Awareness campaigns can lead to 20% lift in new-to-brand sales

October 15, 2020

By Emily Levine
Sr. Vertical Marketing Manager

The ability to sell online has been a great equalizer for fashion brands big and small. Not limited by physical shelf space, more brands have been able to enter the fashion industry and thrive. As more fashion brands develop an online presence, shoppers have an increasing amount of choices as a result.

Not only do shoppers have more options, but they are also open to trying new brands. In fact, 73% of all shoppers said they were willing to consider a new brand in at least one major shopping category.1 The increase in choices, coupled with consumer openness to new brands, has made it harder for brands to rely on loyalty to drive their businesses. As a result, reaching new customers has become a priority for brands to continue to grow.

This makes fashion marketing all the more important.

Many fashion brands work with Amazon to showcase their digital storefronts, aimed at driving consideration for shoppers in-market for their products. What if they also treated Amazon as a showroom, one that could help get their brand in front of new shoppers, turn their heads, and help drive brand discovery?

Reaching new fashion shoppers

Brands have already seen success in leveraging Amazon Advertising’s brand-building capabilities to reach new shoppers. In fact, based on a recent study, we found that fashion brand awareness campaigns led to a 20% lift in sales from new-to-brand shoppers as compared to those who entered the brand in the absence of awareness advertising.2

Why might that be? For many consumers, Amazon Fashion has become a place of discovery; in a recent study, we found that 71% of apparel shoppers who visited Amazon discovered a new brand or product they were not considering previously.3

Driving brand awareness through fashion marketing campaigns

With more shoppers coming to Amazon to discover new brands and products, more brands are coming to Amazon with the goal of driving brand awareness in an effort to aid shoppers in their discovery process. We wanted to help brands assess the impact of their awareness campaigns on the purchasing behaviors of new shoppers.4 We conducted a study amongst a set of advertisers whose offerings focused on apparel, shoes, or handbags. We compared aggregated shopping behaviors of those who became new-to-brand customers during the campaign with shoppers who made their first brand purchase without awareness advertising. We found that, when brands proactively reached new shoppers with awareness campaigns, it helped drive incremental growth.

Fashion brands who worked with Amazon Advertising to help drive awareness of their offerings not only yielded incremental new-to-brand shoppers (+19%), but these buyers also had an increased propensity to make repeat purchases (+12% lift) throughout the year. This translated to a 20% lift in value when comparing first-time brand customers who purchased during the campaign period to those new-to-brand shoppers who entered in the absence of advertising.5

Fashion marketing with Amazon Advertising

Amazon Advertising can help your brand step out on the runway, with brand-building tactics ranging from OTT (over-the-top) video ads, to Stores to introduce your latest collections. If you have a goal of expanding your reach to new audiences, our audience planning tools can help you reach relevant new shoppers who may be looking to add something fresh to their wardrobes.

To learn more about how we can help you achieve your brand goals, please contact your Amazon account executive.

Sources

1Criteo, “Why we buy” survey, US, February 2019. Major shopping categories include: apparel, consumer electronics, home and garden, sporting goods, health and beauty, accessories, groceries, books and stationary, and jewelry and luxury goods.

2Amazon internal data, 2020. This analysis is based on all Amazon Fashion awareness goaled campaigns from the past three years and all new-to-brand long-term metrics (e.g., lift in dollar value of new-to-brand, lift in repeat rate, and lift in spend) are calculated based on 1 year after acquisition.

3Kantar, October 2019. Study was conducted among 1,000 participants who purchased across denim, sports apparel, and sports footwear
categories within the past 3 months. Survey respondents are representative of the US population.

4Awareness campaigns included display ads (e.g, Amazon DSP and Fire Tablet) and video ads (e.g., Sponsored Brands video, OTT).

5Amazon internal data, 2020. This analysis is based on all Amazon Fashion awareness goaled campaigns from the past three years and all new-to-brand long-term metrics (e.g., lift in dollar value of new-to-brand, lift in repeat rate, and lift in spend) are calculated based on 1 year after acquisition.