ClickZ Eyewear Newsletter - 02.06.2025

Gentle Monster Just Turned Everyday Eyewear Into Wearable Jewelry

Author

Zihan Lyu
February 06, 2025 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Eyewear, your essential newsletter for eyewear eCommerce professionals.

Editor’s Pick 🌟

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

 What’s In Focus? 👓

Aviator sunglasses are resurging in 2025 as a must-have fashion statement, highlighted by influential figures like Melania Trump and Demi Moore. Once synonymous with military chic, these sunglasses now embody a modern fusion of style and strategic branding, presenting marketers with innovative opportunities to align fashion with digital commerce trends.

VR glasses are reshaping digital interaction, offering immersive experiences across industries such as gaming, healthcare, and education. Leading companies like Meta, Sony, HTC, and Apple innovate VR devices, enabling global communication and virtual tourism. Despite challenges in cost and content, VR glasses’ potential for marketers and industries is immense and growing.

Gentle Monster's latest collection fuses jewelry with eyewear, presenting a strategic opportunity in digital commerce by redefining accessory trends. Incorporating jeweled details into fashion frames, this innovation highlights how blending style with compliance can elevate brand leadership in the eyewear market, providing actionable insights for optimizing eCommerce strategies within this dynamic industry.

MagicPalm's smart glasses redefine eyewear by emphasizing seamless lifestyle integration, meeting the demand for innovation in both fashion and practicality. This strategy of prioritizing essential features and competitive pricing paves the way for mainstream adoption, offering valuable insights for those aiming to optimize digital commerce in the eyewear industry with strategic precision.

Ombraz presents the Limited-Edition Leggero sunglasses with Polarized Blue Mirror lenses, tailored for both style and functionality in extreme environments. These armless, hinge-free designs enhance visual clarity and integrate advanced TR-90 frames and a recyclable nylon cord, merging innovation with durability.

Smith's 60th anniversary celebrates the 1987 Ultralite sunglasses' reissue, marrying retro allure with modern technology. Featuring robust bio-based frames and advanced ChromaPop lenses, they offer clarity and UV protection. These sunglasses exemplify an opportunity to leverage nostalgia in digital marketing, balancing fashion appeal with compliance in digital eyewear commerce.

Influencer Corner 📣

Emma Chamberlain Has Changed the Creator Playbook

☕ Chamberlain Coffee just went from URL to IRL—opening its first café in LA.
Emma didn’t stop at influence. She built infrastructure, scaled smart, and now owns the experience.
Creators who think beyond digital? They’re the ones building brands that last.
And the next phase of commerce is where we experience it, not just what we buy.

5 Brand Experience Trends You Can’t Ignore💥

This year, brand experiences are getting sharper, smaller, and more intentional. Here’s what’s shifting:

🍕 Food is the new hook—expect more brands to blur the line between snack and experience.
🙅‍♀️ Fewer influencers, more fans.
🔗 Ecosystem cohesion – No more standalone events.
🎯 Hyper-targeted events.
📏 Smaller, better – Less flash, more depth. Micro-dinners, niche pop-ups, and intimate moments will define 2025.

2025’s Boldest Marketing Moves (So Far)

The best campaigns this year are immersing, entertaining, and building community.

From L’Oréal’s influencer ski trip to TALA’s Pilates pop-up, brands are designing experiences people want to be part of.

Celebrity and creator collaborations (Rhode x Tate McRae, Bella Hadid x Miss Sixty, Dunkin’ x Sabrina Carpenter) continue to dominate, while interactive activations like Glossier’s Black Cherry vending machine prove that exclusivity drives engagement.

Who’s doing it best so far?

Performance Pulse 📈

Gen Z's digital fluency demands brands to innovate with seamless, personalized, and multichannel strategies in retail media. Integrating entertainment and value alignment into campaigns, brands can shape lasting loyalty. Swift adaptation to these evolving expectations is crucial for success in the dynamic retail media landscape.

In the digital realm, merging brand and performance advertising is crucial for success. The report highlights the necessity of integrating brand equity with performance tactics, revealing that a balanced approach substantially boosts ROI, while a performance-only focus may backfire. Strategic budgeting and harmonious tactics ensure continued engagement and growth.

TikTok introduces GMV Max, an AI-driven tool to optimize advertising for retailers. This innovation automates campaign management, enhancing ad efficiency and profitability, while adapting to TikTok Shop's ecosystem. GMV Max streamlines ad operations, enabling businesses to focus on growth, reflecting strategic advancement in retail advertising.

Social Media Marketing

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Global Marketing

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