Knix Bets On U.S. Stores and Speed

ClickZ Underwear

Here's what's happening this week in the world of underwear, intimates and DTC commerce:
- Knix opens Soho store and Ohio fulfillment hub
- Calvin Klein updates logo and core underwear tech
- What does brand building really mean in eCommerce?
- Post Malone fronts Skims underwear ad

💸 The $200B Miscalculation Marketers Can’t Afford

The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.

Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.

Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.

📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.

📌WEEKLY MUST-KNOWS

OMNICHANNEL OPERATIONS
Knix Plants U.S. Flag With Soho Store and Ohio Fulfillment

Knix opened its first permanent U.S. store in NYC’s Soho and stood up an Ohio fulfillment center, citing last-mile speed and tariff pressure. Stores are converting at 40% and fueling a halo in local eCommerce, signaling a deeper omnichannel push in the U.S. The move raises competitive expectations on in-store experience, faster delivery, and returns for DTC intimates brands.

INFLUENCER CAMPAIGNS
Knix and Kristen Bell Launch 'You're Good' to Destigmatize Leaks

Knix debuted a humor-forward 'You're Good' campaign with longtime customer Kristen Bell, pairing U.S. OOH in NYC with a $100,000 menstrual health donation. The creative normalizes leak conversations while reinforcing Knix’s leadership claim after selling 15 million pairs. Expect measurable lift in brand trust and upper-funnel reach as the brand scales awareness alongside retail expansion.

BRAND STRATEGY & PRODUCT
Calvin Klein Updates Logo and Underwear Tech in Fall 2025 Drop

Calvin Klein unveiled a refreshed logo identity and upgraded core underwear, including a stitch-free Infinity Bond waistband and reinforced, supportive trunks. The campaign leverages K-pop star Mingyu while spotlighting heritage cotton and logo-driven essentials. This signals renewed focus on performance basics plus global pop-cultural reach, raising the bar for everyday underwear innovation.

🧐 What Does Brand Building Really Mean in eCommerce?

⚡QUICK READS

Mother–Daughter Ad Backlash Flags Brand Safety Risk: Heidi Klum and Leni’s Intimissimi underwear campaign drew social criticism, signaling the need for tighter sensitivity reviews when family co-modeling intersects with intimates. (More)

Post Malone Fronts Skims Underwear Ad: Skims has tapped Post Malone as the face of its latest men’s underwear push, blending streetwear credibility with luxury loungewear appeal. For underwear and fashion marketers, this shows the power of celebrity crossover to reach new male audiences while reinforcing Skims’ positioning as a cultural brand, not just an apparel line.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division