It’s Monday.
Instagram chief Adam Mosseri says videos made in Meta’s Edits app currently get a small reach boost, and dispels the myth that engaging with similar content increases your own reach.
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Live shopping is finally breaking into the mainstream
Brands are putting influencer budgets under a microscope — and live shopping is winning the attention. The format’s instant sales tracking makes it far easier to justify spend than branded posts or long-term partnerships.
→ Whatnot has already topped $3B in 2025 sales, beating last year’s total.
→ TikTok Shop sales are up 20% year over year, driven by impulse discovery rather than planned buys.
→ Fanatics launched in the UK, with shoppers buying an average of 17 items a month.
CoolKicks pulls in $3M a month on Whatnot by selling thousands of products per stream. Perfume brand Oudware makes $200K a month on TikTok, with “Mega Lives” hitting six figures in a single day.
Studios like Puff Media are springing up to support the trend. Their NYC space now hosts 10+ brands, including Peter Thomas Roth, which pulled in seven-figure sales during a single July live event.
Why it matters: Live shopping is still new for many Western brands, but the ability to combine entertainment and measurable ROI makes it a channel worth testing — especially if you want sales and awareness in the same move.
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Vuori turned a yoga class idea into a $4B+ athleisure brand
Joe Kudla spotted the gap in a yoga class in Encinitas: women had endless activewear options, men had either gym-branded kits or everyday clothes that couldn’t survive a workout. Vuori’s answer? Comfort-first performance wear that works from surf to office.
→ Product hook: Fabrics like DreamKnit and BlissBlend focus on how they feel, not just tech specs.
→ Market focus: While others chased women’s athleisure, Vuori doubled down on men with versatile staples like the Kore Shorts.
→ Distribution play: Early placement in REI, Nordstrom, and Equinox built credibility without losing premium status.
Why it matters: Vuori didn’t try to beat Lululemon at their game. They rewrote it — and grew by finding an underserved audience, leaning into tactile product differentiation, and using retail as a growth multiplier.
Most marketers are overconfident about brand cues
A recent study tested how marketers think consumers recognise brand assets — and compared it with actual consumer recall.
The result: only 2% of marketer predictions were close to reality. Less than half matched consumer data on whether to keep or drop a brand element. The biggest mistake? Overestimating fame and underestimating uniqueness.
Group decisions were 3–4x more accurate than solo calls, and distinctive assets were judged more accurately overall.
Why it matters: Before refreshing or scrapping a logo, color, or tagline, check actual consumer data. If that’s not possible, get a group of stakeholders to review — and invest in making assets both memorable and different.
Shoppers say they’re cautious, but 72% still splurge
A new Optimum Retailing survey shows most US consumers are keeping an eye on budgets — but not closing their wallets. In the past month, 72% made an unplanned in-store discretionary purchase.
Limited-time promos (55%), standout displays (45%), and instant product availability (26%) were the biggest triggers. The top categories shoppers are willing to cut back on: dining/takeout (48%), clothing (44%), and electronics (37%).
Why it matters: Even in a cautious climate, the right mix of timing, visual impact, and immediacy can still drive impulse buys.
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Until next week,
Hubert
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