Ecomdigest Underwear - 09.19.2024

PLUS: Lounge Underwear’s Founders Turn $1,000 into a $150M Empire

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Ecomdigest
September 19, 2024 • Estimated Reading Time: 8 minutes

Specialty Bites 🍪

Wacoal America, the lingerie brand that’s been making women feel fabulous for decades, has teamed up with the ever-dramatic Christian Siriano for his Spring/Summer '25 New York Fashion Week show. Picture this: models strutting down the runway at The Pierre Hotel, draped in Siriano’s bold designs, all while rocking Wacoal’s top-notch intimates. It’s like the fashion gods decided to throw a party, and everyone’s invited.

Christian Siriano, the man who’s dressed everyone from Michelle Obama to Lady Gaga, knows a thing or two about making a statement. This season, he decided that sheer and lace were the way to go, but let’s be real—those looks need the right foundation. Enter Wacoal, the brand that’s been perfecting fit and comfort since forever. Siriano himself gushed about how crucial it was to have Wacoal’s pieces to make everything feel “seamless and elegant.”

The runway was a parade of Wacoal’s finest: Halo Lace, Red Carpet Strapless Shaping Body Briefer, Understated Cotton Thong, and b.tempt'd by Wacoal Spotlight G-String. It was like a greatest hits album, but for lingerie. And let’s not forget the models, including the fabulous Candice Huffine, who made everything look effortlessly chic.

So, if you’re looking to elevate your wardrobe from the first layer up, take a cue from Siriano and Wacoal. Because, darling, the right foundation can make or break your look.

Kiki de Montparnasse has revamped its website and launched Mr. Kiki, marking a significant lifestyle pivot. The new webstore, driving 50% of revenue, now features enhanced functionality and a dynamic look. This move, led by global president Alexa Cahill, aims to propel international expansion.

Daniel and Melanie Marsden, the dynamic duo behind Lounge Underwear, have turned a small investment into a multimillion-dollar empire. Daniel, a born entrepreneur, had dabbled in various businesses before co-founding Lounge with Melanie, his teenage sweetheart. Melanie, a Cardiff University graduate, initially aimed for a career in dance and media but pivoted to entrepreneurship, leveraging her commercial and creative skills.

The couple launched Lounge Underwear in 2016 from Melanie's parents' spare room, starting with just $1,000 to produce their first 100 bras. Their clever marketing strategy, which involved influencers and social media, quickly paid off. By 2021, they were taking 25 orders per second during Black Friday, and the company is now valued at an estimated $150 million.

Despite their success, the Marsdens remain grounded. They still enjoy simple pleasures like drinking tea and hanging out with old friends. Daniel and Melanie have no plans to slow down, aiming to make Lounge the biggest underwear brand in the world. Their journey from reselling dresses on eBay to running a 100-strong workforce in a swanky Solihull office is nothing short of remarkable.

Industry Appetisers 🥨

Calvin Klein and Nensi Dojaka have teamed up for a London Fashion Week collaboration, blending sensuality and innovation. The collection features intricate designs, sculptural hardware, and sheer layers, emphasizing female strength and softness. Available now, it includes a campaign with Rebecca Ferguson, Jill Kortleve, and Mona Tougaard.

Adanola's autumn 2024 campaign celebrates the success of its Ultimate Leggings, worn by French model Tina Kunakey. Since their 2020 debut, the leggings have sold over a million pairs, driving triple-digit growth. Founder Hyrum Cook highlights their buttery, functional design as filling a market void.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

📱 How the major platforms' KPIs have trended in 2024, and where you should be investing. 

🚀 How to access Paid Social's huge scaling potential. 

✨ The most effective Google channel of 2024.

🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

"These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential." 

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

We Are Social's new study highlights five trends reshaping brand-creator collaborations: creators reinventing themselves, relatable realism, influential allies, credible creativity, and extreme influence. Brands should adapt to these shifts, partnering with creators through lifestyle changes and focusing on relevant, stable content over aspirational luxury.

Ecomdigest is a Contentive publication in the DTC Ecommerce division