9 Fashion Brands Booming in eCommerce

A Decade of Fashion eCommerce: Analysis of Emerging Brands

For over a decade, Made in Evolve has been building and managing eCommerce stores in the fashion sector, developing an in-depth understanding of the dynamics that shape this ever-evolving world. The data and analysis you'll find in this article come directly from our hands-on experience and the activity of our more than 50 active clients in the sector. This gives us a comprehensive view of the market and lets us spot emerging trends with greater precision. The information provided is based on internal statistics and sales data analysis, giving you a reliable, up-to-date overview of which emerging brands are showing the most promise in eCommerce.

We've given each brand a star rating, which we call a “Trend Alert.” This rating isn't a judgement of the brand's quality, but rather the level of attention we believe the brand deserves in light of a possible resurgence or potential growth in the near future. The stars are therefore a strategic indicator of a brand's potential in the premium fashion market, offering a perspective on which brands should be watched particularly closely.

Rue Madam Paris

Exponential Growth and Rising Sales Trends

Rue Madam Paris is more than just a brand; it's an identity that blends tradition and modernity, born in 2018 from the Verona-based creative duo Davide Peretti and Mattia Beltramello. After experience in the luxury sector, the founders created unique, playful and original bags, inspired by Parisian elegance. The name, born from a play on letters, symbolises their partnership and the path they intend to follow in the world of fashion. Today, the brand continues to evolve, expanding into fragrances and beauty products, standing out for its style and refinement.

This year, Rue de Madame Paris has seen a surge in sales compared to previous seasons, up 6.2x, driven in particular by the popularity of the Yosemite bag, which has become one of the most sought-after items. A key part of the brand's strategy is its choice not to sell products directly on its own website. This allows retailers to grow, boosting the visibility and sales of the products. With the current positive trend, we expect demand to keep growing in the coming months, making Rue de Madame Paris a brand well worth keeping an eye on for the future.

Gianni Chiarini

Steady Growth and Success in the Accessories Market

Gianni Chiarini represents Italian elegance in the world of leather goods, combining clean shapes, fine materials and craftsmanship to create unique, refined accessories. Born in the late 1990s, the brand has evolved from an artisan bag-making business into a cosmopolitan label recognised in Italy and internationally. Gianni Chiarini bags embody simplicity and versatility, letting every woman interpret them in her own style. The brand's true muses are dynamic women who care about both fashion and functionality.

Gianni Chiarini has shown a positive trend for several seasons now and continues to grow. Accessories and footwear currently represent a real “safe haven” in eCommerce, and our partners selling this brand have recorded an average sales increase of 34%. The brand's ongoing expansion through exclusive boutiques and multi-brand stores shows how Gianni Chiarini manages to meet the tastes of an international female audience always in search of elegance and practicality.

Santoni

History, Tradition and 183% Growth in the Luxury Market

Founded in the 1970s by Andrea Santoni, the Santoni brand has always embodied the values of Italian craft tradition. Born as a made-to-measure footwear workshop, the label has grown over the years into a family business that today employs 700 artisans. A passion for detail and a constant pursuit of perfection have made Santoni synonymous with quality and beauty, blending traditional techniques with a contemporary approach.

Today, Santoni is a well-established name in the luxury fashion sector, but it's experiencing renewed appreciation from consumers. As an agency, we've observed that the greatest opportunities for return on investment lie precisely in this classic segment. This is because its customer base is made up of high-spending clients, and because many competitors haven't adapted to digital as quickly. As a result, brands like Santoni, which operate with care and expertise, are recording significant growth and gaining market share over their competitors.

Our partners selling Santoni have seen a 183% increase in sales compared to the previous two seasons. This figure highlights why the brand is well worth watching closely going forward, as it is successfully capitalising on the space left open by less innovative competitors.

Akman

The New Sneaker Brand with a Unique Identity and Promising Growth

Akman is an emerging sneaker brand founded by Black Kube Studios with the aim of launching a strategic, innovative aesthetic. The inspiration for the shoe's design came from within Black Kube's own style department, thanks to the childhood memories of a member of the team. Her experience in Venice with her grandfather, and the story of an underwater city protected by corals known as “Tegnue” in the Venetian dialect, influenced the creation of the welt and porous sole of the Akman shoes.

