Ecomdigest Underwear - 10.24.2024

PLUS, Hanes demystifies period underwear with a bold new campaign.

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 5 minutes

Editor’s Pick 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Niche Nuggets 🔎

Diesel and Savage X Fenty have launched a new lingerie and apparel capsule, available in select stores and online. The collection features co-branded designs with fishnet and foil prints. This collaboration, led by Rihanna and Diesel's Glenn Martens, promotes inclusivity across ages, body types, and ethnicities.

Boody products, including Full Briefs, Baby Long Sleeve Bodysuit, and Wireless Maternity Bra, have received high praise from the Bounty Parents Trial Team. With ratings of 5 stars for Full Briefs and 4.55 stars for both the Bodysuit and Bra, these items are celebrated for their comfort and style.

Reviewers highlight the softness and quality of Boody's babywear, noting its premium feel and suitability for sensitive skin. The Wireless Maternity Bra is particularly appreciated for its comfort, even during pregnancy and postpartum.

Hanes is making period underwear mainstream with a straightforward ad campaign that demystifies the product. By addressing common misconceptions and offering clear answers, Hanes aims to increase adoption. Their approach contrasts with shock tactics used by others, aligning with cultural shifts towards open discussions about menstruation.

MODUS VIVENDI's Corduroy Line from the Fall-Winter 2024/2025 Collection blends timeless minimalism with futuristic appeal. Featuring velvet-like corduroy in monochromatic tones, it offers luxurious comfort and style. This collection is perfect for the modern man seeking versatility and elegance, embodying a seamless fusion of past and future fashion trends.

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division