De Rigo Brands Reference Book

BRANDS REFERENCE
PROFILE
USA
Created in 1978 by Ennio De Rigo, Longarone Italy
Family owned
5,000 employees
Revenue: $1B
The Group is active in all the major markets of the world
with its own brands Lozza, Police and Sting and with the
licensed brands Blumarine, Carolina Herrera, Chopard,
Ermenegildo Zegna, Escada, Fila, Furla, Givenchy,
Lanvin, Loewe, Tous, and Victor Hugo.
PORFOLIO OF BRANDS
USA
USA
De Rigo Vision USA features a dynamic portfolio of brands, offering your customers a wide range
of top fashion luxury brands. A dynamic brand selection that is unmatched in the optical industry.
CHOPARD, ZEGNA, GIVENCHY, LANVIN, ESCADA, CAROLINA HERRERA, FURLA and POLICE
Price +
Designer
Conservative
Price -
Unique positioning
Unique positioning
Unique positioning
Unique positioning
Luxury, Quality, Creativity
Sophisticated & Prestige
Fashion & Femininity
Contemporary Chic
Brand recognition 95%
Men achiever 30 to 55
70% women – 30% men.
Upscale fashion market
Unisex 35 to 55
Leading luxury menswear
30 to 50 year old.
Unisex 30 to 55
Red Carpet brand
brand
Fashion conscious and
Albert Elbaz
Made in Italy
Brand recognition 96%
distinctive
Ranked #1 designer
23K Gold
Attention to detail, quality
Brand recognition 98%
Worn by the celebrities
International Guarantee Serial
and specialized materials
Top 5 Couture Designer
(Unique products,
number
ZEISS sunlenses and Rx
Top 3 fragrances in the
ultimate design
Highest margin on the product,
world
more money per sale
Hottest Celebrities
Unique positioning =
Unique positioning =
Unique positioning = urban
Unique positioning = Creative
Metropolitan & Fashion
Cool glamour & Elegance
spirit –trendy look
spirit, understated design and
100% women collection
100% women collection
Men 80%-Women 20%
100% women collection
25 to 40 year old
35 to 55 year old
15 to 45 year old
15 to 50 year old
Colourful and brand driven.
Understated chic,
Top 3 sunglass advertiser
Distinctive handbags & shoes
TOP 1 fragrance brand
metropolitan allure
#1 sunglass collection sold
296 Furla stores
sold in Latin America.
and cool femininity.
in 4 countries; France, UK,
Exceptional value for the price
Carolina NY and the bridge
1,100 points of sale
Spain and Italy
Personality and joyful
collection CH
Voted in the top 5 brands
30 year anniversary
collection based on famous
Affordable Designer
most admired by women
Blue lenses legend
Candy bag collection
products
Hottest ambassador's
REFERENCE MANUAL
CHOPARD EYEWEAR MVP
•
Unique positioning = 1 of 3 true luxury collection in the world
•
Luxury – Quality – Creativity / Made in Italy
•
Upscale market. Unisex 35 to 55
•
Brand recognition 95%
•
Precious materials
•
Highest margin on the product more money per sale
•
International Guarantee / Serial number
•
Hottest ambassador's
CHOPARD, the excellence in action, precious materials and stylish details.
Who is Chopard?
It all began in 1860 in the small village of Sonvilier in Switzerland when Louis
Ulysse Chopard, a talented young craftsman, established his workshop.
For 150 years, Chopard has offered watch and jewelry creations of exceptional
quality.
Today Chopard distribution covers 1600 Point of Sales in 120 countries,
including 143 Chopard Boutiques, 196 corners and 180 wall units in dept stores.
CHOPARD, the excellence in action, precious materials and stylish details.
Other important information about Chopard
• Official partner of Cannes Film Festival :
Chopard celebrates 15th consecutive years as official partner of the Cannes Film
Festival.
• The Red Carpet collection
It is 65 unique pieces, 9,000 carats of precious stones, 5 months of work and 13’000
working hours
• Tribute to Marilyn Monroe
The Marilyn Tribute set from the Red Carpet collection is composed of a necklace in
18-carat white gold set with beads diamonds (151.64 cts), heart shaped diamonds
(30.72 cts) and diamonds (18.53cts).
• The Mille Miglia Since 1988
Chopard is main sponsor and official timekeeper of the Mille Miglia, acknowledged by
connoisseurs as the most beautiful race in the world – «la corsa più bella del mondo ».
