'Through The Lens'
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Le Specs and Kodak are teaming up to bring customer a special collaboration that combines stylish eyewear with the magic of photography. "Through The Lens" offers a unique collection of sunglasses, each paired with a free reusable film camera. This limited-edition collection celebrates the joy of travel and capturing life's moments, perfect for ones next adventure. As Le Specs opens its new airport store, "Through The Lens" is the perfect way to see the world in style.
Project Background:
Opportunities in the Market:
Growing Demand for Convenience:
The demand for convenience in retail is on the rise, fueled by shifting consumer preferences and advancements in technology. Today’s shoppers place a high value on convenience, with approximately 77% of survey respondents identifying it as a key factor in their purchasing decisions (Morgan Stanley 2024). Many are even willing to pay a premium—up to 5% more—for products and services that simplify their lives. This trend stems from increasingly hectic lifestyles and extended working hours, which have given rise to a "time-poor" society. As a result, consumers are prioritizing quick and effortless solutions for their everyday needs (Alpha Insights 2025). The "on-demand era" has further amplified expectations for immediacy, driving demand for flexible options in product availability, payment methods, and service delivery.
Travel retailers are following suit, emphasizing speed and accessibility to align with broader retail trends. Airports and transit hubs are expanding their retail offerings, featuring duty-free exclusives, travel-sized essentials, and luxury goods designed to meet passengers' immediate needs. These time-sensitive travelers prioritize seamless experiences, making convenience a critical factor in their shopping journey (Grand View Research 2024). Brands can tap into this opportunity by developing travel-friendly product collections that enhance the customer experience during their journey.
Real, Authenticity Desire:
As consumers grow more critical of distinguishing genuine content from paid promotions, brands are shifting toward lo-fi authenticity and community-focused strategies. This approach moves away from polished, idealized lifestyles and instead embraces relatable, everyday content. With 88% of consumers prioritizing authenticity in the brands they support, it has become a crucial differentiator in an increasingly competitive market (Webalive 2024). The prevalence of economic pressures has further fueled dissatisfaction with overly perfect imagery and aspirational messaging that feels out of touch with reality (McIlvaine 2024).
To resonate with their audience, brands must redefine authenticity by creating meaningful connections and experiences around their products. Genuine reviews and relatable content consistently outperform highly curated marketing campaigns, helping brands build emotional connections and drive higher engagement. This strategy is particularly impactful with millennials and Gen Z, who place significant value on transparency and honesty in their interactions with brands (Tan 2024).
Drives for Exclusive Products:
Consumers across various retail sectors, from fashion to electronics, are increasingly attracted to exclusive and limited-edition products, driven by psychological triggers like scarcity and FOMO - fear of missing out (Bekman 2022). By limiting quantities or imposing strict deadlines, brands activate scarcity bias—a cognitive effect that makes rare items appear more valuable and desirable. This not only enhances a product's appeal but also instills a sense of owning something unique and meaningful. For many consumers, these purchases create lasting emotional connections (Ku 2012).
This trend is especially prominent among younger demographics. Data shows that 43% of consumers aged 13–39 have purchased limited-edition items, with 70% being more likely to buy products labeled as such, according to Adweek (Stella 2024). Luxury and premium brands frequently leverage this strategy, using exclusivity to generate buzz and amplify demand—even among those previously unfamiliar with the brand. By tapping into the allure of scarcity, brands can effectively elevate their perceived value and foster deeper consumer engagement (Khamis 2023).
Nostalgia and Retro Appeal:
Recent consumer behavior studies highlight nostalgia as a powerful force shaping retail and marketing strategies today. A significant number of Millennials and Gen Z consumers actively seek nostalgic brand experiences, as these tap into deeply rooted positive memories that evoke feelings of comfort and trust. This trend is particularly evident in the travel retail sector, where Deloitte's 2024 Travel Retail Report found that products leveraging nostalgia generate 23% higher impulse purchase rates compared to conventional offerings. The appeal stems from consumers' growing desire for familiarity in an increasingly digital world—IBISWorld data shows sales of analog products like disposable cameras have surged 200% since 2022 as younger consumers embrace tangible experiences.
