The trend and magnificence advertising operate is in flux.
In 2025, each industries face plenty of challenges — from rising buyer acquisition prices to competing for consideration throughout saturated channels. Although inflation has waned, shoppers have a diminished urge for food for discretionary spending amid as we speak’s turbulent international financial system.
This market actuality requires manufacturers to make extra investments to speak their worth proposition and to encourage shoppers to half with their cash — a stress largely shouldered by advertising groups.
Meanwhile, client belief is beneath risk amid worth hikes. Over the previous 50 years, US manufacturers have traditionally raised costs by 5 to 7 % yearly, greater than twice the speed of inflation, in accordance with Bernstein analysis. As a end result, 73 % of US Gen-Z shoppers report altering spending habits due to elevated costs, in accordance with The Business of Fashion’s The State of Fashion 2025 report, revealed in partnership with McKinsey & Company.
Communicating model trustworthiness is more and more advanced. The effectiveness of efficiency advertising has dwindled, making it troublesome for model communications to chop via — 80 % of Gen-Z globally report feeling overwhelmed by their publicity to manufacturers, in accordance with The State of Fashion 2025 report. The introduction of knowledge privateness laws, in the meantime, restricts buyer concentrating on, that means trend entrepreneurs want to seek out new methods to have interaction customers.
This data report, revealed in partnership with Ekimetrics — a number one tech-enabled knowledge science agency which has supported over 50 luxurious manufacturers to pioneer the usage of superior analytics and AI to enhance advertising effectiveness — will discover widespread challenges to advertising success, and how you can overcome them. The report consists of actionable insights from professional consultants, advertising leaders and executives from manufacturers together with Calvin Klein, Tod’s Group, American Eagle, Rare Beauty and Merit on how you can rethink advertising methods in 2025.
01. Building and Measuring Brand Equity
Quantifying the impression of brand name advertising on long-term enterprise well being has lengthy been a problem for CMOs, usually missing the proof to current to their CFOs. We discover how trend and magnificence manufacturers can proceed to nurture model connection, unify model and efficiency advertising, and implement strong measurement frameworks to stability short-term KPIs with long-term model well being.
02. Tapping into Underserved Media Channels
As media channels develop and fragment, crafting an efficient, built-in cross-channel technique has grown more and more advanced. Marketing leaders are challenged not solely to orchestrate attain and relevance at scale however to ship measurable outcomes throughout a fancy array of established and rising channels equivalent to sponsorship, retail media networks and influencer partnerships — a lot of which defy conventional analysis frameworks.
03. Fostering Cross-Generational Reach
Consumers aged 50 and over now symbolize practically half of worldwide trend spending and maintain greater than 70 % of US private wealth. To broaden their enchantment past youth-focused advertising, trend manufacturers can leverage psychographic segmentation, interest-based media planning and buyer lifetime-value insights to realize real cross-generational attain.
04. Unlocking the Full Potential of Creative
A latest examine by Ekimetrics and YouTube revealed that 81 % of inventive campaigns fail to observe greatest practices. However, optimising that course of might permit manufacturers to double their ROI. With manufacturers extra risk-averse and inventive confidence waning, data-driven inventive frameworks, localised content material and measurement strategies emerge as essential levers to unlock the complete worth of inventive funding.
05. Strategic Pricing for the Long-Term
Over 70 % of shoppers say that sudden or extreme worth will increase negatively have an effect on their notion of a model. This chapter encourages CMOs to play a extra energetic position in pricing choices, advocating for the client whereas leveraging worth elasticity evaluation, value-led storytelling and cross-functional collaboration to drive sustainable development.
This is a sponsored function paid for by Ekimetrics as a part of a BoF partnership.