CHOPARD EYEWEAR,
THE EXCELLENCE IN ACTION
THE KNOW-HOW
•
Chopard Eyewear frames are hand assembled by
our highly trained craftsmen
•
Each piece is unique and require over 200 hours
from start to end
•
Made in Italy in our workshop with the respect of
the tradition
THE FINISHING
•
5 microns of 23K gold
•
Stunning finishing ; Palladium,
gold
Bronze, rose gold and
THE JEWELRY
•
Swarovski crystal
•
For more than 100 years the brand SWAROVSKI reflects itself
in ingenuity, poetry, and technology and has developed its
supreme mastery in precision-cut technology, to become the
world’s leading producer of cut crystal, genuine gemstones and
created stones.
NOBLE MATERIALS
•
Precious wood; Wenge, Bubinga and Padauk
•
Wenge is a member of the great tree from Zaire and other small countries of
West Africa. The heartwood is dark brown, almost black.
•
Bubinga, sometimes called African Rosewood, is used frequently in
veneering applications, fine furniture, cabinetry, paneling and luxury
decorative pieces.
•
African Padauk is a one-of-a-kind exotic hardwood, exhibiting a vivid
reddish orange color that changes to a purplish-rose colored hue with age
and exposure.
CONTEMPORARY MATERIALS
•
Unique Cellulose Acetates from Mazzucchelli
Mazzucchelli 1849 is the worldwide leader in the manufacture and
distribution of cellulose acetate, a plastic material traditionally used
in the production of spectacles and sunglasses.
•
Composite rubber
We use only the most effective composite rubber, tested at high
temperatures and extreme low temperatures. Jeweller quality
offering maximum resistance and comfort
KEY DESIGN ELEMENTS
The RADIANT series
The ICE CUBED series
The IMPERIAL series
The LOTUS series
The MILLE MIGLIA series
Key components of a Chopard Eyewear
Modern luxury
High quality and exclusive details
Handmade in Italy / 200 hours
Internationally register serial number
Genuine Swarovski crystals inserted
by hand
Logo plaque
5 microns of 23K gold
Hand polished
3 dimensional inserted logo
THE HAUTE-JEWELRY
World’s Most Expensive Sunglasses by Chopard
These pricey sunglasses produced for Chopard by De Rigo Vision, are embellished with a total of
51 full-cut River diamonds and trimmed in the temples with 60 grams of 24K gold!
Sold for $95,000
THE WARRANTIES
•
A unique piece of jewelry
Each frame bears a serial number that certifies its
authenticity.
•
Made in Italy
The “made in Italy” certifies that the frame was produced in
our workshop following a strict process
•
International guarantee
Each Chopard frame is covered by an international
guarantee for 24 months against all manufacturer defects
•
Packaging
Each Chopard frame comes with the appropriate signature
case, a presentation gift box, a lens cloth and a certificate of
authenticity
PERMANENT MARKETING SUPPORT
BRAND REMINDER/ 1PC DISPLAY
2PC DISPLAY
TRAY
COUNTER CARDS, BANNER
WITH SEVERAL SIZES
4PC DISPLAY
2014 NEW CHOPARD ADV CAMPAIGN
CHOPARD, the excellence in action, precious materials and stylish details.
Summary
Extreme luxury, quality, femininity, racing spirit, elegance and a fashionable touch:
these are the features of the exclusive Chopard eyewear collection that expresses
the indissoluble union between the refined design of the eyewear and the precious
and exclusive details of the watches and jewels of the House of Chopard.
REFERENCE MANUAL
POLICE EYEWEAR MVP
•
Unique positioning = urban spirit –trendy look
•
Style conscience individual. Mostly Men achiever 25 to 45
•
Top 3 advertiser in the sunglass industry in the world
•
#1 sunglass collection sold in 4 countries; France, UK, Spain
and Italy
•
1 out of every 4 targeted men walking into the store will
purchase a Police frame
•
30 year anniversary
•
Hottest ambassador's
•
The only true competitor to Ray ban out there
POLICE: Back to blue, the most famous example of a lifestyle brand
Who is POLICE ?
Created in 1983, POLICE has been one of the most famous examples of a
lifestyle brand since the ‘80s, influencing everything surrounding it with its
urban spirit.
The Police collection features models with a refined design and a strong
personality, which pay attention to current fashion trends though also
stand out with their personal and unique way of creating their own style.
POLICE: Back to blue, the most famous example of a lifestyle brand
• Today POLICE is a lifestyle brand with perfumes, watches, jewelry,
leather goods and apparels.
• The first ambassador of the brand was Bruce Willis followed by George Clooney,
David Backham, Antonio Banderas and Neymar Jr and Austin Dillon in 2014.
• Police is distributed over 40,000 retail stores over the world.
• 2013 is the 30 years anniversary of the brand
POLICE: Back to blue, the most famous example of a lifestyle brand
NEYMAR JR
He plays for Barcelona team and for the national Brazilian team
People magazine say he’s the new Pelè and he’s considered one of the best
players in the world.
