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Marketing
How Djerf Avenue Built a $35M Brand in 5 Years
In just five years, Djerf Avenue, founded by social media influencer Matilda Djerf, has grown from a small startup into a $35 million global fashion brand.
This success is a testament to the power of authenticity, community-driven marketing, and a commitment to sustainability.
In this article, we'll explore how Djerf Avenue achieved this impressive growth without large marketing budgets!
1. Matilda Djerf’s journey: From social media influencer to entrepreneur
1.1 Matilda Djerf’s success story: Authenticity from the start
Djerf Avenue’s success is deeply tied to Matilda Djerf’s authenticity.
She started her influencer journey in 2016 by sharing her travels and daily outfits (OOTDs) on Instagram, gaining attention for her honest, unfiltered posts.
Her genuine connection with followers helped her build a strong community, and she now has over 3 million Instagram followers and 26 million TikTok likes.
1.2 Transitioning to entrepreneurship: The start of Djerf Avenue
In 2019, Matilda Djerf leveraged her growing influence and successful brand collaborations to launch Djerf Avenue with her partner, Rasmus Johansson.
Noticing the success of her design collaborations with other brands, Matilda realised her vision could thrive independently.
“The collections that I did with other brands would sell out every time. Me and my partner, who is CEO of Djerf Avenue, both felt like it was time for us to do our own thing because if we could sell out for other brands, why wouldn’t we be able to sell out for our own brand?,” Djerf said.
The brand became an immediate success, driven by her ability to translate her style into a product line resonating with her audience.
Despite some controversy in 2023 over design similarities, their transparency and willingness to address criticism helped them regain customer trust.
2. Building the brand: Djerf Avenue’s unique selling points
2.1 Djerf Avenue’s style: Timeless Scandinavian-inspired pieces
From its inception, Djerf Avenue distinguished itself through a focus on quality.
Matilda created the brand based on her wardrobe needs, designing timeless pieces that could be styled in various ways.
This core wardrobe approach set Djerf Avenue apart from fast fashion, attracting customers seeking versatility and lasting quality.
They also doesn’t follow traditional collection releases. Instead, it focuses on small drops spread throughout the year.
“What I wanted with Djerf Avenue was to give people classic and comfortable staples that they can wear again and again or style in multiple ways over years” Matilda affirmed to The New York Times.
2.2 Djerf Avenue’s core value: Size inclusivity and sustainability
Unlike many European brands with limited sizing, Djerf Avenue embraced inclusivity from the start, offering sizes from XXS to XXXL.
This commitment to diverse body types helped the brand resonate globally, especially in markets like the U.S. where inclusivity is crucial.
Sustainability is also key to Djerf Avenue's success.
Rather than positioning itself as purely sustainable, Djerf Avenue takes a nuanced approach, emphasising ethical production and high-quality materials sourced from factories in Portugal, Italy, and Sweden.
Each factory is chosen for its expertise, and Djerf Avenue highlights its values and craftsmanship on their website.
By focusing on creating pieces meant to last, the brand offers an alternative to the wasteful, fast-fashion model—something that deeply resonates with the Gen Z market, which is hyper-aware of environmental issues.
3. Djerf Avenue’s rise to popularity: #1 TikTok viral brand
3.1 Djerf Avenue’s social media growth: Organic and community focus
Djerf Avenue’s marketing strategy is a masterclass in organic growth.
With a small marketing budget (only 2-5% of revenue vs. 20% on average for e-commerce), the brand taps into Matilda Djerf’s Instagram and TikTok presence, sharing relatable, everyday moments like cooking and city strolls.
By embracing diversity in body types, backgrounds, and ages, Djerf Avenue challenges an industry known for unrealistic beauty standards, fostering an authentic connection with its audience.
This use of real customers as models and avoidance of photo retouching further deepens trust and loyalty.
To amplify this community-driven approach, Djerf Avenue launched two key initiatives:
- Styleboards allow customers to showcase their styled outfits, turning them into brand ambassadors while fostering collaboration through user-generated content.
- Angels' Avenue, an online forum, provides a space for customers to connect, share fashion tips, and engage in deeper conversations with the brand and each other.
These efforts seamlessly extend the brand's organic growth, creating a participatory, inclusive culture.
3.1.1 Community ambassador: Djerf Avenue’s Icons campaign
Djerf Avenue shines with their latest Icons campaign, highlighting the essence of their brand—community.
Featuring 40 loyal followers in an authentic photo shoot, the campaign focuses on both new products and the customers who love them, turning each participant into a brand ambassador.
This strategy, extending from social media to their website, emphasises the brand’s commitment to valuing community over consumers.
3.1.2 A perfect match: Djerf Avenue x Sofia Richie collaboration
Djerf Avenue chose Sofia Richie for their first collaboration because she perfectly embodies the brand’s clean, rich-girl aesthetic.
Known for her elegant, minimalistic style, Sofia's fashion presence aligned well with Djerf Avenue’s timeless, understated pieces.
Additionally, Sofia's rise in popularity in 2023 made this collaboration a savvy move, tapping into her influence and appeal.
This partnership reflected both influencers' shared values of sophistication and luxury, making the launch a huge success among their fans.
As Matilda shared with Vogue Scandinavia, “This is the first collaboration Djerf Avenue has ever done with a profile, and we are so happy to be doing this with Sofia.”
3.2 Djerf Avenue’s brand activation: Pop-up stores as experience-driven marketing
Djerf Avenue's pop-up stores, a key part of their marketing strategy, offered customers an exclusive in-person experience.
These events generated significant social media buzz and allowed for deeper customer engagement beyond online shopping.
3.2.1 First pop-up in Los Angeles (2022)
Djerf Avenue’s first pop-up introduced the brand to the U.S., featuring its minimalist, chic staples. Fans flocked to try on their iconic pieces, with lines forming around the block.
The event solidified Djerf Avenue’s U.S. presence, creating buzz across social media.
3.2.2 SoHo, New York (2023)
Djerf Avenue’s New York debut in SoHo saw the launch of exclusive items like the “I Heart DA” T-shirt.
The event attracted massive crowds (even Hailey Bieber joined!) and concluded with a fashion show at the Guggenheim, live-streamed globally.
3.2.3 Greene Street, New York (2024)
To meet demand, Djerf Avenue returned with an expanded pop-up that included a full salon offering hair styling sessions using their new beauty line.
