From fall wardrobe updates and winter product launches to Double 11, Double 12, and year-end gatherings, the second half of the year is a key sales season for fashion brands. Fashion purchases are particularly influenced by seasonal changes, styling needs, and major promotional events, meaning consumers’ purchase considerations can vary significantly across different stages of the season.
Looking at market trends in the second half of the year, CPM and CPA tend to remain relatively low in September and October, while CVR shows strong performance. From November onward, advertising competition intensifies as demand builds around Double 11, Double 12, and the year-end shopping season.
Fashion brands can therefore capitalize on seasonal demand in September and October by introducing new products, publishing styling content, and acquiring new audiences early. Then, during the November–December shopping peak, brands can scale up promotions and conversion-focused campaigns to improve overall advertising efficiency.
How Do Fashion Consumer Needs Differ Between 9-10 and 11-12?
Fashion consumption is highly influenced by seasonal changes. In September and October, as consumers transition into their fall wardrobes, demand rises for seasonal essentials such as lightweight jackets, knitwear, and long-sleeve tops. At this stage, shoppers tend to place greater emphasis on style, material, sizing, and versatility, resulting in a relatively longer purchase decision process.
By November and December, demand for winter apparel increases further. With major promotional and festive occasions such as Double 11, Double 12, department store anniversary sales, and year-end gatherings, consumers are more likely to be driven by discounts, multi-item offers, and occasion-based outfit needs. Stronger promotions can also accelerate purchase decisions.
| Sep–Oct Warm-Up Period | Nov–Dec Peak Season | |
| Key Audience | Working professionals aged 25–40, with a higher proportion of women; students and seasonal shoppers | Winter shoppers, consumers looking for year-end and festive outfits, and gift shoppers |
| Key Products | Lightweight jackets, trench coats, knitwear, long-sleeve tops, scarves, shoes, and bags | Coats, down jackets, partywear, New Year’s Eve outfits, and accessory gift sets |
| Purchase Motivations | Seasonal wardrobe needs, wardrobe refreshes, with a focus on material and practicality | Promotions and discounts, winter needs, occasion dressing, and festive gifting |
| Online Behavior | Tend to select 1–2 items at a time, prioritizing quality over quantity; often save and compare before purchasing | More likely to buy multiple items or add products to qualify for free shipping, with purchases concentrated around major sales events |
| Offline Behavior | Prefer trying items on to confirm fit before purchasing, especially heavier fall and winter clothing | Purchases concentrate around department store anniversary sales, brand promotions, and outlet shopping |
| Purchase Journey | Around 7–14 days, often involving saving, comparing, or trying items on in-store | Shorter purchase journey, with promotions and discounts accelerating purchase decisions |
In September and October, consumers are typically still in the “discover new arrivals, explore styling ideas, and compare products” stage. Instead of relying heavily on discounts, brands can focus on styling content to inspire demand and build purchase consideration.
By November and December, brands can gradually strengthen price incentives, free shipping, multi-item offers, and year-end limited-time promotions to convert the audiences accumulated earlier in the season into actual purchases.
New Customer Acquisition + Existing Customer Repurchase: Build Your Peak-Season Audience Early
Ahead of the peak shopping season, fashion brands can build strategies around both new customer acquisition and existing customer remarketing.
For new customer acquisition, brands can take advantage of relatively lower traffic costs in September and October by targeting:
- Broad audiences aged 25–40
- Audiences identified through AI-powered interest and seasonal-demand signals
- Website visitors from the past 14 days who have not yet purchased
- Users who added items to cart within the past 3 days but have not completed checkout
Beyond directly targeting potential customers, brands can also use new arrivals, styling videos, and fall/winter lookbooks to build website visits, engagement, and product-interest signals early.
Existing customers can be further segmented based on purchase recency and potential needs. For example, customers who purchased within the past 30–90 days can be targeted with fall/winter new arrivals and seasonal products, while customers who purchased within the past 15–30 days can be encouraged to make additional purchases through cross-selling of shoes, bags, and accessories.
