Agenda-setting intelligence, analysis and advice for the global fashion community.
The digital advertising market may be on the verge of a major shakeup, as the US government targets Google and Meta for antitrust actions — further complicating the online ad space as more fashion brands invest in their e-commerce businesses.
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In a landmark antitrust lawsuit set to go to trial Monday, the FTC will argue Meta’s acquisitions were illegal, citing the decline of Meta’s apps through increased ads and weakened privacy protections.
Despite complaints around higher prices and concern over global uncertainty, consumer spending remains relatively resilient. To reach these cautiously confident shoppers in 2025, marketers should highlight value and remain consistent, yet agile, in their brand storytelling.
The cost to advertise on Meta — once digital brands’ primary marketing channel — has finally come down. But start-ups will continue to decrease their reliance on social media, including investing more in offline advertising and in targeting customers on Google, where the intent to buy is higher.
Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.
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