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ClickZ Eyewear | Caddis Reframes Aging as a Marketing Superpower

Plus: Oakley’s titanium plantaris ti drops

Author

Zihan Lyu
August 07, 2025 • Estimated Reading Time: 5 minutes

ClickZ Eyewear

This week, here’s what’s happening in the world of eyewear commerce:
- EMU Safety launches In US
- Caddis reframes aging as a marketing superpower
- Oakley drops a titanium, biomorphic limited-edition Plantaris

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

  • Why Last Click dramatically undervalues upper-funnel marketing

  • Predictive modeling uncovering up to 80% more revenue potential in Meta

  • How brands found the confidence to reallocate budget and scale new channels

  • How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

ECOMMERCE GROWTH
Consumers Embrace Buying Glasses Online
Statista now pegs 35% of Americans buying eyewear digitally, with market size set to hit $1.7 B next year. Rising adoption of virtual try-on, prescription-scanner apps and budget frames is accelerating the DTC channel’s share, pressuring brick-and-mortar to upgrade experience or cede volume.

Ray-Ban Meta’s sleek, camera-equipped frames are helping normalize smart eyewear—tripling sales in the past year and breaking into luxury fashion via Coperni’s runway. But beyond style, Meta’s roadmap points to wellness use cases, from real-time visual assistance to potential health diagnostics. The goal is to make high-tech eyewear as everyday as sneakers.

BRAND POSITIONING
Caddis Reframes Aging as a Marketing Superpower
Lifestyle eyewear brand Caddis is flipping the script on ageism—embracing “Age Awesome” with a bold voice, artist-heavy following, and pro-aging product design. Under CEO Emma Spagnuolo, the brand is scaling while staying authentic, proving that 40+ consumers aren’t just worth targeting—they’re building brands worth following.

ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list.

We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue.

Wednesday, 13 August | 4:30 PM (Day 3)

📍 5 minutes from the venue (details shared upon RSVP confirmation)

⚡QUICK READS

Oakley’s Titanium Plantaris Ti Drops: Limited-run biomorphic frame uses modular titanium and Prizm optics, underscoring the premium design race in performance eyewear.(More)

EMU Safety Launches In US: Australian brand debuts fashion-first Z87.1+ safety glasses, signaling PPE’s convergence with lifestyle eyewear and new B2B revenue streams. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division