ClickZ Eyewear Newsletter - 10.03.2024

PLUS: Massive Frames Are Back—Is Your Style Ready?

Author

Marina Mouka
October 03, 2024 • Estimated Reading Time: 7 minutes

Specialty Bites 🍪

The TOM FORD EYEWEAR ICON COLLECTION epitomizes luxury with handcrafted designs and high-quality ZEISS lenses. Featuring gold-tone metal inserts and 3D logos, the collection offers superb comfort and style. TOM FORD, founded in 2005, is now owned by Estee Lauder, with Peter Hawkings as Creative Director.

Goodbye, tiny sunglasses. This Fashion Month Spring/Summer 2025, big glasses are taking over. From New York to Paris, designers are embracing bold, statement-making eyewear. At Prada’s SS25 show, oversized shades featured prominently, with frames stretching up the forehead and translucent panels creating a futuristic feel.

LUAR's Raul Lopez collaborated with Canadian label Fellow Earthlings to deliver massive, shield-like sunnies that combine style and functionality. Meanwhile, Saint Laurent’s Anthony Vaccarello drew inspiration from the house’s heritage, showcasing thick-rimmed frames reminiscent of Yves Saint Laurent’s classic style.

Marni in Milan also joined the trend, presenting exaggerated versions of aviators and cat-eye shapes. As the era of tiny sunglasses, which peaked in 2017, comes to an end, designers are opting for larger styles that offer both visibility and a touch of mystery.

For those looking to keep up with the latest trends, it’s time to trade in micro shades for these bold, oversized designs.

Fellow Earthlings, a Canadian eyewear brand founded by Sydney and Christopher Seggie, has become a favorite for runway eyewear. Known for their sustainable, bold designs, they collaborate with top fashion brands like Luar and Anna Sui. Their innovative recycling processes and celebrity clientele highlight their growing influence in the fashion industry.

Prix Special Du Jury

The 31st Silmo d'Or Awards celebrated innovation in eyewear, recognizing companies for technological advancements, sustainability, and design. Winners included OOmade for 3D-printed repairs, EssilorLuxottica for AI-integrated smart glasses, and Skans for sustainable production. The awards highlighted significant contributions across various categories, promoting growth and innovation in the industry.

Transitions Optical has launched a media campaign to promote Transitions GEN S lenses, targeting 30 million potential customers through TV, digital ads, and premium partnerships. The campaign aims to drive consumers to the "Where to Buy Transitions" locator, connecting them with certified eyecare professionals.

Finding the perfect pair of sunglasses can be overwhelming, but knowing the top brands can simplify your search. Here are some of the best sunglasses brands to consider:

  • Ray-Ban: Known for iconic styles like Wayfarers and Aviators, Ray-Ban offers timeless designs with durable, scratch-resistant lenses.

  • Persol: Favored by pilots and celebrities, Persol combines Italian elegance with functionality and durability.

  • Oakley: Popular among athletes, Oakley provides performance-focused, stylish sunglasses suitable for both sports and everyday wear.

  • Oliver Peoples: This brand offers high-quality, retro-inspired frames crafted from premium materials.

  • Warby Parker: Known for affordable, stylish eyewear, Warby Parker offers a range of sunglasses that combine quality with accessibility.

These brands ensure you find stylish, high-quality sunglasses to suit your needs.

Editor’s Pick 🌟

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should: 

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance. 

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels. 

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery. 

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here. 

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

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