ClickZ Underwear - 12.19.2024

Plus: SKIMS blends luxury and comfort in its NYC debut

Author

Sophie Bruxner-Randall
December 19, 2024 • Estimated Reading Time: 6 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

Welcome to ClickZ Underwear, your essential newsletter for underwear e-commerce professionals. 💫 This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Kim Kardashian’s SKIMS debuts its first NYC store, designed by Rafael de Cárdenas, with beige interiors and a striking 15-foot Vanessa Beecroft sculpture. The space emphasizes comfort and intimacy, reflecting the brand’s cohesive vision while serving as a strategic showcase for its expanding product line.

For e-commerce marketers, this highlights the value of translating brand identity into every touchpoint. Consider replicating this immersive experience online through visually cohesive storefronts, storytelling that mirrors in-store aesthetics, and personalized digital shopping features to foster deeper consumer connections and drive loyalty.

Vera Wang has sold her brand to WHP Global, retaining her role as founder and chief creative officer. This strategic move aims to expand her brand globally, particularly in China, the Middle East, and Latin America. Wang emphasizes the partnership’s potential for growth and new business opportunities.

LSEB Creative Corp’s partnership with eight influencers across key markets like the USA and Europe aims to amplify brand visibility for Lauren Bentley Swimwear. By targeting diverse demographics, this strategy taps into influencer-driven engagement but delays measurable ROI until the content’s 2025 launch. The move underscores the importance of aligning influencer campaigns with long-term goals. To maximize impact, focus on clear performance metrics, diverse content formats tailored to target audiences, and phased rollouts to maintain momentum while tracking effectiveness over time.

Pour Moi’s partnership with Marks & Spencer has driven significant growth, with a 12% sales increase and 66% rise in pre-tax profits. The collaboration generated over 5 million in sales, positioning Pour Moi as a top-performing brand. Expansion plans include new store openings, and capitalizing on rising demand among younger consumers.

Chinaerotic clothing hub in Guanyun County faces potential challenges as the U.S. considers ending a tariff exemption under the de minimis rule. This change could impact the burgeoning lingerie industry, which has thrived due to reduced customs paperwork, highlighting strategic shifts in global e-commerce dynamics.

Influencer Corner 📣

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’”

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

📍 Austin, TX, USA

Affiliate Marketing

📍 New York, USA

ClickZ is a Contentive publication in the DTC Ecommerce division