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  • ClickZ Underwear | Underwear Goes Green: Seacell & Regenerative Cotton Lead the Way

ClickZ Underwear | Underwear Goes Green: Seacell & Regenerative Cotton Lead the Way

Plus: Petal Ash’s bio-based fabric is rewriting the luxury lingerie playbook.

Author

Sophie Bruxner-Randall
April 23, 2025 • Estimated Reading Time: 6 minutes

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

BEAUTY MARKET TRENDS

The global sexy lingerie market is forecasted to grow from $42.5B in 2025 to $95.6B by 2032, fuelled by eCommerce acceleration, inclusive sizing, and influencer-led storytelling. Asia-Pacific leads in growth potential, with body positivity continuing to redefine engagement strategies. Yet marketers must navigate persistent pain points like product fit and high return rates, offering opportunities for tech-enabled size solutions and creative retention strategies.

SUSTAINABLE FASHION TRANSFORMATION

Indonesia’s sustainable underwear market is on track to reach $1.2B by 2028, propelled by rising consumer eco-awareness. Diana Intimates is leading this transformation with a focus on TENCEL™ modal and sustainable cotton, appealing to the values of the environmentally conscious Gen Z and millennial shopper. Marketers should take note of how sustainability can act not just as a CSR statement, but as a strategic differentiator in brand positioning and product innovation.

PROMOTIONAL CAMPAIGNS

Amazon’s wedding season sale offers up to 90% off top brands like Clovia and Jockey, using strategic bundling and layered incentives (free shipping, bank offers) to drive urgency and conversions. For performance marketers, this campaign serves as a playbook for harnessing seasonal peaks, leveraging brand equity, and optimizing CTAs for high-volume apparel events.

SUSTAINABLE DESIGN INNOVATION

Petal Ash’s approach to sustainable lingerie highlights Seacell, a bio-based, antimicrobial fabric manufactured in a closed-loop system, as an alternative to traditional lace and silk materials. This strategic focus on circularity and renewable fibers directly addresses growing consumer demand for luxury that aligns with environmental responsibility. Marketers can draw strategic insights from this case, as it demonstrates how material innovation can differentiate brands through authentic, values-aligned storytelling.

SUSTAINABILITY INITIATIVES

Anthropologie’s ongoing partnership with Kiss the Ground spotlights regenerative agriculture as a brand differentiator, leveraging over $250,000 in customer and corporate donations to transition 25,000 acres and support 200+ farmers. Their third certified regenerative cotton collection positions sustainability at the forefront of retail marketing, driving consumer awareness and loyalty.

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Influencer Corner 📣

🚨BRANDS…PLEASE stop doing this.

Too many marketers stop describing their solution 𝘤𝘭𝘦𝘢𝘳𝘭𝘺 once they understand it. 🤣 (Which, I totally get. Once you’ve mastered the solution you no longer act, speak, or teach like a newbie anymore...)

But that’s exactly where the trouble starts.

𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗿𝗲𝗮𝗰𝗵 𝗺𝗼𝗿𝗲 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 𝗹𝗲𝘃𝗲𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀, 𝘆𝗼𝘂 𝗴𝗼𝘁𝘁𝗮 𝗦𝗣𝗘𝗔𝗞 𝗹𝗶𝗸𝗲 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝘄𝗵𝗼 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗸𝗻𝗼𝘄 𝗮 𝘁𝗵𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗼𝗿 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻.

B2B marketers are eating your lunch. And they’re doing it with an ad…

DTC brands, B2B marketers are crushing it with an ad format you’re missing. The trick? Founder-first LinkedIn posts.

Forget the fluffy brand talk—share real product-building insights: prototypes, feedback, debates, and decisions. It sparks genuine engagement, builds community, and drives top-of-funnel traffic.

When founders speak directly to the audience, they convert. Why isn’t your brand doing this yet?

Optimization Hub ⚙️

PERFORMANCE MARKETING

Setting up a Google Ads campaign that delivers measurable ROI requires marketers to focus on precise keyword research, tightly themed ad groups, conversion tracking, and disciplined budget management. Effective campaigns prioritize search intent and avoid wasted spend by excluding broad match and vague keywords. This approach grants actionable clarity, making it essential for professionals aiming to maximize efficiency in eCommerce and service-based lead generation.

CTV MARKETING STRATEGY

CTV advertising is gaining traction as marketers react to tariff-driven economic uncertainty by reallocating budgets from linear TV to measurable, performance-focused channels. With 81% of U.S. advertisers prioritizing accountability, CTV’s advanced targeting and real-time optimization ensure both reach and ROI without sacrificing visibility. This shift offers marketers actionable ways to make every media dollar more effective in uncertain conditions.

DELIVERY INNOVATION

Walmart’s adoption of geospatial data science technology expands delivery coverage to 12 million more U.S. households, offering improved accuracy and real-time logistics that facilitate same-day service and consolidated order fulfillment. Marketers should note this as a critical shift in last-mile delivery capabilities, redefining consumer access and expectations in eCommerce fulfillment.

ClickZ is a Contentive publication in the DTC eCommerce division