In June 2014 we will watch one of the most anticipated events in the world: The
World Soccer Cup in Brazil. Neymar Jr. will be a focal point and the Police
Ambassador.
28
POLICE: Back to blue, the most famous example of a lifestyle brand
NEYMAR JR
OVER 16 MIL FANS ON FACEBOOK
OVER 9 MIL FOLLOWERS ON TWITTER
POLICE: Back to blue, the most famous example of a lifestyle brand
AUSTIN DILLON
NASCAR drivers Austin Dillon and Ty Dillon have signed an agreement with internationallyknown Police branded eyewear for the 2014 season. Their exclusive agreement calls for the
brothers to wear POLICE Sunglasses, during their respective Sprint Cup and Nationwide Series
season.
30
POLICE: Back to blue, the most famous example of a lifestyle brand
NASCAR POLICE CAR – Jason White –
Nationwide Cup
31
POLICE: Back to blue, the most famous example of a lifestyle brand
POLICE Eyewear
• 80% men -20% women collection
• Blue mirrored lenses and Polarized lenses are a “must have” for the Police
collection
• Sophisticated acetates with a vintage feel, even with two-color versions.
• Attention to details
• The Police logo, reinterpreted with confidence and available as a gothic-style trim
applied on metal inserts or as the iconic winged P, becomes an integral design element
of recognition.
Made in Italy
POLICE: Back to blue, the most famous example of a lifestyle brand
LENSES
The blue-mirrored lenses became a ‘must have’ in the late 1980s-early 1990s when
POLICE introduced them to the market. It was an incredible success, acknowledged all over the
world as a part of the POLICE heritage.
POLICE: Back to blue, the most famous example of a lifestyle brand
LENSES
POLICE sunglasses are available with Polarized lenses
CR39 sunlenses
400 UVB and UVC protection.
High quality index
Key components of a Police Eyewear
Fashionable/Trendy look
High quality Materials
Perfect fitting
Integrated design
Hand polished and detailed
finishing - Enamel
CR39 sunlenses
400 UVB and UVC
protection.
High quality index
Blue lenses
Polarized
Adapted fitting technology
3D iconic logo integration – jewelry
quality finishing
Communication
POLICE: Back to blue, the most famous example of a lifestyle brand
Summary
Since its inception, the Police brand has burst onto markets all over the world,
challenging its competitors, being ready to revolutionize the system and change
the rules of the game with its fresh, immediate language that communicates with
the general public.
Launched in Europe though inspired by the American "on the road" spirit, Police
glasses are unisex and find their roots in the street style of large cities.
The brand's style is aggressive, with an urban, metropolitan vocation.
The brand's target loves breaking the rules and identifies itself only with a
community: that of the fans of Police glasses.
REFERENCE MANUAL
GIVENCHY EYEWEAR MVP
•
Unique positioning = Fashion & Femininity
•
70% women – 30% men.30 to 50 year old. Fashion conscious
and distinctive
•
98% name recognition in the US
•
Top 5 Couture Designer in the world (Riccardo Tisci)
•
Top 3 fragrances in the world
•
New women fashion collection to compete with Chanel
•
Hottest ambassador's
Innovative Haute Couture:
Aristocratic and distinctive, sober and mysteriously sensual
Who is GIVENCHY ?
The house of Givenchy was founded in 1952 by designer Hubert de Givenchy.
The most famous black dress of Audrey Hepburn was in Breakfast at
Tiffany's.
The House of Givenchy is located 28 Rue Du Faubourg Saint-Honoré, Paris.
Innovative Haute Couture:
Aristocratic and distinctive, sober and mysteriously sensual
Other important information about GIVENCHY
• Givenchy, one of the leading purveyors of contemporary luxury have its business based
on three activities: Fashion, accessories and Fragrances-Cosmetics
• 750 stores and corners around the world
• Since 2005, Riccardo Tisci has been appointed Artistic Director and became the
friend of the stars
• Givenchy: shaped by the spirit of Fashion
PRIME NUMBERS:
The 2014 Sun collection is splitted into 4 main groups and named
with prime numbers.
Each serie represents a different inspiration and theme
o ELEVEN 11 = Geometrical and symmetry – Simple shape and
triangle
o FIVE 5 = Stylized logo and functionality – Square and mixed
materials
o SEVEN 7 = Buckles and screws – Industrial and round
o SEVENTEEN 17 = Edgy shape and design – Large and twisted
o ELEVEN 11 = Geometrical and symmetry – Simple shape and triangle
ELEVEN
SGV871
SGV872
SGVA12
SGV873
SGV874
SGVA16
o FIVE 5 = Stylized logo and functionality – Square and mixed materials
FIVE
SGV875
SGV876
SGV885
SGV877
SGV886
SGVA14
SGVA15
o SEVEN 7 = Buckles and screws – Industrial and round
SEVEN
SGV878
SGV879
SGVA11
SGV880
SGV884
SGV897
o SEVENTEEN 17 = Edgy shape and design – Large and twisted
SEVENTEEN
SGV883
SGVA18
SGVA17
SGVA19
Key components of a Givenchy Eyewear
Integrated Design: Integrated hinges…
High quality Materials
Avant-Gardism/ trendsetter
Quality acetate/Mazzucheli and
integrated stainless steel end
tips
Integrated logo under
resin
CR39 sunlenses
400 UVB and UVC
protection.
