ClickZ Underwear | Shoptalk in Five Headlines 🖐️

Editor’s Pick 🌟

📣 Shoptalk in Five Headlines

From marketplace breakthroughs to AI-driven growth, this year’s Shoptalk brought bold predictions and big product reveals. Here are five key headlines shaping the future of retail and eCommerce:

🧠 AI Moves From Buzzword to Bottom Line
Whether driving smarter search or streamlining supply chains, AI was everywhere—and brands are getting serious about turning innovation into efficiency.

📈 Fospha Launches Halo to Measure DTC’s Impact on Amazon
At Shoptalk, Fospha announced the release of its Halo measurement product, bridging the gap between DTC and marketplace attribution. For the first time, marketers can accurately measure the halo effect of their DTC ads on Amazon sales—unlocking new ways to optimize full-funnel performance.

🛍️ Ulta’s Digital Transformation Is Just Getting Started
Ulta Beauty revealed plans to launch a new marketplace and double down on personalization, backed by Adobe and powered by first-party data from its 44M+ loyalty members.

💎 Pandora Reinvents Modern Luxury
From lab-grown diamonds to in-store storytelling, Pandora is redefining what “premium” means—shifting focus from status to personal meaning.

🌐 Marketplace Momentum Is Rewriting the Growth Playbook
From Walmart to Wayfair to startups, everyone’s betting big on marketplaces to drive assortment expansion, experimentation, and new revenue streams.

Sector Spotlight 🎥

CELEBRITY CAMPAIGN SUCCESS

Bad Bunny's Calvin Klein Campaign Generates $8.4 Million in Media Impact

Bad Bunny's collaboration with Calvin Klein generated a substantial media impact value of $8.4 million within 48 hours, underscoring the potent influence of celebrity partnerships in boosting brand visibility. The campaign attracted over 56 million views across Instagram and TikTok, highlighting the strategic potential of leveraging popular platforms for marketing expansion. Calvin Klein’s success with this campaign illustrates a pivotal opportunity for marketers to harness celebrity appeal and social media engagement effectively.

CAMPAIGN HIGHLIGHT

Billie Eilish Redefines Lingerie Fashion with Your Turn Fragrance Campaign

Billie Eilish's Your Turn fragrance campaign showcases her brand's ability to merge modern and vintage fashion trends, resonating with contemporary consumers. Eilish's strategic use of nostalgic styles in promotional imagery highlights her keen understanding of market preferences, positioning her fragrance as a chic accessory. For marketers, this campaign exemplifies the power of blending cultural homage with current fashion sensibilities to captivate and expand target audiences.

CELEBRITY ENDORSEMENTS

Bronny James Partners With PSD Underwear In Exciting NIL Deal

Bronny James, son of NBA star LeBron James, has secured his first Name, Image, and Likeness (NIL) deal with PSD underwear, broadening the marketing potential within youth sports. Already a top high school basketball talent with substantial social media influence, James is forecasted to garner $5.1 million in NIL deals, presenting significant opportunities for brands targeting young, sports-oriented demographics.

RETAIL PROMOTION STRATEGY

Duluth Trading's Annual Event Offers Free Underwear and Lifetime Supply Prizes

Duluth Trading Co.'s 3rd Annual Underwear Trade-Up Event offers marketers a compelling promotional model, engaging customers by exchanging old underwear for new, high-quality products. This event, with a chance to win "Underwear for Life," illustrates an effective loyalty and customer engagement strategy. It highlights how experiential marketing and product giveaways can increase brand visibility and consumer interaction.

BRAND EXPANSION

Rose & Thorne Offers Virtual Bra Fittings for Better Rural Access

New Zealand's Rose & Thorne expands its virtual bra fitting service, enhancing access to professional fittings for rural women who face limited retail options. This digital model offers personalized sizing consultations and a full size range, ensuring expert support without in-store visits, thus addressing a significant gap in the rural lingerie market.

FASHION COLLABORATION

Tommy Hilfiger Innerwear Launches on Myntra Offering Comfort and Style

Myntra's exclusive launch of Tommy Hilfiger Innerwear in India offers a significant opportunity for marketers to leverage premium materials and sustainable fashion, appealing to style-conscious consumers with a focus on quality and environmental responsibility. This launch taps into the rapidly expanding mens innerwear segment, providing a practical example of combining brand reputation with eCommerce growth potential.

Influencer Corner 📣

Expert Opinion🗣️

Why Inclusive Influencer Marketing Is Reshaping Underwear Brand Strategy

In an industry where comfort and confidence go hand-in-hand, underwear brands have a unique opportunity—and responsibility—to lead with authenticity. And increasingly, it’s inclusive influencer marketing that’s making the difference.

The era of perfectly polished celebrity endorsements is giving way to something more real: partnerships rooted in lived experience, not just aesthetics. Consumers don’t just want to see the product—they want to see themselves reflected in the brand. For underwear brands, this is especially critical. You're selling intimacy. Trust. Identity. That means your messaging can’t just resonate—it has to belong to your audience.

Campaigns that succeed today often do so because they prioritize inclusion—not just in visuals, but in voice. Micro- and mid-tier influencers are driving that shift. With loyal followings in the tens of thousands, they may not have Hollywood-scale reach, but their influence is deeper. They speak from within their communities. Their content is less curated, more conversational—and far more convincing.

Take the growing trend of influencer-led product storytelling: real people walking audiences through fit, fabric, feel, and function in ways that studio shoots can’t capture. This doesn’t just boost conversion—it builds long-term brand equity. In fact, recent reports show that brands activating inclusive influencer campaigns see higher engagement, more meaningful UGC, and better digital ROI across the board.

But to do this right, underwear brands need to move beyond transactional influencer deals. The goal isn’t to “check the inclusivity box”—it’s to co-create stories that reflect diverse bodies, lifestyles, and identities. That means aligning with creators whose values naturally mirror your brand’s, and who can build authentic dialogue, not just deliver impressions.

The future of underwear marketing isn’t just about reach—it’s about relevance. And in a category as personal as this one, the brands that win will be the ones who invite everyone to feel seen, supported, and celebrated.

Optimization Hub ⚙️

MARKETING STRATEGIES

Optimize April Marketing for Increased Conversions Through Storytelling and Personalization

April marketing optimizes SMS and email strategies to enhance conversion rates with targeted campaigns around holidays like April Fools, Easter, and Earth Day. Personalized customer experiences and storytelling cultivate loyalty, as AI-driven insights suggest engagement opportunities. Marketers are urged to continuously test and refine messaging.

AI SHOPPING INNOVATIONS

Amazon Launches AI-Powered Interests For Enhanced Personalized Shopping Experience

Amazon's new AI-powered Interests feature allows select U.S. customers to receive personalized product updates tailored to their preferences, showcasing a shift towards proactive eCommerce interactions. Using large language models, it promises a more efficient shopping experience by continuously scanning for relevant products and deals. This initiative highlights an evolving landscape where AI tools streamline consumer engagement, offering marketers insights into enhancing customer personalization.

RETAIL MEDIA EXPANSION

Retail Media Networks Enhance Offerings to Capture Advertisers' Interests

Best Buy, Instacart, and DoorDash are enhancing their Retail Media Networks to attract advertisers seeking transparency and accountability. Best Buy utilizes first-party data for targeting on social platforms, Instacart offers in-store advertising through Caper Carts, and DoorDash introduces post-purchase ads and sponsored placements. These developments highlight the shifting priorities in retail media, emphasizing the growing importance of integrated advertising solutions across digital and physical channels for marketing professionals.

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