DTC Dispatch #039

LATEST NEWS

The Olympics are coming to the capital of fashion. Expect uniforms befitting a Paris runway

Sure, Paris is known as the City of Light, but it’s also the City of Fashion, a title it has held for centuries (think of Louis XIV). As a leading fashion capital, Paris is the stage for designers worldwide to showcase their national team uniforms during the Olympics.

High-end Olympic fashion, whether for the opening ceremonies or competition, always leads to Paris. Designers are busy creating unique looks for their countries’ athletes, ensuring they make a lasting impression.

Stella Jean, an Italian-Haitian designer, will style Haiti’s athletes. For Jean, the opening ceremony is a crucial moment; she believes she has just two seconds to capture the world’s attention with her vibrant, Caribbean-inspired designs. “For these athletes, it’s a victory just to be here,” Jean says.

On the other end, Ralph Lauren will outfit the entire US team for the opening and closing ceremonies for the ninth time, featuring casual looks with blue jeans and blazers. Giorgio Armani has been designing Italy’s uniforms since 2012, continuing his legacy of elegant sportswear.

From individual designers like Stella Jean to fashion giants like Ralph Lauren and Giorgio Armani, the Olympics is a unique platform for showcasing the blend of sports and high fashion, with all eyes on Paris.

Our take: Designers are meticulously crafting unique looks for their countries’ athletes, ensuring they leave a lasting impression. Stella Jean, an Italian-Haitian designer, will style Haiti’s athletes, aiming to capture global attention with her vibrant, Caribbean-inspired designs. Jean poignantly notes, “For these athletes, it’s a victory just to be here,” emphasizing the significance of their presence.

On a larger scale, Ralph Lauren will outfit the US team for the ninth time, with his signature casual look featuring blue jeans and blazers. Similarly, Giorgio Armani has been designing Italy’s uniforms since 2012, continuing his legacy of elegant sportswear.

The Olympics in Paris will not just be a showcase of athletic prowess but also a dazzling display of fashion innovation. From individual designers like Stella Jean to fashion giants like Ralph Lauren and Giorgio Armani, the event highlights the unique intersection of sports and high fashion, reinforcing Paris’s status as a global fashion hub.

In raging summer, sunscreen mass misinformation scorches US

This summer, some social media influencers are giving dangerous sun protection advice, despite health experts warning about the dangers of over-exposure and rising skin cancer rates.

Videos with millions of views show "homemade" sun protection recipes using ingredients like beef tallow, avocado butter, and beeswax, falsely claiming they work.

In one viral TikTok video, "transformation coach" Jerome Tan rejects commercial sunscreen, saying eating natural foods will help the body create its own sunscreen. There is no scientific evidence for this claim, and experts say such misinformation is causing real-world harm.

A recent Ipsos survey for the Orlando Health Cancer Institute found that one in seven American adults under 35 believe daily sunscreen use is more harmful than sun exposure, and nearly a quarter think staying hydrated can prevent sunburn.

"People buy into a lot of really dangerous ideas that put them at added risk," warned Rajesh Nair, an oncology surgeon with the institute.

Our take: As Rajesh Nair, an oncology surgeon, pointed out, these misconceptions are putting people at increased risk. The allure of quick, natural solutions over scientifically proven methods is leading many to disregard essential sun protection practices. It's crucial for influencers to promote accurate, evidence-based information to protect their followers' health. Misinformation, especially on health matters, can have dire consequences, and it's high time that social media platforms and influencers take greater responsibility in safeguarding public health.

Victoria’s Secret Fashion Show Makes a Comeback, With Women in Charge This Time

Victoria’s Secret is reintroducing its fashion show, aiming to make it larger and more inclusive than ever before.

Although the exact date and location of the event have not yet been announced, the two producers behind the show, both long-time Victoria’s Secret executives, are excited about offering viewers something completely new.

In a joint interview on Tuesday, Janie Schaffer, Chief Design and Creative Officer, and Sarah Sylvester, Executive Vice President of Marketing, shared insights into what fans can expect from the show’s return and how it will differ from past editions.

