Weekly Newsletter - 12.12.2024

PLUS: What’s driving Hoka’s success?

Author

Priscilla Soedarpo
12 Dec • Estimated Reading Time: 7 minutes

THE LATEST IN ATHLEISURE NEWS

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Welcome to Styled Athletics, your essential newsletter for marketers and e-commerce professionals in the athleisure industry. As the holiday season approaches, we’re here to help your campaigns move effortlessly and your sales stay on trend!

Top Read 💫

Lululemon

Lululemon recent 9% revenue surge to $2.4 billion marks a pivotal moment in its growth trajectory, underscoring a strategic pivot in North America. Despite a 2% dip in comps, the brand net income soared by 41.5%, with operating income climbing over 45% to exceed $490 million. This financial rebound is a testament to Lululemon agile response to earlier missteps, particularly in product assortment and sizing, as noted by GlobalData Neil Saunders. The brand refreshed range has captivated consumers, boosting conversion rates and average basket sizes, a clear indicator of its merchant-led ethos.

CEO Calvin McDonald has assured stakeholders of Lululemon North American turnaround, driven by innovative product and marketing strategies. The brand ability to engage customers with new offerings and streamline operations is evident in its robust holiday season start, marked by record app and e-commerce visits on Black Friday. This momentum, however, faces potential headwinds from looming tariffs, though CFO Meghan Frank highlights Lululemon minimal exposure to China and Mexico, insulating it from immediate financial strain.

Analysts like Needham Tom Nikic view Lululemon performance as a stabilization of top-line trends, though a return to positive domestic comps remains awaited. The brand strategic foresight and data-driven adjustments position it well for continued growth, offering valuable insights for marketing professionals navigating similar industry challenges.

Curious about how other brands fared this Black Friday? Fospha’s latest report dives into key performance channels, standout strategies, and industry benchmarking data for this peak season. Perfect for digital marketers and eCommerce leaders, it’s packed with actionable insights to contextualize your 2024 results and sharpen your strategy for 2025.

Ad Age is spotlighting Gen Z innovators reshaping advertising and marketing. Their digital fluency and emphasis on diversity drive industry transformation. The 2025 Gen Zers to Watch list will feature at the NextGen Marketing Summit, highlighting their strategic impact on consumer trends and marketing strategies. Nominations are open until January 31, 2025.

Bekah Broe, senior director of product for performance footwear at Hoka, plays a pivotal role in the brand success. Since joining three years ago, she has driven innovation in shoe development, ensuring Hoka products resonate with diverse runners. Her leadership exemplifies strategic excellence in modern retail operations.

Insights SEO is crucial for niche e-commerce stores to attract targeted traffic and convert visitors. By conducting keyword research, optimizing product descriptions, creating engaging content, prioritizing technical SEO, and leveraging local SEO, specialty retailers can enhance visibility and drive growth. Strategic SEO implementation ensures long-term success in competitive markets.

N

Nike and the Brazilian Football Confederation have extended their partnership for another 12 years, marking a fourth decade of collaboration. This extension focuses on advancing football in Brazil, promoting inclusivity, and leveraging Nike innovations to inspire future generations, aligning with strategic goals for growth and diversity in the sport.

AI is transforming retail by enhancing product recommendations and shopping experiences. Retailers like Amazon and Walmart are leveraging AI for personalized marketing, while advertisers explore new digital tactics. Consumers benefit from faster, potentially cheaper shopping. However, careful implementation is crucial to avoid discomfort and ensure strategic success.

Influencer Corner 📣

Jessie Healy on LinkedIn: Something that has surprised me lately: The number of ecomm entrepreneurs who still feel cautious about scaling spend on Meta or Google, even when it's making them money!

The business model is simple.

Figure out how much you can afford to pay to acquire a customer and be profitable.
Then as long as you are hitting that number, SCALE.

What's behind the caution?

*Lack of faith in the relationship between spend and revenue?
*Fear of Growth?
*Not having a handle on their costs and margins?
Maybe all three?
Anyone else seeing this come up quite often?

DRESSX on LinkedIn: 🚀 Introducing the DRESSX Avatar Fashion Trend Report 2024!

Gen Z and Gen Alpha are discovering brands in digital spaces, marking a profound shift from Millennials’ experiences. This change challenges brands to rethink strategies, and DRESSX is proud to lead the way in navigating this new landscape

Fresh Finds 🏃🏼‍♀️

The North Face collaborates with Skims, launching a winter collection in neutral tones, blending functionality with style. This partnership aims to enhance brand visibility and appeal, offering sizes XXS-3X. Despite VF Corps financial challenges, this collaboration leverages both brands strengths, targeting fashion-forward consumers and expanding market reach.

Moncler Grenoble fall 2024 campaign, shot by Mario Sorrenti, features athletes like Lucas Pinheiro Braathen and Shaun White. The brand plans a March 2025 show, enhancing visibility through itinerant events. Moncler emphasizes high-performance fashion, blending sports and style, aiming to boost awareness in the U.S. market.

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