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ClickZ Underwear - 02.06.2025

ClickZ Underwear - 02.06.2025

Plus: The luxury trends defining Valentine's Day 2025 👙

Rafe Houston
February 06, 2025 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Underwear, your essential newsletter for underwear e-commerce professionals.

Editor’s Pick🌟

ECOMMERCE INNOVATION INSIGHTS

The Halo Effect of DTC Ads on Amazon—Now Proven

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

🔗 Get the full insights in the Halo Report 🔗

Sector Spotlight 🎥

LINGERIE MARKETING INSIGHTS

Brands Unveil Romantic Collections for Valentine’s Day Shopping

As Valentine's Day approaches, several brands are launching special collections to captivate consumers. SKIMS presents a 'classic romance' line featuring decorative lace and heart motifs, showcased by K-pop star Rosé. Stripe & Stare collaborates with Rixo to offer limited-edition underwear combining Rixo's vibrant prints with sustainable fabrics. For a luxurious option, Coco de Mer's Spring/Summer 2025 collection includes intricate floral designs in deep purples and golds, available at select boutiques. High street brand Boux Avenue introduces 'Amore Forever,' inspired by Roman art and architecture, featuring floral embroideries and delicate lace in classic colors.

CELEBRITY STYLE

David Beckham Returns to Hugo Boss Showcasing Ageless Style and Timeless Elegance

David Beckham returns in a new Hugo Boss campaign, demonstrating enduring appeal at 49. With added tattoos and a few lines, his aesthetic remains impactful. This highlights Beckham's lasting marketability, aligning with strategic marketing trends that focus on brand longevity and consumer engagement through iconic figures.

FASHION TRENDS

The Naked Dress Trend Bottomed Out At The 2025 Grammys

The naked dress trend, once shocking, has become mainstream, culminating in Bianca Censori's appearance at the 2025 Grammys in a sheer outfit. This evolution reflects a shift in fashion norms, posing strategic opportunities for marketers to leverage bold fashion trends while considering empowerment versus objectification dynamics.

FAST FASHION TRENDS

The Shein Effect: Is Fashion Stuck in a Race to the Bottom?

Shein's rise highlights a critical industry challenge: balancing rapid fashion and affordability with ethical and sustainable practices. The company's controversial practices and market dominance pressure traditional retailers. The industry debates whether to compete on Shein's terms or invest in sustainability for long-term, responsible growth.

Influencer Corner 📣

Daniela Morosini on LinkedIn: What could a slimmed-down Estée Lauder Companies look like?

Earlier this week, Bloomberg reported that the company has hired an advisory firm to undertake a strategic review of its portfolio. The ELC we know today was built by buying brands (it has more 20) and for much of the 2010s, the more-is-more strategy worked. This was the heyday of indie beauty, and exciting, founder-led brands could fetch quite a premium — Too Faced was acquired for $1.4 billion.

Alex Cooper on LinkedIn: Here's how to use psychology to design static ads that stand out in the feed.

🧠I asked psychology expert Sarah Levinger for her take and I was not expecting this answer...

www.linkedin.com/posts/alexgoughcooper_heres-how-to-use-psychology-to-design-static-activity-7290492013219663873-2YQE?utm_source=share&utm_medium=member_desktop

Optimization Hub ⚙️

DIGITAL RETAIL INNOVATION

Gen Z's Impact Transforms Beauty Retail Media with Innovation and Engagement

Gen Z's digital native status is reshaping retail media. Brands must embrace multichannel strategies, personalizing experiences and blending entertainment with values. By leveraging algorithms and data, brands can create meaningful connections, driving long-term loyalty and setting the standard for future retail innovation and strategic relevance in customer engagement.

DIGITAL MARKETING

Unleash GMV Max to Elevate Beauty Brand Advertising Using TikTok's Cutting-Edge AI

TikTok introduces GMV Max, an AI-driven tool to optimize advertising for retailers. This innovation automates campaign management, enhancing ad efficiency and profitability, while adapting to TikTok Shop's ecosystem. GMV Max streamlines ad operations, enabling businesses to focus on growth, reflecting strategic advancement in retail advertising.