If you’re female, aged anywhere between 25 and 60, and based in the UK or perhaps the US, it’s entirely likely you may have been targeted on Facebook by an eyebrow product called Wunderbrow of late.
If not there, perhaps you’ve read an online editorial about it, spotted it on the London Underground, seen it in various print magazines, or even watched it on television. You may additionally have noticed it popping to the top of the best-seller lists in its category on Amazon.
Riding the crest of a key beauty trend for prominent eyebrows (driven largely by celebrities like Cara Delevingne and her own bushy pair) this small, relatively unknown brand has been steadily and consistently maximising paid media in a bid to drive user acquisition for just over a year.
Head over to Forbes to read the full story about how a $50,000 per day Facebook spend, coupled with savvy native advertising, has helped it grow 30-fold as a business in just over a year.
It’s official, shoppers spent more money online on fashion than on computer hardware for the first time last year. Well, American shoppers did, making fashion now the biggest e-commerce category in the US, with the rise of m-commerce and free shipping deals helping to push the growth.
Consumers bought $51.5bn of fashion goods online in 2015 compared to $49.9bn spent on computers, tablets and accessories.
It’s worth pointing out though that ComScore, the specialist that tracks online activity and that provided the figures, includes the expected clothes, shoes and bags in its fashion category but also adds-in make-up.
OK, I’m sure you can see some issues with these figures. After all, if make-up was stripped out of the fashion category and mobile phones were added-into the computer category (which would be fair given that we all go online via mobile these days), the picture would have been very different.
But it does show just how important fashion (and beauty) is/are to overall e-commerce growth.
ComScore said that digital sales for fashion and for computers both grew last year, but fashion was up 19% with the aforementioned free shipping and m-commerce being key. That makes sense – the option of not having to pay for shipping a couple of shirts or a dress, and being able to order them quickly from your smartphone seems very appealing. It might not be as relevant/appealing when spending $500 on a piece of computer equipment. As a result, e-spending on computers only rose 5.3%.
ComScore’s Ada Lella said people are getting more comfortable with making “small purchases” online and that the percentage of e-sales with free shipping is growing.
But what’s also growing fast is the percentage of e-sales via mobile. Shopping from phones and tablets rose to $15.6bn in Q4 of 2015 compared to $10.7bn a year earlier and this is benefitting items like T-shirts, jeans and lipstick rather than laptop computers or iPads.
In fact, ComScore said that mobile is the growth driver, and desktop (which includes laptops) is fast turning into a “secondary touchpoint” for a large percentage of US digital shoppers.
ComScore says mobile now accounts for 65% with apps key to that usage. Not that desktop/laptop is on the way out as the majority of transactions still take place there as the $15.6bn m-commerce figure shows.
What it all highlights is that omnichannel is key. OK, I hear you say, we know that! But do we really? Many companies still focus on desktop as the main channel for their investment spend. And while many also put money into mobile and apps, I’m shocked at how often I see references to this being a cost-effective investment because it’s “cheap”.
This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday
Britons are going to go on a spending binge in the next four days that will blow the Black Friday long weekend’s spending out of the water. And online will benefit as well as physical stores, despite the delivery drawbridge getting precariously close to being pulled up.
Who says so? The analysts at MasterCard SpendingPulse who are measuring both card and cash sales and who think the festive shopping season is finally set for take-off.
They’re predicting a four-day spend starting Saturday (December 19) that will hit £5.9bn. That easily beats the Black Friday long weekend’s £5.74bn. And while those amounts may not look massively different from each when written in billions, in numbers it’s actually £160,000,000.
MasterCard’s Mark Barnett said: “The shift to shopping online is undeniable, but high streets and shopping malls still dominate with four out of five pounds spent offline. Last year, consumers left their shopping late, and we are expecting many to do the same this year. As we get closer to Christmas grocery shopping starts to dominate sales, but gifts of clothing and electronics can expect to see strong growth also.”
He also said that even with the short delivery window for online shopping, e-commerce growth on last year will still be an impressive 24% over the four days.
Apparently that’s a reflection of the fact that shoppers have a lot of confidence in retailers’ ability to deliver on time… Hmmm, good luck with that!
This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday. Image via Vintag.es.