The psychological benefits of nostalgia further enhance its commercial potential. Nostalgic experiences reduce stress and increase feelings of social connection, making them particularly valuable in high-traffic, high-stress environments like airports. This aligns with broader wellness trends, as Skift's 2025 Travel Wellness Survey found 67% of travelers prioritize mindfulness activities during trips. The nostalgia market now represents a strong force in the global industry, with especially strong performance in sectors blending retro appeal with modern convenience—a combination perfectly suited for airport retail environments where consumers seek both comfort and efficiency.
Recent consumer behavior studies highlight nostalgia as a powerful force shaping retail and marketing strategies today. A significant number of Millennials and Gen Z consumers actively seek nostalgic brand experiences, as these tap into deeply rooted positive memories that evoke feelings of comfort and trust (Shirbeeni 2025). This trend is particularly evident in the travel retail sector, where Deloitte's 2024 Travel Retail Report found that products leveraging nostalgia generate 23% higher impulse purchase rates compared to conventional offerings (Crowley et al 2024). The appeal stems from consumers' growing desire for familiarity in an increasingly digital world—IBISWorld data shows sales of analog products like disposable cameras have surged 200% since 2022 as younger consumers embrace tangible experiences (Gonzales 2024).
The psychological benefits of nostalgia further enhance its commercial potential. Nostalgic experiences reduce stress and increase feelings of social connection, making them particularly valuable in high-traffic, high-stress environments like airports (Mail Chimp 2024). This aligns with broader wellness trends, as Skift's 2025 Travel Wellness Survey found 67% of travelers prioritize mindfulness activities during trips. The nostalgia market now represents a strong force in the global industry, with especially strong performance in sectors blending retro appeal with modern convenience—a combination perfectly suited for airport retail environments where consumers seek both comfort and efficiency (Gilbert and Jones 2024).
Project Scope:
1. Focus of Research:
_Consumer Demand: Market trends in travel accessories, retro photography revival, and innovation, practical fashion.
_Brand Synergy: Aligning Le Specs’ fashion-forward aesthetic with Kodak’s heritage in analog photography.
_Operational Feasibility: Pricing Strategy, develop product funtionality to serve travel retail sector, and retail integration.
_Marketing Strategy: Campaign messaging, target demographics, and airport retail opportunities.
2. Brand Collaboration Goals:
_Create a limited-edition, travel-themed collection combining Le Specs sunglasses and Kodak reusable cameras.
_Drive foot traffic to Le Specs’ airport stores with an exclusive, experiential product.
_Reinforce both brands’ identities and visibility: Le Specs (fashion, accessibility) + Kodak (nostalgia, creativity).
3. Business & Marketing Goals
_Boost holiday season sales through bundled offerings (e.g., "Buy sunglasses, get a free Kodak camera").
_Generate social media engagement via travel-focused influencer campaigns and user-generated content.
_Position both brands as innovative yet nostalgic, appealing to Gen Z and millennial travelers.
4. Product Development:
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Le Specs:
_9 exclusive piece collection (3 styles in 3 colours each) with vintage-inspired frames, high-tech lens, modern and travel-themed colorways
_Compact and travel-friendly packaging
_ Gift with Purchase (GWP) (Adjustable glasses strap, photo album, eyewear case cover, cleaning cloths)
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Kodak:
_A compact, reusable film camera branded with the collaboration logo.
Project Proposal:
Campaign Overview:
This campaign offers customers a complimentary Kodak M38 reusable film camera with the purchase of any product from Le Specs' new collection, blending fashion and nostalgia with functionality. The glasses lens collection includes special features tailored to meet the needs of travel, enhancing practicality for on-the-go consumers. Promoted as a limited edition, this collaboration aims to boost purchase intent and facilitate strategic budget planning. This duo will be positioned as a "Premium Travel Convenience Kit," providing travelers with a unique way to document their adventures in style and satisfaction.
