Summary   The conversation explores the current state of the e-commerce fashion market, highlighting its growth and the challenges faced by brands in adapting their marketing strategies. It emphasizes the importance of segmentation in Facebook advertising, the need for innovative campaign implementations, and scaling strategies tailored to different business sizes. The discussion also covers leveraging customer data, creative content trends, and methods to increase average order value, concluding with a call to action for consulting services.   Takeaways The global e-commerce fashion market is growing rapidly. Many brands have not adapted their marketing strategies since 2019. Apple's tracking changes have significantly impacted ad budgeting. Segmentation is crucial for effective Facebook advertising. Gen Z is a key demographic for online shopping but lacks brand loyalty. 40% of ad budgets should target existing customers. Retargeting is much cheaper than acquiring new customers. Brands must diversify their marketing beyond Facebook ads. Short-form content is essential for engaging modern consumers. Increasing average order value can significantly improve profitability.