The pop-up attracted nearly 1,000 daily visitors and showcased exclusive Djerf Avenue Beauty products, further enhancing their community-driven brand.
Djerf Avenue's meteoric rise from a startup to a $35M brand in just five years highlights the power of authenticity and community-focused marketing.
Matilda Djerf’s organic social media presence laid the foundation for her brand, emphasising realness and trust with her audience.
Key strategies like showcasing real customers, unfiltered imagery, and fostering community through initiatives like Styleboards and Angels' Avenue have driven deep engagement.
Through sustainability, inclusivity, and innovative campaigns like pop-ups, Djerf Avenue has built a dedicated customer base, driving the brand's global success.
Marketing
Black Friday Influencer Marketing Strategies for 2024
Introduction
With Black Friday and Cyber Monday (BFCM) on the horizon, are you ready to make some noise?
If you haven't considered diving into influencer marketing yet, now's the time. Why? Because it's a great way to showcase BFCM deals, given that both influencers and customers are fans of a great discount. People are tired of pushy ads and are looking for genuine recommendations.
So, if you're aiming to create some serious BFCM buzz, we've got the ultimate guide to help you craft an influencer strategy that's got all the magic ingredients.
1. What is influencer marketing?
Influencer marketing is when a brand teams up with an online influencer to promote a product or service. Sometimes, the partnership is more about boosting brand awareness rather than direct promotion.
With the domination of TikTok, Instagram’s reel and YouTube shorts, influencer marketing has emerged as a powerful tool. As of 2023, the worldwide value of the influencer marketing sector reached 21.1 billion U.S. dollars, marking over a threefold increase since 2019.
61% of consumers trust the advice of influencers over the 38% who trust brand-centric social media posts. By teaming up with the right influencers that resonate with your audience, you can boost brand visibility, increase web traffic, and positively affect your profits.
Learn the secrets to sell £1M for BFCM 2024.
2. How to craft a successful influencer marketing strategy for BFCM?
2.1 Choosing the right influencers for your campaign
With so many social media influencers, how to pick the right one?
Niche relevance
Select influencers who align with your brand's ethos and cater to your target audience. An influencer whose audience matches your customer profile can generate more relevant traffic and conversions.
Engagement metrics
High follower count doesn't always equate to influence. Focus on influencers who have genuine interactions, high engagement rates, and authentic relationships with their followers. Make sure to check for fake followers and bots.
Content quality
Collaborate with influencers who produce high-quality content. Their aesthetics and storytelling capabilities can elevate your brand's message.
2.2 Selecting the best platform(s)
Data from Sprout Social highlights social media’s pivotal role in guiding brand discovery and promoting purchases. For 35% of users, social media is the primary way to learn about new products, services, or brands.
Each social media platform offers a unique way to engage with audiences.
Don't restrict yourself to a single platform. Diversifying across Instagram, TikTok, YouTube, and blogs can magnify your reach.
- Instagram and its impact: With features like shoppable posts, Instagram has become a favourite for influencer collaborations.
- TikTok's rising prominence: The platform's viral nature and the newest shop tab can skyrocket campaign visibility.
- Leveraging YouTube: Long-form video content like reviews and unboxing can be gold on YouTube, especially for Black Friday campaigns.
Influencer marketing shouldn't exist in isolation. Integrating it with email campaigns, blog posts, social media ads, and SEO can create a cohesive and more potent marketing force.
Check out 4 strategies to improve your influencer content.
2.3 Optimising collaboration for BFCM
How can you best align with influencers to maximise your BFCM impact?
Exclusive deals
Offer unique discount codes, and product or service bundles for the influencer's audience. This can motivate followers to make a purchase, knowing they're getting an exclusive deal.
Teasers and countdowns
Build anticipation by allowing influencers to tease upcoming sales. Countdowns can create a sense of urgency and drive more users to your website during the sale.
Affiliate links
Equip influencers with personalised affiliate links. This allows for easy sales tracking and offers a commission-based incentive for influencers.
User-Generated Content (UGC)
Encourage influencers to initiate challenges or hashtags that prompt their followers to share their own experiences with your products. This amplifies your reach organically and strengthens community ties.
Influencer-generated content or user-generated content: which strategy is right for you? Discover it here!
2.4 Post-Collaboration: Evaluating the success
Once Black Friday and Cyber Monday are over, it's vital to evaluate the collaboration's success.
Sales & conversion metrics
Track the number of sales that came directly from influencer promotions. This offers a tangible ROI measurement.
Engagement rates
Measure the engagement on influencer posts related to your campaign. High engagement indicates resonating content.
Feedback & reviews
Engage with the influencer to gather feedback. Understanding their perspective can offer valuable insights for future collaborations.
3. Examples of BFCM campaigns that worked and why
3.1 Amazon, capitalising on comedy skit
Amazon disrupted the norm and teamed up with comedians and creators like @grayskitz and @adambyt in the UK for their Black Friday promotions.
In his video, he contrasts the Black Friday experience of 2010 with the current era dominated by online shopping. This video humorously critiques the entire concept of Black Friday, providing a fresh viewpoint.
For this video, Amazon partnered with National Express, an intercity and inter-regional coach operator providing services throughout Great Britain. Adam ironically starts the video by saying, “How do I deliver myself home? The best gift I can give is me!”. This video promotes that you can offer Prime to your loved one for as little as £2 but also, that you can travel home for a reduced price.
3.2 Gymshark, retro gaming style video
Gymshark partnered with influencers KSI, Behzinga, Calfreezy & Munya Chawawa to create the #BigDealEnergy campaign. The “Big Deal Energy” campaign resonated with this demographic by tapping into beloved influencers and themes they relate to.
3.3 Tangle Teezer, unique product reviews
For Black Friday, Tangle Teezer collaborated with a group of highly engaged influencers, giving them the freedom to discuss and display their products uniquely.
Tangle Teezer capitalised on influencer buzz for their products and then let Black Friday shoppers amplify it.
Conclusion
Influencer marketing for Black Friday and Cyber Monday 2024 presents an unparalleled opportunity for businesses.
From picking the right voices to shout about your brand, to evaluating how well the collaboration did, you can maximise their reach and conversions. The influencer game can change the BFCM scene for you.
But remember, as everything evolves, keep your approach fresh and in tune with your audience.
Ready to bring your A-game this BFCM? 🚀
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E-commerce trends
The Pros and Cons of Black Friday and Cyber Monday
Introduction
Black Friday, a retail phenomenon that originated to get rid of the remaining stock but has spread globally, is a day known for the most aggressive promotions online and in-store.
