ClickZ Underwear | Skims Leans On Scarcity To Fuel DTC Stickiness

ClickZ Underwear

This week we’re tracking how celebrity-backed launches, sleepwear crossovers, and precision discounting are reshaping the rules in intimates and apparel.

• TikTok fuels 42% of Amazon sales—Fospha’s Halo nails what legacy tools miss.

• Skims uses scarcity-led discounts to drive urgency without denting brand equity.

• Sydney Sweeney + Bezos-backed lingerie launch signals next-gen power plays in intimates.

• Sleepwear goes streetwear—brands must rethink categories and storytelling fast.

• Calvin Klein’s Rowoon teaser racks up 12M views in a day—creator economics just got real.

⏱️THE MINUTE READ

New Research Uncovering Halo Effect Impact on Amazon and TikTok Shop

Retail growth is no longer confined to brand .com websites. Fospha’s newest report shows customers are shopping across a fragmented mix of web, Amazon, and TikTok Shop, and the data proves it.

In their analysis of $176M in ad spend, Fospha’s research found that:

But the report’s biggest finding? 42% of Amazon sales are influenced by ads on TikTok, Meta, Google, and Snap. Traditional tools miss this impact completely.

To solve this, Fospha built Halo. The report demonstrates how Halo’s daily, full-funnel measurement unifies .com and marketplace performance into a single view, capturing the true cross-channel impact of marketing with Unified ROAS [(Web + Amazon Revenue) / Channel Spend].

👉 Download Fospha’s Halo Report: Measure and Grow .com and Beyond to explore the full data and insights.

📌WEEKLY MUST-KNOWS

DISCOUNT ECONOMICS
Skims Rolls Out Up To 50% Off In End-Of-Season Sale
The brand’s marquee promotion slashes prices across foundations and lounge sets, but inventory is capped and replenishment windows stay short. The scarcity model is designed to pull forward cash without eroding long-term price perception—an approach more intimate labels are copying as paid social CAC creeps back toward 2022 highs.

BRAND LAUNCHES
Jeff Bezos Backs Sydney Sweeney's New Lingerie Line Rrand for Global Fashion Success: Report
Sydney Sweeney’s entry into the lingerie market—backed by Jeff Bezos and Lauren Sanchez—underscores the growing intersection of celebrity influence and strategic capital in the intimates sector. This move is likely to accelerate product innovation, elevate marketing expectations, and force legacy and DTC brands to sharpen their differentiation strategies.

CONSUMER TRENDS
Sleepwear Is Having Its Athleisure Moment
Pyjamas are moving from bedrooms to sidewalks as sleepwear and apparel labels launch fashion-style, multi-use sets. This structural shift is blurring category boundaries and pushing e-commerce brands to rethink product positioning and digital storytelling. Brands that adapt quickly to this demand for versatility can capture new market share and drive higher engagement.

⚡QUICK READS

Calvin Klein Influencer Wave: Rowoon’s campaign teaser hit 12 million Weibo views in 24 hours, signaling creator economics that could reshape CK’s U.S. holiday spend mix.(More)

Glow Recipe x K18 Beauty Crossover: Competition from beauty brands in Glossy Pop underscores convergence pressure—expect underwear labels to court skincare collabs for margin uplift.(More)

Creative Trends: Ad Age’s round-up of 12 standout campaigns shows humor-first, culture-hacking creative outperforming hard-sell spots—signals to loosen brand guidelines ahead of Q4 tests.(More)

🧠OPTIMIZATION HUB

RETAIL INNOVATION
Google Introduces AI-Powered Business Review Summaries in Chrome for Enhanced Shopping
Google's new feature in Chrome displays AI-generated summaries of online store reviews, accessible by tapping an info icon next to the URL. This tool, listing star ratings and summaries, offers consumers a straightforward view of retailer reputations. It's vital for brands to ensure positive Google reviews to influence purchase decisions, as this feature prominently highlights customer feedback during site visits.

DIGITAL MARKETING STRATEGIES
Marketing Tips for Uncertain Times
In times of economic uncertainty, maintaining marketing efforts on Pinterest is crucial for long-term success, as the platform reaches a broad, actively shopping audience. By leveraging awareness campaigns, performance marketing solutions, and AI-driven tools, marketers can optimize engagement with high-intent shoppers while emphasizing value-based messaging to align with changing consumer budgets.

ClickZ is a ClickZ Media publication in the DTC eCommerce division