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- Victoria Beckham signs eyewear licensing deal with Safilo Group | ClickZ Eyewear Newsletter
Victoria Beckham signs eyewear licensing deal with Safilo Group | ClickZ Eyewear Newsletter
PLUS: Jacques Marie Mage debuts foldable sunglasses
Zihan Lyu
July 02, 2025 • Estimated Reading Time: 5 minutes
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Welcome to ClickZ Eyewear, your essential newsletter for eyewear eCommerce professionals.
CommerceNext Recap 🔈
What CommerceNext Taught Us About Brand
CommerceNext called it out: over-investing in conversion-led tactics is starving brands of future growth.
As Dom Devlin explained:
“Last-click is easy for CFOs to understand — but it’s a strategic dead end.”
Fospha’s Glow reveals how brands like Sweaty Betty link early signals (branded search, engaged visits) to revenue down the line — giving marketers the ammo they need to defend brand budgets.
Download The Glow Report and discover how top brands are measuring their brand marketing in 2025
What’s In Focus? 👓
BUSINESS EXPANSION
Victoria Beckham has signed a 10-year global licensing agreement with Safilo Group to produce her eyewear collections, aligning her brand with other luxury names like BOSS and Tommy Hilfiger. This partnership aims to enhance Beckham's presence in the global luxury eyewear market by capitalizing on Safilo's extensive distribution network and craftsmanship expertise. The collaboration holds strategic importance for marketers by emphasizing brand expansion and cross-industry alliances, slated to unveil a complete range in January 2026, reinforcing Victoria Beckham's influence in luxury fashion.
MERGERS & PARTNERSHIPS
Mia Burton and Lipari's merger focuses on enhancing omnichannel strategies by leveraging online and offline synergies, projecting a revenue of $27.9 million by 2025. They aim to scale operations and customizations through shared data and logistics, while expanding geographically, notably in the USA and Europe, thus providing valuable insights for marketers on integrating eCommerce and physical retail in growing sectors.
EYEWEAR TRENDS
 | The Linda Farrow Iconic Collection revitalise its 1970s designs through modern Japanese production, blending nostalgia with luxurious craftsmanship to target discerning luxury consumers. This limited edition showcases a retro-chic aesthetic, capitalizing on exclusivity and the brand’s rich heritage—a strategic approach appealing to modern luxury fashion markets. It's an ideal model for marketers seeking to leverage historical brand narratives in contemporary settings for unique consumer appeal. |
LUXURY EYEWEAR DESIGN
Jacques Marie Mage introduces Éditions Pliables, a new line of foldable sunglasses. Crafted from titanium, these sunglasses are reminiscent of mid-century design but with modern wearability, positioning them as both a style statement and a functional accessory.
Optimization Hub 📈
DTC MARKETING EVOLUTION
DTC marketing in 2025 focuses on optimizing data and automation to enhance ROI and adapt to increasing costs and tech complexities. Brands invest in sophisticated tech stacks and prioritize first-party data to refine digital and in-store strategies, driving conversions through channels like social media and email.
VIRAL MARKETING STRATEGIES
Marketers increasingly leverage TikTok's viral trends to boost sales, utilizing tools like the TikTok Creative Center and Creator Academy. The platform's participatory culture and algorithm favor creative and authentic brand engagement, enabling even small brands to achieve rapid growth by navigating trending content efficiently. Understanding these dynamics is essential for marketers seeking impactful digital presence and engagement.
ClickZ is a ClickZ Media publication in the DTC Ecommerce division