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Meta invests $3.5 billion in world’s largest eye-wear maker in AI glasses push | ClickZ Eyewear Newsletter

Plus, stylish racing team crafts the ultimate driving sunglasses

Author

Zihan Lyu
July 10, 2025 • Estimated Reading Time: 6 minutes

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Welcome to ClickZ Eyewear, your essential newsletter for eyewear eCommerce professionals.

Editor’s Pick 🌟

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

 What’s In Focus? 👓

EYEWEAR DESIGN COLLABORATION

Team Ikuzawa and Native Sons have partnered to design the Tetsu sunglasses, merging vintage motorsport aesthetics with modern functionality, featuring custom materials for enhanced durability. These limited-edition sunglasses are uniquely suited for driving due to features like anti-reflective coatings and straight temples.

This collaboration exemplifies how niche appeal and heritage, coupled with quality craftsmanship, can effectively engage specific customer segments, offering strategic relevance in marketing campaigns.

STRATEGIC INVESTMENT

Meta's $3.5 billion investment in EssilorLuxottica exemplifies its commitment to AI-driven smart glasses, aiming to strengthen control over hardware and distribution.

This move empowers Meta to push beyond smartphones. For marketers, this signifies an evolving landscape where technology, convenience, and connectivity intersect to redefine consumer engagement.

MIXED REALITY INNOVATION

VITURE's Luma series, featuring XR glasses equipped with Sony's advanced micro-OLED for enhanced visual fidelity, is significant for marketers targeting tech-savvy audiences. With features like dynamic dimming and gesture recognition, these glasses suit both gaming and enterprise solutions, opening diverse market avenues.

This innovation underscores the expanding role of wearable technology in creating immersive experiences, with implications across gaming, personal cinema, and enterprise collaboration sectors, providing marketers with opportunities to address evolving consumer needs and preferences effectively.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.

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