DTC Dispatch #053

LATEST NEWS

How TikTok Shop is ‘reimagining’ Black Friday-Cyber Monday

TikTok Shop is ramping up for the holiday season with exclusive product drops designed to offer something unique for U.S. shoppers.

Targeting smaller, lesser-known DTC brands that may not have access to major platforms like Amazon, TikTok aims to make product discovery feel organic within users' feeds. "Our focus is on discovery—bringing unique products directly to users," said Nico le Bourgeois, head of U.S. operations for TikTok Shop, at a recent event in New York.

In November, TikTok Shop will feature exclusive Black Friday product launches, including sugar-free Mexican watermelon candy gummies from I Love Chamoy, a new fabric softener by Mavwicks Fragrances, and cozy winter merch from period care brand August—all exclusively available through the platform.

Le Bourgeois added that TikTok is "reimagining" Black Friday shopping by promoting small businesses and unique products through its creator-driven community, offering a fresh alternative to traditional holiday shopping.

Our take: TikTok Shop’s holiday strategy stands out by prioritizing exclusive products from smaller DTC brands, offering an organic, personalized shopping experience. This approach benefits emerging brands and attracts consumers seeking unique items that can’t be found on major platforms.

With exclusive Black Friday drops like sugar-free watermelon candy and cozy period-care apparel, TikTok is creating a community-driven, authentic shopping environment. By connecting brands with creators, TikTok makes holiday shopping feel more interactive and genuine, allowing small brands to shine and consumers to discover truly unique gifts.

Prada Group revenue challenges luxury slowdown narrative

Prada Group reported net revenue of €3.8 billion (about $4.2 billion) for the nine months ending Sept. 30, reflecting a 15% year-over-year growth, according to its Wednesday earnings report.

Miu Miu’s retail sales soared 97% for the period, with a notable 105% rise in Q3 alone. Prada brand retail sales increased by 4%, with a 2% uptick in the third quarter.

Total retail sales for the Group reached €3.4 billion in the first nine months, boosted by an 18% increase in Q3. This steady growth rate underscores Prada's resilience in a challenging market environment, according to the report.

Our take: Prada Group’s strong performance this year highlights its momentum in a challenging market. Miu Miu’s 97% retail sales growth, with a 105% jump in Q3, shows the brand’s appeal to a younger, trend-focused audience. Prada’s steady 4% growth reflects a focus on brand loyalty and consistency. Overall, the Group’s 15% year-over-year growth underscores its resilience and ability to adapt to consumer needs. Balancing brand stability with trend-driven appeal will be crucial to Prada Group’s continued success in a fluctuating luxury market.

Mango creates the first campaign generated by artificial intelligence for its Teen line

Mango, a leading European fashion brand, has launched its first fully AI-generated campaign for the Mango Teen "Sunset Dream" collection, available in 95 markets. As an early adopter of AI in fashion, Mango aims to stay at the tech forefront.

“This reflects our commitment to innovation,” said Jordi Alex, Mango’s Chief Information Technology Officer, emphasizing AI's role in enhancing employee capabilities and creativity.

The campaign was created by training an AI model with real garment photos, generating editorial-quality images that Mango’s art team finalized to maintain a polished look. This aligns with Mango's 2024-2026 Strategic Plan to drive value through tech and digital transformation.

Our take: Mango’s AI-driven campaign for the "Sunset Dream" collection showcases its commitment to innovation and tech-enhanced creativity. By adopting AI for fashion marketing, Mango stays forward-thinking, tapping into the trend of tech-driven customer engagement. The collaboration between AI and Mango’s art team preserves quality and authenticity, streamlining production without losing an editorial feel. This initiative aligns with Mango's Strategic Plan for digital transformation, appealing to a tech-savvy audience and setting a strong example in the industry.

Beauty advent calendars for 2024 are already selling out

With December on the horizon, beauty advent calendars are ready to bring some joy. Featuring brands like Charlotte Tilbury, Laneige, and Lush, these calendars offer great value with products that last beyond the holiday season.

Each day unveils a new surprise—makeup, skincare, hair products, perfumes, and nail polishes, including some full-sized and travel-friendly items. The 2024 calendars are rolling out, but many popular ones from this year have already sold out, so don’t hesitate to choose yours!

You can either stick with one brand or explore various cult favorites. If you opt for the latter, Target and Dermstore have curated a selection of bestsellers, like Supergoop sunscreen and Olaplex’s hair oil.

These calendars also make excellent gifts for beauty lovers, whether it’s for your mom, sister, tween, or even yourself. They offer a perfect dose of self-care during the busy holiday season.

Our take: As December nears, beauty advent calendars offer a fun twist on the holiday countdown. Featuring brands like Charlotte Tilbury, Laneige, and Lush, these calendars provide great value with products that delight long after the season ends.

Each day brings a new surprise, from makeup and skincare to hair care and fragrances, with both full-sized and travel-friendly items catering to various preferences. However, act fast—many popular calendars are already selling out!

You can stick with one brand or explore multiple cult favorites, with retailers like Target and Dermstore showcasing must-haves like Supergoop sunscreen and Olaplex hair oil, enhancing the shopping experience.

These calendars also make perfect gifts for beauty lovers, whether for your mom, sister, or yourself. Amidst the holiday hustle, they offer a chance for self-care, embodying the spirit of joy and giving this season.

e.l.f. Cosmetics Uplifts Emerging Artists With a New Soundtrack to Your Beauty Routine

Spotify is excited to spotlight a new initiative from e.l.f. Cosmetics: Get Ready With Music, The Album, featuring 16 original tracks that celebrate beauty, belonging, and personal expression.

This album creatively reinterprets the popular “get ready with me” trend, showcasing both emerging talents and established artists like Betty Who, Charlotte Rose Benjamin, and Mariangela. The vibrant songs encourage listeners to embrace their uniqueness while fostering a sense of community between music and beauty.

In conjunction with this launch, For the Record spoke with Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Cosmetics, and pop artist Betty Who, whose self-love anthem “Wings” is featured on the album. They discussed the project's creation, significance, and the artistry that ties it all together.

Our take: Spotify’s collaboration with e.l.f. Cosmetics for Get Ready With Music, The Album is a captivating blend of music and beauty that centers on self-expression. Featuring 16 original tracks from both emerging and established artists, this initiative reinterprets the popular “get ready with me” trend while showcasing the connection between music and personal identity.

The album’s vibrant and uplifting songs inspire listeners to embrace their individuality, emphasizing that beauty is rooted in confidence and self-love. Contributions from artists like Betty Who add credibility and mainstream appeal while highlighting lesser-known talents.

More than just an album, this project celebrates community and creativity, demonstrating how brands can use their platforms to connect with and support emerging artists. As artistic boundaries continue to blur, initiatives like this encourage innovative collaborations that resonate with audiences. Overall, Get Ready With Music enhances e.l.f. Cosmetics' brand identity and invites everyone to enjoy the joy of self-expression through beauty and music.