ClickZ Eyewear Newsletter - 10.24.2024

PLUS: Gentle Monster Goes Down Under in Style

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 5 minutes

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Niche Nuggets 🔎

AKILA collaborates with KRINK to blend West and East Coast styles in their new Hi-Fi sunglasses. Crafted from aluminum with graffiti-inspired details, these sunglasses feature cobranding and come with a limited-edition paint marker. Available online and in stores, this release highlights AKILA's innovative approach to eyewear design.

Lafont's Fall & Winter 2024-25 Reedition Collection revitalizes classic eyewear with modern innovations. Drawing from historical designs, it features sophisticated details and cutting-edge technology. Notable models like PACTE, PAUL, and PANAMA blend retro and contemporary styles, showcasing Lafont's craftsmanship and Parisian chic. This collection caters to fashion-forward eyewear enthusiasts.

MIDO's "Refocusing on Humans" campaign, featuring Uli Weber's photography, emphasizes human creativity over artificial intelligence. Scheduled for February 2025, the event highlights the artisanal beauty of eyewear. This global campaign aims to celebrate human intelligence and creativity, drawing attention to the expressive power of the eyes.

Gentle Monster has launched its first flagship boutique in Australia at Melbourne's Chadstone Shopping Centre. This 250-square-meter store, featuring the 'Giant Head Kinetic Object' installation, marks a significant expansion in partnership with Bluebell Group, following previous openings in Sydney. The brand continues to innovate in fashion eyewear.

Peoples from Barbados collaborated with Linda Farrow to showcase a limited edition eyewear collection at London Fashion Week. Inspired by Caribbean culture, the collection features vibrant colors like sorrel, caramel, and emerald green. This collaboration highlights the fusion of Caribbean aesthetics with luxury fashion, celebrating diversity and individualism.

Insight of the Week 📖

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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