Debenhams Group

Ad Tech Shifts: Social Media Embraces Search Formats

AdExchanger’s news round-up highlights key shifts in ad tech: social platforms are trialing search-ad formats on Instagram and TikTok using AI to match ads with queries, though Google remains dominant and current inventory is limited. The piece also notes the rise of long-form content alongside short-form video, exemplified by PrettyLittleThing's influencer-led Love Lessons (9.9M TikTok views) and The Pink Courtroom (1.4M YouTube views). Meta plans to block news content for up to 5% of Canadian users in response to the Online News Act, potentially altering revenue-sharing dynamics with publishers. Other items include Shopify's 1% cashback reward for Shop Pay, leadership changes at Twitter, YouTube's policy shift on fraud claims in the 2020 election, a note from Brian Wieser on rising share of revenue for media services, Morgan Stanley upgrading The Trade Desk, and INFINITI naming Jose Roman as global head of brand.

Edikted's Rapid Rise via TikTok and Nano-Influencers

Edikted, an Israeli fast-fashion brand founded in early 2021 by Dedy Schwartzberg and team members from Adika, has rapidly grown by leveraging TikTok virality, a distinct pink unboxing packaging, and a network of nano-influencers. The company uses personalized discount codes (without a formal affiliate program), pays larger creators and runs paid Instagram ads with high-reach models (twins Renee and Elisha Herbert). Edikted emphasizes speed through on-demand, small-batch production, releases roughly 100 new styles per month (with plans to scale), and positions itself stylistically on 2000s trends. The brand claims its first-year revenue exceeded Adika’s U.S. business; it cites strong early KPIs and benefits from the #TikTokMadeMeBuyIt phenomenon. Price points mentioned include the Luna Flare Jean (~under €60), tops (~€20) and T-shirts (~€25).

Tarek Müller Explains About You's IPO Preparation

Tarek Müller, co-founder of Hamburg fashion retailer About You, detailed the company’s IPO planning on the OMR Podcast, explaining the multi-stage process from early shareholder decisions to the listing. About You went public on the Frankfurt Stock Exchange on June 16 and was reported to be valued at about €4 billion. The company initiated formal IPO preparations in mid‑to‑late year, selected JP Morgan, Goldman Sachs and Deutsche Bank as Global Coordinators (plus three additional bookrunner banks), and involved six banks overall alongside two law firms (one for corporate law, one for prospectus/listing). Müller described timeline milestones: pitchdeck work beginning in January, Early Look Meetings, an April analyst presentation over two days, and a formal go/no-go only weeks before the press release. He estimated total fees around 4–6% of IPO proceeds and discussed investor roadshows and allocation dynamics.