ClickZ Luxury Fashion Newsletter - 08.29.2024

Chanel's watchmaking power play and the 'demure fashion' trend redefining quiet luxury

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

Specialty Bites 🍪

Demure fashion, a rebranded version of quiet luxury for 2024, emphasizes modest dressing with minimal separates and feminine silhouettes. Originating from a viral TikTok video, this trend highlights elegance and sophistication, echoing last year's quiet luxury. Brands like Balmain and Loewe showcase this aesthetic on autumn runways.

Farfetch is closing its Farfetch Platform Solutions to focus on its core marketplace. This strategic shift follows the departure of founder Jos Neves and aims to improve profitability. The move comes amid operating losses and criticism for prioritizing non-core units. Farfetch remains committed to enhancing luxury shopping experiences.

Farfetch's e-commerce software service was formed in 2015. (Shutterstock)

Designer menswear brands are lowering prices for spring 2025, responding to economic pressures and aiming to attract aspirational customers. Brands like 1017 Alyx 9SM and AMC Aldo Maria Camillo are cutting costs and focusing on sustainability. Retailers applaud this strategy, noting a shift towards more accessible luxury and functional fashion.

Chanel has acquired a 25% stake in Swiss luxury watch brand MB&F, reinforcing its commitment to fine watchmaking. This strategic move aligns with Chanel's investments in Romain Gauthier and F.P. Journe, enhancing its influence in the industry. MB&F founder Maximilian Büsser retains majority control.

Dewu, a Chinese e-commerce platform, is booming by offering heavily discounted luxury goods, impacting brands like Louis Vuitton and Chanel. The rise of the daigou market, now dominated by large organizations, challenges luxury brands' profit margins and brand image, prompting legal actions and strategic shifts to counteract this trend.

Stone Island, an Italian luxury brand, has become a staple in football culture, embraced by fans, players, and managers. Originating in the 1980s Paninaro movement, its distinctive badge symbolizes exploration and high-end fashion. Despite associations with hooliganism, it remains a coveted symbol of style and allegiance.

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.

Beauty brands like ColourPop, Smashbox, Curology, and Dr.Jart are leveraging new e-commerce platforms such as TikTok Shop and Amazon's Premium Beauty Store. These strategic expansions highlight the industry's shift towards digital and direct-to-consumer channels, emphasizing convenience, accessibility, and the importance of social commerce.

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