Sale reliance is an issue that has been impacting the retail space for a long time. However, this issue has appeared to grow exponentially over the last few years following the boom of ecommerce. Shoppers are as price conscious and tech savvy as ever, with a common trend of sales spiking only when prices are lowered.

The Shopify Plus platform offering has seen unprecedented growth in recent times, with thousands of brands and retailers in the mid-market and enterprise segment moving over to the SaaS platform from either legacy platforms or more bespoke setups (alongside well-backed DTC brands launching on the platform or growing through other Shopify versions).

By 2025, almost a third of luxury brand sales will be made online. Here’s a guide on how to succeed as a premium fashion brand in an increasingly digital world, and how to use ecommerce and performance marketing to your advantage.

A couple of weeks ago, I decided to run a survey of some of our clients and brands we know to get a better idea of the market in certain key areas - I ended up getting views from ~65 leaders, focusing on trade, investment areas, hiring and expectations for this year. In some areas I’m not too surprised by the responses, but others were very interesting and not necessarily what we’ve seen across our clients.

Businesses will be familiar with brand marketing and performance marketing, and will most likely see these as completely separate entities managed by different teams in their organisation. But what’s ‘performance branding’? How has branding activity evolved and why should brands now really consider performance branding to further drive success?

Since the Smart Shopping takeover in 2022, Performance Max has taken the world of paid media by storm. The goal-based campaign has been known to help advertisers drive 18% more conversions at a similar CPA, due to its AI technology in bidding, assets, and search query matching.