ITALY. Italian luxury eyewear specialist Safilo Group, which is preparing to present its Fall/Winter collections at the TFWA World Exhibition next month (Stand number: Bay Village 15), has unveiled details of its efforts to revitalise the airport retail environment for sunglasses.
Besides finding new ways to engage the consumer beyond traditional retailing concepts, Safilo revealed that it is committed to the development of HPPs across its portfolio. More of its brand activities now focus on stressing the design linkages across product categories – from shoes to bags to details on the sunglasses.
For example, Gucci has made extensive use of the bow concept this year and synergies are being exploited through promotional units and highlighted in a new Gucci video played on an inbuilt LCD screen.
New island promotions have also been installed in several of the world’s leading airports: Singapore Changi Terminal 2, Manila T1, Istanbul, Bangkok Suvarnabhumi, Hong Kong, Dubai and Beijing T3.
The Gucci promotional activities have met with positive results, Safilo said. The promotion concluded in July at Dubai Airport (in co-operation with Dubai Duty Free) achieved growth of more than +170% in terms of sell out compared to the previous year.
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Safilo Group’s Gucci promotion at Dubai Airport concluded in July with growth of over +170% in terms of sell out | |
Safilo’s attention to detail, style and customer needs in terms of fitting have garnered “excellent” sales results, the company said. Gucci was ranked the number one performing brand in the luxury eyewear category at Seoul Incheon Airport.
HPPs have also been undertaken for Dior, Emporio Armani, Hugo Boss and Diesel brands, with customised islands installed in Shanghai Pudong T2, Guangzhou Baiyun, Nagoya Centrair, Hong Kong, Manila T1, Zurich Kloten, Istanbul and Buenos Aires Ezeiza.
Safilo said it wanted to attract customers with “a purchasing experience in a high luxury environment” with its new temporary outpost installations, customised to fit the needs of retailers and airport authorities.
Generic units have been replaced by branded luxury fixtures for its sunglasses brands Hugo Boss, Marc Jacobs, Giorgio Armani, Bottega Veneta, Dior, Gucci, YSL, MaxMara, Emporio Armani and Carrera.
This upgraded environment has been presented in Hong Kong, Taipei and Munich airports.
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HPPs have also been undertaken for Dior, Emporio Armani, Hugo Boss and Diesel brands, with customised islands installed in Guangzhou Baiyun Airport (top) and Hong Kong International Airport (bottom) |
In other news, Safilo Group presented a selection of VIP and celebrity pieces from the renowned Guglielmo Tabacchi Gallery at the recently opened DFS Galleria Macau shopping complex.
Staged at the Galleria’s lavish Eye-to-Eye sunglasses area, the exhibition – which showcased Elton John, Elvis Presley, Madonna and the Duke of Windsor’s eyewear – aimed to show “how eyeglasses can be an expression of personality”.
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(Left) The Safilo showcase of exlusive pieces from the renowned Guglielmo Tabacchi Gallery in DFS Galleria Macau; (Right) An upgraded retail environment with top designer brands such as YSL at the Taipei International Airport | |
SPRING/SUMMER 2009 SUNGLASSES COLLECTION – HIGHLIGHTS
Safilo Group has also unveiled the Spring/Summer 2009 sunglasses collection featuring brands Marc Jacobs, Valentino and Carrera.
Marc Jacobs: Next season’s Marc Jacobs collection offers sunglasses frames with a refined design featuring luxury details. The floral decorations of the delicate jewels created by the designer appear on the new full-shaped Optyl sunglasses (model MJ 245/s). The arms reveal an undulating Liberty-inspired motif, embellished by colourful round rhinestones with the designer’s signature underneath.
Valentino: Valentino presents a collection of sparkling eyewear featuring oversized shapes and couture decorations. Model VAL 5622/s has a large rounded shape and lenses that are left free at the sides. On the temples the frames form a braided pattern reminiscent of the Histoire bag, the hit of the latest Valentino accessories collections.
Carrera: The new Carrera sunglasses collection uses sophisticated materials. The injection-moulded Rush model features a large wrap design that expresses a 1980s influence, updated in a modern way. The metal temples are slashed by a line of contrasting colour, while the mask is customised with the Carrera icon and a metal line that contrasts with shades of black-palladio, white-light gold, black-light gold and tan-light gold.
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| (L-R) Spring/Summer 2009: Marc Jacobs MJ 245/s, Valentino VAL 5622/s and Carrera Rush | ||
About Safilo Group
Safilo Group is a leader in high-end luxury eyewear. Its products are available worldwide through its exclusive distributors and 30 commercial branches in the US, Europe and in Asia.
Safilo produces and manages a portfolio of its own brands, such as Carrera, Smith, Oxydo and Blue Bay as well as licensed brands, such as Alexander McQueen, A/X Armani Exchange, Balenciaga, Banana Republic, Bottega Veneta, Boss by Hugo Boss, Boucheron, Diesel, 55DSL, Dior, Emporio Armani, Fossil, Giorgio Armani, Gucci, Hugo by Hugo Boss, J.Lo by Jennifer Lopez, Jimmy Choo, Juicy Couture, Kate Spade, Liz Claiborne, Marc Jacobs, Marc by Marc Jacobs, MaxMara, Max&Co, Nine West, Pierre Cardin, Saks Fifth Avenue, Stella McCartney, Valentino and Yves Saint Laurent.
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