ClickZ Underwear | Why Fabric Tech and Fit Will Win the Underwear Market in 2025

New Research 🕵️‍♀️

Finally: Prove the Impact of Your Brand Investment

For too long, brand has been shorthand for expensive campaigns with little proven impact. Fospha's groundbreaking new research definitively connects brand investment to tangible business outcomes like conversions and AOV.

From cutting-edge machine learning analysis across 70+ brands, this report reveals:

• The Business Impact of Brand: Discover the causal links between brand spend and bottom-line impact.

• Key Growth Signals: Identify the early indicators that prove your brand investments are working.

• Real-World Success: Learn how Sweaty Betty demystified their brand ROI using this methodology.

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Sector Spotlight 🎥

PRODUCT INNOVATION INSIGHTS

Fabric Tech and Fit Dominate 2025’s Men’s Underwear Trends—What Marketers Need to Know

A rigorous comparison of 50+ men’s underwear products reveals key performance drivers for 2025: advanced fabric blends (modal, nylon/spandex), moisture-wicking capabilities, and ergonomic fit. These features are not just consumer preferences—they're data-backed differentiators that signal where demand is heading. For marketers, the findings point to strategic opportunities in segmentation, product messaging, and bundling strategies that cater to athletes, commuters, and comfort-driven shoppers alike. Emphasizing material innovation and functional design in campaign storytelling will be essential for conversion and loyalty in a saturated market.

LUXURY SWIMWEAR SELECTION

27 Bikini Styles Optimized for Small Busts Offer Marketers a Blueprint in Fit-First Positioning

A curated edit of 27 bikinis tailored to flatter smaller busts—featuring padded, underwired, bandeau, and minimalist cuts—underscores rising consumer demand for both functional design and body-positive messaging. With inclusive sizing options (XS–4XL) and high-performing SKUs from both luxury and accessible brands, this segment presents clear opportunities for marketers to tailor product discovery experiences. Strategic positioning around personalized fit, confidence-driven branding, and detailed imagery can drive engagement and conversion in the increasingly competitive eCommerce swimwear space.

RETAIL EXPANSION

Skims Debuts First Standalone London Store on Regent Street Next Summer

Kim Kardashian’s Skims is opening a 12,000 sq ft flagship store on London’s Regent Street, marking a ten-year commitment and advancing global retail expansion. For marketing professionals, this signals the brand’s intent to deepen direct-to-consumer engagement and leverage physical retail to reinforce omnichannel presence.

LUXURY FABRIC INNOVATION

Lingerie Lace Fabric Market Surges With Demand For Elegant, Premium Materials

The global lingerie lace fabric market is projected to grow from $4.3 billion in 2025 to $7.0 billion by 2032, driven by rising fashion consciousness, eCommerce expansion, and demand for premium, sustainable materials. Marketers should target Asia-Pacific and Latin America, the fastest-growing regions, and consider challenges like price sensitivity and synthetic competition.

FASHION TRENDS

Dua Lipa’s Lingerie-Driven Stagewear Offers Lessons in Visual Branding and Consumer Influence

Dua Lipa’s bold use of sheer, lingerie-centric looks during her Madrid performance reinforces the power of signature styling in driving cultural relevance and fashion trends. Her consistent visual identity not only fuels demand for statement lingerie but sets a strategic blueprint for marketers—demonstrating how cohesive personal branding can translate into product differentiation, tour merchandising, and cross-category retail influence in the intimates space.

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Optimization Hub ⚙️

INNOVATIVE ADVERTISING TECHNOLOGIES

PayPal Debuts Offsite Ads Using Purchase Data for Precision Targeting Across Platforms

PayPal’s Offsite Ads empowers marketers to target consumers based on transaction data rather than cookies or browsing, offering audience precision and real purchase insights across premium digital channels. This approach enables more effective campaign optimization, directly linking media investments to measurable business outcomes for brands.

AI PERSONALIZATION REVOLUTION

Meta AI App Debuts With Personalized Assistant, Voice, Image, and Device Integration

Meta’s standalone Meta AI app—integrated across mobile, web, and Ray-Ban Meta smart glasses—offers marketers valuable new personalization, contextual memory, and rich conversational features powered by Llama 4. Enhanced web search, image generation, and document tools refine campaign insights. Early adoption enables marketers to optimize omnichannel engagement.

PERFORMANCE MARKETING

Organize Google Ads by Keyword Themes, Not Buyer Personas for Optimal Results

Google Ads campaigns deliver better results when structured by keyword themes instead of buyer personas, as Google’s automation optimizes for search intent, not marketer assumptions. Marketers should include varied ad messaging within tightly themed ad groups to reach different personas, while only splitting campaigns for fundamentally distinct keywords or regions. This approach provides better data density, improves automated bidding performance, and results in more effective, easier-to-manage campaigns.

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