As 2024's event draws near, the question arises: will the opportunities outweigh the challenges? Let's look at the pros and cons of participating, and learn more about emerging consumer-centric shopping trends.
1. 👍 Pros of Black Friday and Cyber Monday
Increased sales
Black Friday can result in a significant boost in sales as consumers are motivated to make purchases because of attractive discounts and promotions.
Consumers in the UK alone during the 2022 Black Friday were found to have spent a total of £8.71 billion, of which £4.81 billion has been spent online.
Inventory management
The event facilitates brands in moving older stock, ensuring that they have space for new products or collections.
Customer acquisition
With consumers constantly hunting for the best Black Friday offers, brands stand a chance to attract and retain new customers, expanding their market presence.
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Bigblue's unique feature, known as Fast-Tags, offers a prime-like experience by displaying an exact delivery promise and free delivery label on your product pages. Through A/B testing, we've found that customers who see the Fast Tag are 26% more likely to purchase and tend to add 4% more to their cart, leading to a 37% increase in revenue per visitor.
👉 Explore Bigblue’s Fast-Tags features.
Brand visibility
Participating in Black Friday promotions can increase a brand's awareness, both in physical stores and online. Offering discounts and exclusive deals to existing customers can enhance brand loyalty and encourage repeat business.
In this guide, we outline daily steps for success during the Black Friday and Cyber Monday period.
2. 👍 Cons of Black Friday and Cyber Monday
Discount pressure
Brands may feel pressured to offer deep discounts, which can reduce profit margins and affect overall profitability.
In 2022, Adobe highlighted that discounts reached an unprecedented peak, averaging 25% off on Cyber Monday's marked prices. Certain sectors experienced even bigger reductions, with toys at 34% off, computers at 20%, and apparel at 18%.
Logistical challenges
Managing increased demand, inventory, and shipping logistics during Black Friday can be challenging and may lead to operational issues.
If a brand faces logistical issues, stock shortages, or customer dissatisfaction during Black Friday, it can result in negative publicity and damage to its reputation.
For instance, the cost of shipping significantly impacts shoppers' choices. A 2022 Financesonline survey revealed that 49% of Black Friday shoppers were mainly driven by shipping costs. The appeal of free shipping emphasises the need for clear and transparent shipping policies.
We understand the challenges and stress of the peak shopping period, so we've crafted five logistics survival tips just for you.
👉 Discover them here!
Brand image
Overly aggressive sales tactics or discounting too deeply can potentially devalue a brand and erode its premium image. Black Friday's emphasis on consumption and fast fashion can be at odds with sustainability goals, which may not align with a brand's values.
Customer expectations
Once a brand participates in Black Friday, customers may come to expect discounts every year, potentially affecting regular pricing strategies.
Return rates
Increased sales during Black Friday may also result in higher return rates, which can be costly and time-consuming for brands to process.
True Fit's recent survey of 1,000 UK consumers showed that while shoppers will return nearly a sixth of Black Friday fashion buys, Gen Z will lead in return rates.
3. Buy Nothing Day: An Alternative Perspective
It's essential to acknowledge an alternative viewpoint.
Some individuals and organisations actively oppose Black Friday and instead promote “Buy Nothing Day” as a form of protest against consumerism.
Buy Nothing Day encourages people to abstain from shopping on Black Friday and reflect on the environmental and ethical implications of mass consumption. It highlights the broader societal debate surrounding Black Friday.
Brands like the outdoor clothing designer Patagonia have sought to redefine Black Friday's significance. Their 2016 pledge to direct all Black Friday profits towards environmental causes exemplified this shift.
Over $10 million was donated to grassroots organisations dedicated to preserving essential natural resources such as water, air, and soil.
The company also contributes to the “1% for the planet” initiative, dedicating 1% of its yearly sales to environmental non-profits. This commitment has led to donations exceeding $74 million since 1985, directly benefiting community-based organisations.
Since 2015, the outdoor recreation brand REI has boycotted Black Friday. They instead encourage all people to delay their holiday shopping and instead spend time outdoors, preferably with loved ones, through their #OptOuside campaign.
The Co-op closes its brick-and-mortar shop and doesn't process online orders, but still pays all its employees for their time.
4. Green Friday: A Sustainable Alternative
In recent years, there has been a growing movement towards “Green Friday” as a more sustainable alternative to Black Friday.
Some brands are embracing this concept by focusing on responsible consumption and environmentally-friendly practices.
Green Friday encourages brands to promote sustainable products and ethical production methods. It aligns with the values of eco-conscious consumers and provides brands with an opportunity to demonstrate their commitment to sustainability.
Teemill, a sustainable print-on-demand company, collaborates with its network of 10,000 stores for a unique initiative.
They encourage customers to return their worn Teemill-made clothing.
Under their #TakeBackFriday campaign, these returned clothes are repurposed into new items using their Remill technology. For every garment returned, customers receive a £5 credit for future shopping.
For Green Friday, the beauty brand Rituals is shifting its focus from general product discounts to special deals specifically on its sustainable product range.
Rituals emphasises, “We think it is important that you feel good and that we take care of the planet at the same time. This way, you not only save on packaging, but also keep money in your wallet”.
Conclusion
Black Friday can provide brands with numerous advantages, such as increased sales and customer acquisition, but it also comes with challenges like maintaining brand image and managing logistics effectively.
If you decide to participate, carefully consider your Black Friday strategies to strike a balance between profitability and maintaining a positive brand reputation.
Marketing
6 Genius Halloween Campaigns to Boost Your 2024 Sales
In 2023, U.S. Halloween spending hit $12.2 billion, and over £1 billion in the UK.
In 2024, these figures are expected to reach $11.6 billion and £776 million, respectively. Highlighting the holiday’s commercial potential.
Although sometimes overlooked, Halloween presents a huge marketing opportunity for brands to shine.
Here’s a look at the 6 best Halloween marketing campaigns and how brands can capitalise on the season.
1. How to tap into 2024’s Halloween marketing trends
3 in 5 Brits plan to make a Halloween purchase, and a 84% of Gen Z are ready to splurge. It would be a deadly mistake not to take the opportunity!
Halloween’s emotional appeal—nostalgia, excitement, and social engagement—makes it a perfect time for brands to connect with consumers.
