Weekly report · Fashion
Example report. Companies, figures and quotes are fictional and for illustration only. Images are example visuals.
- Competitor A · premium denim & outerwear
- Competitor B · sustainable basics
- Competitor C · fast-fashion webshop
01Three actions for this week
All plansLaunch your fall outerwear ads this week
Why: Competitors A and C started 14 outerwear ads since 28 Sep, 9 of them for denim jackets. Heavyweight denim jackets are #2 in this week's trending products. If you sell outerwear, put it in front this week.
Test a returns-led ad against Competitor B
Why: B's longest-running ad (71 days) leads with “Free returns for 60 days”, and “easy returns” is B's most mentioned compliment in reviews. If your returns policy is generous, say so in your ads.
Bundle knitwear instead of joining the 30% sale
Why: C moved from 20% to 30% off sitewide on 2 Oct. A kept full price and added a 2-for-$110 knit bundle. Chunky knit sweaters are #1 in trending products and sold out at C.
02What changed since last week
Starter: ads only · Growth, Pro: everything| Competitor | What changed | Source | Date |
|---|---|---|---|
| Competitor A | 9 new ads, 3 stopped (summer linen) | Meta Ad Library | 28 Sep–4 Oct |
| Competitor A | New product: heavyweight denim jacket, $128 | Website | 30 Sep |
| Competitor B | Video “How we make one T-shirt” at 3.4× its usual organic views | TikTok | 1 Oct |
| Competitor B | 4 summer products removed | Website | 29 Sep |
| Competitor C | Sitewide discount up from 20% to 30% | Website, newsletter | 2 Oct |
| Competitor C | 6 chunky knit products sold out | Website | 3 Oct |
03Trending products in your market
Starter: top 5 · Growth: top 10 · Pro: top 10 with reasonsSignals: competitors' best-seller lists and sold-out items, longest-running ads, review growth, Amazon Best Sellers and Movers & Shakers, TikTok, search interest. Sales figures of other companies are not public and are never claimed.
- 1
Chunky knit sweatersSold out at Competitor C; search interest up 180% in 4 weeks - 2
Heavyweight denim jacketsIn 9 new ads at A and C; launched by A this week - 3
Barrel-leg jeansAmazon Movers & Shakers in women's jeans; viral TikTok styling videos - 4
Leather tote bagsProduct in B's longest-running ad (71 days); review count up 40% in a month - 5
Quilted liner jacketsSeveral TikTok videos above 1 million views; rising search interest - 6
Wool-blend overshirts#1 in Competitor A's best-seller list - 7
Ballet flatsAmazon Best Sellers top 20 in women's shoes - 8
Merino base layersFastest-growing review count at Competitor B - 9
Corduroy trousersSearch interest up 65% in 4 weeks - 10
Fleece half-zipsTop 3 in Competitor C's best-seller list
04Ads per competitor
All plansSource: Meta Ad Library
| Competitor | Active ads | New | Stopped | Longest-running ad | Main message | Format |
|---|---|---|---|---|---|---|
| Competitor A | 34 | 9 | 3 | 58 days | “Built to last a decade” | Mostly video |
| Competitor B | 18 | 2 | 1 | 71 days | “Free returns for 60 days” | Mostly image |
| Competitor C | 87 | 21 | 15 | 23 days | “Up to 30% off everything” | Carousel and video |
Ad budgets, revenue and ad views are not public, so they are never estimated. Run time is the strongest public signal: companies rarely keep paying for an ad that does not work.
05New ads
Starter: top 5 · Growth, Pro: allEach ad is cropped to the ad itself, with company, start date and source.
Heavyweight denim. Built to last a decade.
The everyday leather tote. Free returns for 60 days.
Chunky knits. Now 30% off everything.
06Landing page behind the top ad
Growth, Pro
The page repeats the ad's promise (“built to last a decade”) above the price and shows a repair guarantee next to the button.
07Videos and social
Growth, ProOrganic video views of public videos, not ad views.
| Platform | Competitor | Video | Organic views | Compared with usual |
|---|---|---|---|---|
| TikTok | Competitor B | How we make one T-shirt | 412,000 | 3.4× |
| Competitor A | One denim jacket, three outfits | 96,000 | 2.1× | |
| YouTube | Competitor C | Fall try-on haul under $50 | 58,000 | 1.8× |
08Reviews: complaints and compliments
Starter: monthly · Growth, Pro: weeklyComplimentEasy returns“Returned two sizes, refund in three days. No questions.”
