💡 BFCM update, graphic tees are back, and Singles Day

      November 14, 2024

      This week, the percentage of companies that have run BFCM promotions has risen to 27%, indicating that over a quarter of brands have run a promotion to date. Singles Day and Veterans Day discounts are starting to wind down and likely the cause of this 5% increase from Tuesday the 12th.

      Read more about Singles Day here.

      Visit the Particl BFCM Center

      Below, we discuss the resurgence of graphic tees and sweatshirts, catalyzed by celebrities such as Olivia Rodrigo. Also, we take a closer look at Alo Yoga's Singles Day success over the years. 

      -John Fisher & Ben Chapdelaine

      MAIN STORY

      Graphic tees and sweatshirts enjoy a renaissance in recent months

      Olivia Rodrigo wearing a Pat Benatar graphic tee

      Graphic t-shirts, crewneck sweatshirts, and other bold apparel pieces are back in a big way. Over the last 18 months, this category has surged in popularity, driven by celebrity influence and Gen Z's obsession with nostalgic aesthetics. From vintage-inspired designs to NFL-licensed crewnecks, brands are leveraging cultural touchpoints to connect with younger consumers and breathe new life into graphic apparel. Our latest Particl data shows a significant rise in the volume of products tagged with “graphic,” indicating real opportunity in this space.

      In this report, we explore the brands dominating graphics, including Tilly’s, Abercrombie & Fitch, and J.Crew, to uncover what makes their programs successful. Whether it’s Tilly’s expansive pop culture-driven assortment, Abercrombie’s NFL partnerships, or J.Crew’s minimalist artistic pieces, each brand has carved a unique path in the resurgence of graphic apparel. Dive in to see how these companies are tapping into the nostalgia economy and driving revenue through targeted designs and strategic collaborations.

See the full report. -JF

      SINGLES DAY

      Alo Yoga's strategy drives exceptional growth for Singles Day

      Alo Yoga has once again demonstrated its dominance during Singles Day, reporting an impressive 250% growth in revenue over the past two years. With the sale running until November 15th, there’s still potential for even greater gains, reinforcing its position as a key player in this shopping event.

      This surge in performance can be attributed to a strategic combination of a 30% site-wide discount and high-profile celebrity endorsements from Kendall Jenner and Bella Hadid. Alo Yoga’s ability to leverage influential figures while maintaining a premium brand image appears to resonate strongly with its target audience.

      Interestingly, Alo Yoga has raised full prices by approximately 30%, aligning with macroeconomic inflation trends. Along with this they have increased the discount from an average of 20% in 2022 to 30% in 2024. Customers remain loyal, proving their willingness to invest in quality and style—a testament to the brand’s strong value proposition and perceived exclusivity.

      For more insights on Singles Day and Black Friday trends, visit our BFCM Center. - BC

      If you have any feedback on today's newsletter, please respond to this email; we read each reply individually.

      Written by John Fisher & Ben Chapdelaine

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💡 BFCM update, graphic tees are back, and Singles Day

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