Ecomdigest Underwear - 09.12.2024

PLUS: Paris Hilton stars in Agent Provocateur’s empowering Fall/Winter 2024 campaign!

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Ecomdigest
September 12, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Calvin Klein's journey from mundane to sizzling hot denim and underwear is a masterclass in cheeky marketing. It all kicked off in 1980 with Brooke Shields' scandalous ad, where she coyly teased, "You want to know what's between me and my CKs? Nothing." The uproar was immediate, but so was the buzz, setting the stage for Calvin Klein's signature blend of sex and style.

Fast forward to the '90s, and we see Mark Wahlberg and Kate Moss turning up the heat. Wahlberg flexed, Moss smouldered, and the world watched, albeit with some discomfort from Moss herself. This formula of minimalistic, black-and-white sensuality became Calvin Klein's calling card, drawing eyes and dollars alike.

Today, the brand's playbook remains the same but with a global twist. From Blackpink's Jennie to BTS's Jungkook, Calvin Klein taps into the zeitgeist, leveraging the star power of young, diverse celebrities. These campaigns aren't just ads; they're viral sensations, racking up millions of views and cementing Calvin Klein's place in pop culture.

So, what's the secret sauce? It's a potent mix of youthful allure, strategic celebrity partnerships, and a dash of controversy. Calvin Klein has mastered the art of making us look—and keep looking.

Billionaire Brett Blundy is launching a new lingerie brand, aiming to recapture past successes. Collaborating with Mark McInnes, Blundy has recruited top talent from his former ventures, Bras N Things and Honey Birdette. The brand plans to compete globally, with store locations being scouted in Sydney and Melbourne.

Paris Hilton stars in Agent Provocateur's Fall/Winter 2024 campaign, celebrating the brand's 30th anniversary. Shot by Greg Williams in Los Angeles, Hilton embodies empowerment and glamour. The collection revisits AP's origins with luxurious fabrics and couture-style pieces. Hilton's long-standing relationship with AP culminates in this nostalgic, empowering campaign.

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 dreamed of a career in dance and musical theater but pivoted to fashion, leveraging her media skills to build a brand that marries comfort and style.

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, Daniel and Melanie remain grounded, still hanging out with old friends and enjoying simple pleasures like drinking tea. They 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.

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Snapchat users in the US shop more frequently than Instagram users, with 16.3% making weekly purchases compared to Instagram's 8.2%. Despite Facebook's larger user base and annual purchase popularity, Snapchat's intuitive shopping features and short video content drive its success among younger consumers. Social media shopping is booming!

Google's Jyotika Prasad discusses the impact of a shortened holiday shopping season, emphasizing the need for agility and data-driven strategies. Google introduced new advertising tools to optimize campaigns using AI, with 80% of customers already leveraging AI-powered products. Retailers aim to build lasting customer relationships through innovative ad solutions.

Ecomdigest is a Contentive publication in the DTC Ecommerce division