Ecomdigest Underwear - 11.07.2024

PLUS: ELLE’s Guide to Must-Have Lingerie Brands

Author

Sophie Bruxner-Randall
November 07, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets 🔎

Shapellx, a leading shapewear brand, emphasizes inclusivity and body positivity during Women's Health Month. Their "Celebrating Every Body" campaign highlights the importance of comfort and beauty in shapewear. With innovative designs, Shapellx aims to empower women by enhancing natural beauty without compromising comfort, fostering confidence and well-being.

Explore the world of lingerie with ELLE's curated list of the top 27 brands, perfect for every style and need. Whether you're seeking comfort, luxury, or sustainability, there's something for everyone. Here are some highlights:

  • Lounge: Known for the ultimate everyday bra, offering comfort and chic style.

  • Skims: Inclusive shapewear with a wide size range and innovative designs.

  • Agent Provocateur: Embraces sexuality with provocative and alluring styles.

  • Intimissimi: Affordable luxury with a range of celebrity collaborations.

When it comes to upgrading your underwear drawer, comfort and durability are key. Brands like Tommy John, Mack Weldon, and SAXX offer top-notch options. Tommy John's Cool Cotton Boxer Briefs are a standout, providing a supportive fit with moisture-wicking properties. Mack Weldon's Silver Boxer Briefs incorporate silver for odor protection, ideal for long days or active lifestyles. SAXX's Vibe Boxer Briefs feature a unique BallPark Pouch for added support and comfort.

If you're seeking variety, MeUndies offers a subscription service with adventurous designs, while Hanes provides affordable, reliable options. All Citizens and Bombas focus on inclusivity and quality, with advanced support systems and soft materials.

Transform swimwear from beach to party wear by using stylish cover-ups like kaftans, shorts, and skirts. Mix prints and solids, accessorize with trendy items, and choose versatile designs. This approach ensures you stay fashionable and comfortable at summer events, effortlessly transitioning from casual to glamorous.

Etam, a leading French lingerie brand, has opened its first standalone store in Israel at Eilat's Queen of Sheba Mall, investing nearly one million shekels. This marks a significant expansion from its previous presence in department stores. Additional locations in Holon and Netanya are planned, enhancing Etam's market presence.

Leading Voices 📣

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Brands are shifting focus this holiday season, emphasizing social media content like hauls and unboxing over traditional e-commerce. According to Digiday Research, companies are refining strategies, including gift guides and catalogs, while adjusting discounts and revenue expectations. Insights from industry professionals highlight evolving marketing tactics and competitive dynamics.

Ecomdigest is a Contentive publication in the DTC Ecommerce division