Introduction: “Our vision is constantly evolving, much like Kering Eyewear itself.” So says Kering Eyewear Head of Global Travel Retail & Hospitality Channels Ilaria Salvucci, reflecting on the company’s mission to elevate luxury sunglasses retail in travel retail.
This mission is being brought to life with a striking makeover of The Moodie Davitt Report desktop homepage along with an elegantly curated treatment of our mobile website.
Key pillars of the strategy include sports-led partnerships, as seen in the Maui Jim x Oracle Red Bull Racing collaboration, which unites fashion and performance on a global stage; the launch of the Ultra campaign, showcasing cutting-edge lens technology through immersive brand experiences; and Gucci’s shift to a seasonal drop strategy designed to maintain year-round consumer excitement.
Salvucci also explores how Kering Eyewear is adapting activations across diverse markets, from Asia to the Middle East and Europe, and teases the roll-out of a new digital retail concept
Let’s start with innovation in brand collaborations. What was the vision behind the Maui Jim x Oracle Red Bull crossover and how is it being brought to life in the channel?
The partnership with Oracle Red Bull Racing is a natural fit, built on shared values of precision, performance and innovation. From this year’s F1 season, our eyewear is worn by the drivers, pit crew and team staff, showcasing our PolarizedPlus2 lens technology on a global stage.
It’s not just about visibility – it’s about teaming up with a brand that pushes boundaries, just like we do with our products. We’ve activated the partnership across all marketing touchpoints, including communications, PR and in-store displays.
In travel retail, we unveiled new visual merchandising and storytelling tools at TFWA Singapore, highlighting the connection between Maui Jim and the high-performance world of Formula 1. These have already been rolled out in key locations, such as Miami and Jeddah, with more openings planned in 2025 and an even stronger push in 2026, supported by a dedicated project we are presenting to clients at TFWA Cannes.
Tell us more about the Ultra campaign for Maui Jim. What’s the strategy behind this launch, and how does it exemplify your approach to engaging the luxury eyewear shopper in travel retail?
The Ultra campaign highlights our new Ultra lenses, engineered to be ultra-light, ultra-durable, and to deliver ultra-intense colour resolution. Powered by our PolarizedPlus2 technology, these lenses provide sharper detail, richer colour and exceptional clarity.
Our strategy to engage luxury eyewear shoppers in travel retail combines showcasing these advanced features with bold, creative storytelling. We launched the campaign globally on the opening day of TFWA Singapore, positioning ourselves as the first to introduce this innovative product to retailers.
We are now expanding distribution and enhancing in-store visibility to simplify the consumer journey and maximise the impact of this remarkable new collection.
How have your travel retail experiences evolved across different markets, and what key learnings have influenced the way you adapt these activations to engage consumers effectively?
Our travel retail team recognised the need to present the brand to consumers – especially in Asia – with something bold, creative and engaging that reflects our brand identity and spirit. We’ve successfully activated these experiences in key locations such as Hainan and Taiwan, and we’re proud to have expanded into the Middle East and Europe, despite the smaller and more competitive spaces in these regions compared to Asia.
We’re seeing a growing trend of consumers being drawn to and engaged by immersive experiences. These activations have proven to be an effective way to create a positive and lasting impression, helping consumers connect with the brand and increasing overall awareness.
Gucci’s new seasonal drop strategy in travel retail marks an important shift in your approach. Could you elaborate on how this supports your long-term vision for the brand in this channel?
Our new strategy focuses on releasing limited-edition colour drops at intervals throughout the year. This approach keeps the collection fresh and exciting, allowing us to engage travel retail consumers continuously. By supporting these drops with dedicated visuals and marketing tools, we strengthen Gucci’s desirability and long-term position in the channel.
We understand a new digital retail concept is on the horizon. Can you give us a sense of how this evolution will shape the future of your customer engagement and data strategies in travel retail?
Our vision is constantly evolving, much like Kering Eyewear itself. The new digital retail concept is built on four key pillars: lightness, transparency, digital integration and innovation in the sales experience.
This approach combines aesthetic appeal, commercial functionality and modularity to define a new era of luxury eyewear retail. It introduces a higher level of customisation that allows us to integrate each brand’s identity while maintaining a cohesive store environment.
We are creating inviting spaces where clients can pause and fully immerse themselves in the Kering Eyewear universe. Our digital system will become more flexible than ever, featuring frameless LED walls and seamless technology that will optimise content display, simplify consumer navigation and enhance engagement through dynamic digital experiences.
Ultimately, this digital retail concept will not only redefine retail – it will serve as a powerful sales tool and brand amplifier, designed to elevate the consumer journey.
The recent event with Maui Jim APAC Ambassador Mika added a cultural twist to brand storytelling. How important are these locally resonant activations in shaping the consumer experience in travel retail?
The Maui Jim event we hosted in Hainan earlier this year was a pioneering moment for the eyewear category within duty-free retail, and we’re extremely proud of this achievement.
This event demonstrated that eyewear could generate significant buzz and strong results through engaging experiences. With Maui Jim’s growing awareness in the region, these activations are crucial in bringing consumers closer to the brand.
In travel retail, consumer experience is everything. In-store events like this create meaningful connections, especially when tied to ambassadors who embody the brand’s values and spirit, leaving a lasting positive impression. ✈