Although Akman is still in its early days, some of our partners are already including the brand in their collections. Current sales figures aren't yet enough to compete with the big names in footwear, but they show promising signs. Thanks to its unique design and quality materials, Akman could soon carve out a significant role in the market, offering a solid alternative to more established brands.

Rrd

Steady Growth and Anticipation for a Record-Breaking Winter

RRD (Roberto Ricci Designs) was born in 1989 out of a passion for surfing and windsurfing, driven by a vision of combining technology, design and innovation in high-quality products. Over the years, the brand has expanded its range, evolving from a water-sports equipment maker into a full clothing brand. Today, RRD is synonymous with elegance and versatility, always keeping a focus on innovation and attention to detail.

Although it's not a newcomer to the fashion scene, RRD keeps growing by working consistently and paying close attention to product quality. Last summer, it recorded a 13% increase in sales, a notable result considering its main strength lies mainly in the winter season. Now, with winter approaching, it will be interesting to see whether this positive trend continues and whether the brand manages to exceed expectations even further.

Morph

The Luxury Fragrances Winning Over the Market with 340% Growth

Morph fragrances stand out as a true Luxury Essence Experience, thanks to refined, highly concentrated raw materials, painstaking attention to detail and a selection of exclusive retailers. These elements make Morph much more than just a perfume.

Although one might expect Morph's perfumes to represent a side revenue stream within the fashion sector, they are in fact winning a significant share of the market, recording steady growth. Customers show a strong connection to these fragrances, and more and more new consumers are being drawn to the brand. Over the past 12 months, Morph's sales among our partners have more than tripled, with a precise increase of 3.4x, further consolidating the brand's presence in the fashion landscape.

Tagliatore

Craftsmanship and Steady Growth in the Outerwear Sector

Tagliatore is a brand born from a passion for tailoring and the artisan tradition of the Lerario family. The label is rooted in Martina Franca, in Puglia, and stands out for its ability to create garments that blend classic elegance with a modern sensibility. Tagliatore's story is built on the art of tailoring and a constant search for fine details and materials, giving rise to collections that embody the essence of Italian style.

Tagliatore is winning over an increasingly loyal customer base thanks to the uniqueness of its creations. Every multi-brand retailer showcasing its collections can choose from different fits, buttons and fabrics during sample previews, creating tailor-made garments that make each selection unique and suited to its own audience. This customisation is possible thanks to the craftsmanship that is the brand's true added value.

Despite operating in a complex sector like outerwear, Tagliatore grows year after year, expanding its presence online too. Attention to detail and to customer needs mean this brand continues to carve out a prominent place for itself in the fashion market.

Sneakers Puraai

Japanese Design and Italian Philosophy for a Green Future

Puraii is an emerging sneaker brand that combines Japanese design with an all-Italian philosophy. Founded with the aim of offering high-quality footwear that respects the environment, Puraii uses eco-friendly materials and sustainable production methods, standing out as one of the most promising brands in the footwear sector. Every model is designed to be not only stylish and versatile, but also aligned with the needs of a market increasingly focused on sustainability.

Puraii sneakers represent a perfect blend of style, innovation and respect for nature, creating footwear with a minimalist yet refined look. The eco-friendly approach sits at the heart of their philosophy, reflected in the use of recycled materials and low-impact production techniques. This attention to detail and eco-friendliness has begun to earn the brand a following among consumers who care about these issues.

Although still a young brand, Puraii is quickly winning a place in the hearts of consumers and industry insiders alike. The combination of design and sustainability makes it a brand worth watching, with every potential to become a must-have among high-end sneakers.

Via Roma 15

Artisan Tradition and 65% Growth in 2024

Via Roma 15 is a brand born from a passion for artisan tradition and creativity in the footwear sector. Founded in the mid-1970s, the company has evolved while keeping its authentic spirit and dedication to Made in Italy fully intact. The brand's story is defined by a constant search for high-quality materials and handcrafted work that makes every shoe a unique piece. The production process is built on attention to detail and care at every stage of creation, ensuring a distinctive style and a durability that stands the test of time.

Today, Via Roma 15 is known for its ability to blend the classic and the modern, offering collections that suit both traditional tastes and contemporary trends. The brand's ongoing evolution has been rewarded with growing attention from the public, and the latest figures confirm it: Via Roma 15 recorded a 65% increase in sales compared to 2023. This figure highlights how the brand, while firmly rooted in craftsmanship, has managed to innovate and carve out a significant space in today's market. Its ability to combine quality craftsmanship with attention to new trends is the secret behind its growing success.

