ClickZ Eyewear Newsletter - 12.19.2024

PLUS: Luxury event Eyecon debuts in NYC & Meta's Ray-Ban success

December 19, 2024 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Eyewear, your essential newsletter for eyewear e-commerce professionals. This will be our final edition for 2024, so on behalf of all the ClickZ Team we wanted to wish you a Happy Christmas! We will be back in January 2025 to provide you with the insight needed to succeed in the e-Commerce eyewear market.

Top Reads 🌟

Eyecon, a new luxury eyewear event, is set to redefine industry standards. This gathering, coinciding with Eyewear Design Week, promises a strategic platform for designers, retailers, and visionaries to explore the future of luxury eyewear.

The event highlights include immersive brand showcases, where vendors will present interactive displays that delve into their design philosophies and craftsmanship. The EyeConversations stage will host panel discussions featuring diverse voices from the eyewear, fashion, and hospitality sectors, addressing innovation and future trends.

The event will take place in New York from March 14-16, at the Glasshouse venue.

Eyecon is not a trade show; it’s a reimagined space where creativity, education, and business converge. By integrating storytelling into every aspect of the event, from vendor showcases and including voices from across the luxury spectrum, we aim to inspire our industry to think beyond boundaries and elevate the entire luxury eyewear experience.

Tarrence Lackran, founder of Eyecon

An advisory board of industry leaders, including Gary Black and Julia Gogosha, has been assembled to shape the event, ensuring it aligns with the caliber of brands and designers the independent eyewear sector has long awaited.

 What’s In Focus? 👓

Thélios has appointed Luca Guillot Boschetti as head of Thélios Americas and Cédric Moreau as CEO of Barton Perreira. These strategic leadership changes aim to enhance Thélios’ growth in the American market, leveraging their extensive experience in luxury and independent eyewear sectors for continued innovation and expansion.

Petit Bateau, a renowned French childrenswear brand, is entering the eyewear market through a licensing agreement with Seaport ODLM. Launching in spring 2025, this strategic move expands Petit Bateau offerings and Seaport portfolio, highlighting growth opportunities in the premium eyewear sector.

Companies are harnessing AI, AR, and the metaverse to redefine customer engagement and market growth. With AI projected to drive the eyewear market to a $2.12 billion valuation by 2030, the urgency for strategic adoption is palpable.

Eyewear brands like Eyebuydirect and Zenni Optical are leveraging AR for virtual try-ons, enhancing the online shopping experience and boosting sales by up to 30%. This technology allows customers to visualize eyewear styles from home.

The metaverse offers another frontier for eyewear companies. LensCrafters and Sunglass Hut are pioneering immersive experiences, such as interactive games and digital sunglasses, to reach broader audiences. These ventures not only expand market reach but also integrate physical and digital retail, a strategic move in tech-savvy consumer landscape.

AI’s role is equally transformative. Ray-Ban collaboration with Meta on smart glasses exemplifies AI potential in eyewear, offering features like virtual assistance and language translation. Zenni Optical AI-powered search enhances product discovery, providing convenience and personalization for consumers.

Woodys introduces the limited-edition XMAS III, featuring the Wish sunglasses in a festive burgundy with glitter accents. Designed to boost holiday sales, the package includes premium display materials. Woodys aims to support opticians with a product that combines elegance and sustainability, enhancing their holiday marketing strategies.

Influencer Corner 📣

Meta Raybans are the greatest piece of tech

Why?

Hands free AI (even though it’s not quite as smart as ChatGPT). Hands free filming.
This is probably the best part. I am finding I am pulling out my phone wayyyy less.

Human POV filming. Was in NYC for meetings this week and multiple times I asked if I could film a part of our meeting so I could show a stakeholder exactly what our convo was like.

Over ear sound. I’m out shopping with my girls and as they spend way too much time in LUSH (who should hire us for TikTok Shop btw) I am listening to the latest episode of the All-In Podcast in cognito.
Also… the sound quality is unreal.

Jordan West, CEO, Social Commerce Club

Google's decision to stop prioritizing PMax over Shopping campaigns is already making waves. Shopping CPCs have doubled YoY, reflecting advertisers’ growing shift back to Shopping for better control and strategy. With Shopping spend set to increase further, CPCs could spike even more.

READ INSIGHTS FROM JOSH DUGGAN HERE 👉

Performance Pulse 📈

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Influencer Partnerships

Crocs ➡️ Influencer Marketing Manager

📍 Broomfield, CO

Marketing & Communications

Fospha ➡️ Partnerships Executive

📍 Austin, TX, USA

Affiliate Marketing

Macy’s ➡️Director, Affiliate Marketing

📍 New York, USA

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