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- ClickZ Underwear | Can lingerie really drive long-term brand equity?
ClickZ Underwear | Can lingerie really drive long-term brand equity?
Plus, Agent Provocateur’s SS25 swim drop leans into cultural iconography
Sophie Bruxner-Randall
June 25, 2025 • Estimated Reading Time: 7 minutes
Welcome to ClickZ Underwear, your essential newsletter for underwear eCommerce professionals.
Lions Unleashed 🦁
What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha
At Cannes Lions this year, one word kept surfacing: brand.
In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.
As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”
He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.
To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.
MARKETING CAMPAIGN
Agent Provocateur's SS25 swimwear campaign featuring model Kim Turnbull, shot in Ibiza, aligns with the brand's tradition of blending fashion and cultural icons. The collection’s vibrant, daring design embodies empowerment for women, extending the brand’s appeal to the global market. This release exemplifies a strategic focus on brand longevity and consumer engagement through evocative storytelling and captivating imagery.
FASHION AESTHETICS
Janhvi Kapoor's embrace of the "innerwear as outerwear" trend, showcased in her recent Miu Miu ensemble, exemplifies the evolving fashion landscape that blends lingerie with streetwear, providing marketers with insights into current consumer aesthetics. Her strategic use of Instagram to reveal behind-the-scenes preparation further highlights social media's role in amplifying brand visibility and engagement. Miu Miu's daring aesthetic reflects a trend towards bold, innovative marketing strategies in the high-fashion industry.
FASHION TRENDS
Shirley Setia captivates the fashion world with her impressive green bra and underwear ensemble, combined with an oversized overcoat, offering marketers a case study on the power of seamless style and elegance. Her natural radiance and confident presentation highlight the aspirational quality that fashion brands can achieve, aligning with consumer desires for bold, yet achievable style records. This look emphasizes the importance of precise visual storytelling in enhancing brand perception and engaging target audiences effectively.
FASHION MILESTONE
Angelique Lingerie celebrates its 20th anniversary by emphasizing size inclusivity and customer empowerment through high-quality, diverse lingerie. The anniversary includes a sale and expanded sizing, highlighting its commitment to female confidence and individuality, cru
🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha
While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.
The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.
Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.
You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.
📥 Download the full report below
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👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.
Optimization Hub ⚙️
ECOMMERCE TRENDS
In 2025, eCommerce marketing is driven by five crucial trends:
personalization and enhanced customer experiences using data and AI
the rise of mobile commerce and shoppable content
the impact of social commerce coupled with influencer marketing
the importance of data analytics and marketing automation
the evolving roles of SEO and content marketing.
These trends highlight the strategic use of technology and platforms in capturing and retaining customers, emphasizing the need for tailored experiences, efficient data handling, and adaptive marketing strategies for professionals in the field.
GEOGRAPHIC INSIGHTS
Geographic Insights and Activation (GIA) on Amazon DSP empowers marketers to efficiently tap into underpenetrated markets by leveraging Amazon's first-party data.
This tool enables advertisers to identify high-potential geographic areas, optimize campaigns, and combine online and offline sales data for improved reach and ROI. By addressing challenges of localized personalization and operational friction, GIA offers a precise means to enhance advertising effectiveness and expand customer bases.
ClickZ is a ClickZ Media publication in the DTC eCommerce division