowned for its activewear, partners with Khloé Kardashian in launching a collection centered around booty-enhancing leggings. This collaboration targets both fashion-forward individuals and fitness enthusiasts, introducing leggings that blend style and functionality to accentuate body contours. Available globally and size-inclusive, this collection offers diverse, vibrant options creatively appealing and practically relevant to contemporary fashion marketers.

ATHLEISURE TRENDS

Squat-Proof Leggings Reviewers Praise Style Comfort and Durability

Recent reviews of top-performing squat-proof leggings underscore a critical shift in consumer expectations: activewear must now deliver on both performance and everyday versatility. From sustainable fabrics to inclusive sizing and mid-range pricing, leading products are winning on durability, comfort, and functionality. For eCommerce marketers, these selling points highlight opportunities to optimize PDPs, enhance UGC strategies, and refine messaging around trust, technical quality, and lifestyle adaptability.

BUSINESS EXPANSION

American Century Companies Increases Investment in Gildan Activewear

American Century Companies Inc. has increased its stake in Gildan Activewear Inc., signaling strong confidence in the company's market potential. For investors and marketing professionals, this move highlights Gildan's growing industry presence and potential for future profitability. Understanding these shifts can provide strategic insights into market trends and investment decisions.

FASHION COLLECTION LAUNCH

Callaway Apparel Unveils the Legacy Collection for Modern Golf Enthusiasts

Callaway Apparel's Legacy Collection merges classic sportswear with modern streetwear, appealing to style-conscious men and golf enthusiasts. This strategic line, influenced by Ely Callaway's innovative design, features versatile, breathable materials ideal for transitioning from the golf course to everyday life. The collection exemplifies Callaway's approach to contemporary menswear with its two signature capsules: Groovy Play and Triple Track.

FASHION INNOVATION

H&M Move Debuts Stylish Racket Sportswear for Women this Spring

H&M Move's SS 2025 Resort collection introduces multifunctional racket sportswear, emphasizing comfort and performance with innovative DryMove and SoftMove fabrics. Launching March 31 and May 15, it targets active women with stylish and functional outfits. Marketers can note the blend of aesthetics and practicality as a key trend in consumer preferences for sports fashion.

ACTIVEWEAR ESSENTIALS

Lululemon's Must-Have Activewear Pieces for Style and Performance

Lululemon's top-wishlist items highlight its dominance in activewear, appealing to a diverse audience with products like stylish tote bags, breathable running shoes, and versatile jackets. The brand leverages customer reviews and social media buzz to reinforce its market position, offering marketers insights into consumer preferences and trends. Emphasizing quality and functionality, Lululemon taps into a growing demand for versatile, stylish athleisure.

 Influencer Corner 📣

Performance Pulse 📈

PERFORMANCE METRICS ALIGNMENT

Breaking Down Silos Enhances Data Insights and Business Performance

Breaking down organizational silos is crucial for creating an effective measurement framework, as it fosters a unified view of performance essential in data-driven industries. By engaging stakeholders and focusing on real-world use cases, companies can connect everyday activities to meaningful business outcomes. A comprehensive framework links metrics, influencing variables, and Key Performance Indicators, guiding marketing professionals towards actionable insights and optimized strategies.

CHATBOTS FOR BUSINESS

Smart Chatbots Boost Customer Engagement and Enhance Operational Efficiency for Business Success

Smart chatbots improve business by providing 24/7 customer interactions, enhancing satisfaction, and boosting operational efficiency. They handle routine tasks, allowing human staff to focus on complex issues, and personalize responses using AI, building strong customer relationships. Integration with omnichannel platforms ensures consistent support and seamless transitions between digital and human assistance.

OMNICHANNEL INTEGRATION

Enhancing Multichannel Communication Effortlessly Using API Integration for Seamless Flow

APIs are crucial for marketing professionals seeking seamless multichannel communication, enabling integration of platforms like SMS, email, and WhatsApp. This connectivity enhances efficiency, customer experience, and data-driven insights, while allowing scalable, cost-effective operations. Implementing API strategies can optimize customer engagement and offer tailored, consistent interactions.