Here are key strategies from Pinterest's 2024 Halloween Trend Report that your brand can adapt to drive engagement and sales:
1. 1 Beauty trends: Gothic Glam and Beastly Beauty
These trends, driven by Gen Z preferences, highlight the importance for brands to stay updated.
Aligning with popular aesthetics helps brands remain competitive.
By understanding and adapting to these shifts, brands can craft campaigns that resonate with their audience and maximise Halloween’s market potential!
The rising demand for Gothic Glam and Beastly Beauty highlights a growing desire for bold, dramatic makeup looks.
Gothic Glam: Searches for dark, dramatic looks have increased, with “scary makeup looks” up 60% and “soft vampire makeup” up 475%.
How to adapt? Create a “Gothic Glam Kit” or tutorials showcasing looks like “Romantic Gothic Makeup” (+710%) or “Zombie Makeup” (+230%).
Beastly Beauty: Animal-inspired makeup is gaining popularity, such as leopard (+670%) and cheetah print makeup (+570%). These looks offer a playful yet bold style that appeals to a wide audience.
How to adapt? Promote your makeup with tutorials for animal looks like fox (+55%) and bunny makeup (+445%). Pair with accessories like ears and tails to offer a complete package!
1.2 Fashion trends: Pop Culture Costumes and Vintage Fashion
Pop Culture Costumes: Searches for “it girl Halloween costumes” are up 170%, driven by fans of celebrities like Charli XCX makeup (+2345%) and Olivia Rodrigo (+170%). Gen Z pop stars and TV personalities are heavily influencing costume choices this year.
How to adapt? Send out an email campaign featuring top celebrity looks with "Get the Look" guides. Offer time-limited discounts on products related to trending styles like Sabrina Carpenter Halloween (+215%) to boost conversions.
Vintage Fashion: Nostalgic elements continue to trend with 90s Halloween decorations (+140%) and vintage Halloween (+50%). Shoppers are gravitating toward throwback styles for both costumes and décor.
How to adapt? Run a “Throwback Halloween” campaign where users share their old Halloween costume photos or favourite 90s/70s-inspired looks. Engage your audience by offering discounts or giveaways for the best submissions.
1.3 Home decor trends: Vintage and Boho Halloween
Vintage Halloween Decor: As consumers embrace nostalgia, there’s a growing interest in retro décor, with 90s Halloween decorations up 140% and 70s Halloween up 50%. These trends blend simple, classic Halloween elements with nostalgic styles.
How to adapt? Create pin-worthy vintage décor boards on Pinterest with simple, classic Halloween decoration ideas. Promote your products by linking them to the DIY decorations your audience can recreate.
Boho Halloween: With Boho Halloween decor searches up 85%, a more relaxed, earthy Halloween aesthetic is emerging, featuring soft colours, natural materials, and handcrafted elements.
How to adapt? Partner with a home decor influencer to create a “Boho Halloween at Home” guide. Showcase how to style your products in a chic, minimalistic Halloween setting and share the guide on social media and in newsletters.
2. 6 inspiring Halloween campaigns to learn from
2.1 Aritzia: Halloween costume lookbook
Aritzia stayed true to its clean, minimalist aesthetic with a clever Halloween campaign featuring lookbooks of celebrity- and movie-inspired costumes made entirely from their clothing.
Rather than creating a Halloween collection, they created lookbooks with outfits that customers could wear beyond Halloween, aligning with their brand's focus on basics and monochrome looks.
Why it works: Aritzia smartly adapted its style to the Halloween trend by leveraging pop culture influences, appealing to Gen Z, and promoting versatile fashion with a fun twist!
2.2 Glamlite: Horror movie makeup collection
Glamlite launched a Nightmare on Elm Street makeup collection, incorporating iconic 80s nostalgia with Freddy Krueger-themed packaging and product names.
Touted as the “world’s first-ever licensed Halloween Michael Myers cosmetic collection”, it created a buzz with exclusivity and high demand, as reflected by its extended shipping times.
Also, the entire website was transformed with Halloween-themed designs, adding to the spooky atmosphere.
Why it works: The blend of 80s nostalgia, horror fandom, and exclusivity taps into pop culture trends, making it irresistible for both makeup lovers and horror fans.
2.3 Angry Orchard: Hide & shriek prank pack
Angry Orchard introduced a unique product with their Hide & Shriek Prank Pack, designed to look like a normal cider but deliver a blood-curdling scream when opened.
This clever prank tapped into the jump-scare appeal of Halloween and got sold out instantly!
Why it works: The unexpected scare creates a memorable, shareable experience. It leverages the element of surprise to stand out and generate viral engagement.
2.4 Opendoor: Vampire campaign
Real estate brand Opendoor launched a humorous Halloween campaign featuring a vampire trying to sell her house because her neighbour planted garlic. The quirky ad linked the theme of selling homes in autumn with Halloween’s spooky atmosphere.
Why it works: Opendoor took a traditionally non-Halloween product (real estate) and found a fun way to align with the holiday, adding humour while reinforcing brand messaging.
2.5 Fanta: Beetlejuice collaboration
Fanta teamed up with the Beetlejuice movie to create limited-edition Halloween-themed soda cans featuring characters from the film.
They ran a contest via the Coca-Cola app in which consumers could win exclusive Fanta x Beetlejuice merchandise or immersive experiences.
Why it works: Fanta’s collaboration with a popular movie taps into nostalgia and current pop culture trends, making it highly appealing to younger audiences. The interactive contest further engages consumers, driving participation.
2.6 Six Flags: “Tick. Tick. Tick.” horror short film
Six Flags embraced the horror genre with their five-minute film “Tick. Tick. Tick.” A nod to the 1970 American Crime drama film!
The eerie story follows a nightmare-inducing clown who eventually leads a group of housemates to the Six Flags theme park for a spooky adventure.
The campaign's combination of horror and humour appeals to teens and young adults.
Why it works: The campaign engages viewers by blending entertainment with promotion, tapping into the popularity of horror films and creating an emotional connection with the audience.
3. 4 key takeaways for brands to nail Halloween campaigns
These campaigns demonstrate that Halloween offers many creative possibilities, whether or not your brand fits naturally with the spooky season. By incorporating elements of storytelling, surprise, and customer engagement, any brand can create memorable Halloween campaigns. Consider how you can:
- Tell a story: Use storytelling to connect your products with Halloween themes in a way that resonates with your target audience.
- Engage customers: Encourage participation through contests, challenges, or social media interaction to drive engagement and brand awareness.