After the trip, customers can send the film to recommended labs for development, receiving their photos as an album within 5-7 days. The album cover can be designed to be visually appealing and incooperate elements like logos, color schemes that can highlight both brands' visibility. This physical product enhances customers' positive feelings about their journey and leaves a lasting impression on the campaign.
About Kodak:
Kodak is a worldwide regconition brand, formally known as Eastman Kodak Company, was founded in 1888 by George Eastman. It revolutionized photography by introducing the first film roll camera and flexible roll film, making photography accessible to the masses (Kodak 2025). Kodak became a dominant force in the photography industry throughout the 20th century, producing iconic cameras like the Brownie and Instamatic, and providing film for significant events such as the Apollo missions (Clay 2020).
In recent years, Kodak has sustained its influence in both the photography and broader retail markets through a diverse array of popular products. Their photographic films remain highly regarded among both amateur and professional photographers, with a significant 71% holding a favorable view of the brand (Yougov n.d).
The M38 Camera:
Kodak's M38 Camera is a well-known line, offering affordability compared to the more prominent Ektar H35N, while sharing similar functionalities. However, when it comes to disposable cameras, the situation is reversed. The reusable M38 body is priced around $40, with an additional $20 for film, totaling approximately $60 for a fully functional setup. The M38's higher upfront cost is justified by its reusability and superior materials, which enhance its environmental value. This camera is ideal for beginners, as it is easy to use, compact, and meets the photography needs of those who don't require advanced professional techniques. One roll of film can capture up to 36 photos, and the images produced have a distinctive vintage, retro look that garners positive feedback from customers.
Project Aim:
The collaboration between Le Specs and Kodak in the travel retail sector aims to enhance Le Specs' brand visibility and differentiation by offering a unique bundled product— high-performance sunglasses paired with a compact, easy to use camera. This visionary collaboration not only empowers travelers to immortalize their journey both visually and tangibly but also seamlessly fuses Le Specs’ cutting-edge, fashion-forward eyewear with Kodak’s legendary expertise in photography. The result is a compelling value proposition that resonates deeply with modern globetrotters—those who seek to elevate their travel experiences with products that combine functionality, aesthetic sophistication, and the ability to capture journey’s most authentic moments.
The timeless allure of travel and the art of preserving memories through photography transcends cultural boundaries, making this innovative bundle universally appealing—even to those unfamiliar with the brands (Arun and Antony 2018). By highlighting the power of visual storytelling in travel photography, the campaign taps into a language that speaks to all, effortlessly bridging linguistic and cultural divides. This strategy inspires travelers to share their adventures on social media, amplifying brand visibility and engagement on a global scale. This positions Le Specs as more than just an eyewear brand; it becomes a travel lifestyle brand that merges style with experiential value, a must-have travel product in the pocket.
As for Kodak, the M38’s reusable design encourages customer loyalty by allowing users to continue purchasing film rolls from the brand if satisfied from the first use, fostering repeat business and introducing them to other products within the brand’s portfolio. This approach positions the M38 as a gateway to Kodak’s broader range of film products, promoting ongoing engagement and brand retention.
About the Collection
The design remains trendy and modern, yet draws inspiration from vintage styles. The color palette features a nostalgic blend of vintage and retro tones, delivering a retro-futurism aesthetic to the whole collection.
Packaging:
The packaging is designed as a compact, travel-ready case — easy to slip into a backpack or carry-on, perfect for customers on the go. Its lightweight yet durable structure protects the sunglasses and camera while keeping the form factor sleek and minimal.
Visually, it uses a bold split-tone palette: Kodak’s iconic mustard yellow paired with Le Specs’ signature deep red or navy, making it instantly recognizable and eye-catching on airport retail shelves. The collab logo is subtly embossed or printed on the front, offering brand presence without overwhelming the design.
This format combines practicality, premium aesthetics, and strong brand identity, making it ideal for commercial display and real-world use.
Enhanced Product Features and Pricing Strategy
Given the higher cost of Kodak’s reusable film cameras, this project will position the glassess as a premium offering priced between $120–$180, aligning with the brand’s Luxe line.
