BY JAY AQUINO

Investing $137 AUD in black cashmere blend underwear may seem steep, but for those who love the finer things in life, Charlie by Matthew Zink is the name that resonates. Founded by the New York-based designer Matthew Zink, a former Design Director at Victoria’s Secret, Charlie has not only made its mark in the luxury underwear and swimwear industry but has also expanded into activewear and leather pieces.

Photo Credit: @charliebymz

Since its establishment in 2010, Charlie by Matthew Zink has cultivated a devoted following of 232,000 on Instagram. The brand strategically communicates its identity through captivating imagery, embracing a provocative and sensuous aesthetic that centers around the allure of intimacy. They also position themselves in the high-end market, with the starting price for their underwear at $87 AUD, and it could go as high as $137 AUD. This pricing, when compared with competitors like Calvin Klein or Tom Ford, is indeed questionable.

Their Sports Briefs are one of their most expensive products. According to their website, these are made out of 67% Italian viscose, 29% Italian cashmere, and 4% elastane. This fabric has an exceptional ultra-soft touch, superior breathability, moisture-wicking, and a two-way stretch for a perfect fit. Despite this, questions like: Do they last a long time? Would this enhance my performance in bed? Why should I buy these briefs? still remain. Although they use the finest materials, it is hard for many to justify its premium pricing; alternatives such as Calvin Klein could divert consumer choices away from Charlie. In the current economic climate, consumers are increasingly cautious about their expenditures. According to the Commonwealth Bank Of Australia, consumers are leaving less room to spend on discretionary categories like household goods and clothing.

Photo Credit: @charliebymz

Charlie's marketing strategy revolves around a consistent and unabashedly sexy vibe, distinguishing it from competitors like Calvin Klein, known for its experimental creative approach. Active engagement with content creators is a pivotal component of their marketing strategy to effectively convey the brand’s identity to a broader audience. Content Creators who have modeled for them include Blake James Ridges with more than 100,000 followers on Instagram and Skip Ransom, who has more than 120,000 followers on Twitter. However, the brand’s visuals, featuring dreamy content creators with Greek god physiques from diverse backgrounds, aim to entice customers into feeling as sexy as the models themselves, may have inadvertently limited its reach. As the definition of ‘feeling sexy’ evolves, Charlie might find itself excluding men who don't conform to conventional standards.

Photo Credit: @charliebymz

Adapting to ever-evolving consumer behavior, Charlie should work on how they could make themselves more relevant. For example, Calvin Klein enlisted Jeremy Allen White, an actor from the Emmy Award-winning television series, The Bear, for their latest campaign. Renan Bothelo of WWD revealed that this specific campaign garnered an impressive $12.7 million in media exposure for Calvin Klein within a mere 48 hours. The key for Charlie isn't necessarily securing an A-list actor; rather, it involves seamlessly integrating into contemporary cultural moments to capture the attention of their customer base.

With their luxurious black cashmere blend underwear and strategic positioning in the high-end market, Charlie by Matthew Zink has successfully carved a niche in the luxury industry. However, the brand faces challenges in justifying its premium pricing amid economic uncertainties and evolving consumer preferences. While the use of top-quality materials and engaging marketing strategies distinguish Charlie, questions about durability and the broader appeal of its provocative image linger. To stay ahead of the game, the brand should consider adapting its marketing approach, incorporating diverse representations of masculinity, and integrating seamlessly into contemporary cultural moments.