ClickZ Underwear Newsletter | Shaping the Future of Intimates

🛑 Before We Get Into It…

🚀 eTail West 2025 is almost here! Want the inside track on game-changing trends, must-know insights, and key takeaways from the event?

Sector Spotlight 🎥

FASHION RETAIL INNOVATION

Nike Collaborates with Skims for a Groundbreaking Direct-to-Consumer Activewear Launch

Nike's partnership with Skims heralds a compelling foray into the activewear domain with NikeSkims, ingeniously merging Nike's athletic prowess with Skims' dedication to inclusivity in women's fashion. Scheduled for a spring 2025 debut, this innovative brand promises high-performance training apparel, with future plans for expanding into footwear and accessories. This collaboration exploits Nike's cutting-edge textiles like Dri-Fit, crafting an innovative path for Skims' design ethos. Heidi O’Neill highlights this venture as a synergistic blend of athlete-verified excellence and body-positive inclusivity, spotlighting empowerment and appeal.

In the context of intimate apparel and digital marketing, this initiative exemplifies a strategic response to recent market fluctuations faced by Nike. By reinforcing its commitment to inclusivity and strength in design, NikeSkims presents a galvanizing narrative, aiming to enhance Nike's rapport with female athletes amid mounting competition. Alongside Amy Montagne's assurance of meeting global women's evolving needs, this partnership signals a keen repositioning—rich with community engagement potential and D2C growth opportunities—that digital marketers in the industry would do well to monitor and strategically incorporate.

ECOMMERCE STRATEGY

Ruby Cup Transforms eCommerce with Inclusive, Innovative Period Care Strategy

Ruby Cup's innovative launch for its sustainable period underwear disrupts traditional norms with its all-women led campaign in the London Underground in the UK. Driven by Elena Picchi, this initiative merges sustainability with inclusivity and community engagement. Backed by strategic social media and eCommerce strategies, it redefines digital marketing excellence in the intimate apparel sector.

FASHION TRENDS

Gen Z Adopts Luxe Style Embraces Comfort with Big Knickers

Gen Z's shift from casual sex to more conservative behaviors, like wearing high-coverage underwear, signals emerging market trends. Retailers, like Matalan, are capitalizing as 'big knickers' dominate sales, reflecting Gen Z's evolving values. This trend presents strategic opportunities for marketers to align with changing social norms and consumer preferences.

LUXURY ACTIVEWEAR LAUNCH

Lively Launches Sophisticated Activewear for Empowered Women Seeking Style and Comfort

Lively, known for affordable bralettes, expands into activewear with sports bras, targeting fashion-forward women. Founder Michelle Cordeiro Grant emphasizes style, comfort, and functionality. The launch responds to customer demand and Instagram trends, positioning Lively as a competitor to giants like Lululemon and Nike in the evolving activewear market.

INCLUSIVE LINGERIE INNOVATION

Edge O' Beyond Debuts Inclusive, eCommerce-Ready Valentine's Lingerie Collection

Edge O' Beyond strategically introduces the Amaya Valentine's collection, emphasizing inclusivity and sustainable luxury. Crafted with French Leavers lace, it spans A-HH cup sizes, integrating design with inclusive values. This launch underscores innovative eCommerce strategies, enhancing digital market engagement and positioning the brand advantageously for D2C success within the intimate apparel sector.

FEMTECH EXPANSION

Snuggs Secures $5M to Revolutionize European Period Care Market Expansion

Snuggs, a Czech-founded femtech startup, secured a $5.2 million investment from TripleB to boost European and global expansion. Specializing in sustainable period underwear, Snuggs targets growth with enhanced retail presence, workforce expansion, and product development, positioning itself strongly in the European market against competitors like Thinx and Modibodi.

APPAREL BREAKTHROUGH

Transform Inclusions as Cacique's Smart Lift Bra Elevates Market with Strategic Design

Cacique Intimates unveils Smart Lift, an avant-garde unlined bra that elevates digital marketing strategies with its comfort and broad size range. Its innovative design caters to diverse body shapes, spotlighting inclusivity. This launch fortifies Lane Bryant's direct-to-consumer growth, exemplifying cutting-edge strategies in U.S.-based intimate apparel eCommerce.

Influencer Corner 📣

Optimization Hub ⚙️

MARKETING STRATEGY

Brands You Want to Bite

Why do some products feel irresistible before you even try them? Think Rhode’s caramel-drizzled lip balms and Jacquemus' butter-stacked visuals, they both tap into something deeper than aesthetics—they trigger craving.

Brands are using sensory marketing to spark instant desire, from food-inspired packaging to ASMR-worthy textures. Touch, scent, and even sound are shaping how we shop, making products feel indulgent before they even land in our hands.

This shift is about the science of attraction.

METAVERSE STRATEGIES

Metaverse Marketing Innovate Intimate Apparel Strategies for Digital Growth and Engagement

The metaverse is reshaping advertising with dynamic virtual experiences, exemplified by Gucci's digital fashion and Nike's Nikeland. This realm offers unprecedented engagement and real-time data insights while navigating privacy and accessibility challenges. Success hinges on strategic partnerships and innovative content for digital marketers aiming for eCommerce growth in this evolving landscape.

ECOMMERCE TRENDS

Overcome Purchase Barriers and Elevate Your eCommerce Game with Seamless Shopper Experiences

The FedEx 2025 eCommerce Trends to Watch Report highlights that 97% of consumers abandon online purchases due to inconvenience. It stresses the necessity for seamless transactions and convenience, such as home delivery and free shipping, to maintain customer loyalty and adapt to shifting consumer behavior across generations.

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