We identified two key insights: first, our unfamiliar foreign brand was a potential weakness; second, the eyewear industry largely contrasts with the dynamism and youtfull energy of fast fashion. Recognizing these points, we chose to leverage fashion as our primary differentiator. We embraced our foreign roots to draw attention, positioning the established players as outdated and conventional. We planned to become the fashion brand of our times, a GenZ eyewear fast fashion brand

In order that we make the most of the content produced, each piece of content was carefully tagged with hundreds of attributes. These were then fed into our CDP and later used for marketing campaigns, retention, audience building etc.

Social media influencers were chosen strategically to be part of the story. Take Taylor who was on of the leads in our "Find Your Rising" campaign. With 123K followrs she is not an obvious candidate but with her existing affection for playful eyeglasses as well as a strong acumen in astrology and a following by some of the coolest kids in town, she was a prefect example of a strategic social media influencer collaboration.