Ecomdigest Outdoor Apparel & Gear - 08.29.2024

Aclima's leap from underwear to outdoor gear

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Ecomdigest
August 29, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Siroko, a Spanish activewear company, was stuck in the last-click attribution rut, which is like giving the last person in a relay race all the credit. They suspected this model was unfairly ignoring the heavy lifting done by other marketing channels. Enter Fospha, the knight in shining armour, armed with multi-touch attribution (MTA) and a full-funnel perspective. This approach revealed that TikTok, often dismissed as a frivolous time-waster, was actually a conversion powerhouse.

Fospha's analysis showed that TikTok was responsible for 9.5 times more conversions than the last-click model reported. Imagine that! Only 10% of TikTok's contributions were recognized. With this newfound wisdom, Siroko ramped up their TikTok advertising for their spring sale, and the results were nothing short of spectacular. Conversions skyrocketed by 177%, and efficiency improved by 30%. Talk about a glow-up!

By ditching the last-click model and embracing Fospha's full-funnel insights, Siroko unlocked a treasure trove of untapped potential. They discovered that TikTok wasn't just a pretty face; it was a serious contender in their marketing strategy. This shift allowed them to make smarter decisions about where to spend their marketing dollars, proving that sometimes, the underdog really does come out on top.

Aclima, led by CEO Hans Petter Jacobsen, has evolved from a men's underwear brand to a leader in functional outdoor apparel, emphasizing sustainability and innovation. With a strong focus on Merino wool, Aclima supplies military and outdoor markets, maintaining quality and ethical standards while fostering community and environmental stewardship.

Amer Sports raised its 2024 guidance after a strong Q2, driven by a 16% sales increase to $994 million and a 98% reduction in net loss. Arcteryx led the growth, with footwear sales up over 100%. The company now expects 15-17% revenue growth for 2024.

Nike, once a leader in sports innovation and marketing, faces challenges from competitors like HOKA and On. Recent sales declines and lack of groundbreaking products have hurt its market position. Experts suggest Nike must revamp its innovation strategy and reconnect with consumers to regain its former glory.

Lululemon's latest golf apparel, including the ShowZero Polo and ABC Slim Fit Golf Trouser, is designed for hot climates, thanks to extensive R&D. Partnering with PGA Tour ambassador Min Woo Lee, the brand ensures high performance and style, blending technical innovation with a fashion-forward approach.

Female-led brands like Astrid Wild, Kari Traa, and Jeanne Baret are revolutionizing women's outdoor fashion with inclusive designs, sustainability, and ethical production. These companies focus on fit, functionality, and style, setting new standards in the industry. Their innovative approaches are reshaping the market for female athletes.

Performance Platters 🍽️

TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

B2B marketers in North America and Europe plan to boost social media and video content this year, driven by Gen Z's digital habits. Short-form social videos are seen as high ROI, with LinkedIn video uploads set to rise 45% YoY. This trend underscores the growing importance of video in B2B marketing.

Ecomdigest is a Contentive publication in the DTC Ecommerce division