Female Gen-Z D2C Opps: Azazie launches new product line

Azazie, the online, female-oriented clothing company that doesn't only make clothing for Madame Razz(azie), is expanding its product portfolio with size-inclusive shapewear. Sellers should get in touch soon to determine Azazie's plans to promote this new product line.

This D2C company is known for the wedding dresses it makes for all women involved in weddings: brides, bridesmaids, mothers-of-the-fiances, flower girls, you name it. Shapewear will probably prove a good partner for these dresses; it's easier to buy special occasion dresses and the products that help you look good in them at the same time.

Per Pathmatics, Azazie has spent roughly $8.3k on digital ads YTD, down 40% from the roughly $13.6k it spent within the same 2020 timeframe. The company's estimated 2020 full-year spend of $16.6k only reached around a third of that of $74.2k in 2019. So far this year, Azazie has earned ~1.4m digital impressions via Facebook (88%) and desktop display (12%) ads.

This drop makes sense considering the markedly negative effect the pandemic had on the wedding industry. I expect spend to pick back up once this company starts promoting its new product line. Sellers able to help Azazie's leaders optimize their relatively low spend until the wedding industry recovers will have a sizeable advantage. Azazie tends to target women, and its reliance on Facebook advertising shows a particular focus on Gen-Z women. The company also invests in earned media channels such as email marketing. Azazie currently faces competition from companies such as David's Bridal; Azazie offers a much larger range of products in general (David's Bridal only offers wedding-related dresses, not ones for other events) and a broader online offering than this particular competitor, though. 

Agency & martech readers - I see no major reasons for Azazie to conduct agency reviews anytime soon, so seek more immediate opportunities elsewhere for now. To the best of our knowledge, Scenario Communications is the company's PR AOR,