ClickZ Underwear Newsletter | 🩲 Ann Summers Goes Global – What Marketers Can Learn

Editor’s Pick 🌟

The Secret to Winning with PMax and Search

Are your PMax and Search campaigns working against each other, or in perfect harmony? Fospha's groundbreaking PMax & Search Playbook proves the hidden power of their combined force, revealing the secrets to maximizing your ROI.

• The PMax & Search Power Couple: Discover the optimal budget split between Performance Max and Google Search, driving maximum ROAS and unlocking unprecedented growth.

• Convert More Customers, More Efficiently: Learn winning creative strategies that make every ad dollar count, turning clicks into conversions with precision.

• Real Blueprints from Industry Leaders: See how brands like Samsonite and END. Clothing are turning these insights into tangible, scalable growth.

Gain the competitive edge you need in the Google advertising space. Understand the true impact of your PMax and Search campaigns and outperform competitors with the latest data.

🔗 Download the PMax & Search Playbook 🔗

Sector Spotlight 🎥

LINGERIE EXPANSION

Ann Summers Partners With Liwa to Expand Into the Middle East Market

Ann Summers has entered a strategic partnership with Liwa Trading Enterprises to expand across the Middle East, tapping into the region’s growing $1.7 billion lingerie market. The collaboration combines Ann Summers’ bold brand identity with Liwa’s regional retail expertise, enabling both physical retail and eCommerce growth across the Gulf.

For performance marketers, this signals a key opportunity to drive localized digital campaigns, explore cross-border eCommerce strategies, and tailor messaging to regional preferences—positioning Ann Summers for success in a high-growth, underserved market.

BASKETBALL-INSPIRED FASHION

Comfort-Driven Basketball-Inspired Undergarments Energized by March Madness Excitement

Tommy John's Tournament Collection, inspired by the energy of March Madness, introduces moisture-wicking, basketball-themed undergarments that offer superior comfort and performance, appealing to both athletes and fans. Endorsements by NBA stars boost credibility, showcasing the collection as a prized addition for those seeking premium comfort in their sportswear.

MEN'S FASHION TRENDS

Discover Premium Men's Underwear Brands Elevating Everyday Comfort and Style

This article spotlights four standout men's underwear brands—CDLP, Hanro, Skims, and Sunspel—recognized for their sophisticated designs, high-quality materials, and comfortable fits. These brands offer unique products that cater to a growing consumer demand for premium, comfortable everyday essentials, keeping style-conscious men informed on the latest trends.

BRAND CAMPAIGN HIGHLIGHT

Chantelle's New Campaign Explores Identity and Self-Expression Through Underwear

Chantelle’s new campaign, “Something More,” crafted with Fred & Farid New York, signals a deliberate shift toward emotional brand storytelling in the underwear sector. By anchoring the campaign in themes of authenticity, self-expression, and identity, Chantelle moves beyond functional messaging to embrace a values-driven narrative that resonates with a new generation of consumers—particularly Gen Z and Millennial shoppers who prioritize emotional connection and brand purpose.

Set in Paris, the campaign blends minimalism and vulnerability to challenge traditional notions of lingerie marketing, steering away from hypersexualization and instead spotlighting confidence and personal empowerment. For eCommerce and performance marketers, this offers a blueprint for developing content that drives deeper engagement, boosts brand loyalty, and supports long-term customer lifetime value by aligning product with cultural relevance and emotional storytelling.

Influencer Corner 📣

Optimization Hub ⚙️

INSTAGRAM ENGAGEMENT STRATEGIES

Boost Instagram Engagement by Focusing on Interactive, Creative Content Creation

To improve Instagram engagement, create captivating content and leverage interactive features like Reels and Stories. Engage actively by responding to comments and direct messages, applying strategic hashtags, and collaborating with influencers. These approaches enhance visibility and cultivate a loyal audience, thereby improving overall marketing performance on the platform.

SEO STRATEGIES

Google Perspectives Emphasizes Authentic Content and Community Discussions for Better SEO

Google Perspectives, now called Forums, emphasizes authentic community discussions in search results. It's crucial for marketers to focus on authentic engagement across platforms like Reddit and Quora. By leveraging community forums and user-generated content, brands can enhance visibility and reputation, improving both branded and non-branded SEO efforts.

AI-DRIVEN MARKETING

Generative AI Transforms Consumer Decision-Making and Enhances Brand Engagement Potential

Generative AI is becoming integral to consumer decision-making by enhancing search and discovery processes, especially for complex purchases like travel and financial services. Brands should utilize AI for SEO optimization and content creation, aligning with Google's E-E-A-T principles to improve visibility and build trust in a shifting digital landscape.

Your Say 🗣️