ClickZ Underwear - 12.05.2024

PLUS: INTIMINA’s sustainable Bloom period underwear is making waves

Author

Sophie Bruxner-Randall
December 05, 2024 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Underwear, your essential newsletter for underwear e-commerce professionals. As the holiday season approaches, we’re here to help your campaigns fit perfectly and your sales rise!

Top Shelf 🛒

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

Briefing Room 🩲

Parah's transformation into a lifestyle brand reveals pivotal market trends. Their strategy encapsulates premium offerings and strategic expansion across Italy, France, and emerging Asian markets. The focus on digital marketing and product diversification targets a €40 million revenue goal, illustrating effective techniques for capturing and capitalizing on global e-commerce growth.

The global luxury lingerie market, estimated at USD 10,940 million in 2021, is projected to reach USD 19,480 million by 2028, marked by an 8.59% CAGR. This growth trajectory highlights emerging trends where brands like Agent Provocateur and Honey Birdette are leveraging both online and offline sales channels to meet diverse consumer preferences.

Key insights from Prudent Markets’ report include a focus on supply chain dynamics and pricing strategies, offering valuable perspectives for optimizing e-commerce platforms. The regional analysis identifies growth opportunities across North America, Europe, and Asia Pacific, providing a roadmap for engaging untapped markets.

Strategic tools such as SWOT and PESTLE analysis further enhance marketers' ability to refine online strategies, aligning with the market's evolving demands. These insights empower digital professionals to hone their approach, driving innovation and competitive advantage in the luxury lingerie sector.

Harper Wilde's marketing blunder with their Ryan Reynolds-themed ad serves as a crucial lesson in brand-audience alignment. This incident emphasizes the strategic importance for marketers in ensuring that campaign messaging resonates with brand ethos and consumer expectations, offering insights into refining e-commerce marketing strategies for maximum impact and alignment with audience needs.

Fresh Threads 🧵

NTIMINA has launched Bloom, a period underwear line. Featuring eco-friendly materials and absorbency equivalent to four tampons, the product is designed to address functional and comfort needs. Priced at $24.95 per pair, Bloom reflects the increasing market trend toward environmentally conscious and health-focused innovations in the intimates sector.

Blissclub, a leading activewear brand, has introduced FreeDame, a new innerwear line designed with a focus on comfort and innovation. Responding to common consumer pain points with traditional innerwear, FreeDame features supportive, underwire-free designs and seamless construction. The launch is supported by a strategic campaign highlighting the limitations of conventional innerwear and showcasing solutions aimed at enhancing women's everyday comfort.

Influencer Corner 📣

Sarah Levinger on LinkedIn: The reason you're not scaling isn't because your ads are "bad"...

You’re stuck because you don’t understand the humans you sell to:

→ What drives their decisions.
→ What emotions they need to feel.
→ What keeps them from buying.

Fix that, the ads will fix themselves.

Optimization Hub ⚙️

Extended Black Friday and Cyber Monday sales challenge e-commerce marketers, requiring strategic creativity in promotions to maintain profitability, especially for smaller brands. Early sales from major retailers like Amazon emphasize the importance of proactive planning to stay competitive.

Strategically allocate 7-12% of revenue for eCommerce marketing; startups might invest 15-20% for initial growth. Focus on customer acquisition while prioritizing high-return channels and tracking ROI. Assess customer lifetime value for sustainable tactics. Challenge your eCommerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.

Customer Relations

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Marketing & Comms

📍 Austin, TX, USA

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