Ecomdigest Underwear - 10.31.2024

PLUS: Skims & Cou Cou lead a comfy, wireless revolution.

Author

Sophie Bruxner-Randall
October 31, 2024 • Estimated Reading Time: 6 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024: 

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Niche Nuggets 🔎

In 2024, bra sales reflect a shift towards comfort and innovation, with consumers prioritizing fit and quality over traditional styles. Brands like Cou Cou and Skims are leading this change, offering wireless and ergonomic designs. The market demands bras that balance style and comfort, integrating advanced technology.

Thinx, a period underwear company, is offering free underwear to election workers to ensure comfort and security during long polling hours. This initiative is part of their #ThinxAhead series, launched on Instagram, where election workers can receive a promo code for a free pair by submitting their polling assignment via direct message.

The campaign, supported by PR agency Hunter, aims to empower election workers by removing period-related barriers. Thinx's VP, Sara Plotkin, highlights the importance of supporting community volunteers. Founded in 2013, Thinx was acquired by Kimberly-Clark in 2022. This initiative marks the beginning of a series focused on providing period protection during key moments, reflecting Thinx's commitment to community support and innovation in menstrual hygiene.

Knix, a Canadian underwear brand, has launched a pop-up shop in Toronto's Yorkdale Mall. This marks their fifteenth North American store, with plans for 20 more. The 1,800-square-foot space features diverse mannequins and a teen section. The holiday collection includes bras, leakproof underwear, and customizable shapewear.

Updating your underwear collection can be a rewarding experience, especially with brands that prioritize comfort, style, and sustainability. Here are some top picks to consider:

  • Underdays: Founded by ex-Farfetch employees, this brand redefines comfort with OEKO-TEX certified fabrics and a wide size range.

  • Skims: Kim Kardashian's label offers seamless, supportive designs at affordable prices, catering to a broad size range.

  • Commando: Known for high-tech microfibre fabrics, this brand offers versatile pieces that can double as outerwear.

Other notable mentions include Hanky Panky for colorful lace options, Calvin Klein for classic cotton, and Savage x Fenty for inclusive, vibrant designs. Each brand offers unique features, ensuring there's something for every style and budget. Explore these options to find the perfect fit for your needs.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

Ecomdigest is a Contentive publication in the DTC Ecommerce division