- Surprise and delight: Add a twist or unexpected element to your products or campaign to make it more shareable and memorable.
- Collaborate with pop culture: Leverage partnerships with popular movies, shows, or icons to boost appeal, especially for younger audiences.
Halloween gives brands a unique chance to connect with consumers through creative, seasonal campaigns.
By leveraging trends and learning from successful examples, brands can boost engagement, increase sales, and deliver memorable experiences.
Whether through product bundles, interactive contests, or fun storytelling, aligning with Halloween’s spirit in a way that resonates with your audience is key.
With thoughtful planning, any brand can make Halloween 2024 a hauntingly successful season!
E-commerce trends
Customer Expectations For BFCM 2024
Understanding this year's BFCM trends is vital for any brand aiming to thrive. It's not just about deals any more. It's about delivering unforgettable experiences.
From personal touches to a surge in eco-conscious shopping, we'll dive deep into the core of Black Friday expectations and shed light on Cyber Monday shopping nuances.
So, whether you're refining your landing page, optimising your shopping cart, or bolstering Black Friday campaigns with UGC and social proof, we are here to guide you.
1. Understanding consumer expectations: spending trends
1.1 Economic challenges and consumer optimism
The current economic landscape is influenced by inflation, impacting spending habits for the majority of consumers. Many individuals are displaying resilience, looking for innovative ways to maximise their budgets, take advantage of deals, and seek value for money.
An overwhelming 97% of respondents express excitement about BFCM this year, as per the Tapcart survey.
A survey of 3K US consumers by Klaviyo and Qualtrics shows Gen Zs and millennials are optimistic about future spending, especially for holidays.
Brands that understand this and cater to both the constraints and aspirations of their customers are likely to find success.
1.2 Effective pricing and discounts
Understanding the types of discounts consumers anticipate, such as flash sales, bundle deals, and loyalty discounts, is essential. You need to strike the right balance between competitive pricing and perceived value.
Ensuring that your discounts are genuine and trustworthy is of importance. This helps build and retain trust with your customers. Data shows that 37% of consumers indicate that Black Friday deals directly influence their trust in a brand.
According to research conducted by the loyalty platform LoyaltyLion, 92% of UK shoppers acknowledge the impact of rising prices on their budgets.
For their BFCM shopping decisions, price isn't the sole driver. Approximately 62% of consumers prioritize brands they know and trust for their BFCM purchases. Interestingly, even in the face of the severe cost of living crisis, 48% of shoppers actively seek out brands that align with their values.
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2. Gaining insight into shopper’s preferences
2.1 The rise of in-app purchases (m-commerce) and social commerce
Mobile shopping remains king. It's estimated that by 2024, mobile commerce (m-commerce) will make up 44% of total e-commerce sales.
Tapcart’s data shows that consumers are 40% more likely to download an app and opt into push notifications during Q4 than during the rest of the year, largely due to special offers (like early access to your sale).
Brands that catch that wave will have a built-in advantage to leverage through 2024 and beyond.
Make sure your site and product are optimised for a mobile shopping experience.
TikTok Shop, Instagram Shopping, Facebook Shops, and Pinterest's shoppable ads offer a unique opportunity to reach potential customers with precision.
One striking trend in the e-commerce landscape is the increasing popularity of shopping directly from social media shopfronts. A perfect example of this trend is TikTok's recent move to introduce an in-app shopping experience, eliminating the need for users to navigate to external web browsers.
Within the last 30 days on TikTok, the Amazon-native brand Wyze sold close to 40,000 units of a product priced at $33.99.
This shift signifies a game-changing development in the e-commerce arena, where convenience and accessibility are key.
Tailoring message frequency to different generations, leveraging app downloads, push notifications or UGC can provide a significant advantage during the holiday season.
2.2 User-friendly website and convenient checkout process
Consumers expect a fast, convenient checkout process. Ensuring a user-friendly website navigation experience is paramount. According to the Tapcart BFCM 2023 Consumer Trends Report, a mere 1 in 10 shoppers will tolerate a slow or poorly designed mobile web experience, irrespective of their generation.
Checklist for BFCM 2024
- Simple checkout process: Ensure your website's checkout process is intuitive and requires minimal steps. Remove unnecessary form fields and offer guest checkout options. The smoother and faster the checkout, the lower the cart abandonment rate.
- Payment options: Introduce a variety of payment methods to cater to different customer preferences. Buy Now Pay Later (BNPL) options on your site, such as Klarna, Afterpay, Affirm…
- Clear ETA (Estimated Time of Arrival): Communicate delivery timeframes clearly during the checkout process. Being transparent about potential shipping delays, especially during peak seasons, also manages customer expectations and builds trust.
- Proactive tracking: Equip your e-commerce platform with a dynamic order tracking feature, allowing customers to follow their order's journey from the warehouse to their doorstep. Complement this with timely email or SMS notifications at pivotal stages like dispatch, transit, and delivery.
- Simple returns process: Make it easy for customers to initiate returns online. Provide prepaid shipping labels or QR codes for contactless returns. The fewer obstacles customers face when returning items, the better.
- Extended return policies: During the holidays, extend your return window to accommodate gift recipients. A generous return policy, such as 60 or 90 days, can reassure hesitant shoppers.
Bigblue Tips
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The feature integrates seamlessly, informing European customers of exact product delivery times based on their location and order time.
Discover how we helped Lucas and Christelle expand into new markets and ensure efficient delivery throughout Europe!
3. The growing demand of sustainable and ethical shopping
In recent years, consumers have become increasingly environmentally conscious. This awareness extends to their shopping choices, including shipping methods.
By 2030, e-commerce logistics in key global cities might produce around 25 million CO2 metric tons, as per Statista. E-retailers face the dual challenge of streamlining an eco-friendly supply chain while meeting the expectations of consumers who desire swift and affordable deliveries.
A survey by Descartes of 8,000 e-consumers across Europe, the U.S., and Canada showed that 54% are okay with longer deliveries if it means supporting green companies.
A further 20% would even pay a premium for such deliveries. Echoing this sentiment, a Drapers study from January 2023 reveals that 81% of consumers now demand sustainable packaging, marking a significant stride in the fight against plastic waste.
How to answer the rising concerns?
- Work with a sustainable logistic partner: Ensure that your delivery and supply chain partners are equally committed to sustainability. Verify that they optimise delivery routes, use plastic-free packaging and use renewable energy sources wherever possible. Bigblue is committed to working towards greener logistics.
