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ClickZ Underwear | Don’t Put All Your Eggs in One Channel

Plus, Eve Hewson heats up Calvin Klein’s latest shapewear campaign.

Author

Sophie Bruxner-Randall
April 16, 2025 • Estimated Reading Time: 6 minutes

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

Top 5 adtech tools this week: Fospha, Pentaleap, Compliant, Oktopost and Claritas | Performance Marketing World

Top 5 adtech and martech tools this week: from decoding competitor strategies to proving the ROI of in-game ads, here’s our round up of new ways to power up your tech stack.

This week:
– Fospha: Halo tool measures true cross-channel marketing impact on DTC Amazon sales
– Pentaleap: teams up with Vantage to offer retail media networks a unified path-to-purchase
– Compliant: working with Fiducia to boost programmatic media quality for clients
– Oktopost: new Content Marketing Intelligence to decode competitor strategies for B2B clients
– Claritas: teaming up with Anzu.io to prove ROI of intrinsic in-game ads

CULTURE & VIRAL MARKETING

Addison Rae made headlines at Coachella by revealing her album release date—June 6—via a bold message printed directly on her pink underwear during Arca’s performance. This unconventional promo moment not only grabbed viral attention but also underscored the growing power of underwear as a medium for self-expression and statement-making.

For marketers in the intimates space, this offers a fresh example of how celebrity influence, limited-edition messaging, and cultural moments can fuse to amplify brand relevance. It signals an opportunity to reimagine underwear not just as apparel, but as a canvas for storytelling, collaboration, and experiential launches that blur the lines between fashion and entertainment.

WEARABLE TECHNOLOGY

The global Electronic Underwear & Smart Pants market is poised for robust growth from 2025 to 2032, driven by rising consumer demand for health-tracking wearables equipped with biometric sensors. As wearable technology becomes integral in wellness, sports, and healthcare sectors, the integration of AI and IoT enhances product capabilities, fostering market expansion despite challenges like high initial investments and regulatory complexities.

ECOMMERCE INSIGHTS

The intimate apparel industry offers key lessons for businesses, emphasizing customer-centric approaches, inclusivity, innovation, and robust supply chains. These strategies are crucial for marketers aiming to enhance brand loyalty and market presence. Understanding evolving customer dynamics and adapting accordingly ensures sustained business growth and relevance.

CELEBRITY ENDORSEMENTS

Model and actress Eve Hewson features prominently in Calvin Klein's latest shapewear campaign, highlighting strategic use of celebrity influence in product promotion. At 33, the youngest daughter of U2's Bono added aspirational allure by sharing stunning campaign images across social media, garnering significant public engagement. This marketing tactic underscores the power of leveraging celebrity endorsements and social media presence to amplify brand visibility and consumer interest.

QUICK COMMERCE EXPANSION

Clovia's partnership with Zepto brings its innerwear to quick commerce, allowing it to reach over 18 Indian cities with rapid delivery. This move enhances Clovia's omnichannel strategy, addressing consumer needs for speed and ease, which is pivotal as quick commerce expands beyond groceries. Marketers should note the growing intersection of convenience and product categories traditionally reliant on physical touchpoints, signifying shifts in consumer shopping behavior.

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Influencer Corner 📣

Experience Over Possession, Gen'Z Luxury | Juan Campdera

Gen Z values experiences over owning luxury goods, favoring moments they can share and showcase on social media. This has driven demand for experiential luxury like exclusive events, pop-ups, and limited-edition releases that foster community and exclusivity.

+71% Gen Z say they would rather spend money on an experience than a product.

+75% Gen Z beauty consumers claim that "the brand’s values and storytelling" significantly influence their purchasing decision.

The “Marketing & Communication Manager” Starter Pack 👩🏼‍💻 | Emma Bauditz Hansen

Included in the box:
💻 A MacBook that never closes
☕ Coffee, because ideas don’t come without it
🎧 AirPods (always connected to the wrong device)
🕶️ Sunglasses for the lunch breaks outside ofc
 📱 LinkedIn and Canva, where the magic (and mild panic) happens
 💄 A touch of lipstick for a perfectly practiced “I’ve got this” face
& a smile that means “This brand is in good hands”

www.linkedin.com/posts/emmabauditz_marketinglife-linkedintrend-starterpack-activity-7315309227302969344-s_aw?utm_source=share&utm_medium=member_desktop&rcm=ACoAABwRG8wBGGOCpGU3rhxXdxdccfuHSghjYwg

Optimization Hub ⚙️

ACCOUNT-BASED MARKETING

LinkedIn stands out as the premier platform for account-based marketing due to its unmatched targeting capabilities that effectively reach specific companies and roles. Leveraging LinkedIn's tools, such as matched audiences and layered targeting approaches, significantly enhances conversion rates and ROI, as engagement-based strategies increase retargeting prospects by 40%. To maximize LinkedIn's power, marketers should define precise ideal customer profiles and integrate AI-powered tools for dynamic audience optimization.

AI SEARCH STRATEGIES

Google's AI Mode is transforming search by integrating AI-driven, conversational interactions akin to ChatGPT into its platform, reshaping SEO efforts. This demands a focus on generative engine optimization and enhanced content quality, leveraging structured data, and developing authoritative backlinks to remain visible and competitive. AI tools and insights are critical for adapting strategies to this new search paradigm.

AI INVESTMENT STRATEGY

Amazon CEO Andy Jassy underscores the necessity of significant AI investments to enhance customer experiences and maintain competitiveness. With around $8 billion invested in AI startup Anthropic, Amazon integrates AI into its offerings, such as the revamped Alexa voice assistant. This positions the company at the forefront of providing enriched, personalized experiences, serving shareholders and aligning with industry trends.

ClickZ is a Contentive publication in the DTC eCommerce division