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ClickZ Underwear | How Knix Rewrote Women’s Marketing
Plus: West Ham x Modibodi put period-proof underwear on the pitch
Zihan Lyu
August 06, 2025 • Estimated Reading Time: 5 minutes
ClickZ Underwear
This week, here’s what’s happening in the world of intimate commerce:
- Skims’ new face wrap sparks consumer trust storm.
- Savage x Fenty campaign shortlisted for community-first award.
- Knix blueprint shows how real bodies drive DTC loyalty.
🌟 Editor’s Pick - Incrementality Over Instincts
Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.
That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.
Highlights include:
Why Last Click dramatically undervalues upper-funnel marketing
Predictive modeling uncovering up to 80% more revenue potential in Meta
How brands found the confidence to reallocate budget and scale new channels
How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact
As Andy King, Head of Performance Marketing at NBrown, put it:
“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”
👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.
📌WEEKLY MUST-KNOWS
BRAND RISK & ETHICS
Skims Face Wrap Release Sparks Backlash Over Body Image
Skims unveiled a $48 “Seamless Sculpt” face wrap and was immediately accused of monetizing female insecurity. The blowback highlights escalating consumer scrutiny of beauty-adjacent claims and the reputational cost of perceived body-shaming products. Digital marketers must tread carefully as social platforms amplify brand missteps in real time.
SPORTS PARTNERSHIPS
West Ham United and Modibodi Debut Period-Proof Kit
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The move normalizes menstrual products in mainstream sport and opens a new sponsorship lane for intimate-apparel marketers targeting performance and inclusivity. |
CELEBRITY ADVOCACY
Deion Sanders Partners with Depend After Cancer Battle
Fresh off beating bladder cancer, coach Deion Sanders signed on with Depend to champion incontinence awareness. The authenticity of his health journey reframes adult-care underwear as a badge of resilience, signaling growth potential in underserved wellness niches and the power of purpose-led celebrity endorsements.
ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list. We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue. Wednesday, 13 August | 4:30 PM (Day 3) 📍 5 minutes from the venue (details shared upon RSVP confirmation) |  |
If you’re serious about the next wave in commerce, this is the spot to be.
Spots are limited—grab yours now.
⚡QUICK READS
Savage x Fenty, Glow Recipe and K18 are 2025 Glossy Pop Awards finalists: Rihanna’s lingerie line is a finalist for Best Brand-Influencer Collab, underlining community-first storytelling as table stakes for 2025 campaigns. (More)
Knix Playbook Shows Real Bodies Drive DTC Loyalty: Shopify’s Knix case study details how unretouched, size-inclusive creative overturned 200 investor rejections and built a leak-proof empire. (More)
Comfort Beats Compression In 2025 Shapewear Rankings: Good Housekeeping’s 80-tester study crowns Spanx mid-thigh shorts, reinforcing consumer pivot toward breathable, all-day wear over extreme contouring. (More)
ClickZ is a ClickZ Media publication in the DTC eCommerce division