Ecomdigest Underwear - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3

Author

Sophie Bruxner-Randall
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands. 

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok. 

📅 Date: Thursday, 3 October 2024 

🕒 Time: 11 AM EST / 4 PM BST 

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into: 

  1. Proven tactics to maximize peak period opportunities, shared live by experts 

  2. Strategies for capturing customers efficiently through a full-funnel approach 

  3. Insights on growing your customer base profitably with effective measurement 

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels 

Specialty Bites 🍪

Madonna's iconic cone bra made a striking return at Dolce & Gabbana's Milan show. Model Irina Shayk channeled Madonna's energy, donning a black cone bra bustier, trousers, and blazer. This homage to the Queen of Pop highlighted the enduring influence of Jean Paul Gaultier's 1950s-inspired design.

Dua Lipa dazzled at the iHeartRadio Music Festival, rocking a crystal bra and vintage vest on the red carpet. She later switched to a black leather mini-dress for her performance. Her bold fashion choices, blending medieval, goth, and rockstar vibes, showcased her flair for turning bras into haute couture.

Stripe & Stare, a UK-based B Corp brand, has launched four new bra shapes after nearly two years of research. The collection includes The Smooth Sculpt, The Lace Plunge, The Lace Square, and The Scoop Bra, all made from sustainable Tencel fibers, ensuring comfort and eco-friendliness.

Baserange, co-founded by Marie-Louise Mogensen and Blandine de Verdelhan, celebrates over a decade of sustainable fashion. Known for its eco-friendly, comfortable designs, the brand has expanded to menswear and home goods. Their slow, intentional growth contrasts with industry norms, emphasizing lasting quality and minimal environmental impact.

Woxer has launched the Flex Line of athletic underwear, designed with WNBA players for optimal comfort and support. The collection includes boxer briefs and a sports bra made from breathable, sweat-wicking recycled materials. Woxer aims to provide functional, non-sexualized options for women athletes, emphasizing inclusivity and eco-friendly practices.

Burlington-based do+dare undie co. founders Rob Bourbeau and Sarah Hemingway will present their eco-friendly, Canadian-made bamboo underwear on CBC's Dragon's Den on October 3. Their innovative, high-quality products aim to revolutionize the market, emphasizing local production and sustainability. Tune in to see their pitch!

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

Ecomdigest is a Contentive publication in the DTC Ecommerce division