ClickZ Underwear - 11.28.2024

PLUS: Kim K’s SKIMS debuts silky-smooth underwear in style

Author

Sophie Bruxner-Randall
November 28, 2024 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Underwear, your essential newsletter for underwear e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns fit perfectly and your sales rise!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

SKIMS, Kim Kardashian's brand, has introduced the Smoothing Intimates collection, featuring bras and underwear in six neutral shades crafted from silky, smooth fabric for seamless support and comfort. This launch underscores the brand's commitment to versatile, innovative essentials that align with diverse wardrobe needs, reinforcing its position as a go-to for modern basics. The focus on inclusivity and functionality provides a model for building broad yet targeted appeal in the competitive fashion market.

Intimi, a boutique in Traverse City, stands out by offering inclusive lingerie for all body types, addressing gaps in traditional retail. Owner Carolyn Greenman prioritizes proper fit and provides personalized consultations, including guidance on gender-affirming items, to meet diverse customer needs. The addition of a community book club fosters a welcoming, supportive atmosphere, demonstrating how a thoughtful, customer-centric approach can build loyalty and differentiate a brand in niche markets.

British sustainable underwear brand Nudea and Fruity Booty have joined Etam Groupe's WeDareLab accelerator, an eight-month program designed to empower eco-conscious and innovative fashion brands. Participants gain access to Etam's extensive network, resources, and expertise in production and marketing, with a focus on strategic growth in continental Europe, where Nudea aims to expand. Since its 2021 launch, WeDareLab has supported 16 start-ups, blending innovation with sustainability to shape the industry's future. This collaboration highlights the value of partnerships in scaling emerging brands and strengthening their competitive edge.

Aladia, a Cuban lingerie brand founded by Claudia López, stands out with its focus on quality and comfort through made-to-measure designs. In a market dominated by fast fashion and resource constraints, Aladia prioritizes exclusivity and adaptability, crafting durable, high-quality pieces tailored to individual needs. This approach positions the brand for international expansion, appealing to consumers seeking personalized, sustainable alternatives to mass-market offerings.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending.  

Jake Abrams on LinkedIn: Harsh DTC growth truth: 

Optimizing your 7DC Meta CPA is only half the job. 

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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