In early September 2021, Facebook entered the wearable tech market with Ray-Ban Stories, a collaboration with the classic eyewear brand to produce a line of smart glasses through which users can answer phone calls, take photos and videos, and listen to music, among other features. It’s a market without much competition—namely because ventures from other companies to launch similar products, such as Google Glass or Snap Spectacles, ended as outright failures. In addition, public trust in Facebook is at an all-time low, making it an especially tricky time for the company to launch a new product. This case asks students to evaluate Facebook’s position in the market, its chances for success, and Ray-Ban’s position in the collaboration.
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