CHINA. Italian eyewear company Luxottica Group has partnered with China Duty Free Group (CDFG) to exclusively prelaunch Bvlgari’s Serpenti eyewear collection.
Serpenti is a luxury eyewear range — comprised of two rose-tinted sunglasses — inspired by the brand’s signature snake motif.
The Bvlgari Serpenti Sunnyscale pair is a feminine style that features an oversized metallic frame and sleek hexagonal scale pattern. It also offers adjustable nose pads, making it ideal for Asian customers.
The Bvlgari Serpenti Back-to-Scale style is made with a pale pink acetate material crafted in an Asian-friendly oversized square silhouette. The temples also feature a multi-coloured scale pattern, embellished with crystals. Both pairs are available in size 57.
The Bvlgari Serpenti collection is exclusively available at the Sanya International Duty Free Shopping Complex and on CDFG’s ecommerce platform from now until 30 December, ahead of its global domestic and travel retail rollout.
The exclusive eyewear pre-launch is supported by a three-month omnichannel campaign specifically developed for Chinese shoppers in Hainan. The campaign features a prominent pop-up store at the CDF Mall, along with high-profile LED window displays.
“It is a privilege to partner with China Duty Free Group for this Bvlgari pre-launch exclusive,” commented Luxottica Global Travel Retail Director Enrico Destro. “Both the luxury market and Chinese consumer continue to form the key pillars of our strategic direction within the channel, so this opportunity positions us in the right space.
“Plus, China Duty Free Group’s strong digital presence allows us to further our digital agenda with the incorporation of their e-commerce stores, and in doing so, enabling us to jumpstart this exciting campaign by ticking all the right boxes.”
