The case discusses collaboration between a technology-based company and a fashion eyewear company. The need for collaboration arose after Google LLC (Google) launched smart eyewear that failed to attract the attention of fashion-conscious users due to poor aesthetics and ergonomics. Google then partnered with fashion eyewear company, Luxottica Group S.p.A. (EssilorLuxottica) to design smart eyewear named Google Glass Enterprise Edition 2. However, this product did not take off due to high pricing and technology issues. EssilorLuxottica then collaborated with Meta Platforms Inc. to produce fashion smart eyewear, Ray-Ban Stories. The case discusses the potential for success of this tie-up and the future in the segment.
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