ClickZ Eyewear Newsletter - 10.10.2024

PLUS: Eyewear That’s Not Just Seen—It’s Experienced

Author

Marina Mouka
October 10, 2024 • Estimated Reading Time: 7 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Bayria Eyewear's new collection celebrates the Bauhaus movement, blending art and design with Italian craftsmanship. Inspired by Kandinsky and Breuer, the eyewear features innovative shapes and colors, emphasizing sustainability. Founded by Attilio Daniele, Bayria combines avant-garde style with Apulian tradition, creating distinctive, high-quality, and environmentally conscious eyewear.

Oakley's latest innovation, the Flex Scape, marks a significant advancement in eyewear technology, blending the functionality of goggles with the style of sunglasses. This hybrid design is crafted to enhance performance on the slopes while seamlessly transitioning to urban environments.

Drawing from Oakley's legacy of innovation, the Flex Scape employs PhysioMorphic Geometry, a groundbreaking approach that allows for limitless design possibilities. This methodology ensures the eyewear conforms to the natural contours of the face, enhancing the field of view and providing a bold, wrap-around design that makes a statement both on and off the slopes.

The Flex Scape is equipped with Oakley's Prizm Lens Technology, which optimizes color, contrast, and detail, available in Prizm 24K and Prizm Snow Sapphire. The single-layer lens, coated to prevent fogging, reduces optical distortion and enhances clarity.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More to Explore 👓

MOVITRA's Autumn/Winter 2024/25 campaign, "Fearless Innovators," highlights the brand's commitment to innovation in luxury eyewear. By blending Italian tradition with cutting-edge design, MOVITRA showcases its unique identity and technical prowess, positioning itself as a leader in avant-garde eyewear through bold, futuristic imagery and a strong brand narrative.

Nirvan Javan's latest campaign, "The Eyes Must Travel," highlights the transformative power of travel on design. Inspired by Tokyo's minimalist perfection and Toronto's vibrant diversity, the eyewear collections reflect these cities' unique energies. Javan invites you to explore the world through these thoughtfully crafted frames, merging cultures and creativity.

The Silhouette Group, a leading Austrian eyewear manufacturer, is opening its first store, the House of Silhouette, in Vienna. This innovative space offers a premium customer experience, showcasing all three of its brands. The store emphasizes personal engagement, complementing existing retail partnerships and celebrating 60 years of excellence.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division