To justify this price point, the glasses in this collection will integrate advanced technologies. Specifically, the lens in this collection will feature scratch-resistant and anti-static coatings, similar to those developed by Kodak for their prescription eyewear line. These coatings help repel dust and dirt, reduce smudges and fingerprints, and keep lenses cleaner longer. Additionally, the sun protection function for the eyes applies the same technology as the premium CR-39 Lens that Le Specs has already incorporated into their product, offering superior optical clarity and 100% UVA/UVB protection. These upgrades reinforce the campaign’s core message: enhancing travel experiences by seamlessly capturing moments with minimal effort—both through the camera and the wearer’s eyes.
Retail Strategy:
POS Design.
The retail store will be designed with a clean, gallery-like layout, visual elements like photographs or interactive displays to narrate the collaboration's story will be seen across the store.
Instore Unique Experience:
To elevate the campaign's photography concept and tap into the growing popularity photobooth trend recently, a state-of-the-art photobooth will be integrated into the store, offering customers an immersive and memorable experience. This engaging activity is designed to draw customers into the store, where they can explore the latest collection while enjoying a fun, interactive experience. As part of the activity, customers are encouraged to try on pieces from the collection, creating a seamless opportunity for social media sharing that harnesses the power of user-generated content.
1. Owned Media: Building the Foundation:
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Website & E-commerce:
_Launch a dedicated microsite or landing page on both Le Specs’ and Kodak’s websites featuring the collection, bundled camera details, and travel-themed storytelling. Optimize for SEO with keywords like “travel sunglasses + film camera.”
_Content Marketing: Publish behind-the-scenes videos of the collaboration, styling guides for airport travel, and tutorials on using the Kodak camera.
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Email Marketing:
_Target Le Specs’ loyalty program subscribers with early access or exclusive bundles. Kodak could cross-promote to its film enthusiasts
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In-Store Activation:
_Airport store will feature interactive photo booths (with Kodak filters), encouraging shoppers to share images instantly.
2. Paid Media: Amplifying Reach
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Social Ads:
_Run Instagram/Facebook carousel ads showcasing the collection pieces, the bundle targeting travelers (demographics: 18–35, interest in photography/fashion). Highlight limited-edition urgency.
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Airport Advertising:
_Place digital billboards in high-traffic airport zones featuring aspirational travel imagery. Link to QR codes for instant e-commerce access.
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Gift with Purchase (GWP) & Promotional Items:
_ Buy any Le Specs sunglasses, get a free Kodak M35 reusable film camera (pre-loaded with film).
_ Limited-Edition Packaging: Travel-themed box (Adjustable glassess strap, cleaning cloths, and an album to store the developed pictures, camera instruction note).
3. Earned Media: Organic Buzz
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User-Generated Content (UGC):
_Encourage customers to share travel photos taken with Le Specs glasses using the Kodak camera on many media platforms. Feature top UGC on both brands’ social channels, creating a community-driven campaign.
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Influencer & PR Strategy:
_Send exclusive collaboration kits to travel, fashion influencers, and photographers. These kits should include the Le Specs x Kodak sunglasses, a Kodak M35 reusable film camera, and any other relevant travel accessories or branded materials.
_Invite these influencers to document their travels using the Le Specs sunglasses and Kodak camera. Encourage them to capture unique moments and share their experiences on social media, using a branded hashtag. Select the best content to display at the in-store gallery at the airport store, showcasing the versatility and style of the collaboration.
Marketing Strategy:
Project Objective
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To indentify: Consumer demand and market viability in travel retail. Metric the willingness to purchase, preferred price points, and perceived value of the Gift with Purchase (GWP) items, bundled offering at the airport environment.
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To analyse: The effectiveness of user-generated content in driving brand awareness and purchase intent, measured through social media metrics (reach, UGC shares, hashtag usage) and conversion rates.
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To evaluate: The impact of limited-edition designs and exclusive airport promotions influence brand recognition and customer loyalty. Focusing on campaign profitability and scalability, measured through key metrics such as purchase frequency, average order value (AOV), and post-campaign customer feedback regarding product utility.
Reference:
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