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Meta’s High-Tech Oakleys Bring Smart Glasses to a Sportier Crowd | ClickZ Eyewear Newsletter

Plus, Oliver Peoples Lands in Paris

Author

Zihan Lyu
July 24, 2025 • Estimated Reading Time: 5 minutes

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

Attribution Angle 🎯

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

 What’s In Focus? 👓

SMART GLASSES MARKETING

Meta Platforms Inc. introduces Oakley Meta HSTN glasses, a premium smart eyewear line targeting a sport-focused demographic with its unique style. These glasses feature similar technology as Meta's Ray-Ban spectacles but aim to attract a different audience by leveraging Oakley's iconic athletic brand. 

BUSINESS ACQUISITIONS

EssilorLuxottica's acquisition of PUcore's lens component division, including its research, production, and intellectual properties, strengthens their position in the lens production supply chain, enhancing performance and sustainability for the ophthalmic industry.

With previous strategic acquisitions in ophthalmology and AI-powered technologies, EssilorLuxottica demonstrates a commitment to integrating technology and expanding its eyewear capabilities. This move highlights the significance of diversifying expertise and resources to maintain leadership in the competitive eyewear market.

LUXURY BRAND EXPANSION

Oliver Peoples, a luxury eyewear brand, has established its first boutique in Paris, highlighting its strategic expansion into key global markets. This new location integrates Southern California style with Parisian elegance, featuring exclusive designs and offering in-house optical services, appealing to discerning consumers seeking high-end eyewear.

For marketers, this move exemplifies the importance of location and brand alignment in capturing luxury markets and enhancing brand visibility worldwide, especially in a city synonymous with fashion and prestige.

CONSUMER TECHNOLOGY LAUNCH

Innovative Eyewear, Inc. announces the launch of Reebok smartglasses on new platforms, targeting Reebok's extensive fanbase and leveraging enhanced functionalities for athletics. Available initially via the Reebok app and shortly thereafter on Reebok.com, the smartglasses introduce advanced technology to improve user experiences. Marketing professionals should note the strategic move to integrate tech into active lifestyle products, potentially influencing future trends in consumer engagement.

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.

ClickZ is a ClickZ Media publication in the DTC Ecommerce division