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- ClickZ Underwear | 🧠 Outthink Last Click Attribution
ClickZ Underwear | 🧠 Outthink Last Click Attribution
Plus, Kusha Kapila launches Underneat, fusing social media influence with DTC scale.
Sophie Bruxner-Randall
April 09, 2025 • Estimated Reading Time: 31 minutes
Welcome to ClickZ Underwear, your essential newsletter for underwear eCommerce professionals.
Editor’s Pick 🌟
 | Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search: 🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results. |
🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.
Why? With extensive product catalogs and diverse customer segments, large brands can leverage PMAX's AI-driven optimization, while smaller brands benefit from the precision targeting of Paid Search to capture high-intent traffic while still leveraging PMAX for efficiency
Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.
FASHION INFLUENCE
Britney Spears pioneered the exposed-bra trend 24 years ago, setting a precedent for its use in fashion as a bold statement rather than a hidden garment. Her style choices from the early 2000s, including iconic events like the Teen Choice Awards, demonstrate her influence in transforming lingerie into a fashion staple, an insight pertinent to marketers looking to understand how past icons continue to shape current trends. Marketers can draw strategic insights from Britney's ability to personalize and popularize fashion statements, which remains crucial for branding and consumer engagement.
MARKETING CAMPAIGN
Bonds has launched its "Made for Down Under" campaign in the U.S., showcasing Australian laid-back culture through underwear styled by Robert Irwin and music icon Tkay Maidza. This campaign ingeniously capitalizes on the unique association of Australians with comfort amidst risks like wildlife, highlighting Bonds' century-long expertise in creating comfortable clothing. As the campaign rolls out across multiple channels, it offers a strategic insight into how international brands can culturally tailor marketing efforts to resonate with new audiences.
INNOVATIVE LINGERIE EXPANSION
Parade's launch of the Always On underwire collection marks its strategic expansion into structured bras with features like eco-foam padding and recycled fabrics, targeting consumer demand for comfort paired with structure. This move, following industry trends, highlights the brand's focus on community-driven innovation and inclusive marketing campaigns, offering marketing professionals insights into aligning product development with consumer feedback.
BRAND LAUNCH
Kusha Kapila has launched the innerwear brand Underneat, targeting women aged 18-40 with affordable and diverse products, backed by Fireside Ventures and Mamaearth's Ghazal Alagh. The brand's relevance for marketers lies in its strategic use of Kapila's extensive social media influence to engage potential customers through interactive campaigns across platforms like Instagram, YouTube, and Twitter. Furthermore, its collaboration with major eCommerce platforms signifies a robust distribution strategy aimed at maximizing market penetration in India.
Expert Insights✍🏼
Tariffs, Trust, and the Future of Intimate Apparel
The intimate apparel industry is entering a new pressure zone. With Trump’s latest tariff announcement targeting key imports—including categories that impact textiles, trims, and core materials used in underwear production—U.S. brands are facing both economic headwinds and evolving consumer expectations. But this moment isn’t just about shielding margin—it’s about recalibrating how value is delivered, told, and experienced.
Tariffs may force price increases, but that doesn’t have to translate to customer resistance—if brands lead with clarity and intentionality. Consumers are more informed than ever. If costs go up, the why needs to be part of the story. Leading brands are already reframing pricing shifts by emphasizing quality, ethical sourcing, and localized production—not as afterthoughts, but as front-facing narratives.
Digital-first innovation remains a core growth driver. Hyper-personalization—through AI fit quizzes, dynamic PDPs, and customized email flows—is no longer a nice-to-have. It’s a way to increase perceived value and reduce returns, especially as price sensitivity climbs. Every consumer should feel like the product was made for them—even if tariffs shaped its final cost.
Influencer partnerships are also being redefined. Intimates require trust, and creators who live within niche, body-positive communities are outperforming traditional lifestyle influencers. They aren’t just promoting—they’re translating fit, function, and emotional comfort into real consumer language.
Sustainability now sits at the intersection of conscience and conversion. For Gen Z and millennials, it’s not fluff—it’s a decision driver. Brands like Parade and Knickey have shown that transparency, recycled materials, and inclusive values create loyalty that pricing alone can’t touch.
📲 Like what you’re seeing?
Influencer Corner 📣
I heard this internal memo of mine is being leaked right now, so here it is:
— tobi lutke (@tobi)
1:07 PM • Apr 7, 2025
Optimization Hub ⚙️
BUSINESS MEASUREMENT FRAMEWORK
Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.
SOCIAL MEDIA MARKETING
Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.
ECOMMERCE OPTIMIZATION
Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.
Your Say 🗣️
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ClickZ is a Contentive publication in the DTC eCommerce division