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[NOT APPROVED] Your eyewear strategy is outdated | ClickZ Eyewear Newsletter

AR try-ons, AI search, and the halo effect—brands are making moves.

Author

Zihan Lyu
March 05, 2025 • Estimated Reading Time: 7 minutes

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

Retail Rewired 🔥

The Fospha team had an amazing time at eTail West last week, connecting with eCommerce leaders and diving into the biggest challenges and opportunities shaping the industry. Here are the top trends we saw dominating the conversation.

📈 Brands Are Navigating Rising Ad Costs & Complexity

With CPCs on the rise, brands are doubling down on efficiency— looking for opportunities to optimize their marketing mix and making the most owned channels like email, SMS, and loyalty programs.

🤖 AI-Driven Personalization Is Scaling Up

AI is transforming customer interactions in real time. Hanky Panky shared how AI powers their acquisition, site experience, and retention efforts—including automating 50% of customer service interactions to free up human agents for high-value customers.

💡 The Halo Effect Is Real

At Fospha, we're always talking about the impact of TikTok, YouTube, and Meta ads on third-party sales channels like Amazon. At eTail West, Ross Wakeham from TikTok reinforced that this ‘spillover’ effect is a huge measurement opportunity for brands.

If you’re interested in learning more about the halo effect, you can lead our latest research here. 🔗

Attending SXSW?

 What’s In Focus? 👓

DIGITAL EYEWEAR STRATEGY

Vision Expo East 2025 in Orlando spotlighted advancements in eyewear and digital innovation attracting a global audience, with 44% newcomers. Highlights included cutting-edge frame designs and the strategic positioning of Ray-Ban with AAP Rocky's appointment.

MARKET EXPANSION

With laser safety glasses market revenue set to skyrocket from USD 509 Million in 2021 to USD 1.05 Billion by 2028, strategic opportunities abound in eCommerce for blending innovation in protective lenses with cutting-edge online strategies. Heightened laser technology use and strict safety standards in key sectors highlight untapped potential.

EYEWEAR INNOVATION STRATEGY

The Cinelli x Oakley Latch Panel and Eye Jacket Redux models exemplify a powerful blend of sport-driven design and personalized consumer experiences, highlighting strategic branding opportunities through curated storytelling and aspirational product offerings.

VIRTUAL TRY-ON EVOLUTION

VerveAR's collaboration with Shopify introduces a game-changing 3D, AR, and virtual try-on solution. This tool enables eyewear brands to transcend traditional retail experiences, enhancing customer interaction and potentially driving sales. By leveraging AR, brands can deftly balance fashion appeal with functional accuracy.

Influencer Corner 📣

Jure Knehtl on LinkedIn: Ugly ECOM truth #4 🐺 

eCommerce is EASY.

But not for everyone.

It's easy if you are selling products that:
> COGS < 25%
> Scalable selling to new customers with paid ads with a positive contribution margin
> Impulsive buy or shorter time to purchase
> Solves real pain problem to a broad TAM
> Is consumable, has potential subscription
> Great for bundles and potential for follow-up products
> Short lead time
> Social media friendly (Influencers & Creators)
> Low competition + High demand
> Rising trend/growing market
> Inbuild re-occurrence

If NOT, it will be HARD to find success in 2025.

ClickZ.com on LinkedIn:  eCommerce search is evolving—fast.

Shoppers today don’t want to type generic keywords and sift through irrelevant results. They want AI to understand what they mean—instantly.
💡 Imagine telling a retailer:
🗣️ "I need a gift for a six-year-old who loves Legos."
✅ AI gets it. It curates the perfect selection without endless scrolling.

🔊 Listen to George J Kanuck III, CRO of Monetate, as he breaks down to Mairi-Claire Tay how AI-driven search and real-time personalization are transforming online shopping.

Optimization Hub ⚙️

FASHION-FORWARD INNOVATION

Generative AI unease, eCommerce tactics, and AI-driven job insecurity shape consumer views, with most wary of AI's expanding influence. These realities offer an opportunity to innovate. Despite concerns, the thriving $38.07bn digital advertising sphere presents untapped paths for market expansion and strategic integration.

ECOMMERCE VISIONARIES

In 2025, digital marketing will pivot toward AI advancements, first-party data utilization, and niche specialization. Embracing AI enhances customer personalization, while prioritizing data privacy ensures compliance. These strategies, alongside leveraging emerging fields like Web3, offer competitive edge and measurable ROI.

AI IN MARKETING

Personalization at scale used to be a pipe dream—now, it’s a competitive necessity. AI is making hyper-targeted content, promotions, and customer interactions effortless, but the real challenge is earning trust and staying relevant without crossing the line.

Brands like leading retailers are ditching blanket discounts for AI-driven precision offers. But as personalization gets smarter, consumers are setting the terms—they’ll trade data for relevance, but only if brands play fair.

How do you personalize without alienating? How do you scale without losing authenticity? The brands that master this balance will dominate.

Social Media Marketing

📍 Seattle, Washington, USA

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