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Though Lei still believes in paid advertising, she has begun slowly shifting Freja’s marketing budget towards other channels, including organic (content marketing), retail, wholesale and events, so it’s less reliant on paid. “In case anything does happen,” she says. Right now, this cluster makes up about 20 per cent of Freja’s total marketing spend, with Lei’s goal to reach 35 per cent by the end of 2025. Lissiman, too, is leaning further away from paid digital marketing with pop-ups and building up the brand’s email database, which she says is the cheapest way to reach consumers — with a high conversion rate. “The flip side of this saturated digital world presents a very strong case for analogue or ‘antisocial’ marketing strategies,” she says. “Shifting the brand away from exclusively URL to more IRL is going to be a big focus for 2025.”Awesome What Number Are They On Shirt
Out of home — or what Campbell calls “the real stuff” — is coming back. Heaven Mayhem bought the famous Sunset Strip billboard (yes, the one by Chateau Marmont). Lots of people have reached out off the back of it, Mance says. The other week, Flamingo Estate advertised Mother’s Day gifts on a giant QR-coded Times Square billboard — a marked departure from the lifestyle brand’s usual, more niche activations. Influencer Victoria Paris’s new jewellery brand, Tenfour, was also splashed across Times Square ahead of its New York pop-up. (Pop-ups are another focus for brand founders this year. Others, including EB’s Bonvicini, are planning permanent retail spaces.) Heaven Mayhem is also investing in IRL events — not to sell product, but to boost community over matcha or wine. Mance offers virtual versions of these meet-ups, too, via monthly Zooms to offer customers a glimpse behind the scenes. “Our goal is to build a brand world that our customers and community feel a part of,” she says. “Sometimes, when there is a big emphasis on digital advertising, the brand and connection side of things fall flat.”
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