Apparel - July - 2023


The result? A comparative analysis that highlight the best performers of any ecommerce DTC niche, for any given month.

This benchmark analyze the behaviour of 15 Direct-To-Consumers (DTC) brands in the Supplement industry. Our goal is to compare their marketing velocity (how active they are in their digital marketing strategy) and how to they perform vs. each other.

Apparel

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Apparel

industry, for the month of

July

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

In July, Everlane and AYR continue to lead in emails, while Calzedonia and AYR dominate in ads.

Regarding emails, Everlane sent 50 emails, securing the top position, and AYR follows closely with 40 emails. In terms of advertising, Calzedonia created 114 new ads, with AYR in the second position, presenting 80 new ads. Notably, Calzedonia used the highest number of ad copies (63) this month.

Regarding ad strategy, both Calzedonia and AYR once again preferred images over videos. Calzedonia employed 105 images compared to only 7 videos, while AYR utilized 80 images.

Emails sent on average

15.5

Ads published on average

30

Average Spam Score

2.6

Email Marketing Benchmark Breakdown

Email Marketing Performances

In this table, we benchmark how many emails brands have send and their average email scores, which we calculate using over 50 datapoints that measure how much best practices are ensured (spam score, email authenticiation & certificates, email size, subject line lenght, word & links count etc.)

Brand # Emails Sent Performance Email Scoring Performance
Average 15.53 58.76%
Baggu
4

❌ Poor

58.0%

⚠️ Fair

Bombas
21

✅ Good

59.95%

⚠️ Fair

AYR
40

✅ Good

61.25%

⚠️ Fair

Alo Yoga
14

⚠️ Fair

65.43%

✅ Good

Cuyana
14

⚠️ Fair

57.86%

⚠️ Fair

Calzedonia
10

❌ Poor

43.4%

❌ Poor

Cotopaxi
23

✅ Good

44.39%

❌ Poor

Kith
16

⚠️ Fair

50.81%

❌ Poor

Everlane
50

✅ Good

71.9%

✅ Good

Pangaia
13

❌ Poor

50.23%

❌ Poor

AMI PARIS
5

❌ Poor

58.8%

⚠️ Fair

Buck Mason
3

❌ Poor

67.67%

✅ Good

Golf Le Fleur
5

❌ Poor

59.8%

⚠️ Fair

Aime Leon Dore
15

⚠️ Fair

47.53%

❌ Poor

Alife
0

❌ Poor

0%

❌ Poor

Email Deliverability Performances

In this table, we benchmark how much the emails are optimized for delivery ie. if they're likely to pass spam filters and not land in the Promotions tab.

Brand Average Spam Score Performance Email Size Performance
Average -2.6 2,408.87 kb
Baggu
✅ -2.3

❌ Poor

10,373.25 kb

❌ Poor

Bombas
✅ -3.91

✅ Good

1,992.56 kb

✅ Good

AYR
✅ -1.78

❌ Poor

2,729.26 kb

❌ Poor

Alo Yoga
✅ -7.2

✅ Good

1,566.44 kb

✅ Good

Cuyana
✅ -1.24

❌ Poor

1,173.56 kb

✅ Good

Calzedonia
✅ -1.98

❌ Poor

1,313.01 kb

✅ Good

Cotopaxi
- 3,222.22 kb

❌ Poor

Kith
✅ -2.11

❌ Poor

5,293.37 kb

❌ Poor

Everlane
✅ -2.93

✅ Good

620.08 kb

✅ Good

Pangaia
✅ -1.87

❌ Poor

4,272.67 kb

❌ Poor

AMI PARIS
✅ -3.3

✅ Good

2,341.86 kb

⚠️ Fair

Buck Mason
✅ -1.77

❌ Poor

735.23 kb

✅ Good

Golf Le Fleur
✅ -2.6

⚠️ Fair

2,682.38 kb

❌ Poor

Aime Leon Dore
✅ -0.24

❌ Poor

2,972.61 kb

❌ Poor

Alife
- -

Email sent over time

Advertising performances and activity

Ad Velocity

In this table, we benchmark the brands velocity and performances - how much ads they've been publishing, and how many different copy has been used.

Brand New Ads Detected Performance Unique Copy Performance
Average 29.8 16.4
Baggu
12

✅ Good

8

✅ Good

Bombas
10

✅ Good

4

✅ Good

AYR
80

❌ Poor

17

⚠️ Fair

Alo Yoga
0

✅ Good

-
Cuyana
71

❌ Poor

10

✅ Good

Calzedonia
114

❌ Poor

41

❌ Poor

Cotopaxi
15

✅ Good

9

✅ Good

Kith
0

✅ Good

-
Everlane
64

❌ Poor

10

✅ Good

Pangaia
21

✅ Good

21

❌ Poor

AMI PARIS
37

❌ Poor

20

❌ Poor

Buck Mason
23

✅ Good

11

✅ Good

Golf Le Fleur
0

✅ Good

-
Aime Leon Dore
0

✅ Good

-
Alife
0

✅ Good

-

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand New Images Performance New Videos Performance Video Proportion
Average 346 94 21.03%
Baggu
2

✅ Good

10

✅ Good

83.33%
Bombas
3

✅ Good

7

✅ Good

70.0%
AYR
80

✅ Good

0

✅ Good

0.0%
Alo Yoga
0

✅ Good

0

✅ Good

-
Cuyana
56

✅ Good

15

✅ Good

21.13%
Calzedonia
105

✅ Good

7

✅ Good

6.14%
Cotopaxi
7

✅ Good

6

✅ Good

40.0%
Kith
0

✅ Good

0

✅ Good

-
Everlane
38

✅ Good

24

✅ Good

37.5%
Pangaia
10

✅ Good

11

✅ Good

52.38%
AMI PARIS
27

✅ Good

9

✅ Good

24.32%
Buck Mason
18

✅ Good

5

✅ Good

21.74%
Golf Le Fleur
0

✅ Good

0

✅ Good

-
Aime Leon Dore
0

✅ Good

0

✅ Good

-
Alife
0

✅ Good

0

✅ Good

-

Ads detected over time

Browse previous benchmarks

Apparel - February - 2024

READ MORE

Apparel - January - 2024

READ MORE

Apparel - December - 2023

READ MORE

Apparel - November - 2023

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Apparel - October - 2023

READ MORE

Apparel - September - 2023

READ MORE

Some of the assets (emails, ads) used in this benchmark to measure performance

No items found.

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