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- ClickZ Underwear | What Marketers Can Learn From Song Ji-hyo’s Underwear Empire
ClickZ Underwear | What Marketers Can Learn From Song Ji-hyo’s Underwear Empire
Plus, see how influencers are doubling as founders—and driving sales.
Sophie Bruxner-Randall
May 07, 2025 • Estimated Reading Time: 8 minutes
Welcome to ClickZ Underwear, your essential newsletter for underwear eCommerce professionals.
Editor’s Pick 🌟
ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:
More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.
Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.
Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.
Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.
BRAND LEADERSHIP
Actress Song Ji-hyo’s dual role as CEO and lead designer of Nina Song underscores a growing trend: high-profile talent leveraging personal branding for full-stack ownership in DTC fashion. By overseeing design and brand strategy, Ji-hyo enhances authenticity and control—two factors increasingly driving consumer trust. Nina Song’s rapid growth following YouTube exposure highlights the compounding effect of influencer-led storytelling, offering marketers a clear case study on how integrated creator-led leadership can accelerate traction and conversions in the competitive underwear market.
LUXURY FABRIC TRENDS
The global underwear lace fabric market is poised to achieve a CAGR of 5.1% from 2025 to 2034, driven by growth in the lingerie, sleepwear, and activewear segments. Detailed segmentation by product, technology, and channel enables marketers to identify profitable opportunities across multiple geographies. Marketers can leverage this data-driven landscape to optimize positioning, product development, and channel strategies for maximum impact.
BODY POSITIVITY CAMPAIGN
Lizzo’s launch of Yitty’s inclusive swimwear line, with size ranges from XS to 6X and an $80 discount for new members, offers clear lessons in authentic brand storytelling and diversity-focused product strategies. This approach addresses a significant gap in fashion eCommerce, resonating strongly with underrepresented consumer segments while inspiring marketers to prioritize both accessibility and aspirational messaging in their campaigns.
MARKET INTELLIGENCE
The latest lingerie market analysis identifies major players like LVMH and Hanesbrands, outlines growth drivers including evolving consumer preferences and technology, and offers segmentation by product type and channel. Marketers gain actionable data on regional trends, future demand, and segment performance. This informs competitive positioning and targeted eCommerce strategies.
LINGERIE PRODUCT SELECTION
Push-up bras remain key in consumer lingerie preferences, with leading brands like Ann Summers, H&M, Boux Avenue, and SKIMS offering differentiated styles focused on aesthetics, comfort, and functional lift. Marketers should note the demand for variety—colors, fit, and design—tailored for specific needs such as seamless wear or enhanced comfort. This sector presents ongoing opportunities for segmentation, personalization, and direct-to-consumer strategies.
LINGERIE INNOVATION
Seamless bras are becoming a staple in the modern lingerie market, offering comfort, adaptability, and invisibility under clothing—qualities increasingly prioritized by today’s consumers. Engineered from high-performance materials like nylon blends and spandex, these garments respond to the growing demand for wire-free, second-skin support. For marketers, this trend underscores an opportunity to differentiate through product education, lifestyle-driven content, and targeted messaging around minimalist, comfort-first fashion. Leveraging fit-tech tools and influencer UGC can further accelerate conversion in this rapidly expanding category.
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Optimization Hub ⚙️
BRAND COMMUNITY MONETIZATION
Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.
INNOVATIVE MARKETING TECHNOLOGIES
APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.
INNOVATIVE AD TECHNOLOGIES
Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.
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ClickZ is a Contentive publication in the DTC eCommerce division