ClickZ Eyewear Newsletter - 10.31.2024

PLUS: The edCFDA eyewear designers’ latest collection backs Alex’s Lemonade Stand

Author

Sophie Bruxner-Randall
October 31, 2024 • Estimated Reading Time: 6 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024: 

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Niche Nuggets 🔎

The edCFDA, a group of eyewear designers, celebrates a decade of impactful initiatives, including raising over $100,000 for LGBTQ causes. Their latest project, a capsule collection, supports Alex's Lemonade Stand Foundation for Childhood Cancer, showcasing their commitment to design excellence and charitable contributions.

Eco Eyewear's FW24 collection introduces three new Retrospect styles, blending biobased materials with classic acetate aesthetics. These frames offer diverse color options and sustainable design, featuring UV-protecting clip-ons. Eco Eyewear, a pioneer in sustainability, continues its environmental efforts with initiatives like tree planting and beach clean-ups.

Selin Olmsted Studio's 2026 Eyewear Trend Report offers vital insights into future eyewear design influenced by global trends. Targeting professionals and brands, it aids in anticipating consumer preferences and launching new collections. The report, known for accurate forecasts, is now available digitally, supporting industry growth and innovation.

Consumers are increasingly prioritizing sustainable eyewear, valuing eco-friendly materials like titanium and recycled plastics. Brands are adopting sustainable practices, including energy-efficient production and recycling. Certifications like ISO 14001 and B Corp support these efforts. Inform patients about sustainable options and your practice's environmental initiatives to foster brand loyalty.

Explore the top 10 glasses frames for men, focusing on style, size, and color. IDEE Eyewear offers diverse options like pentagon, oval, and square frames, catering to various face shapes and preferences. Prioritize quality and affordability with IDEE's stylish, durable frames available online for every occasion.

Bausch + Lomb introduces Opal, a digital marketplace for eyecare professionals, enhancing practice efficiency and patient experience. This platform streamlines ordering for contact lenses and will soon include over-the-counter products. Opal offers a user-friendly interface, order tracking, and prescription reminders, all with free shipping.

Opal supports eyecare practices by simplifying tasks like order processing and inventory management, freeing up valuable staff time. Patients can order directly from practices, boosting convenience and business growth. The platform includes a customizable catalog featuring Bausch + Lomb brands like Infuse and Ultra, along with products like Lumify and Blink eye drops.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

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