ClickZ Underwear | Why Period Underwear Is Now a Core Category

CommerceNext Recap 🔈

What CommerceNext Taught Us About Brand

CommerceNext called it out: over-investing in conversion-led tactics is starving brands of future growth.

As Dom Devlin explained:

Fospha’s Glow reveals how brands like Sweaty Betty link early signals (branded search, engaged visits) to revenue down the line — giving marketers the ammo they need to defend brand budgets.

Download The Glow Report and discover how top brands are measuring their brand marketing in 2025

New Playbook 👀

Revealed: The Optimal Number of Marketing Channels for Fashion and Underwear Brands

In 2025, fashion marketers are facing immense pressure to deliver efficient ROI.

The Fabric of Growth Playbook answers your burning questions, including:

• How many channels should you be spending in to achieve an astounding +328% higher blended ROAS? We've pinpointed the sweet spot for channel diversification that maximizes returns.

• Which channels best fit your brand?

• What are top fashion brands betting on this year

Sector Spotlight 🎥

LINGERIE SHOWCASE

French Lingerie Showcases Elegance In London With Renowned Brands

The showcase of French lingerie at London's Ladbroke Hall on July 14 aims to expand French brands' presence in the British market, engaging buyers and influencers with spring-summer 2026 collections. Sponsored by Promincor and DEFI, the event emphasizes intimate brand-influencer connections through teas and fashion shows, offering marketers a platform to gauge brand attraction and potential market strategies. This aligns with insights showing the sector's significant market value of €2.08 billion in early 2024.

MENSTRUAL CARE PRODUCTS

Best Period Underwear of 2025 With Editor-Curated Selections for Every Flow

Period underwear has cemented its place in the modern intimates category — not just as a sustainable swap, but as a design-led, high-performance product. Today’s consumers aren’t just looking for leak protection; they expect style, comfort, and functionality that fits seamlessly into their lifestyle. For eco-conscious shoppers, the reusable format offers long-term value and a lower environmental footprint, making it an appealing upgrade from traditional menstrual products. As the category matures, brands that differentiate through inclusive sizing, targeted flow protection, and elevated aesthetics are winning. The message is clear: period underwear is no longer a niche — it’s a core category for underwear brands seeking relevance, repeat purchase, and values-led loyalty.

BRAND EXPANSION

Frenchie X Debuts Premium Innerwear in Kerala Targeting Growth and Accessibility

Frenchie X, part of VIP Clothing Limited, expands into the Kerala market, enhancing its national footprint by leveraging over 140 physical stores and enhancing its eCommerce channels. This expansion into key cities like Kochi and Thiruvananthapuram follows successful launches in other major Indian cities, underscoring the premium brand's popularity and strategic market placement. The collaboration with Swiggy Instamart and Zepto further exemplifies its commitment to reaching modern Indian consumers rapidly and efficiently.

Optimization Hub ⚙️

DTC MARKETING EVOLUTION

The State of DTC Marketing in 2025

DTC marketing in 2025 focuses on optimizing data and automation to enhance ROI and adapt to increasing costs and tech complexities. Brands invest in sophisticated tech stacks and prioritize first-party data to refine digital and in-store strategies, driving conversions through channels like social media and email.

VIRAL MARKETING STRATEGIES

Mastering TikTok Trends to Boost Sales and Connect With Audiences Globally

Marketers increasingly leverage TikTok's viral trends to boost sales, utilizing tools like the TikTok Creative Center and Creator Academy. The platform's participatory culture and algorithm favor creative and authentic brand engagement, enabling even small brands to achieve rapid growth by navigating trending content efficiently. Understanding these dynamics is essential for marketers seeking impactful digital presence and engagement.