ClickZ Eyewear Newsletter | Smart glasses & fashion? Talk about a power couple

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 What’s In Focus? 👓

EYEWEAR PARTNERSHIPS

Dsquared2 and Safilo Renew Eyewear Partnership

Safilo and Dsquared2's renewed partnership, extending to 2031, integrates fashion innovation with digital commerce. Known for its avant-garde designs, Dsquared2 complements Safilo's distinguished lineup. This renewal signifies an opportunity for marketers to leverage brand synergy and expand ecommerce strategies.

DIGITAL AR EYEWEAR

Virtual Mirrors, Smart Glasses, and Other AR Applications in the Eyewear Industry

AR optimizes eyewear commerce through enhanced online shopping interfaces and tailored product suggestions. These developments enable a nuanced approach to balancing fashion trends with medical compliance, ultimately elevating customer experiences.

EYEWEAR INNOVATION

Kendra Scott Enters Eyewear Category with Marchon Deal

Kendra Scott's entry into eyewear, via Marchon Eyewear, signifies a strategic innovation in lifestyle branding, integrating distinct design features with digital commerce potential. Launching in September, the collection leverages Marchon's distribution prowess. This collaboration promises to merge fashion-forward aesthetics with the rigor of medical compliance, optimizing market success.

SMART INNOVATIONS

Meta Is Making Oakley Smart Glasses for Athletes

Meta teams with Oakley to develop smart glasses for athletes, marking a pivotal move in integrating tech into sports eyewear. This collaboration underscores Meta’s initiative to diversify product offerings, leveraging digital innovation and strategic partnerships like Ray-Ban, to transform the intersection of fashion and functionality in wearable tech.

LUXURY EYEWEAR SYNERGY

Revo and Lexus Join Forces to Launch Eyewear Collection

Revo's partnership with Lexus creates an eyewear collection, blending NASA-based lens technology with sophisticated Lexus design. Featuring four distinctive styles—two sport-focused and two geared towards luxury—this collaboration incorporates Lexus elements like carbon fiber inlays and racing hues, pushing the boundaries in luxury eyewear.

Influencer Corner 📣

Performance Pulse 📈

MARKETING CAMPAIGNS

Five Brands That Won Valentine’s Day

Valentine’s Day marketing isn’t what it used to be. This year, brands ditched clichés and delivered campaigns that sparked conversations—some through cultural influence, others by flipping the holiday on its head.

From SKIMS tapping into the power of fandoms to LEGO redefining Valentine’s gifting, and even brands like Publix celebrating love beyond romance, these campaigns prove that standing out requires more than heart-shaped products.

ClickZ breaks down the smartest Valentine’s Day strategies, including the rise of Anti-Valentine’s campaigns and last-minute marketing tactics that still drive results. Which brands nailed it? Let’s dive in.

DIGITAL CREATOR STRATEGIES

How Brands Are Growing Episodic Creator Partnerships To Reach A Younger Audience

Brands are leveraging episodic partnerships with creators to target younger audiences effectively. These long-term collaborations enable cost efficiencies, consistent content, and sustained engagement. By integrating creators into series, marketers enhance storytelling and audience connection, ensuring strategic advantages over one-off posts.

DIGITAL MARKETING

Do Less To Drive More Impact in 2025

Focus drives impact in 2025 marketing, with key channels like SEO, events, social media, and paid search leading. Reduce low-impact tactics, emphasize high-ROI programs. AI use is growing but must be strategic. Align GTM goals with pipeline creation, not MQLs, for effective marketing leadership.

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