Strategies to Boost Growth and Visibility for Eyewear companies
In the ever-evolving business landscape, adaptability and agility are paramount for maintaining competitiveness. Marketing strategies, for one, have undergone significant transformations over time, particularly highlighted by the global health crisis of 2020. In 2021, brands were forced to reassess their strategies and marketing approaches, with many organizations shifting to remote setups and relying on enhanced communication. This has also led to a surge in innovative tactics aimed at boosting growth and visibility.
Amid these changes, the eyewear industry has emerged as a beacon of creativity and adaptability, offering valuable lessons for businesses of all sizes. In this article, we’ll examine the unique marketing strategies employed by leading eyewear companies and explore how small businesses can leverage similar strategies to enhance their own growth and visibility.
Sunglass Hut’s collaboration with Ready Player Me
Sunglass Hut, a global leader in premium eyewear, has embarked on a groundbreaking collaboration with the avatar platform Ready Player Me. This initiative merges physical and virtual retail, offering customers a new way to accessorize their avatars with digital sunglasses. In a first-of-its-kind partnership, customers visiting select Sunglass Hut stores in the US can claim free sunglasses for their avatars by scanning a QR code on SmartShoper digital screens inside the stores.
Timmu Tõke, CEO of Ready Player Me, emphasized the growing importance of virtual fashion and the partnership’s role in staying ahead of this trend. Similarly, small businesses can draw inspiration from this collaboration and explore partnerships with tech companies. This way, businesses can develop unique products and stand out from the competition.
LensCrafters’ immersive gaming campaign
Founded in 1983, LensCrafters has grown to become the leading optical retailer in North America. Today, the company is renowned for its wide array of glasses online from top brands like Ray-Ban, Oakley, and Tory Burch, as well as its comprehensive eye care services. Recently, it’s captivated consumers with an immersive gaming campaign. As part of its innovative approach, the company launched LensCrafters Eye Odyssey: World of Optics, the second season of its Eye Odyssey series on the popular gaming platform Roblox. Since its debut in October 2023, the series has attracted over 300,000 users, showcasing the brand’s ability to engage with consumers in new and interactive ways.
While the campaign aims to educate users on maintaining healthy vision habits through fun challenges, it has also helped the brand become more relevant to a younger demographic. Smaller brands can follow suit by embracing emerging technologies that enhance customer engagement and grow their consumer base.
Quay’s shift away from influencer marketing
Quay, a trendy eyewear brand, made waves in the industry by reimagining its marketing approach. Previously, the company heavily invested in influencer marketing, allocating a significant portion of its ad budget to collaborate with social media influencers. However, following iOS changes, Quay’s CEO, Jodi Bricker, announced a shift back to a full-funnel approach, emphasizing a more balanced marketing strategy.
In addition to adjusting its advertising strategy, Quay has expanded its retail presence to enhance brand awareness. Bricker highlighted the importance of brick-and-mortar stores in the eyewear industry, where over 80% of purchases occur. Quay exemplifies the importance of staying abreast of industry trends, which is a valuable lesson for all types of businesses.
Overall, the eyewear industry serves as a prime example of how innovative marketing strategies can drive growth and visibility in a competitive market. From immersive gaming campaigns to adapting to marketing shifts, eyewear companies have demonstrated the power of creativity in capturing consumer interest. By embracing innovation, small businesses can leverage similar tactics to differentiate themselves and achieve sustainable growth.
