Ecomdigest Underwear - 09.05.2024

PLUS: PVH bets big on Jeremy Allen White and period underwear market set to soar.

Author

Ecomdigest
September 05, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

PVH is banking on another viral success with Jeremy Allen White's Calvin Klein campaign, despite a challenging consumer environment. CEO Stefan Larsson remains optimistic, focusing on brand strength and consumer engagement. Q2 saw a 6% revenue drop but exceeded earnings expectations, highlighting resilience in tough markets.

Jeremy Allen White is the star of Calvin Klein’s spring 2024 campaign. The campaign was released on Jan. 4, 2024, and generated $74 million in media impact value. Courtesy of PVH Corp.

Savage X Fenty is expanding internationally, launching a shop-in-shop at Selfridges' Oxford Street store and online. This partnership aims to offer inclusive, innovative lingerie for all body types. The collection includes best-sellers and new products, with prices starting at £15. This marks an exciting new chapter.

After a six-year hiatus, the Victoria's Secret Fashion Show is back, and it's trying hard to shake off its tarnished halo. The show was axed in 2019 due to plummeting ratings and sales, not to mention the scandalous ties of former CEO Les Wexner with Jeffrey Epstein.

Add to that the glaring lack of diversity, especially when compared to Rihanna's inclusive Savage X Fenty shows, and you get why the brand needed a serious makeover.

Fast forward to 2024, and Victoria's Secret is teasing its grand return with a trailer featuring Gigi Hadid and Tyra Banks. Mark your calendars for October 15 in New York City. The brand promises a mix of old and new, with iconic wings making a comeback and some fresh faces joining the lineup.

Oh, and for the first time, everything the models wear will be immediately shoppable.

Photo: Jeff Neira. GETTY Images

But let's not get too carried away. While the brand is making all the right noises about inclusivity and championing women's voices, some skeptics are reserving their judgment. Even singer Lizzo chimed in, questioning whether this newfound inclusivity is genuine or just a trend-chasing move.

So, will the revamped Victoria's Secret Fashion Show be a dazzling comeback or just another glittery facade?

The period underwear market is projected to grow from $169.7 million in 2024 to $810.0 million by 2034, driven by a 16.9% CAGR. This surge is fuelled by rising demand for eco-friendly, reusable menstrual products, advancements in fabric technology, and expanding online sales channels, promising a dynamic and innovative future.

Gap's early announcement revealed a strong second quarter, surpassing Wall Street expectations. Shoppers flocked to Old Navy and Gap brands for trendy clothing. Shares rose nearly 2% to 22.8. An administrative error led to the premature release of results, originally scheduled for after the bell.

Victoria Beckham fashion and beauty business reported a 52% revenue increase to $89.1 million last year, with losses narrowing significantly. The fashion and beauty segments saw strong growth, particularly in leather goods and new beauty products. CEO Marie Leblanc highlighted the brand's successful repositioning and optimistic future growth trajectory.

Performance Platters 🍽️

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.

B2B marketing teams are rapidly adopting AI and ML, with 25% using these technologies in production. Leading adopters, primarily in tech-savvy industries, face challenges like data privacy and talent gaps. Despite hurdles, AI enhances content generation and operational efficiency, with 81% using GPT models like ChatGPT.

Ecomdigest is a Contentive publication in the DTC Ecommerce division