In late 2023, Sunglass Hut orchestrated a triumphant festive pop-up activation in the heart of London. The event featured a dynamic arcade game where visitors could test their skills and vie for the chance to win exclusive prizes. This engaging setup was an integral part of Sunglass Hut’s #ShadesofHoliday campaign, designed to immerse consumers in a world of festive fun and unveil exclusive sunglasses styles.
The success of this event was not an isolated achievement but a culmination of several marketing strategies prepared for the event itself and the brand’s previous initiatives. Sunglass Hut’s relentless efforts have contributed to building its name and reputation on a global scale. Below, we take a closer look at how the retail eyewear giant has created engaging marketing campaigns over the years.
Blending online and offline presence
With a legacy dating back to 1971, Sunglass Hut has evolved into a global powerhouse with over 3,000 retail outlets worldwide, from the shopping centres of Westfield or West Quay in the UK to the vibrant metro of Herald Square in the United States. However, the brand didn’t rest on its laurels as a brick-and-mortar giant. Sunglass Hut has made sunglasses available online since 1998, offering an array of online-exclusive eyewear such as Ray-Ban’s RB4408 or Burberry’s BE4415U to cater to customers seeking a purely virtual shopping experience. More than presenting a simple catalogue of eyewear, Sunglass Hut also introduced innovative technologies like the Frame Advisor, which identifies frames that complement facial features, to enhance the consumer experience.
The brand effectively balances its online presence with creative drive-to-store tactics, exemplified by collaborations like Ready Player Me’s avatars and digital sunglasses, which link virtual merchandise to physical locations. This engagement strategy not only keeps Sunglass Hut at the forefront of industry trends but also drives foot traffic to brick-and-mortar stores, reinforcing its position as an eyewear trendsetter.
Embracing the latest technology
Sunglass Hut has always been at the forefront of embracing novel technology to enhance the customer experience. From the Frame Advisor to the Virtual Try-On, the brand has seamlessly integrated augmented reality technology into its online platforms. The Ready Player Me collaboration also marked a significant leap in merging virtual worlds with physical retail.
Another standout example of Sunglass Hut’s tech-driven approach is its partnership with Emperia, which gave rise to the virtual reality store Sunglass Hut Utopia in 2022. This cutting-edge concept combines gaming and try-on technology, offering an immersive experience for customers to explore and virtually try on exclusive summer eyewear from renowned brands. By continually pushing the boundaries of technology, Sunglass Hut ensures that its customers stay engaged and excited about their eyewear shopping experience.
Collaborating strategically with brands and influencers
Sunglass Hut’s commitment to innovation extends beyond technology to intriguing collaborations. Alongside partners like Emperia, the brand strategically collaborated with marketing powerhouses such as Jackleg Studio to amplify the brand’s message. In their 2021 campaign, Jackleg Studio crafted the bespoke track “Don’t Stop The Feeling” for Sunglass Hut, a creative collaboration that resonated with audiences, accumulating over an impressive 37.4 million views. The success of the campaign not only bolstered Sunglass Hut’s visibility but also highlighted the brand’s knack for selecting collaborators capable of creating content that captivates and resonates with a broad audience.
Moving beyond collective ventures with marketing entities, Sunglass Hut has also ventured into collaborating with individual artists such as Dua Saleh and Shekhinah. These collaborations bring a unique and personal touch to the brand’s marketing efforts, tapping into diverse and authentic perspectives while aligning itself with artists whose individuality mirrors the brand’s commitment to celebrating personal style. These help enrich the brand’s identity, positioning it as a dynamic and inclusive force within the fashion and eyewear landscape.
With these marketing pushes, it is clear that Sunglass Hut’s growth story is more than about selling sunglasses — it’s about creating a brand experience that transcends traditional retail. As the retail eyewear giant looks toward the future, it remains clear that its growth will be fueled by a combination of creativity, technology, and strategic partnerships.
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