Leveraging Photography in Underwear Brand Marketing

Historically, intimate apparel was viewed as a private necessity, often termed "foundation garments."

Today, it has evolved into a significant segment of the fashion industry, with the global lingerie market valued at approximately USD 88.32 billion in 2022 and projected to reach USD 141.81 billion by 2030, growing at a CAGR of 6.1% from 2023 to 2030.

North America and Europe continue to be major players in this market. In 2022, North America held a substantial share, with the U.S. market alone valued at over USD 1.7 billion.

The rise of e-commerce, mobile shopping, and social commerce has significantly influenced consumer purchasing habits.

The "Retail Apocalypse" of 2019, marked by over 9,000 store closures, highlighted the necessity for brands to adapt to digital platforms.

The body positivity movement has significantly influenced the U.S. intimate apparel industry, prompting brands to reevaluate their sizing and marketing strategies to better reflect the diverse body types of American women.

The average American woman now wears a size between 16 and 18, a shift from previous assumptions that the average was size 14.

This change underscores the need for brands to expand their size ranges and create more inclusive clothing lines.

In response, companies like HanesBrands have broadened their offerings. Maidenform introduced undergarments for sizes 16 to 30, while Playtex's "Love My Curves" line includes bra sizes up to G, paired with matching panties. These initiatives aim to meet the demand for inclusive sizing and resonate with a broader consumer base.

However, representation in media and advertising still lags. A 2021 YouGov study found that 76% of U.S. adults believe the media promotes an unattainable body image for women, and 69% think fashion companies have negatively impacted body image perceptions. This disconnect highlights the importance of authentic representation in marketing efforts.

The plus-size women's clothing market in the U.S. was valued at approximately USD 107 billion in 2024 and is projected to reach USD 151.6 billion by 2033 . Brands that embrace inclusivity and authenticity are likely to tap into this growing market and foster stronger connections with consumers.

Follower count has become one of the most misleading numbers in marketing. Many influencers—and even some agencies—use deceptive tactics to make their accounts look more influential than they really are.

Here’s how:

• Buying fake followers. Some influencers purchase followers from bot services to artificially increase their numbers. These fake accounts don’t engage with content and certainly don’t buy products.
• Joining engagement pods. Groups of influencers create private networks where they systematically like and comment on each other’s posts to trick the algorithm into thinking their content is highly engaging.
• Using automated bot comments and likes. Certain influencers use software that generates generic comments like “Love this!” or “So cool!” on other accounts in exchange for receiving similar engagement back.

Brands looking for influencer partnerships typically focus on reach—how many people will see their products? But if an influencer’s audience is largely made up of fake accounts or disinterested followers, those views mean nothing.

There’s also the issue of misleading engagement rates. Just because a post has thousands of likes doesn’t mean people are actually paying attention. Many of those interactions come from automated accounts or engagement groups rather than real customers.

A major fashion brand once spent $50,000 on an influencer campaign, only to realize later that most of their selected influencers had engagement rates boosted by fake activity. Their content looked great on the surface, but there was no real impact on sales.

Instead of focusing on vanity metrics like follower count, brands should analyze:

• Audience authenticity. Look at how many real, engaged users an influencer has rather than just their overall following.
• Conversion potential. Does the influencer’s audience actually align with your brand’s target demographic?
• Long-term engagement. Check if the influencer has a history of building real relationships with their audience, not just generating temporary engagement spikes.

Many influencer agencies position themselves as trusted partners, helping brands navigate the complex world of social media marketing. But what they don’t tell you is that they’re often making money from both the brand and the influencers they manage.

Agencies typically make money in three ways:

1. Charging brands a service fee. This is a standard industry practice—brands pay the agency for campaign strategy, talent selection, and execution.
2. Taking a commission from influencers. Many agencies act as middlemen, charging influencers a fee for securing deals.
3. Marking up influencer rates. Some agencies tell brands that an influencer is charging a certain amount when, in reality, they’ve negotiated a lower rate and are pocketing the difference.

This means brands end up paying inflated prices for influencer partnerships, while influencers receive less than what was promised.