Competitor B · Trustpilot / Google
ComplaintSizing runs small“Order one size up, the tees shrink after washing.”
Competitor B · Trustpilot / Google
ComplaintSlow delivery“Took nine days to arrive, no tracking updates.”
Competitor C · Trustpilot / Google
ComplimentQuality worth the price“Third winter with this jacket and it still looks new.”
Competitor A · Trustpilot / Google
09Newsletters and promotions
Growth, Pro| Competitor | Subject | Offer | Date |
|---|---|---|---|
| Competitor C | “Ends tonight: 30% off everything” | 30% off sitewide | 2 Oct |
| Competitor A | “It's back: the heavyweight denim jacket” | Launch, no discount | 30 Sep |
| Competitor B | “What we're making next” | None (behind the scenes) | 1 Oct |
10Price and product changes on their websites
Growth, ProEach change comes with a before and after screenshot in your report.
| Competitor | Product | Change | Before | Now |
|---|---|---|---|---|
| Competitor C | Chunky knit sweater | Price drop | $59 | $41 |
| Competitor C | Denim jacket | Price drop | $79 | $55 |
| Competitor A | Heavyweight denim jacket | New product | — | $128 |
| Competitor B | Leather tote | Price drop | $148 | $138 |
| Competitor B | Linen shirt (4 styles) | Removed | $68 | — |
11Creative analysis: why the winning ads work
Pro| Ad | Running | Hook | Angle | Offer | Format | Why it likely works |
|---|---|---|---|---|---|---|
| Competitor B · tote | 71 days | “Free returns for 60 days” | Risk removal | Free returns | Image | Takes away the main fear of buying clothes online; the offer is the headline. |
| Competitor A · denim | 58 days | “Built to last a decade” | Quality and durability | None, full price | Video | Justifies a higher price with a concrete promise and shows the product being worn hard. |
| Competitor C · knitwear | 23 days | “Now 30% off everything” | Urgency | 30% off sitewide | Carousel | Shows many products at once, so every viewer finds something; the discount does the selling. |
12Three ad concepts to test this week
ProTen winters
- Hook
- “This jacket has seen ten winters.”
- Script
- 15 seconds. A worn jacket in close-up, then the same jacket in snow, rain and city streets. Close: “Built to last. Free returns for 60 days.”
- Visual idea
- One jacket, four seasons, fast cuts.
- Based on
- A's durability ad (58 days) and B's returns ad (71 days).
Try it at home
- Hook
- “Order two sizes. Keep the one that fits.”
- Script
- Unboxing two sizes, a quick try-on, the return label already in the box. Close: “Free returns, 60 days.”
- Visual idea
- Unboxing at home in natural light.
- Based on
- B's returns ad and the “sizing runs small” complaint in B's reviews.
The knit everyone is looking for
- Hook
- “Sold out everywhere? Not here.”
- Script
- The chunky knit in three colors, “In stock now”, then the bundle offer.
- Visual idea
- Stacked knits, slow pan.
- Based on
- Chunky knits #1 in trending products and sold out at C.
13Your business compared with competitors
Pro| You | Competitor A | Competitor B | Competitor C | |
|---|---|---|---|---|
| Active ads | 12 | 34 | 18 | 87 |
| New ads this week | 2 | 9 | 2 | 21 |
| Longest-running ad | 19 days | 58 days | 71 days | 23 days |
| Average review rating | 4.3 | 4.6 | 4.4 | 3.8 |
| Organic video views, last 4 weeks | 80K | 310K | 640K | 220K |
| Current sitewide discount | None | None | None | 30% |
| Newsletters this week | 1 | 1 | 1 | 4 |
14Monthly market analysis
Pro · once a monthTrends across the 10 most active advertisers in your category, September 2026.
- Outerwear's share of new ads rose from 18% to 34% in September.
- 6 of the 10 run a sitewide sale; the average discount is 25%.
- Video is now 61% of new ads, up from 52% in August.
- 4 of the 10 mention free returns in their ads.
15History and trends
All plans · grows from week 2| Message | Competitor | First seen | Weeks running | Status |
|---|---|---|---|---|
| “Free returns for 60 days” | Competitor B | 26 Jul | 10 | Still running |
| “Built to last a decade” | Competitor A | 8 Aug | 8 | Still running |
| “Summer linen, 20% off” | Competitor A | 4 Aug | 8 | Stopped this week |
| “Up to 20% off everything” | Competitor C | 1 Sep | 4 | Replaced by 30% off |
