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  • ClickZ Underwear Newsletter | Your Amazon Strategy is Missing THIS 🔎

ClickZ Underwear Newsletter | Your Amazon Strategy is Missing THIS 🔎

Plus, GQ identifies the best men's underwear brands

Author

Sophie Bruxner-Randall
February 26, 2025 • Estimated Reading Time: 7 minutes

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

The Growth Hack 🔥

@clickz_official

🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more

Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.

With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.

Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.

DIGITAL REBRANDING

Curvy Kate's rebranding unveils a modern logo and dynamic campaign images to strategically enhance its market position, particularly in the US. By focusing on DTC growth and community engagement, the brand aims to elevate inclusivity and strengthen eCommerce channels, as emphasized by non-executive director Antonio Marsocci.

FASHION COLLABORATION

Victoria's Secret collaborates with Altuzarra to target younger consumers, expanding into apparel with a focus on the Pink line and VSX athleticwear. New collections aim to merge intimates with ready-to-wear fashion. Altuzarra also embraces leadership changes for growth. This partnership highlights the brand's repositioning.

MEN'S LUXURY UNDERGARMENTS

GQ identifies the best men's underwear brands, emphasizing comfort, support, and style. Skims leads with exceptional fit and aesthetics, while Calvin Klein and Lululemon excel in breathability and functionality. High-performing brands, from affordable to premium, cater to varied preferences, offering insights into consumer trends for industry experts.

FASHION CAMPAIGN

The UK’s Marks & Spencer's 'Make an Understatement' campaign redefines digital marketing strategies by unifying women's and men's underwear lines, showcasing 360 Flex technology for enhanced style and comfort. This initiative capitalizes on M&S's dominance in bras and men's underwear, aiming to expand community engagement and inclusivity by reaching 183 million potential customers across digital platforms.

MENSTRUAL MARKET INNOVATION

Healthfab aims to transform India’s menstrual hygiene market with reusable period panties, betting on consumer behavioral shift toward sustainability despite challenges. Their strategic focus involves expanding reach and lowering pricing to balance affordability and growth, supported by significant investor backing and increased awareness from platforms like Shark Tank India.

SHAPEWEAR LAUNCH

SPANX is pushing shapewear innovation forward with its SPANXshape Invisible Supima Cotton collection. By combining LYCRA elastane with single-layer Printed Power technology, the brand delivers durable, sweat-wicking, and ultra-light shapewear that aligns with demand for comfortable, everyday support. As comfort-driven shapewear continues to disrupt the category, brands that focus on premium materials, seamless fit, and performance-driven messaging will be best positioned to capture market share.

Influencer Corner 📣

Barry Hott on LinkedIn: Make beautiful ads! Seriously. If your brand is at significant scale, you should invest in polished, high-production ads!

Yes, I, the "make ugly ads guy" am saying you can go make pretty ads and run them on TV, YouTube, or other placements where consumers want and expect to see that style of content (or where they can't skip it 😅) and it will probably benefit your business significantly...

BUT do not expect them to perform well or be relevant to your audiences on TikTok or IG/FB, especially not as an ad.

Attending eTail Palm Springs?

Optimization Hub ⚙️

AD PLATFORM EVOLUTION

Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.

"It’s great to see the shift away from the fundamentally broken model of user-level and cookie-based MTA, which has been eroded by signal loss from privacy changes. Since iOS 14 and ATT, opt-out rates have hit ~75%, leaving major measurement gaps. A machine learning probabilistic approach is the way forward."

AMAZON MARKETING MASTERY

Optimize Amazon advertising to protect budget and enhance revenue: sharpen negative keyword strategies, refine campaign organization, embrace dynamic bidding, improve ad placement, and synchronize product pages with ads. Mastering these strategies elevates ad efficiency, trims unnecessary spending, and sustains competitiveness in Amazon's dynamic digital landscape, fostering eCommerce advancements.

Social Media Marketing

📍 Seattle, Washington, USA

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