Weekly Newsletter - 10.31.2024

Shoptalk Fall trends and NHL's game-changing lululemon partnership

Author

Rachael Kennedy
31 Oct • Estimated Reading Time: 6 minutes

THE LATEST IN ATHLEISURE NEWS

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Arcteryx, originally a harness brand, has evolved into a fashion icon, driven by the gorpcore trend and celebrity endorsements. Despite its fashion appeal, the brand remains committed to its technical outdoor roots, a strategy that CEO Stuart Haselden believes will continue to attract both mountain athletes and urban consumers. Arcteryx's focus on direct-to-consumer (DTC) sales has shown significant growth, with revenues up 40% to $449 million. This approach, while not novel, is seen as essential for increasing brand awareness and maintaining its leadership in technical performance wear.

The brand's expansion strategy includes opening new stores and refining its retail expression, with a goal of reaching 200 stores. Arcteryx is also investing in innovation, exemplified by its AI-powered MoGo trousers, designed to relieve joint pain. Footwear development has been brought in-house, aiming to capture both mountain and city markets. While Arcteryx has dabbled in fashion collaborations, it remains cautious, prioritizing its technical roots over industry conventions.

X-BIONIC, a Swiss high-performance athletic-wear brand, launches in North America, aiming to redefine sportswear standards with innovative technology.

Led by industry veterans, the brand focuses on superior quality and customer service. Their FW24 line includes advanced thermoregulation apparel, enhancing athletes' performance and comfort.

Joe Boyle, Columbia brand president, presented to employees in Portland, Oregon on Oct. 24. Photo courtesy of Columbia Sportswear.

Columbia Sportswear is revitalizing its brand with a new marketing SVP, Matthew J. Sutton, and creative agency, adam&eveDDB. This strategic shift aims to integrate product and marketing strategies, addressing sales declines and enhancing consumer engagement. The brand anticipates a turnaround in 2025, focusing on innovative, meaningful experiences.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

The Q3 Lyst Index highlights a blend of luxury and accessible brands, with Miu Miu reclaiming the top spot. Alaïa and Ralph Lauren saw significant growth, driven by innovative designs and sportswear trends. Contemporary brands like Skims and Toteme also gained traction, reflecting evolving consumer preferences.

The NHL is teaming up with lululemon and Fanatics to launch an exciting new premium fan apparel line just in time for the 2024-25 season. Starting October 29, fans can purchase these exclusive items, including iconic lululemon pieces like the Scuba Hoodie, Define Jacket, and Everywhere Belt Bag, customized with NHL team logos. Initially featuring 11 teams, the collection will expand to all 32 teams by the next season, offering high-quality styles designed to elevate game day and everyday looks.

This collaboration also spotlights hockey stars such as Connor Bedard, the Chicago Blackhawks’ phenom and Calder Trophy winner, who is now a lululemon ambassador. Other big names, like John Tavares, Dylan Larkin, and Mark Stone, join Bedard in a campaign showcasing the new collection.

The apparel will be available at various retail locations, including Lids stores and the flagship NHL Shop NYC, covering markets from New York to Vancouver.

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

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