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ClickZ Underwear Newsletter | What Every eCommerce Leader Was Talking About at eTail West

Plus, Technological advancements boost erotic lingerie sales.

Author

Sophie Bruxner-Randall
March 05, 2025 • Estimated Reading Time: 8 minutes

Welcome to ClickZ Underwear, your essential newsletter for underwear eCommerce professionals.

Retail Rewired 🔥

Rising Costs, AI & the Halo Effect—Key Takeaways from eTail West

The Fospha team had an amazing time at eTail West last week, connecting with eCommerce leaders and diving into the biggest challenges and opportunities shaping the industry. Here are the top trends we saw dominating the conversation.

📈 Brands Are Navigating Rising Ad Costs & Complexity

With CPCs on the rise, brands are doubling down on efficiency— looking for opportunities to optimize their marketing mix and making the most owned channels like email, SMS, and loyalty programs.

🤖 AI-Driven Personalization Is Scaling Up

AI is transforming customer interactions in real time. Hanky Panky shared how AI powers their acquisition, site experience, and retention efforts—including automating 50% of customer service interactions to free up human agents for high-value customers.

💡 The Halo Effect Is Real

At Fospha, we're always talking about the impact of TikTok, YouTube, and Meta ads on third-party sales channels like Amazon. At eTail West, Ross Wakeham from TikTok reinforced that this ‘spillover’ effect is a huge measurement opportunity for brands.

If you’re interested in learning more about the halo effect, you can lead our latest research here. 🔗

Attending SXSW?

FASHION INNOVATION

Calvin Klein ventures into shapewear, aiming to compete with industry leaders like Skims. The brand's debut collection features innovative garments designed for style and functionality. Marketed through high-profile campaigns, it's positioned to capture market interest. With prices from $34 to $104, Calvin Klein enters this burgeoning fashion segment.

FASHION ECOMMERCE INNOVATION

Teyana Taylor's partnership with Victoria's Secret signifies a shift in intimate apparel marketing, blending lingerie with streetwear for digital commerce success. Her collection's bold aesthetics and inclusive offerings provide a model for innovative marketing and eCommerce engagement, illustrating effective brand evolution and consumer interaction within the U.S. digital marketplace.

SHAPEWEAR EXCELLENCE

CYSM Shapers deploys Women's Day as a marketing opportunity, highlighting advanced shapewear that promotes inclusivity and empowerment. By integrating skincare technology and an inclusive product range, the brand enhances its appeal in the eCommerce space. The focus is on aligning innovation with digital growth strategies pertinent to U.S. marketers.

BRAND COLLABORATION

Hanes' collaboration with Urban Outfitters aims to rejuvenate its innerwear segment by appealing to younger consumers. The partnership presents a fresh platform for Hanes, which saw a 4.5% revenue increase in Q4 2024. Urban Outfitters faces a 3.5% sales decline, yet potential growth is anticipated in fiscal 2026.

SUSTAINABLE RETAIL PRACTICES

Sustainability in specialty retail is transforming from a mere trend to a business imperative, driven by consumer demands for ethical practices and environmental consciousness. Reports show a substantial shift towards sustainability, with consumers increasingly avoiding environmentally harmful products and favoring those with minimal packaging and ethical sourcing. Independent retailers possess an advantage in this landscape; they can swiftly adapt to these demands, offering not only sustainable products but also crafting engaging narratives around their green practices. This narrative goes beyond product stories to encompass business operations, building trust and loyalty, particularly with the influential Gen Z demographic.

Implementing sustainable strategies presents a unique opportunity for underwear and intimates retailers to enhance brand reputation and profitability. Practices like supporting local economies, reducing packaging waste, and introducing eco-friendly solutions like LED lighting and efficient refrigeration can significantly improve operational efficiency and customer perception. By integrating such strategies, retailers can align with evolving consumer values, offering a competitive edge. As the market matures, savvy retailers who capitalize on sustainability and leverage tools like AI for operational enhancement will secure a robust position in this evolving retail landscape.

LINGERIE MARKET TRENDS

The Erotic Lingerie Market is expanding due to technological advancements, rising demand, and an expanding customer base. Key players like Victoria's Secret and Agent Provocateur leverage insights from the Coherent Market Insights report, offering strategic growth opportunities. This detailed analysis aids stakeholders in making informed business decisions, emphasizing future market trends.

Influencer Corner 📣

ClickZ.com on LinkedIn:  E-commerce search is evolving—fast.

Shoppers today don’t want to type generic keywords and sift through irrelevant results. They want AI to understand what they mean—instantly.
💡 Imagine telling a retailer:
🗣️ "I need a gift for a six-year-old who loves Legos."
✅ AI gets it. It curates the perfect selection without endless scrolling.

🔊 Listen to George J Kanuck III, CRO of Monetate, as he breaks down to Mairi-Claire Tay how AI-driven search and real-time personalization are transforming online shopping.

Jure Knehtl on LinkedIn: Ugly ECOM truth #4 🐺 

E-commerce is EASY.

But not for everyone.

It's easy if you are selling products that:
> COGS < 25%
> Scalable selling to new customers with paid ads with a positive contribution margin
> Impulsive buy or shorter time to purchase
> Solves real pain problem to a broad TAM
> Is consumable, has potential subscription
> Great for bundles and potential for follow-up products
> Short lead time
> Social media friendly (Influencers & Creators)
> Low competition + High demand
> Rising trend/growing market
> Inbuild re-occurrence

If NOT, it will be HARD to find success in 2025.

Optimization Hub ⚙️

ECOMMERCE INNOVATION

Klaviyo flows transform digital marketing in intimate apparel eCommerce, elevating email and SMS precision. Triggers like segment and price-drop drive strategic engagement. With AI-driven flow optimization, seamless integration with Shopify fosters inclusivity and community engagement. Implementing flows for welcome, cart abandonment, and post-purchase stages fosters retention and drives direct-to-consumer growth strategically.

INNOVATIVE BRAND INSIGHTS

Brandwatch's TikTok Mentions API integration elevates digital marketing strategies, offering AI-driven insights crucial for brand management and community connection. Serving as a TikTok Marketing Partner, Brandwatch converts platform data into actionable intelligence, enabling brands to refine strategies, identify shifts in trends, and strengthen direct-to-consumer (D2C) engagement pathways. This collaboration heralds accelerated, insightful marketing evolution.

AMAZON MARKETPLACE TACTICS

In the competitive realm of Amazon, triumph hinges on data-driven strategies such as keyword rank tracking and meticulous metrics analysis for listing optimization. Scaling involves creative tactics like leveraging sponsored ads, product bundling, and Amazon Global expansion. These approaches empower eCommerce professionals in intimate apparel to strategically bolster market presence and champion inclusivity.

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ClickZ is a Contentive publication in the DTC eCommerce division