“We’ve evolved significantly as a brand over the past three years,” said Schaffer. “We’re really proud of our transformation and confident in our direction. This show will be a celebration of our progress. While some fans want us to bring back everything exactly as it was, we’re excited about the changes we’re making.”

Changes are indeed on the way.

Our take: Victoria’s Secret’s decision to reintroduce its fashion show with a focus on greater inclusivity and scale reflects a significant shift in the brand’s approach. The show, long synonymous with high-glamour and exclusivity, is poised for a major overhaul as it seeks to align with contemporary values and broader consumer expectations.

The excitement from Janie Schaffer and Sarah Sylvester about offering viewers something fresh is promising. Their emphasis on celebrating the brand’s transformation over the past three years signals a commitment to moving beyond its traditional image. This approach is necessary, given the growing demand for diversity and representation in fashion.

How a golf polo brand teed off on its matching youth shirts strategy

Mark Carmona launched his DTC brand, Sunday Swagger, in November 2019, just as golf was becoming a popular socially distanced activity during the pandemic. This timing proved advantageous, as golf saw a surge in participation, with 26.6 million golfers in 2023, up 9.9% from 24.2 million in 2018, according to the National Golf Foundation.

For Sunday Swagger, this meant a growing market of first-time golfers eager for new apparel, without needing to sway them from established brands like TravisMathew or Nike. “We didn’t have to compete with loyalty to other brands,” Carmona told Retail Brew. “It opened doors for us early on.”

The brand experienced triple-digit revenue growth annually for its first three years, achieving profitability without external investors or debt.

An unexpected boost came with the introduction of youth polos in 2022, which mirrored adult designs. Marketed as ideal Father’s Day gifts, these youth polos not only enhanced the brand’s appeal but also converted buyers into some of its most loyal customers.

Our take: Mark Carmona launched Sunday Swagger in November 2019, just as golf was booming during the pandemic. With golf participation soaring to 26.6 million players in 2023, Sunday Swagger tapped into a growing market of new golfers eager for fresh gear.

The brand benefited from not having to compete directly with established names like TravisMathew or Nike. This allowed Sunday Swagger to grow quickly, achieving triple-digit revenue increases in its first three years and becoming profitable without outside funding.

A key move was introducing youth polos in 2022, which matched the adult designs. This not only appealed to families but also helped convert casual buyers into loyal customers, thanks to effective Father’s Day marketing.

Overall, Sunday Swagger’s success demonstrates how good timing, a solid market opportunity, and innovative products can lead to impressive growth in a competitive industry.

TikTok Shop spend jumps during Deals for You Days

TikTok Shop’s “Deals for You Days” event marked a significant increase in summer sales, accounting for 37% of Chinese e-commerce sales in the U.S. for the week ending July 11. This is a notable rise from last year, when TikTok Shop, which launched in the U.S. in September, had zero market share. In comparison, Temu captured 37.2% and Shein 25.8% of the market.

A report from Earnest Analytics reveals that TikTok Shop achieved a record high spend per customer of $52 during its Prime Day event. This is a rebound from a decline in weekly spend per U.S. customer on TikTok Shop since March.

Despite the boost from the sale, Shein and Temu customers spent $71 and $72, respectively, during the same period. On average, TikTok Shop customers spent about 70% of what Shein and Temu shoppers did, with TikTok purchases often driven by impulse rather than deliberate choices.

Our take: TikTok Shop’s “Deals for You Days” event made a strong impact, capturing 37% of Chinese e-commerce sales in the U.S. for the week ending July 11. This is a notable increase from last year, showcasing the platform’s rapid growth. Temu and Shein, however, held slightly higher market shares at 37.2% and 25.8%, respectively.

The event also saw a record $52 spend per customer, a rebound from recent declines, indicating that TikTok Shop’s promotions are effective.

Despite this success, TikTok Shop customers are spending less than those on Shein and Temu, who spent $71 and $72, respectively. This lower average spend suggests that TikTok Shop's purchases are more impulsive compared to the more planned spending seen on its competitors.

In summary, while TikTok Shop is growing fast, it must convert impulse buys into more deliberate spending to better compete with Shein and Temu. The platform's rising influence is clear, but its future success will depend on addressing these spending gaps and capitalizing on its momentum.