The data and observations shared in this article come directly from the experiences of our partners in the premium fashion sector and reflect their eCommerce performance. It's important to point out that this information isn't a nationwide statistic, but rather offers a specific, in-depth view of current trends within our network of collaborations. This approach gives us a more precise picture of which brands are experiencing significant growth and which could represent a future success opportunity in the premium fashion eCommerce market.

Fashion eCommerce: Continued Growth Between Digitalisation and Sustainability

eCommerce in the clothing and footwear sector has seen significant growth in recent years. According to Euromonitor, in 2022 global online clothing and footwear sales grew by 3% compared to the previous year, despite stronger competition from physical stores. Today, eCommerce accounts for 38% of the total value of sales in the sector in countries like the United States, a notable jump from the 27% recorded in 2019. Digitalisation will continue to drive this growth, although the pace may level off in line with offline sales. Consumers are increasingly seeking omnichannel experiences, combining online purchases with physical interactions with brands. Euromonitor.

The sector is also evolving under the influence of trends linked to sustainability, digitalisation and personalisation, with countries like China and India among the markets driving growth. Consumers' focus on sustainable shopping practices and their preference for personalised services are strongly shaping the strategies of fashion brands. Euromonitor.

Advertising on Meta and Google

The Secret Weapon for Mastering the Online Fashion Market

In the fashion eCommerce landscape, advertising on Meta (Facebook and Instagram) and Google isn't simply a visibility tool, but a genuine growth accelerator for brands. For those operating in the premium sector, the effectiveness of advertising campaigns depends on a deep understanding of market dynamics, product seasonality and user behaviour. Advertising platforms, in fact, offer an advanced level of targeting and analysis that only those who truly understand the fashion sector can fully exploit.

Meta

Reaching the Right Audience with Precision

Advertising on Meta requires a strategy that goes beyond simply publishing ads: it's a matter of finesse. Audience segmentation, for example, must take into account the specifics of the fashion market, such as purchasing behaviour, seasonal trends and the tendency to respond to visual stimuli. Creating an eye-catching ad isn't enough; you need to know your target audience in detail.

Thanks to tools like the Meta pixel, it's possible to analyse users' browsing data, creating specific conversion funnels and retargeting strategies based on events such as abandoned carts or views of specific product categories. For a premium fashion brand, using advanced creative formats such as Collection Ads or campaigns in the "Dynamic Ads for Broad Audiences" format makes it possible to show potential customers products that reflect current trends. The key lies in integrating the data collected with the dynamics of the sector, knowing when to focus on summer or winter collections, when to use testimonials and influencers, and how to balance budget between awareness and conversions.

Google

Mastering Search Intent and the Shopping Feed

On Google, the goal is to make the most of search intent. In the fashion sector, high-volume keywords are extremely competitive, and a superficial approach to bidding can result in wasted budget with no return. Here, industry knowledge makes all the difference. Optimising campaigns on Google Search means being able to identify the specific queries that reflect strong purchase intent, such as those related to seasonal collections or niche products.

Google Shopping is another key channel for premium fashion brands, but managing the product feed effectively requires care and attention. It's not just about updating product listings; you need to work on optimising images, titles and descriptions to align with the best-performing searches. Using Performance Max campaigns can help expand coverage across the Google ecosystem, but only a smart bidding strategy combined with in-depth market knowledge can maximise ROAS.

Fashion Industry Knowledge

The Deciding Factor

Working in the premium fashion sector requires the ability to interpret data through a market lens. It's not enough to know that a product has a high view rate: you need to understand what stage of the season it's in, how it's positioned relative to competitors, and how style trends are influencing demand.

The success of advertising campaigns on Meta and Google is, in fact, built on a continuous process of analysis and optimisation, combining fashion industry experience with technical knowledge of advertising platforms. Understanding which products to push depending on the season, which collections are performing best, and how to translate this information into targeted bidding and creative strategies is what generates a real competitive advantage.

In short, the effectiveness of fashion sector advertising doesn't simply come from using advertising platforms, but from the ability to combine technical skills with a deep understanding of the premium fashion market. This approach makes it possible to fine-tune campaigns, optimise budget allocation and achieve a higher return on investment than more generic, less specialised strategies.

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