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Growth in Ecommerce Fashion, Winning back Consumer Trust, and Skullcandy's Journey

November 14 - Edition #23

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Dia Creative
November 14, 2024

November 14, 2024 - Edition #23

This week you'll learn:

  • 👚 eCommerce Fashion Sees Steady Growth

  • ❤‍🩹 Winning Back Consumer Trust

  • 🎧 Skullcandy's Brand Voice Breakthrough

  • ⚡️ Quick Hits: Pinterest Introduces Canvas, Instagram Announces Retrospective Tagging, and 2024 Digital Marketing Trends

eCommerce Fashion Sees Steady Growth

Image Source: Fibre2Fashion

The global eCommerce fashion and apparel sector experienced a 1.3% year-over-year growth from May 2023 to April 2024. While mature markets show signs of saturation, emerging markets are driving the industry forward, presenting significant opportunities for growth.

Emerging Markets Lead the Way

Argentina leads the pack with a 20% year-over-year increase, despite high inflation. This growth is primarily driven by sports brands and retailers, with the top eight websites capturing over 40% of industry visits.

Other emerging markets show strong growth:

  • Russia at 17.7%, driven by limited availability of international brands

  • South Korea at 14.2%, influenced by the popularity of K-culture

  • Mexico at 11.2%, largely driven by increasing internet penetration

Demand for Pre-Owned Apparel Surges

As consumers become more environmentally conscious and face economic challenges, demand for pre-owned apparel is on the rise. Platforms like Vinted (80% growth) and Depop (40% growth) are becoming some of the fastest-growing websites in the industry.

App Usage Mitigates Website Visit Declines

App usage is increasingly becoming the primary mode of interaction between customers and fashion brands. In the US and UK, app usage has surged by 38% and 25%, respectively, offsetting the overall decline in website visits.

To stay competitive in the evolving eCommerce fashion and apparel sector, brands must adapt to local and global cultural trends, prioritize sustainability, and optimize their mobile presence.

How to Win Back The Consumer’s Trust

Image Source: iStock

Trust in brands is declining, only 30% of consumers say they highly trust the companies they interact with. Emerging tech, misinformation, and unethical data use have consumers on the edge. Trust is integral to long-term loyalty, so brands must work to rebuild it.

Why the Decline?

Several factors have led to a decline in trust over the last decade. Consumers are now filtering digital content, they prefer personal value over generic marketing. AI speeds up content creation but often feels inauthentic, hurting trust further. Plus, the crowded media landscape makes it hard for brands to control their own stories.

Restoring Trust

To rebuild trust and loyalty you must first start by understanding what consumers actually want, and deliver it to them on their terms. Let humans lead, using AI tools as support rather than a total solution. Control your story by strengthening and aligning brand messages, and telling your story before others define it for you.

Building trust means giving consumers what they want, how they want it. A strong digital footprint informed by the consumer journey enables authentic connection. Deliver value early and often to define your narrative, capture attention, and rebuild the trust that drives long-term loyalty.

Skullcandy's Brand Voice Breakthrough

Image Source: Skullcandyoz

Skullcandy, a challenger in the headphone market, found its unique brand voice through the innovative "12 Moods" content marketing campaign.

Carving a Niche in a Crowded Market

Skullcandy has been in the ring with giants like Apple, Bose, and Sony since 2003.

Initially targeting a younger, sportier audience with lower-priced products, the brand needed to adapt to the changing headphone landscape.

The Power of 12 Moods

In 2019, Skullcandy launched "12 Moods", a year-long program celebrating the visceral power of music. Each month showcased:

  • A different color and mood inspired by music

  • Exclusive music, artist performances, and content

  • Athlete mini-documentaries

  • Limited-edition product drops in custom colors

The campaign drove a 175% increase in Ecommerce revenue within 5 months.

Amplifying Brand Voice Through Content

Skullcandy's success came from investing in entertainment and emotion-driven content.

By focusing on the colors, music, artists, and athletes associated with the product, rather than just the product itself, Skullcandy communicated its values in an engaging way.

Jessica Klodnicki, CMO of Skullcandy, emphasized the importance of this content-driven approach in helping the brand stand out.

By leaning into moods, music, and vibrant storytelling, Skullcandy crafted a unique brand identity that connected with its consumers. The "12 Moods" campaign demonstrates the power of a strong brand voice in a competitive market.

⚡️ Quick Hits

What we’re working on right now

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