Weekly Newsletter - 12.5.2024

Top Shelf 🛒

2025 PLANNING
Maximize Your E-Commerce Growth in 2025: Fospha’s Proven Strategy Guide

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

E-COMMERCE STRATEGY
Steph Curry Elevates NBA Fashion Tunnel to Highlight Emerging Designers

Stephen Curry's fashion evolution presents intriguing lessons for e-commerce marketers, particularly within the retail fashion sector. By bridging the gap between sports and commerce, Curry's partnership with Rakuten offers a masterclass in leveraging influential brand ambassadors to elevate niche voices. His focus on Black and Brown designers, including Billionaire Boys Club and Saif Ud Deen, exemplifies how marketers can integrate authentic diversity into their campaigns, fostering deeper consumer connections and brand loyalty.

Curry's strategic wardrobe transformation from casual simplicity to sophisticated high-fashion pieces underscores the power of intentional brand storytelling. His curated looks, handpicked by stylist Jason Bolden, not only resonate on a personal level but also highlight clever positioning for e-commerce platforms to capitalize on emerging fashion trends and designer collaborations. This approach emphasizes the importance of authenticity over fleeting trends in marketing strategies.

For industry professionals, Curry's narrative serves as a blueprint for creating impactful partnerships that resonate with target audiences. By examining Curry's finesse in utilizing his platform for social advocacy, marketers can draw parallels to the significance of aligning brand images with meaningful causes. As Curry skillfully navigates the intersection of sports, fashion, and e-commerce, his approach invites marketers to challenge traditional paradigms and innovate in their digital marketing strategies, staying ahead in a rapidly shifting landscape.

INDUSTRY COLLABORATIONS
Puma's Portugal Partnership Unlocks Fresh Marketing Frontiers

Puma’s upcoming partnership with the Portuguese Football Federation in 2025 demonstrates the power of brand alliances to drive visibility and customer engagement. By crafting authentic storytelling around this collaboration, Puma not only enhances its brand value but also fosters deeper consumer loyalty.

For e-commerce marketers, the takeaway is clear: align your brand with meaningful partnerships and use compelling narratives to connect with your audience. Highlighting shared values or cultural touchpoints can differentiate your campaigns, elevate brand perception, and drive both customer retention and sales growth.

Influencer Corner 📣

E-COMMERCE INSIGHTS
Navigating E-Commerce Success in Extended BFCM Sales Seasons

The extended Black Friday and Cyber Monday sales season presents unique challenges for e-commerce marketers in the athleisure industry. Competing with early sales from major players like Amazon requires proactive planning and strategic creativity to stand out while protecting profitability.

For smaller athleisure brands, the key lies in offering value-driven exclusives such as limited-edition collections, bundled deals, or free shipping incentives. Tailored marketing campaigns that highlight lifestyle appeal and brand authenticity can help attract customers and build loyalty amidst the holiday rush. Adaptability and a focus on high-return strategies will ensure a competitive edge during this crucial shopping season.

SPORTS INNOVATIONS
Paige Bueckers Unveils First Nike Shoe as an NIL Athlete

Paige Bueckers, a trailblazing NIL athlete, is making waves with the December 7 launch of her custom Nike basketball shoe, the G.T. Hustle 3. This innovative sneaker combines cutting-edge technology with personalized touches that celebrate her style and story, making it a standout in both performance and branding.

What sets this release apart? It’s designed primarily by women, signaling Nike’s growing commitment to supporting female athletes and empowering authentic representation in sportswear. For e-commerce marketers in athleisure, the lesson is clear: authentic storytelling sells. Highlighting collaborations with influential voices and championing diversity can strengthen your brand's emotional connection with consumers, driving loyalty and conversion in an increasingly competitive market.

MARKETING INSIGHTS
E-Commerce Marketing Budgets Essentials for Strategic Advancement

Strategically allocate 7-12% of revenue for eCommerce marketing; startups might invest 15-20% for initial growth. Focus on customer acquisition while prioritizing high-return channels and tracking ROI. Assess customer lifetime value for sustainable tactics. Challenge your eCommerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

FASHION INDUSTRY INSIGHTS
Gorpcore Merges Functionality with Fashion in Modern Outdoor Gear

The Gorpcore trend, merging utility with fashion, has evolved from niche appeal to mainstream dominance, driven by brands like Salomon and Arcteryx. Its success lies in the seamless blend of form and function, inspiring both technical labels and high-fashion houses to innovate in the outdoor gear space.

Gorpcore’s move demonstrates that function sells, but storytelling seals the deal. Highlight the versatility, durability, and aesthetic appeal of your products to resonate with both urban consumers and outdoor enthusiasts. As this trend evolves, embracing multi-purpose design and lifestyle-driven campaigns can position your brand for sustained growth in this booming category.

E-COMMERCE TRENDS
Strategically Leveraging Buy Now, Pay Later to Enhance Customer Engagement

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.