- Offer carbon-neutral shipping: Partner with shipping providers that offer carbon-neutral or eco-friendly shipping options. This allows customers to reduce their carbon footprint with each purchase.
- Eco-friendly packaging: Consider sustainable packaging materials that are recyclable or biodegradable. Highlight your commitment to eco-friendliness in your product descriptions and communications.
- Educate and engage: Share information about your eco-friendly initiatives on your website and in marketing materials. Engage customers by explaining how your products are made and what initiatives you put in place.
⬇️ A shoe box like CAVAL to store your pair of shores and reduce packaging.
4. Tailoring the customer experience
4.1 Harnessing the power of personalisation
Personalisation goes beyond just addressing a customer by their first name in an email. It involves tailoring every aspect of the shopping journey to cater to the individual preferences and needs of your customers.
This includes recommending products they're likely to love, creating a website experience that aligns with their interests, and offering targeted promotions that genuinely resonate with them.
4.2 Elevating the unboxing experience
One often overlooked aspect of personalisation is the unboxing experience. When customers receive their orders, the moment of unboxing is a special one. It's an opportunity to surprise and delight your customers, leaving a lasting impression.
Consider custom packaging with your brand's unique style, personalised thank-you notes, or exclusive offers tailored to the customer's preferences.
Going the extra mile in the unboxing experience makes your brand memorable and encourages customers to share their excitement on social media, providing valuable word-of-mouth marketing.
Turn clients into influencers with the best unboxing.
Staying ahead of the game
BFCM 2024 presents both opportunities and challenges for e-commerce experts.
By staying attuned to evolving consumer expectations and trends, optimising the shopping experience, offering attractive pricing and discounts, ensuring seamless logistics, and embracing sustainability and personalisation, brands can not only meet but exceed customer expectations.
The time is now to leverage consumer optimism and create a memorable BFCM experience that resonates well beyond the holiday season.
Logistics
Bigblue x Réseau Entreprendre: 15 Logistics Tips to Ace Q4
Bigblue is thrilled to announce our sponsorship and participation in Réseau Entreprendre, a renowned network supporting entrepreneurs across France.
As part of our collaboration, we recently participated in a roundtable that provided expert insights and strategies to help businesses optimise their logistics ahead of the Q4 peak season.
Clément Gavault, founder of Flakon, Bigblue’s client, and a proud laureate of Réseau Entreprendre’s 2024-2025 cohort, joined us at the event.
Drawing from our experience managing peak demand for high-demand brands like Flakon, we shared 15 actionable tips to help businesses optimise their Q4 operations and prepare for the season’s challenges.
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15 expert tips to master Q4 logistics
1. Clear out old stock
Turn unsold inventory into revenue by offering discounts on older collections during Black Friday or holiday sales. This helps with cash flow and frees up warehouse space for new arrivals.
2. Be strategic about international shipping
Avoid expanding internationally too soon, as it can be challenging and expensive.
First, focus on perfecting your domestic operations. When ready, carefully research customs, taxes, and local regulations before entering foreign markets.
Tim Dumain, CEO of Bigblue, highlighted the importance of choosing the right markets: "It’s better to start with markets where the logistics are easier to handle, such as other EU countries if you’re based in Europe, before moving into more complex regions like the UK or the US. Spain and France, for instance, are more straightforward from a regulatory standpoint and allow businesses to expand without facing the same level of logistical headaches."
3. Offer flexible delivery options
Provide shipping choices like free delivery for high-value orders or express options with accurate ETAs. Customers value speed and transparency, especially during the holiday rush.
4. Optimise the unboxing experience with simple solutions
Instead of investing in expensive personalisations like branded boxes or silk paper, focus on simple, cost-effective options like flyers or inserts.
Prioritise growing your business through acquisition and sales before scaling your unboxing experience.
"Personalisation is important, but it’s best to start simple. Focus on optimising your acquisition and logistics first, and introduce more personal touches gradually, ensuring scalability and cost-effectiveness," highlights Tim Dumain.
5. Simplify the return process
Implement an easy-to-use return portal and consider extending the return window through January to cater to post-holiday shoppers. Encouraging exchanges rather than refunds also helps retain revenue.
6. Use data to forecast demand
Analyse last year’s sales and factor in your marketing campaigns to forecast demand accurately. This helps avoid overstocking or running out of popular items at the worst time.
7. Monitor operations in real time
Use real-time tracking tools to monitor warehouse operations. Address any issues quickly to avoid costly delays or errors during the busiest time of the year.
8. Communicate delivery cutoffs clearly
Be transparent about shipping deadlines for holiday orders. Use your website, emails, and social media to keep customers informed and prevent missed deliveries or frustrations.
9. Review performance and improve
After the peak season, review how your logistics, inventory, and shipping processes are performed. Learn from the data and tweak your strategies for the next high-demand period.
10. Compare shipping providers
Research and compare courier services before the holiday season. Each provider offers different strengths in coverage, cost, and delivery speed, so pick one that aligns with your customer needs.
11. Align customer support with operations
Ensure seamless communication between your support and logistics teams for quick issue resolution during peak season.
12. Test new logistics processes early
Before launching new products or systems, run a test to ensure everything—from receiving to packing and shipping—flows smoothly. Identify any bottlenecks or inefficiencies early.
13. Automate repetitive tasks
Use automation to handle repetitive tasks like order tracking notifications and customer delivery updates. This lets your team focus on more critical activities during busy times.
14. Utilise pre-orders for better planning
Offering pre-orders allows you to gauge demand, manage stock efficiently, and stabilise cash flow. It also builds anticipation for your products.
15. Boost team morale
Offering incentives, recognition, and regular check-ins will keep your team engaged and motivated throughout the Q4 rush.
A motivated team is key to handling the pressures of the holiday season effectively.
As Q4 approaches, businesses face the challenge of scaling their logistics while providing exceptional customer experiences.
During the Réseau Entreprendre roundtable, Bigblue shared 15 expert tips to help brands optimise their operations for the peak season.
By focusing on simple, scalable solutions like efficient fulfilment and cost-effective unboxing strategies, businesses can prepare for high demand while maintaining customer satisfaction.
Tim Dumain, CEO of Bigblue, emphasised the importance of starting small and strategically expanding, especially when considering international markets.
With these insights, Bigblue aims to help businesses streamline their logistics, boost sales, and navigate the complexities of Q4 with confidence.
