Insights

For health and wellness brands, growth isn’t just about acquiring new customers—it’s about keeping them. Research shows that acquiring a new customer costs five to ten times more than retaining an existing one. Yet, many brands pour their budgets into paid ads and promotions without optimizing the real driver of profitability: repeat purchases. Unlike fashion or luxury goods, health and wellness products have built-in repeatability.

Fashion retail has evolved dramatically, with direct-to-consumer (DTC) brands redefining how customers interact with their favorite labels. Unlike traditional retail, where brands rely on third-party stores, department chains, or wholesalers to sell their products, DTC fashion brands own the entire customer journey—from discovery to purchase and beyond. This model allows brands to build direct relationships with their customers, personalize experiences, and control every touchpoint, from marketing to fulfillment.

Performance Max (PMax) campaigns have rapidly become a cornerstone of Google Ads strategy for ecommerce brands, offering a fully automated, cross-channel approach to media buying that promises scale, efficiency, and reach. But with all that power comes complexity. PMax doesn’t behave like traditional campaign types. It spans across Google Search, Shopping, YouTube, Display, Gmail, Discover, and Maps, all within a single campaign.

Influencer marketing has become a powerful tool for home and living brands, allowing them to showcase products in real-life settings and connect with consumers in an authentic way. Whether it’s a cozy bedding setup, a beautifully styled dining table, or an inviting outdoor furniture arrangement, influencers help bring home products to life. However, many brands struggle to turn influencer campaigns into actual customer acquisition, not just engagement.

For years, Google has dominated the SEO landscape. It’s been the default for product discovery, brand research, and driving traffic to ecommerce sites. But the search game is changing—and fast. Today’s consumers, especially Gen Z and younger millennials, aren’t just turning to Google when they want answers or product recommendations. They’re opening TikTok, Instagram, and YouTube. In fact, Google itself reported that nearly 40% of Gen Z prefers searching on TikTok or Instagram over Google for everyday queries.

Social commerce is transforming the way consumers shop online, and TikTok Shop has emerged as the dominant force in the space. With 68.1% of total social commerce GMV flowing through the platform, it has quickly outpaced competitors, proving that a well-optimized TikTok Shop can become a highly profitable revenue channel for brands. However, success on TikTok Shop isn’t just about setting up a storefront—it’s about scaling effectively

Imagine walking into your favorite coffee shop, and before you even order, the barista hands you your usual drink—extra hot, oat milk, no sugar—because they know you. It’s personal, seamless, and makes you feel valued. That’s the level of personalization today’s consumers expect from brands. Gone are the days when basic segmentation—like sending the same generic email to every subscriber—was enough.

The fashion industry is more competitive than ever, with global brands and fast fashion dominating both digital and physical retail spaces. However, the real opportunity in 2025 lies in going smaller, not bigger. Consumers expect personalized, relevant experiences, and brands that fail to deliver risk losing engagement—whether they sell online, in stores, or both. Hyper-local targeting is the key to meeting these expectations.