ClickZ Winter Sports Newsletter - 11.28.2024

BOSS taps into the $57B global market with style

Author

Rafe Houston
November 28, 2024 • Estimated Reading Time: 6 minutes

Welcome to ClickZ Winter Sports, the essential newsletter for professionals in winter sports e-commerce. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns carve through the competition.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Specialty Bites 🍪

Discover the BOSS Ski Autumn-Winter 2024 collection, where elegance meets performance on the slopes. This line features sleek designs and high-performance materials, inspired by the majestic Alps. The color palette includes glacier white, rock grey, and bold accents of red and cobalt blue, evoking the serenity and energy of skiing.

Key pieces include padded ski jackets with waterproof membranes, ergonomic ski suits in four-way stretch fabrics, and eco-friendly materials. Accessories like heated gloves and polarized goggles enhance the skiing experience. BOSS's commitment to sustainability is evident with recycled materials and eco-responsible processes. The collection, available from November 13, 2024, also includes a children's range, ensuring style and performance for all ages.

Shaun White's WHITESPACE brand, co-founded with his brother Jesse, focuses on performance and quality in snowboarding gear. It aims to inspire individuality and creativity in athletes. The brand's community-driven approach and innovative products, like responsive boards and detailed outerwear, reflect Shaun's unique vision and competitive spirit.

Nivis Gear, a boutique skiwear company, has launched a new website and introduced two innovative jackets: the Protego Pro Shell and Tendo Jacket. These jackets combine mobility, comfort, and elite waterproof capabilities, making them ideal for skiing and everyday use.

The Protego Pro Shell features advanced 3 Layer 4-way stretch MaxAliento Fabric, a 25k waterproof classification, and a revolutionary pocket design. It includes articulated sleeves, dual zipper side vents, and a storm-ready hood, ensuring comfort and functionality on the slopes.

The Tendo Jacket offers a quilted design with 4-way stretch MaxAliento fabric, suitable for temperatures from 20-65 degrees. It includes 60 grams of recycled insulation and is available in a new medium-large size for a perfect fit.

Performance Pulse 📈

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

Marketing on X (formerly Twitter) remains vital for engaging affluent, educated audiences. Success requires platform-specific content, timely promotions, and budget-friendly advertising. Interactive content and data-driven strategies enhance engagement. While X excels in real-time interactions, consider alternatives like TikTok or Instagram Threads if they better align with your goals.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 
🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone
📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 
📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending. 

Jake Abrams on LinkedIn: Harsh DTC growth truth: Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

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