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- Fashion marketing is missing its most valuable customer
Fashion marketing is missing its most valuable customer
PLUS: More industry-specific insights from us!
Zihan Lyu
November 15, 2024 • Estimated Reading Time: 12 minutes
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Hi there!
Highlights from today's newsletter:
◾ Lessons from the campaign trail
◾ Connecting for growth: A makeover for your marketing operating model
Also…
◾ Contentive’s 2025 media pack is here 🎉
*As the brand behind ClickZ, Contentive helps position your brand where it matters most.
◾ Enter our suite of niche newsletters, tailored to provide industry-specific insights for marketers across various verticals.
EDITOR’S PICK
#FASHION MARKETING
While brands focus on Gen Z, women aged 50 and over—who control 72% of US wealth—are left asking, ‘Where’s the representation?’ This audience holds significant spending power yet feels largely overlooked by marketing strategies that fail to resonate.
Consumer behavior is shifting. 70% plan to keep hunting for deals even as incomes rise. AI is changing how customers shop, with half of execs making it their top tech priority for 2025. Yet human touch still reigns supreme - 75% of customers spend more after great in-store service.
How can brands evolve to meet the demands of a loyal, underrepresented demographic? 👇
#MARKETING STRATEGY
Want to win big in marketing? Take a page from Trump’s 2024 playbook.
Trump’s team nailed it by getting to know their audience inside and out. They crafted messages that spoke directly to what people cared about, making supporters feel heard and understood. No generic stuff here - just razor-sharp communication that hit the mark.
Their secret sauce? A mix of smart digital moves and tapping into real emotions. It’s got marketers talking, and for good reason.
So how can you use these ideas? We break it down for you.
WHAT WE ARE READING
 | CMOs are feeling the heat. Tasked with driving growth, they're juggling increasing expectations with shrinking budgets. A recent McKinsey survey reveals a disconnect between CMOs' awareness of growth-driving capabilities and their ability to execute them. As the business landscape evolves, CMOs must adapt their marketing operating models to navigate this complex terrain and deliver sustainable growth. |
 | Marketers are increasingly investing in AI, with 95% planning to boost spending in 2025, recognizing its positive impact on revenue and career advancement. The growing importance of AI skills in the hiring process is also acknowledged by 94% of marketers, according to a recent study by Invaco and Sago. The findings suggest a strategic shift towards AI-driven marketing, with a focus on leveraging these technologies for competitive advantage and operational efficiency. |
 | Below the line (BTL) marketing focuses on targeted, personalized campaigns aimed at specific audience segments, contrasting with broad above the line (ATL) strategies. BTL tactics include direct mail and email marketing, offering cost-effective solutions for conversion. The article provides examples, such as BarkBox's targeted email campaigns and Gamma's direct mail gifts. Effective BTL marketing requires detailed audience research and strategic channel selection. |
Contentive’s 2025 Media Pack Is Here!
Enjoy reading ClickZ? Or feel like your target customers might be, too? Take a look at Contentive’s new media pack. Contentive, the company behind ClickZ, was established to help brands like yours connect with marketing, HR, and finance professionals in meaningful ways.
Thinking ahead to 2025? Now’s the time to ensure your media strategy isn’t just ‘set it and forget it.’ For FinPro, HR, and Marketing pros, it’s about positioning your brand where it matters most. Explore Contentive’s media pack and get your strategy lined up to hit the ground running in the new year.
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If it sounds like a good fit for your brand, get in touch with Patrick, Contentive's Partnership Manager, to explore the possibilities.
TOP VOICE
💭INSIGHTS FROM ELENA KOROTKOVA
In a world where marketing silos are crumbling, a new hero emerges: the full-stack marketer.
One minute you're crafting a killer PPC campaign, the next you're knee-deep in social media strategy, and before lunch, you're crunching numbers like a data wizard.
Flexibility is the name of the game here, and it's what makes full-stack marketers the T-shaped pros they are—balancing broad marketing skills with depth in key areas.
Sounds like a dream job? Maybe. A challenge that'll push you to your limits? Absolutely.
OUR NICHE NEWSLETTER COLLECTION
We're thrilled to introduce our suite of niche newsletters, tailored to provide industry-specific insights for marketers across various verticals.
Stay ahead of the curve with emerging trends, strategic analysis, and actionable takeaways designed to give your brand a competitive edge.
As a taster of the valuable content these newsletters provide, we've curated three recent pieces offering insights for marketers in the haircare, swimwear, and sneakers sectors:
Haircare Sector | 💡 Marketing Lesson from Dyson’s Airstrait Controversy
The backlash over Dyson’s Airstrait ad serves as a reminder for D2C brands: authenticity and inclusivity are non-negotiable. Ads must accurately showcase product performance across diverse user needs to maintain trust. When faced with criticism, transparent communication and a commitment to improvement are key to regaining consumer confidence.
Swimwear Sector | 🌿 Embracing Organic Fashion
BeachCandy Swimwear's transition to organic materials underscores the growing consumer demand for sustainable and health-conscious apparel. By prioritizing natural fibers like organic cotton and hemp, they address concerns about skin sensitivity and environmental impact. For D2C brands, adopting sustainable practices and transparent communication can enhance brand loyalty and meet the expectations of today's conscientious consumers.
Sneakers & Trainers Sector | 📈 What CMOs Can Learn from Golden Goose’s DTC Strategy
Golden Goose’s 2024 growth story underscores the power of doubling down on DTC channels. By prioritizing retail expansions and optimizing digital traffic, the brand achieved an 18% year-on-year DTC sales boost, with standout growth in EMEA (+37%) and the Americas (+14%). This highlights the importance of investing in a strong retail presence, fine-tuning digital strategies, and aligning distribution networks to amplify DTC performance.
WHAT WE ARE LISTENING TO
🎙 MARTECH TRENDS
Fractional CMOs are becoming pivotal in modern organizations, particularly those backed by private equity. They offer senior-level expertise and strategic insight, distinguishing them from freelancers.
This episode highlights the importance of aligning marketing efforts with business objectives, emphasizing the role of data management and compliance in preparing for funding. Fractional CMOs bridge the gap between investors and marketing teams, ensuring a clear scope of work for successful engagements.
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