About Bigblue
Bigblue provides a comprehensive logistics solution designed to help e-commerce businesses scale efficiently.
By offering real-time tracking, fulfilment and returns services, and flexible shipping options, Bigblue ensures a smooth customer experience while optimising brands’ operational workflows.
Whether you're preparing for a high-demand period like Q4 or expanding internationally, Bigblue’s tailored approach makes logistics simple and scalable.
About Réseau Entreprendre
Founded in the 1980s, Réseau Entreprendre is a renowned network supporting French entrepreneurs' growth and job creation efforts.
Through mentorship, funding, and valuable resources, the organisation provides entrepreneurs with the tools they need to scale their businesses sustainably.
Réseau Entreprendre is dedicated to fostering a strong entrepreneurial community across France.
About Flakon
Founded by Clément Gavault in 2020, Flakon offers premium wine and spirits tasting boxes, revolutionising the tasting experience for wine enthusiasts and newcomers alike.
The brand focuses on curating rare and high-quality wines and spirits, providing memorable tasting moments.
As a Bigblue client, Flakon has successfully scaled its operations to meet the demands of a growing customer base.
Logistics
Black Friday 2024: 5 Ecommerce Logistics Tips
Intro
It's that time of year again – soon it’s Black Friday and Cyber Monday!
The two most significant events of the year for retailers offer incredible opportunities for brands selling online to strike it big.
Still, they also bring their fair share of challenges, especially in logistics.
To put things into perspective, in 2022, consumers shattered records by spending $9.12 billion online, as reported by Adobe Analytics. The potential for success during BFCM 2024. We're here to help you make the most of it.
We understand the challenges and stress of the peak shopping period, so we've crafted five logistics survival tips just for you.
1. Black Friday and Cyber Monday
Black Friday 2023 falls on November 29, with deals extending until Cyber Monday, December 2.
Shoppers begin researching deals as early as October, initially open to suggestions.
As Black Friday approaches, their focus shifts to specific products and brands. Even after the main event, consumers search for post-Black Friday deals for two more weeks to secure steep discounts and gear up for the holiday season.
2. 5 logistics tips to survive BFCM
➡️ Tip 1. Plan for inventory management
Inventory management is the cornerstone of successful BFCM logistics.
According to ERC Europe, 30% of consumers say stockouts negatively affect their shopping experiences. After experiencing a first stockout, 69% of shoppers will opt for a substitute item, but 70% will switch brands after three occurrences.
Months before the big event, analyse past BFCM sales data, conduct market research, and collaborate with suppliers to predict demand accurately.
Implement Inventory Management Software (IMS) to monitor stock levels in real time and set up automated reorder points to prevent stock-outs.
A well-thought-out inventory plan will ensure you have the right products in stock and avoid overstocking.
Also, collaborate closely with your suppliers to ensure a smooth supply chain. Communicate your BFCM plans well in advance and work together to meet increased demand.
Bigblue Tips
Maximise your inventory management with Bigblue! Seamlessly track and centralize your inventory dashboards with ease.
Our app integrates with popular CMS platforms like Shopify, Magento, WooCommerce, and BigCommerce, and all your sales channels and marketplaces (including Choose, Ankorstore, and Amazon), ensuring that every purchase made on your shop is instantly synced.
Take control of your stock coverage using our main inventory dashboard to stay informed about the units sold and your best-sellers.
Unleash the full potential of Bigblue's dashboard and analytics now!
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➡️ Tip 2. Get ahead of Where Is My Order? (WISMO)
To manage customer expectations effectively, be transparent about delivery times by displaying the ETA of the product page directly and offering order tracking.
An average merchant receives 150 WISMO requests per month.
Given the increased order volume during BFCM, consider extending your delivery timeframes and communicating this clearly on your website and during checkout.
Since they started showing precisely when the customer will receive their product based on their location and when they placed the order, SmartWorkout has noticed a 22% increase in their product page conversion rate.
Check out their success story here!
➡️ Tip 3. Make returns easy
Simplify your process to enhance customer satisfaction with Bigblue!
Returns can spike during BFCM because of increased sales volumes.
Did you know 96% of customers read your returns policy before purchasing? A hassle-free return experience can make a huge difference in customer loyalty and be your brand's selling point.
Given that fewer than 52% of British people own a printer at home, there's a significant opportunity to simplify the return process. It's crucial to facilitate returns by providing a QR code, pickup at home or enabling customers to print their return slips directly at the post office.
Consider offering free returns and extending the return period for BFCM. It's a great way to ease the workload on your support team and give your customers more flexibility.
Bigblue Tips
Another option to offer your clients is store credit.
You can retain revenue while spending less time processing the returns.
Simon de Swarte states this feature is a real advantage for CAVAL: "Refunds were once a source of concern. With Bigblue's Store Credit, we avoid losing customers and revenue!"
Learn more about how Bigblue helped CAVAL achieve a +174% conversion rate!
➡️ Tip 4. Embrace automation
Many parts of your logistics can be automated by investing in a Transportation Management System (TMS) and Warehouse Management System (WMS) to streamline your operations.
This helps you optimise shipping routes, reduce transportation costs, and enhance delivery accuracy.
Use technology to your advantage by having real-time visibility into your supply chain, so you can make informed decisions. Make sure your logistics partners are up-to-date.
Bigblue Tips
Use our app to embrace automation easily!
At Bigblue, we've recognised the transformative power of automation in logistics. That's why we've taken the initiative to develop our very own WMS and TMS.
By crafting these solutions in-house, we ensure they are finely tuned to deliver the optimal experience for our merchants.
You can effortlessly streamline your operations, reduce overheads, and enhance delivery precision.
➡️ Tip 5. Reduce picking and packing errors
Improve your picking and packing processes by implementing efficient order-picking methods like batch or zone picking to reduce picking times and errors.
Maintaining a well-organised warehouse and packing area is crucial for timely order fulfilment, especially during peak activity periods.
A successful pick and pack process hinges on a precise inventory system from start to finish.
Don't settle for unreliable spreadsheets when it comes to inventory counts.
Opt for barcodes or RFIDs on every item and a perpetual inventory system for effortless tracking and efficient stocktaking. With these tools in place, you can confidently optimise your pick and pack process.
You can significantly improve the efficiency and accuracy of your logistics operations to enhance customer satisfaction and help you stay competitive in today's fast-paced business environment.
