Ecomdigest Outdoor Apparel & Gear - 10.17.2024

PLUS: Vista Outdoor finalizes $3.4 billion sales of Revelyst and The Kinetic Group

Author

Marina Mouka
October 17, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement.

Read the full article here.

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Explorer Picks 🎒

Norda

Norda and SOAR, two pioneering brands in the running industry, have joined forces to create a groundbreaking collection of technical running apparel. This collaboration, a fusion of Canadian and British expertise, is designed specifically for trail running in cold conditions. Norda, known for its high-performance trail shoes, and SOAR, founded by designer Tim Soar, have developed a seven-piece collection that promises to meet the needs of serious runners. The collection features innovative materials, such as SOAR's proprietary STORM technology, which offers weatherproof stretch fabric with a comfortable brushed inner face, ideal for long winter runs.

The garments are crafted with a focus on functionality and style, utilizing unique fabrics like merino silk for insulation. The design philosophy centers on working with the body in motion, a challenging yet essential aspect of performance wear. The collection's aesthetic is inspired by "komorebi", the Japanese term for sunlight filtering through trees, featuring bright yellow accents against deep taupes and blacks. This collaboration marks a significant step forward in technical running gear, following Norda's recent unveiling of its indestructible 005 trail shoe model.

Set to release on October 10, the collection will be available on both brands' websites. This partnership exemplifies the innovative spirit and commitment to excellence that define the modern running apparel industry, offering runners the tools they need to explore their environments with confidence and style.

Vista Outdoor plans to sell Revelyst and The Kinetic Group for $3.4 billion, with Strategic Value Partners acquiring Revelyst and Czechoslovak Group buying The Kinetic Group. This move aims to maximize stockholder value and reduce execution risk, providing investors confidence in reaching a $45 per share target.

Perfect Moment

Perfect Moment has expanded its Perfect Second Moment resale program to the UK, France, Italy, and Germany. This initiative, in partnership with Reflaunt, promotes sustainability by extending the life of luxury skiwear. Customers can return items for vouchers, supporting circular fashion and reducing textile waste globally.

Nike will replace Under Armour as Wichita State University's sponsor, starting July 1, 2025. In partnership with BSN Sports, Nike will provide gear for 16 varsity sports and the athletic department. This five-year agreement aims to enhance Shocker Athletics' service and experience, aligning with championship expectations.

Amer Sports, parent of Arcteryx and Salomon, reported a 60% revenue increase during China's Golden Week, driven by strong sales in the outdoor segment. This growth highlights the company's potential in China, despite economic challenges. Arcteryx's technical apparel significantly contributed to the company's overall revenue growth.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Amazon's Amelia AI, currently in Beta, aims to assist sellers with insights and advice. While it simplifies tasks for new users, its potential lies in evolving features like competitive analysis and content optimization. Amelia is promising, but its future impact on Amazon sellers remains to be seen.

Advertising Week New York highlighted three key trends: the scarcity of third-party data, the rise of the creator economy, and the pressure on marketers to prove ROI. Brands must leverage first-party data, embrace TikTok's potential, and focus on measurable outcomes to succeed in this evolving landscape.

Ecomdigest is a Contentive publication in the DTC Ecommerce division