When an agency is focused on maximizing its own profits rather than creating high-performing campaigns, brands end up with:

• Inflated costs, since agencies prioritize influencers who are willing to give them a bigger commission rather than those who are the best fit for the brand.
• Less control over campaign strategy, as agencies often make recommendations based on their own business interests.
• A lack of transparency in pricing, making it hard for brands to know if they’re getting a fair deal.

One fashion brand uncovered that their agency was marking up influencer fees by 40%, meaning they were paying significantly more for each collaboration than they should have. When they started working directly with influencers instead, they cut costs and saw better results.

Before working with an agency, brands should always ask for full pricing transparency. Request a breakdown of how influencer fees are structured and whether the agency is taking any commission from talent. If the agency refuses to disclose this, that’s a red flag.

Many fashion brands invest in influencer campaigns expecting immediate results, only to be disappointed when sales don’t follow.

• Choosing influencers based on popularity instead of audience quality. Just because someone has a large following doesn’t mean their audience is interested in your brand or products.
• Focusing on one-off promotions instead of long-term relationships. A single sponsored post is easy to ignore. Customers need repeated exposure before they make a purchase.
• Lack of a strong call to action. Many campaigns don’t give followers a clear reason to buy now, leading to high engagement but low conversion.
• No tracking or performance analysis. If you’re not using trackable links, promo codes, or UTM parameters, you won’t know which influencers are actually driving sales.

A well-known streetwear brand once spent $20,000 on an influencer campaign but saw less than $1,000 in revenue. The problem? They focused on influencers who had strong brand appeal but no real influence over purchasing decisions.

1. Work with influencers who already talk about similar products. An influencer whose audience is used to seeing fashion recommendations will have a much higher conversion rate than one who mainly posts lifestyle content.
2. Structure partnerships for ongoing exposure. Instead of paying for a single post, create an agreement where the influencer promotes your brand multiple times over a few months.
3. Make buying frictionless. Ensure that customers can easily purchase the product through swipe-up links, shoppable tags, and dedicated discount codes.

Influencer marketing works best when it’s strategic and data-driven—not when brands blindly throw money at social media stars with no clear plan.

Instead of relying on overpriced, underperforming agencies, brands should take a strategic, data-driven approach to influencer marketing.

1. Vet Influencers Properly—Don’t Just Look at Follower Count

• Use tools like HypeAuditor or Modash to analyze an influencer’s real engagement rate.
• Check audience demographics—are their followers actually in your target market?
• Look for consistent engagement across multiple posts, not just viral one-offs.

2. Focus on Long-Term Relationships, Not One-Off Posts

One sponsored post is not enough to drive sales. The best partnerships:

• Include multiple posts over time to reinforce the brand message.
• Feature organic content alongside paid promotions for authenticity.
• Turn influencers into brand ambassadors instead of just paid promoters.

3. Track Everything—If You Can’t Measure It, Don’t Do It

Use trackable links (UTMs, promo codes, affiliate links) to monitor sales from each influencer.

• Test different campaign formats—IG Stories vs. Reels vs. YouTube vs. TikTok ads.
• Optimize based on data, not assumptions.

4. Consider Affiliate-Based Collaborations Instead of Flat Fees

Instead of paying upfront for uncertain results, brands can:

• Offer commission-based deals so influencers earn a percentage of each sale.
• Use affiliate programs to incentivize ongoing promotion.
• Work with micro-influencers who are more invested in actual conversions.

When influencers have skin in the game, they market your product like it’s their own.

Influencer marketing isn’t broken, but many agencies are gaming the system to benefit themselves instead of brands.

Fashion brands that want real results should:
✔ Vet influencers based on real audience quality, not just follower count.
✔ Cut out agencies that double-dip and take hidden commissions.
✔ Focus on long-term relationships instead of one-time posts.
✔ Track sales performance and optimize based on data.
✔ Shift towards affiliate-based influencer partnerships to ensure ROI.

Before you sign another agency contract, ask yourself: Is this strategy designed to grow my brand—or just their bottom line?

Because at the end of the day, an influencer campaign that doesn’t bring sales is just an expensive popularity contest.