As the top brand venturing into international markets in the clothing sector, LilySilk targets the "silk" category and successfully opens the doors to the European and American markets through differentiated competition.
In this article,we will analyze the advertising intelligence of SilkSilky from Goodsfox, a global advertising data analytics platform for consumer brands,and learn how SilkSilky stand out the silk fashion market.
Unlike the major categories dominated by fast-fashion giants such as Zara, SHEIN, and Zaful, the silk clothing category is often defined as high-end, lightweight single items with higher average prices. The consumer base for silk clothing is predominantly the middle to high-income group, resulting in LilySilk enjoying higher profit margins and repeat purchase performance compared to affordable clothing brands.
Source: SilkSilky
Now, with LilySilk leading the way, the silk track has seen the emergence of many new brands in recent years. Among them, SilkSilky, also a Chinese brand expanding internationally, closely follows LilySilk in website traffic (according to SimilarWeb data, SilkSilky had 1.195 million visits in the past month, compared to LilySilk's 1.473 million), standing out among numerous competitors.
01 Audience Analysis of Silk Clothing
Silk products, especially in Europe and America, have a robust market. According to data released by research firm Vantage Market, the global market size of silk products was $17.2 billion in 2022, expected to reach $28.5 billion by 2030, with a compound annual growth rate of 7.5%. Apart from the Asia-Pacific region, Europe and America are the main participating markets.
Due to the scarcity of raw materials and the complexity of the production process, silk clothing is typically positioned in the high-end market, catering to the demands of the middle to high-income consumer group for luxury goods and a high-quality lifestyle. Therefore, this category has a higher premium limit. For example, a plain silk shirt from the French brand Equipment is priced at $214 or more. Luxury brand LA PERLA's single silk nightgown is priced as high as $1000.
Source: Equipment
In addition to the pursuit of light luxury and high-quality fashion, consumer demand for silk products also stems from the pursuit of a healthy lifestyle.
Source: SilkSilky
In consumer profile analysis, SilkSilky's main age group is concentrated between 25 and 34 years old, accounting for 40.46%, followed by 35 to 44 years old (20.81%) and 45 to 54 years old (16.18%). This indicates that SilkSilky's target consumer group has a generally higher age range, primarily comprising mature and financially stable users with higher tastes. It's worth noting that in gender profiling, male consumers account for a high percentage of 57.8%.
Source: GoodsFox
02 Expansion from Single Products to Multiple Product Lines
In terms of products, SilkSilky focuses on creating popular single items, then expanding from single products to multiple products as the main strategy. Silk sleepwear is the main product category promoted by SilkSilky, accounting for over 70%, including popular items such as vests, robes, and sleep shirts.
In addition to this, SilkSilky's product line also covers women's fashion (dresses, shirts, and bottoms), men's tops and underwear, as well as accessories (scarves, hairbands, eye masks, etc.) and bedding (bedding sets). It can be seen that SilkSilky's product positioning is clear, mainly as a boutique brand providing silk clothing.
Source: SilkSilky Best Selling
In the category of silk sleepwear, unlike LilySilk's preference for simple designs, SilkSilky leans towards a more sensual style. The cutting designs, colors, and pattern textures of SilkSilky's products are more diverse.
Source: LilySilk、SilkSilky
03 Growth Driven by Advertising Investment
As a new brand, SilkSilky places more emphasis on using advertising to drive growth in its marketing strategy.
According to SimilarWeb data, 29.57% of SilkSilky's web traffic comes from direct sources, which is lower than the fashion apparel average of 48.77%, indicating that SilkSilky still has significant room for improvement in brand market share and consumer awareness. On the other hand, traffic from paid search accounts for a high percentage of 36.63%. This indicates that SilkSilky is currently investing heavily in paid search advertising, which is an essential component of its marketing strategy. However, excessive reliance on paid search may not be enough to establish brand loyalty and reputation in the long term.
Source: SimilarWeb
Furthermore, SilkSilky continues to advertise across various media channels. According to GoodsFox’s data, SilkSilky primarily targets the U.S. market, with Facebook (FAN), Instagram, Facebook, Messenger, and AdMob being the main media platforms. Looking at the trend of ad placements in 2023, the intensity of advertising continues to rise, peaking in November and December. In terms of advertising material characteristics, SilkSilky places more emphasis on using image materials, accounting for as much as 84.79%. The second most used are short video materials with a duration of less than 30 seconds.
Source: GoodsFox
04 Analysis of Advertising Content
In recent advertising materials released by SilkSilky, multiple-angle collages and single images are predominantly used. This design aims to comprehensively showcase the style and details of the products. Multiple-angle collages allow consumers to appreciate the garment's cut, fabric, and stitching craftsmanship from different perspectives,while single images focus on presenting the overall effect and detailed features of individual products. These allocation allow potential customers to intuitively understand the high-quality and design characteristics of the products.
Additionally, the use of different settings such as elegant indoor environments and natural outdoor backgrounds enhances the diversity and attractiveness of the products.
Source: GoodsFox
In terms of video material types, SilkSilky mainly uses influencer videos to showcase the unique charm of the products through their perspectives and personal styles. These influencers typically share styling tips, product features, and usage experiences in the videos, effectively attracting the attention of the target
Source:GoodsFox
Conclusion
If you want to learn more about SilkSilky or other e-commerce brands, you can visit GoodsFox’s website and sign up for a free trial. You will get access to a wealth of data and information that will help you grow your online business.
