ClickZ Underwear | How Sweaty Betty’s Brand Spend Drove a 2.3% AOV Uplift

Editor’s Pick 🌟

The Swearty Betty: 2.3% AOV Uplift from Brand Spend! 🚀

Sweaty Betty knew their brand campaigns delivered, but proving it? That was the challenge. The brand partnered with Fospha, they applied a Bayesian network model to their data, exposing the causal link between awareness spend and business outcomes like AOV.

The breakthrough? Identifying engaged visits and branded search impressions as key predictors of downstream results. These became core KPIs and Sweaty Betty could scale brand spend with confidence.

The result? A 2.3% uplift in AOV among new customers after their integrated brand campaign, reinforcing the strong relationship between awareness and pricing power. Read the full research and learn how to unlock stronger pricing power here.

Sector Spotlight 🎥

RETAIL EXPANSION

Skimpies DTC Brand Takes Bold Step with TJ Maxx and Marshalls Launch

Skimpies, a TikTok-viral DTC brand specializing in organic cotton liners, launches limited-time product drops at TJ Maxx and Marshalls, aiming to leverage the off-price retail environment for broader consumer reach. This strategic move addresses consumer demand for in-person shopping experiences akin to the brand's successful TikTok Live sessions, despite risks in price perception.

LINGERIE CAMPAIGN LAUNCH

Jennie Garth Debuts First Lingerie Campaign at 53, Embracing Confidence

Jennie Garth, at 53, has launched her first lingerie campaign, partnering with ThirdLove to promote body confidence and self-acceptance amidst menopause challenges. The campaign highlights the brand's innovative lingerie made with natural volcanic minerals, appealing to women seeking comfort during health transitions. This marketing move leverages Garth’s authentic narrative, reinforcing her relatable journey for broader engagement with middle-aged women facing similar challenges.

LINGERIE DESIGN

Maxine Kelly's Lingerie Designs Celebrate Everyday Sensuality For All-Day Wear

Maxine Kelly of Underlena launches her own lingerie line, targeting everyday sensuality with designs made from sustainable materials in Portugal, addressing a market gap for comfortable, elegant underwear. Her collection, inspired by customer insights, includes affordable options like briefs, string bikinis, and thongs. This strategic expansion complements industry trends towards sustainability and customer-centric designs, offering marketers insight into aligning product development with consumer needs.

PRODUCT LAUNCH

XYXX Unveils Seamless Men's Vest and Innovative Swimwear Collection

XYXX launched its first seamless vest and Quick Dry Swim Shorts, marking a significant advance in men's innerwear technology. The seamless vest, made of super combed cotton, offers comfort and a sleek silhouette for daily wear, while the Quick Dry Swim Shorts feature fast-drying polyester for convenience. These innovations highlight a commitment to evolving men's basics, aligning with the modern consumer's demand for comfort and practicality.

Optimization Hub ⚙️

INCLUSIVE MARKETING

Pride 2025 and the Retail Balancing Act

Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.

SOCIAL MEDIA MARKETING

Pinterest Enhances Pin Recommendations with New TransActV2 Ranking Model

Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.