Brands should also maintain an always-on advertising strategy, gradually increasing budgets based on weekend traffic and major shopping events such as Double 11 and Double 12, rather than waiting until competition reaches its peak to scale up advertising.
How Can Meta Advertising Solutions Support Fashion Brands During Peak Season?
Fashion products typically involve a wide product assortment, strong visual appeal, and high potential for cross-category purchases. Instead of relying solely on single-product ads, brands can combine different Meta advertising solutions to guide consumers from discovering outfit inspiration and exploring products all the way to purchase.
Recommended solutions include:
- Advantage+ + Catalog Ads: Recommend relevant new arrivals to consumers who have previously browsed or purchased products. Catalog videos or carousel formats can showcase complete looks rather than individual items, creating cross-selling opportunities across tops, bottoms, footwear, and accessories.
- Additional Website Links: Add links to different product categories, making it easier for consumers to explore and purchase multiple items.
- Showcase Products (Add Catalog Items): Highlight newly launched fall and winter products during new-arrival periods to attract new customers looking to refresh their seasonal wardrobes.
- Partnership Ads: Use real-life styling videos, OOTD content, and creator collaborations to naturally integrate new products into everyday scenarios. For consumers discovering the brand for the first time, seeing products worn by real people can also help them better understand fit, proportions, and how the items look in real life.
For brands with physical stores, online campaigns can also be combined with promo codes, in-store events, or other store-visit incentives. This allows Meta ads to drive not only e-commerce conversions but also in-store try-ons and purchases.
4 Creative Approaches for Fashion Advertising
Beyond whether an item simply “looks good,” fashion consumers also care about how easy it is to style, how it looks when worn, its material and functionality, and how it fits different body types. During peak season, brands can develop creative content around four key approaches:
- Lifestyle & Styling Content: Use fall and winter lifestyle scenarios to inspire seasonal wardrobe needs. Examples include “3 Fall/Winter Office Looks,” “Your First Jacket for the New Season,” or a fall street-style lookbook. Compared with simply showcasing products, lifestyle-driven content helps consumers better imagine how the items fit into their everyday lives.
- Brand Ambassador & Product Testing Content: For down jackets, waterproof, windproof, or functional apparel, demonstrate product benefits through real tests of warmth, breathability, water resistance, and other features. Before-and-after comparisons can also highlight how different cuts enhance the overall silhouette, reducing uncertainty around materials, fit, and performance when shopping online.
- Styling & Shopping Content: Invite KOLs or creators to demonstrate content such as “5 Ways to Style One Jacket,” daily OOTD Reels, or “A Budget-Friendly Fall Wardrobe.” This combines styling inspiration with product discovery, encouraging consumers to explore and purchase across multiple categories.
- Authentic Try-On Content: Feature consumers or micro-influencers with different heights and body types trying on the products. Content such as “How It Looks on 155 cm vs. 165 cm” or “Affordable, Easy-to-Style Essentials” directly addresses common concerns about sizing and fit while making the content feel more authentic and relatable.
Build Momentum Early to Drive More Efficient Peak-Season Conversions
Fashion brands do not need to wait until Double 11 to begin their peak-season marketing. September and October are key months for acquiring new customers, promoting fall and winter collections, and building seasonal demand. Brands can take advantage of relatively favorable media costs to continuously grow their audiences through new product exposure, lifestyle styling content, KOL collaborations, and new customer acquisition. Then, as shopping demand increases in November and December, they can strengthen remarketing, cross-category recommendations, and conversion-focused campaigns.
For fashion brands, an effective peak-season strategy is not simply about offering bigger discounts at the end of the year. It is about preparing the right audiences, products, and content in advance—guiding consumers from “I want to wear that” to “I found the right product for me,” and ultimately converting that interest into purchases when peak-season demand reaches its highest point.
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Source: Meta
