Maison Margiela x Gentle Monster goes cyberpunk | ClickZ Eyewear Newsletter

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Live From SXSW 🎤

🎯 What Every eCommerce Marketer Was Talking About at SXSW

ClickZ has been on the ground at SXSW, reporting from exclusive interviews, panels, and sessions. Here are some standout takeaways for eCommerce marketers — and how to turn them into actionable growth opportunities:

✅ Audio Meets Video: Over 270M people now watch video podcasts on Spotify — but ad spend hasn’t caught up yet. The rise of multi-format content presents a major opportunity for brand engagement. Understanding cross-platform performance will be key to capitalizing on this shift.

✅ AI-Driven Personalization: AI is driving consumer expectations — with users engaging across 13+ platforms daily, they now expect hyper-personalized, native ad experiences. Real-time insights into which platforms are driving true impact will allow you to fine-tune your strategy.

✅ Authenticity Is Driving Performance: Authenticity and storytelling took center stage at SXSW, with brands and creators emphasizing genuine connections over technological spectacle. Marketing experts noted a shift away from "purpose fatigue," highlighting the importance of meaningful engagements that feel real.

📊 Understanding these shifts requires smarter measurement. That’s why leading brands are turning to Fospha to track cross-platform performance and uncover the true impact of brand engagement across channels.

👀 Stay tuned for more updates from SXSW — where innovation meets opportunity.

Expert View 💡

Eyewear Marketing in the TikTok Era

TikTok’s influence on digital marketing is impossible to ignore. With 100 million active users in the US and billions of downloads worldwide, the platform has reshaped how brands engage with consumers. As discussions around its ownership continue, brands must remain adaptable, using agile digital strategies to stay ahead.

For the eyewear industry, TikTok presents a powerful storytelling platform. Short, engaging videos offer a fresh way to showcase both design and technology, moving beyond traditional advertising. Instead of static product shots, brands can highlight how eyewear fits into everyday life—from fashion statements to functional essentials.

Content that resonates goes beyond promotion. Showing how frames complement different face shapes, how lens coatings adapt to various lighting conditions, or even how eyewear trends evolve can build trust and connection. Authenticity drives engagement, whether targeting younger consumers or those over 30.

Brands that adapt to TikTok’s format—using short-form video and interactive content—are tapping into a highly engaged audience that values both style and function.

🎯 Exclusive: Get 10% Off Shoptalk Registration

ClickZ is thrilled to offer our readers an exclusive 10% discount on Shoptalk—where the future of retail takes shape.

Shoptalk brings together the biggest names in eCommerce and retail to explore the latest trends and challenges—from AI-driven personalization to shifting consumer behavior.

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

👉 Register now using the code RBCLICK269.
👉 Book a Meeting with Fospha

 What’s In Focus? 👓

FASHION COLLABORATION

Maison Margiela x Gentle Monster's Cyberpunk Vision is Unveiled

The collaboration between Gentle Monster and Maison Margiela unveiled a 20-piece eyewear collection, mesmerizing industry insiders with its fusion of cyber-chic aesthetics and conceptual craftsmanship. This synergy exemplifies how digital innovation and avant-garde design can enhance brand allure.

EYEWEAR INNOVATION TRENDS

Optical Show Radiates Innovation for Eyewear's Digital Commerce Pioneers

Over 11,000 industry insiders marked their presence at 100 Optical's UK event, spotlighting transformative trends in eyewear. With over 250 exhibitors and rising participation from optometrists to senior consultants, it laid fertile ground for innovation. Award-winning designs showcased a fusion of style and sustainability, offering insights for marketing professionals optimizing online platforms.

ECOMMERCE INSIGHTS

Loft Eyewear Show Expands for 25th Anniversary in New York

Celebrating its 25th anniversary, Loft Eyewear Show in NYC expands with over 150 independent designers. Located in Chelsea’s Hudson Yards, the 2025 event integrates new brands, a premium lens company, and education sessions, positioning it as a key fixture of the inaugural Eyewear Design Week, enhancing attendee experience and industry prominence.

BRAND COLLABORATION

Blenders Eyewear Drops Limited-Edition 'STATE Sunglasses'

ECOMMERCE FASHION INNOVATION

Tura Introduces Glemaud x Tura Men's Eyewear

Victor Glemaud and Tura's Glemaud x Tura Men's Eyewear Collection introduces a synergy of bold design and precision-tailored comfort. The "Forever Fit" technology exemplifies innovation by addressing diverse facial features using detailed, jewelry-inspired elements.

Influencer Corner 📣

Optimization Hub ⚙️

RETAIL MEDIA AND CREATOR PARTNERSHIPS

The New Power Players in Digital Commerce—RMN and the Creator Economy

Retailers are selling influence now. As Retail Media Networks transform into full-scale media businesses, brands are turning to creators to drive real revenue, not just awareness.

But throwing money at influencers is not enough. The smartest brands are integrating creators into data-driven, performance marketing strategies that actually move the needle. This is where first-party data meets real consumer trust.

AI-ENHANCED MARKETING

Google's AI Mode Transforms Affiliate Marketing into an Opportunity Rich Landscape

Google's AI Mode reshapes search landscapes, presenting unique opportunities to boost product visibility, engagement, and precise targeting. With shifts from traditional search, carefully optimizing content for AI-generated summaries is key. Embracing this transformation can enhance strategies in competitive, data-driven eCommerce channels.

AD TECH EVOLUTION

Leading the Ad Tech Renaissance with AI, Programmatic Innovation and Privacy-First Strategies

In 2025, ad tech advances through AI solutions, programmatic strategies, and privacy-focused methods. Leaders highlight AI's potential in optimizing consumer engagement and the value of direct partnerships within CTV's evolving landscape.

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