Ecomdigest Underwear - 08.22.2024

Dive into Skims’ rise and why TikTok is a must for high-traffic fashion campaigns

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Ecomdigest
August 22, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Welcome to the Week in Fashion, where we dive into the latest industry buzz. Charli XCX has teamed up with Kim Kardashian's Skims for a vibrant new campaign. Captured by Petra Collins, Charli poses in a cotton ribbed split-neck bralette and boxer in a marble stripe, embodying the essence of "brat" culture. The pieces will be available on August 21, promising to empower wearers to feel confident in their own skin.

Meanwhile, Kendall Jenner is the face of Tory Burch's new fragrance, Sublime. In a promotional video, Jenner models red bikini tops and fishnet dresses, aligning herself with the brand's confident and sexy image. The fragrance, designed by Malin Ericson, features floral notes with hints of spice and is available for purchase now.

Rihanna has taken over from Charlize Theron as the face of Dior Beauty's Jadore fragrance. Photographed by Steven Klein in Versailles, Rihanna's campaign teases a golden beaded necklace, with the official video set to release on September 1. This marks a significant passing of the torch in the beauty industry.

Grace Wales Bonner is championing togetherness with a new series of events celebrating music and live performance. The first event took place in Paris, featuring artists like La Fève and Mansur Brown. Wales Bonner aims to provide unique musical experiences, promising more excitement to come.

Kim Kardashian's Skims, launched in 2019, has grown to a $4 billion valuation with $713 million in annual revenue. The brand's inclusive shapewear and retail expansion drive its success. Despite IPO rumors, the focus remains on innovation and growth, with Kardashian's involvement crucial to its future.

Julia Fox dazzled New York with a futuristic look, combining a metallic Diesel cardigan, Oakley's rare Over the Top sunglasses, and basketball shorts. The Over the Top sunglasses, originally designed for athletes, gained fame in the 2000 Olympics and 2001's "Spy Kids." Fox's bold fashion choices continue to captivate.

Performance Platters 🍽️

Fospha's TikTok Playbook reveals that brands are now allocating an average of 10% of their marketing budgets to TikTok, recognizing its exceptional return on ad spend (ROAS) during high-traffic periods like Black Friday and Cyber Monday.

Lounge's success in becoming the biggest underwear brand on TikTok showcases how emerging brands can leverage the platform's full-funnel potential to drive engagement and sales.

The playbook emphasizes the importance of a comprehensive full-funnel strategy on TikTok, engaging consumers at every stage from awareness to conversion, which has helped brands like Lounge sustain momentum beyond peak periods.

As underwear and lingerie brands prepare for upcoming high-traffic events, how can they develop a TikTok strategy that balances trendy, relatable content with targeted advertising and celebrity partnerships to maximize both short-term sales and long-term customer acquisition in this highly competitive and personal market?

Snapchat introduces new ad products, including an enhanced Lead Gen suite, First Lens Unlimited, and AR Extensions. The platform's Q2 2024 report shows a 16% revenue increase and a 243% rise in adjusted EBITDA. New features target app advertisers and leverage ML and AI for improved ad performance.

Industry Appetisers 🥨

Katy Perry is embracing orange this summer, possibly hinting at her new album "143." She shared photos of skydiving in a neon orange bikini, sparking fan speculation. Perry's recent outfits, including an orange Chanel bikini and leather jacket, suggest a thematic color choice for her upcoming release.

Victoria's Secret has appointed Hillary Super, former CEO of Savage x Fenty, as its new CEO to drive growth. Super, known for her retail expertise, will start on September 9, succeeding Martin Waters. The board is confident in her ability to expand the brand and create shareholder value.

Fashion industry leaders are navigating economic pressures, AI, and sustainability, according to a Kearney survey. Key findings include a focus on consumer trends, AI applications, and sustainability spending. The upcoming webinar will address inflation, consumer spending, and the Chinese market's recovery, offering insights from industry experts.

Ecomdigest is a Contentive publication in the DTC Ecommerce division