See our guide on barcode and SKU: the success actors of your e-commerce!
3. How Bigblue can support you during peak activities
We helped our merchants achieve their goals last year, and our team in six warehouses worked hard to ensure all orders were fulfilled promptly.
- 98% of BFCM orders were completed on the same day.
- 94% of clients were satisfied with their delivery.
With Bigblue, you have complete transparency over your entire operations process and inventory.
Keep complete control over your inventory and receive alerts to predict stock shortages, which we know is one of the significant drawbacks of BFCM.You can also track your orders, returns, and inbound shipments in real time to anticipate potential problems.
Get started with Bigblue today!
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Marketing
5 Best Marketing Campaigns of the Fashion Week 2024
London and Paris Fashion Week 2024 just wrapped, and top brands took full advantage of the global stage to showcase their most daring campaigns.
With the world watching, it was the ideal moment to tease or launch new products and step into the spotlight.
From buzzworthy pop-ups to unforgettable performances, brands embraced new ways to stand out.
This year’s Fashion Week became a hub for bold innovation, capturing attention both online and offline.
Here are the five campaigns that left the biggest impression, each redefining the intersection of fashion, creativity, and impactful storytelling.
1. Refy Beauty Pop-Up Blur Liner Campaign
September 25, 2024; One-day pop-up café during Paris Fashion Week
Refy created a buzz with a pop-up café at 29 Rue De La Villette, offering attendees coffee, pastries, and a sneak peek of their new product: the Blur Liner lip liner.
Visitors were invited to enjoy the café's ambiance while discovering Refy's latest beauty innovation and also have the chance to receive a free gift.
The campaign was cleverly limited to a single day, heightening the urgency and exclusivity of the event.
Social media lit up with "Where is Refy pop up in Paris?" searches on TikTok and Instagram, making the café a trending topic.
Beauty influencers flocked to the event, enhancing Refy’s visibility, and the Blur Liner quickly became a coveted item.
Captions from the brand: “We loved meeting you all yesterday in Paris! We can’t wait to show you what we have coming next…”
Refy’s makeup partnership with Australian designer Christopher Esber at his Spring/Summer 2025 show at Palais de Tokyo amplified its exposure.
Refy’s Blur Lip Liner was a perfect fit, aligning with his "cloud" inspiration to create a soft, effortless look.
Filomena Natoli, Refy’s beauty director, used the liner to add a subtle, cloud-like edge, reflecting both the cool, minimalist style of the Refy woman and Esber’s sleek designs.
The product quickly became a viral sensation, with social media buzzing about its easy application and innovative design, prompting a rush of demand and media coverage focused on where to buy it.
2. Dior Winter Capsule with Lewis Hamilton
Dior’s creative director Kim Jones teamed up with F1 champion Lewis Hamilton for a winter sports-inspired capsule collection.
Following the success of LVMH’s partnership with Olympic swimmer Léon Marchand, luxury brands like Dior are increasingly collaborating with athletes.
This taps into the growing trend of sports-inspired fashion, especially after major global events like the Olympics.
Hamilton, already seen as a style icon, was a natural choice for Dior’s sporty, yet refined collection, positioning the brand at the intersection of luxury fashion and high-performance gear.
The campaign features Hamilton on snowy slopes, styled in oversized knitwear and wide-legged pants, blending high fashion with winter sports.
Key items include the Dior 8 backpack and B44 sneakers, emphasising both luxury and functionality.
Dior menswear designer Kim Jones described the collection as “an ode to creativity and the joys of winter,” “dedicated to seasonal sports such as skiing and snowboarding,” while also reflecting Hamilton’s “passions” and a fusion of “heritages.”
3. Dettol 'O'dour Couture' Fashion Week Campaign
Out-of-Home (OOH) advertising during London Fashion Week
Dettol’s "O'dour Couture" cleverly tapped into fashion week by satirising high-fashion posters with fictional designer laundry products.
The campaign humorously addressed the issue of bacteria in clothing, engaging consumers with its educational yet light-hearted approach.
The campaign, timed for London Fashion Week, shows how brands can use humour and cultural relevance to raise awareness around hygiene while benefiting from global visibility.
4. Farmcore-to-Table Runaway by Land O'Lakes
Land O'Lakes partnered with creative agency Battery to bring "Farmcore" to life, combining rural workwear with fashion in a runway event hosted on a dining table in Paris, Wisconsin.
The models, dressed in authentic workwear from farmer-owners, were celebrated alongside their favourite dairy dishes like apple pie and grilled cheese.
A travelling Farmcore tableau through New York added an interactive element to the campaign, with apron giveaways and Farmcore-inspired content running across multiple media channels.
Land O'Lakes is a 103-year-old cooperative that champions the hardworking American farmers behind their products, aiming to connect consumers with the faces behind their favourite dairy goods.
By blending fashion and rural life, Land O'Lakes showcases its commitment to sustainability and community impact, taking the trend beyond aesthetics.
"Hosting our own 'Paris' Fashion Week allows us to showcase Land O'Lakes farmers’ impact in unexpected and meaningful ways," said Elizabeth Nelson, Director of Brand Marketing
5. Christian Louboutin “Paris is Louboutining” Show
15-minute performance during Paris Fashion Week
Christian Louboutin’s Spring/Summer 2025 show took place at the historic Piscine Molitor, featuring synchronised swimmers from the French Olympic team performing in Louboutin heels.
The show, choreographed by Blanca Li and directed by David LaChapelle, showcased the Miss Z metallic stiletto heels, with models entering via a giant stiletto-shaped slide.
The performance ended with Louboutin and LaChapelle taking a plunge fully clothed, highlighting the brand's innovative and theatrical approach.
Inspired by the 2024 Paris Olympics, Louboutin merged the worlds of fashion and sport, proving that his iconic stilettos can defy expectations—even in water.
The show has been hailed as "epic" and went viral on social media for its unexpected mix of artistic swimming, performance, and fashion.
"We discovered that you can swim in Louboutins—and they still look great," Louboutin joked after the show.
As Fashion Week 2024 comes to a close, we’ve seen how brands have blended fashion with sport, rural life, and innovative storytelling to captivate audiences.
From viral beauty products to theatrical runway shows, these campaigns reflect the evolving creativity in the fashion world.
With brands pushing boundaries and tapping into cultural trends, the question remains:
How will fashion continue to merge with unexpected elements, and what creative frontiers are yet to be explored in future fashion weeks?
