Ecomdigest Sneakers & Trainers - 10.24.2024

PLUS: Footasylum's New Execs Step Up for Growth

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Niche Nuggets 🔎

The Nonnative x Asics Gel-Terrain sneaker combines style and functionality with a Gore-Tex membrane and suede overlays in earthy tones. This collaboration, releasing October 19 in Japan, highlights Asics' innovative design, blending Flytefoam and Gel cushioning for comfort. A U.S. release may follow, enhancing accessibility for sneaker enthusiasts.

Footasylum has enhanced its leadership by appointing Will Van Rensburg as Chief Commercial Officer and Glen Wilkinson as senior buying director. Their extensive experience will drive growth and innovation. The company also secured a £35m funding package to support expansion and sustainability, doubling pre-tax profits to £6m.

On and Post Archive Faction are reintroducing their collaboration with a new trail sneaker, the Cloudventure, in monochromatic colors. The collection includes apparel and a trail experience event. The release is set for October 24, aiming to build on the success of their previous partnership.

The Nike SB Dunk Low Pro "Red Stardust" is set to release in Spring 2025, featuring a vibrant mix of orange, pale red, and olive. These exclusive sneakers will be available through the SNKRS app and select skate shops, priced at $115.

Adidas has raised its profit forecast for the third time this year, driven by the success of its Samba and Gazelle trainers. Operating profit increased by 46%, and sales rose 7%. The company expects operating profit to reach up to $1.2 billion, reflecting strong brand momentum.

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division