The retail landscape is experiencing a profound transformation. Our previous article reviewed the Social Insights Report by Digimind, which illustrates how consumers engage with brands using immersive in-store experiences. These trends include AI and social commerce, focusing on creating a seamless customer journey across various touchpoints.
In navigating these transformative shifts, Oakley, the eyewear giant, stands out as a brand that effectively leverages modern trends to drive growth and capture its market. The brand’s success story unveils a multifaceted approach, integrating technology, influencer marketing, and compelling campaigns to engage customers in novel and virtual ways.
Capturing a niche with influencer marketing
Established niche and diverse product range
The brand began selling ski goggles in 1983. By 2015, Oakley had an established niche in sports eyewear, quickly revolutionising the landscape of sports optics after the release of Prizm lenses. With a focus on elevating colour and contrast, optimising visual acuity, and tailoring the experience to specific active environments, these lenses have redefined the visual experience for athletes and outdoor enthusiasts.
Fast-forward to the 2020s and Oakley once again demonstrated their commitment to innovation with the launch of Prizm Gaming 2.0 Lens Technology. This advancement specifically targets the burgeoning realms of e-sports and remote work, aligning with the evolving demands of the digital age. The introduction of this technology underscores its proactive approach to staying ahead of market trends and ensuring users have a customised, high-performance visual experience in every facet of their active lives.
Influencer and celebrity marketing
The brand began selling ski goggles in 1983. By 2015, Oakley had an established niche in sports eyewear, quickly revolutionising the landscape of sports optics after the release of Prizm lenses. With a focus on elevating colour and contrast, optimising visual acuity, and tailoring the experience to specific active environments, these lenses have redefined the visual experience for athletes and outdoor enthusiasts.
Fast-forward to the 2020s and Oakley once again demonstrated their commitment to innovation with the launch of Prizm Gaming 2.0 Lens Technology. This advancement specifically targets the burgeoning realms of e-sports and remote work, aligning with the evolving demands of the digital age. The introduction of this technology underscores its proactive approach to staying ahead of market trends and ensuring users have a customised, high-performance visual experience in every facet of their active lives.
Influencer and celebrity marketing
To solidify their niche, Oakley recognised the power of aligning with athletes who transcend their respective sports. The brand leveraged the influence of sports legends like Michael Jordan, Dennis Rodman, and Lance Armstrong, bringing performance eyewear into pop culture.
In a nod to contemporary fashion trends, Oakley collaborates with influencers and creative minds to stay culturally relevant. The collaboration with Brain Dead founder Kyle Ng for the Oakley Factory Team in 2023 illustrates the brand’s ability to blend its commercial megabrand status with the cult aesthetics of independent creators. The reimagined Flesh sneakers and other collaborations contribute to Oakley’s renewed popularity, especially among younger demographics.
Driving growth by prioritising accessibility and innovation
Accessibility driven by tech
Oakley’s tech-savvy approach begins with its user-friendly website. With high-quality images and detailed product descriptions, the online platform is a gateway to Oakley’s range of sunglasses
and eyewear products, whether the web-exclusive Oakley x Fortnite Hydra or the best-selling Holbrook. The website’s intuitive design allows users to filter through the extensive catalogue by discount, frame colour, or recommended use. If still unsure of their purchase, customers can head to the website’s premium service to scan their face shape and find their perfect frames using AR technology.
While online channels are crucial, Oakley understands the importance of in-store experiences. The brand strategically integrates technology within physical stores, providing interactive displays and virtual try-on options. This synergy between online and in-store channels creates a cohesive customer journey where individuals can explore Oakley’s products digitally and in person.
Continuous innovation and strategic releases
Oakley has established a niche in sports eyewear long after their first product line of motorcycle grips and number plates. However, the eyewear giant doesn’t stop there. The introduction of the Encoder Extension Collection and the Definition Collection in 2023 aligns with Oakley’s ethos of pushing boundaries. These releases showcase Oakley’s ability to evolve its product lines while maintaining a consistent brand identity. The impact of such releases is evident in market performance, with sources estimating Oakley’s revenue surpassing the $500 million mark.
Meanwhile, Oakley’s recent campaign, “Crush the Ordinary,” symbolises the brand’s commitment to breaking free from conventions. It emphasises innovation not only in product design but also in marketing strategies. The campaign encourages customers to embrace the extraordinary and positions Oakley as a brand constantly challenging itself and its audience.
By learning from Oakley’s strategies, you can glean insights into creating a cohesive brand image, fostering innovation, and resonating with diverse audiences across various channels. For more on marketing and technology, check out our other articles in the MarTech World.
Last edited: Dec 2023
