ClickZ Underwear Newsletter | 🔥 Savage X Fenty’s Bold Move – First-Ever Pride Collection Revealed

Masterclass Wrap Up ✨

🎯 What Marketers Learned at SXSW

ClickZ had the inside track at Fospha’s SXSW Masterclass series, where industry leaders unpacked the biggest challenges — and opportunities — shaping eCommerce in 2025. Here are the top takeaways:

1. The Amazon Measurement Struggle Is Real — But Now Solvable: At the Halo Masterclass, brands shared how they’ve struggled to measure the impact of off-platform ads on Amazon sales — a consistent challenge we’ve heard across the industry. Fospha’s latest research introduced Unified ROAS, a game-changing metric that connects external ad spend with Amazon performance for the very first time.

2. There’s More Headroom on TikTok and Snapchat Than You Think: Sessions with TikTok and Snap experts revealed that there’s still huge untapped potential for brands on these platforms. Full-funnel strategies, creative best practices, and better targeting are key — and data-driven approaches are already driving real results.

3. It's Time to Quantify the Power of Brand-Building: Upper-funnel investment can’t be ignored — but it also needs to be justified. Fospha’s data shows how to connect brand investment with business impact, making brand-building a measurable growth driver rather than a leap of faith.

📌 Like what you’re reading? There’s more to come. Fospha continues the Masterclass series at Shoptalk Spring (March 25–27, Las Vegas) with sessions on Amazon measurement, TikTok, Snapchat, Applovin, and measuring brand impact.

👉 Explore Masterclasses at Shoptalk Spring

🎯 Exclusive: Get 10% Off Shoptalk Registration

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

👉 Register now using the code RBCLICK269.
👉 Book a Meeting with Fospha

Sector Spotlight 🎥

LINGERIE DESIGN

Design Your Lingerie Collection for Maximum Appeal and Market Success

Designing a standout lingerie collection requires identifying a unifying theme, creating a mood board, and incorporating commercial, innovative, and staple pieces. This approach ensures cohesion and variety, appealing to diverse buyers. Additionally, strategically connecting designs with colors, shapes, and motifs enhances market viability.

INNOVATIVE LINGERIE MARKETING

Innovative Strategy Elevates Women's Strength Through Lingerie in eCommerce Campaign

Bluebella's lingerie ad, featuring Olympian athletes, has ignited discussion over its approach to empowerment versus potential objectification. Positioned as "Strong Is Beautiful," the campaign seeks to redefine beauty standards by showcasing athletic physiques, addressing body image challenges that deter young female athletes. Critics, however, perceive a risk of reinforcing sexualization. For digital marketers in the intimate apparel arena, this controversy underscores the importance of crafting campaigns that merge inclusivity with strategic eCommerce messaging, ensuring they resonate authentically with evolving consumer values and digital-first brand storytelling.

ECOMMERCE BRAND STRATEGY

Savage X Fenty Innovates Lingerie Industry with Strategic Inclusivity and Marketing Excellence

Rihanna's Savage X Fenty innovates inclusivity with the 2025 launch of its first-ever Pride collection, setting a benchmark in the intimate apparel sector. This development underscores crucial trends toward diversity, offering valuable insights into leveraging inclusivity for enhancing consumer engagement and driving direct-to-consumer growth through strategic eCommerce excellence.

ECOMMERCE STRATEGY

Chantelle’s Campaign Blends Elegance with Digital Innovation

Chantelle, in partnership with Fred & Farid New York, launches a transformative 2025 campaign, "Something More," poised to innovate digital marketing in the intimate apparel sector. This campaign intricately intertwines personal identity and self-expression, addressing the modern consumer's yearning for authenticity and connection. By positioning "more" as both a strategic promise and an aspirational mindset, the brand aligns seamlessly with evolving consumer expectations, enhancing its resonance in the digital marketplace.

Utilizing Parisian landscapes, the campaign unfolds through Renaud Cambuzat's emotive visuals that capture individual empowerment and community unity. Such a strategic approach not only solidifies Chantelle's foothold in the U.S. market but also exemplifies how digital marketing can seamlessly integrate storytelling and inclusivity. This campaign serves as a benchmark for digital marketers aiming to craft engaging narratives that evoke emotional connections and drive e-commerce growth, highlighting the pivotal role of authentic branding in fostering direct-to-consumer relationships.

Influencer Corner 📣

Optimization Hub ⚙️

PAYMENTS AUTOMATION

Automation Revolutionizes Payments for Business Growth and Efficiency

American Express highlights payment automation as crucial for business growth, despite only 17% fully automating processes. Streamlined, secure payments enhance operational efficiency and supplier relations, yet cost and security concerns impede adoption. Automation is deemed vital for future growth, emphasizing streamlined payment strategies.

AI-DRIVEN SEO EVOLUTION

Redefine Luxury in Intimate Apparel AI Elevates SEO for Digital Growth

SEO hasn't met its demise with AI's rise; it's transforming. Classic methods endure, but Answer Engine Optimization (AEO) gains traction with AI-fueled search. Excellence demands authority rooted in community, content that's conversational, and dismantled SEO silos. Innovation, persistent adaptation, and strategic dexterity are critical in this ever-evolving environment.

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