Expansion of online marketplaces
In contrast to physical retail locations, which can be difficult to access due to their location, hours, or general consumer discomfort, online shopping platforms offer greater convenience. Recent surveys from Vision Monday highlight that over 14% of eyewear purchasers prefer to shop online. This trend is particularly evident on prominent eyewear e-commerce site Eyebuydirect, where consumers can easily buy glasses from various brands, including several high-end labels like Armani Exchange, Coach, Ralph, and Ray-Ban. Shoppers can even virtually try on frames using their devices, mimicking the in-store experience. Additionally, online customers can access exclusive digital promotions, further incentivizing purchases. These features have opened the luxury eyewear sector to a broader customer base, significantly contributing to its overall revenue growth.
Increase in collaborations
With the growing influence of celebrities and social media personalities, numerous luxury eyewear brands have adeptly capitalized on this trend. As reported by Vogue Business, partnering with popular figures often brings along a loyal following, which in turn generates excitement and boosts sales. For example, the brand Gentle Monster has successfully collaborated with K-pop sensationJennie Kim recently witnessed her two Instagram posts garner over 11 million likes. As part of the promotion for the Gentle Jelly collection, prominent social media influencers across Instagram, YouTube, and TikTok received themed PR packages, generating heightened interest and boosting brand visibility. In a similar trend, luxury fashion houses are increasingly enlisting celebrities as eyewear ambassadors for their exclusive collections. A notable recent instance is the collaboration of Dolce & Gabbana with Grammy winner Miley Cyrus, who has been chosen to represent their 2024 eyewear campaigns.
The Appeal of Limited Releases
Many brands adopt strategies to create urgency and exclusivity around their offerings. One effective method today is tying releases to particular seasons or events. For example, past summer collections have seen designers launch new frame styles, like Fendi’s IRIDIA collection, which featured cat-eye designs in vibrant color variations. In terms of events, the performance brand Oakley experiences significant spikes in brand interest during major sports seasons. Their marketing strategy includes sponsoring athletes to maximize product visibility to a global audience. During the Tokyo Olympics, the brand achieved viral status repeatedly as athletes showcased their eyewear. A standout moment occurred when Qatar’s Mutaz Essa Barshim received global recognition, not only for his exceptional performance but also for his choice of Kato sunglasses, an intriguing selection given the evening competitions.
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