Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Media Edge: Indochino now offers women's apparel
Media Sales Lead: Indochino recently announced it has entered the women's apparel market. The company, which just launched its Spring/Summer 2023 collection, is promoting the collection with its first-ever dual-gender creative work. The collection's theme is "A Story In The Making," and it is meant to show the personal style of its customers. The collection includes a variety of formal, yet versatile pieces, meant to be mixed and matched.
Key Lead Takeaways: Reach out if you can help this company enter the new market. It will likely ramp up ad spend and may launch a campaign to promote its new line.
Target Demographic: Gen-Zers & millennials
Key Spend Notes:
- Indochino operates a digital-first marketing strategy with a heavy emphasis on social channels.
- Top spending period: Q4
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Indochino under Men's Apparel**
2023 YTD Spend: $1.8m
2022 FY Spend: $2m
2021 FY Spend: $1.2m
2020 FY Spend: $331.7k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $473.8k
- Q2 2022 Spend: $539.9k
- Q3 2022 Spend: $294.9k
- Q4 2022 Spend: $670.2k
Impressions: 231.1m
Top Ad Types (by spend): Instagram (44%), Facebook (41%), and YouTube (15%).
Top Purchase Channels: Direct (100%).
Top Publishers: instagram.com, facebook.com, youtube.com, and arkadium.com.
Top Industry/Vertical Spenders: True Classic Tees (25%), Men's Wearhouse (8%), Stitch Fix (8%), Bonobos (5%), and Hoooyi (5%).
Top Creative (by spend; see below): Pathmatics reports that 145 creatives have run during 2023 (note that not all creatives debuted in 2023).
Additional channel insights
- Vivvix: Indochino also utilizes radio ads.
- Top podcasts sponsored: NPR News Now, Up First, Planet Money, Pod Save America, and Fresh Air.
