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ClickZ Underwear | Calvin Klein Focuses on Core Products to Enhance Brand Engagement

Plus, Tom Daley Swimwear Blends Knits with Sport-Ready Design

Author

Sophie Bruxner-Randall
July 24, 2025 • Estimated Reading Time: 4 minutes

Welcome to ClickZ Underwear, your essential newsletter for underwear eCommerce professionals.

Attribution Angle 🎯

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

BRAND STRATEGY

Calvin Klein is refocusing on its core products, like underwear and denim, rather than high fashion, to bolster growth. CEO Stefan Larsson emphasizes digital sales growth and operational efficiency, requiring precise marketing measurement. This strategic shift aims to align product focus with measurable business outcomes, a crucial insight for marketing professionals.

STRATEGIC PARTNERSHIPS

Palm Angels partners with Area B to introduce its new underwear line across the EMEA region, leveraging Area B's 20-year expertise in beachwear and underwear. This strategic move, following Palm Angels' acquisition by Bluestar Alliance, aims to capture new markets by providing high-quality, affordable products, enhancing brand positioning among marketing professionals.

SWIMWEAR DESIGN FUSION

Tom Daley's collaboration with adidas introduces a swimwear line that fuses knit aesthetics with high-performance design, emphasizing eco-conscious materials and inclusivity.

This collection reflects emerging trends in environmentally sustainable fashion and highlights the growing consumer demand for diverse, expressive swimwear options. Marketers can capitalize on these trends by focusing on personalized and sustainable product offerings.

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.

ClickZ is a ClickZ Media publication in the DTC eCommerce division