High quality index
Adapted fitting technology
Woman fitting
High resistance stainless steel lug
with 3D shape (MIM technology)
Worn by the celebrities…
Merchandising
Kit counter cards
3PC display + brand reminder + shopping bags
New visuals 2014
Innovative Haute Couture:
Aristocratic and distinctive, sober and mysteriously sensual
Summary
True to the essence of this French couture House, the Givenchy Eyewear
collection embodies the flair of its creative director, Riccardo Tisci. The Givenchy
eyewear collection is rich in style content, expressing a self-confident femininity.
All reveal extreme refinement and attention to the slightest detail such as metal
decorations on acetate, contrasted inserts or prints.. Aristocratic and distinctive,
sober and sensual, the Givenchy woman’s style reflects the path of Riccardo
Tisci has taken: far-reaching.
REFERENCE MANUAL
ZEGNA EYEWEAR MVP
•
Unique positioning = Sophisticated & Prestige
•
Upscale market. Men achiever 30 to 55
•
Leading luxury menswear brand
•
96% men name recognition in the US
•
1 of very few high-end men's eyewear collections
•
Attention to detail, quality and specialized materials
•
Best sunlenses by ZEISS
•
Highest margin on the product more money per sale
ZEGNA: refined symbols for a tasteful choice.
Who is Ermenegildo Zegna?
Founded in 1910 in Trivero, Italy by Ermenegildo Zegna, whose vision was to
ethically create the
world’s finest textiles through innovation and sourcing
the noblest fibers directly from their markets of origin.
The Ermenegildo Zegna Group is a leading luxury menswear brand
and one of the most renowned luxury goods company in Italy
Passion for details: From the unwavering commitment to innovation and
eco-sensitivity to the absolute attention to detail, the passion for nature and
aesthetics are intrinsically interwoven.
ZEGNA: refined symbols for a tasteful choice.
Other important information about Zegna
• Today there are over 560 Zegna stores in 87 countries around the world.
• The total Group revenues in 2012 reached $1.5 Billion.
• The world of Ermenegildo Zegna today provides a complete lifestyle
wardrobe for a modern man: Couture, Made to measure, Zegna Sport and Z
Zegna.
ZEGNA: refined symbols for a tasteful choice.
Zegna Eyewear – Passion for Details
• Detail of the materials: precious woods, composite alloy, titanium and richness of the acetates
ZEGNA: refined symbols for a tasteful choice.
Zegna Eyewear – Passion for Details
• Detail of the design: special attention on the appearance of the logo on the frame, casual chic color
matches, tone-on-tone and chevron effects
• stunning polishing, tactile effects (mat, soft, scratched), natural touch and passion for textures
ZEGNA: refined symbols for a tasteful choice.
Zegna Eyewear – Passion for Details
• Detail of the ergonomic: dedicated structure for man morphology, perfect fitting, ultimate comfort
and timeless elegance of the shapes
Key components of a Zegna Eyewear
Passion for Details
High quality Materials
Dedicated to men
Integrated design
integrated arrow steel end tips
Stunning finishes: mat, shiny, brushed
Zeiss lenses
CR39 sunlenses
400 UVB and UVC
protection.
High quality index
Polarized
Adapted fitting technology
Man morphology
3 dimensional inserted
logo
High quality materials
Precious wood or Napa leather
Titanium
New visuals 2014
Merchandiding
BRAND REMINDER/ 1PC DISPLAY
2PC-4PC DISPLAY
SET OF COUNTER CARDS AND BANNERS
ZEGNA: refined symbols for a tasteful choice.
Summary
The Eyewear Collection from Ermenegildo Zegna is the finishing touch to the
look of a man whose elegance is refined, contemporary, never flaunted. The
mood of the collection mirrors the very same concepts of luxury and style
embodied in the main collection: natural and extreme luxury materials, thin lines
and the latest fashion trends, always in the name of creativity, innovation and
attention to detail: the real distinctive signs of the Ermenegildo Zegna style.
Contemporary design and high-tech materials create items that are simple and
sophisticated at the same time
REFERENCE MANUAL
ESCADA EYEWEAR MVP
•
Unique positioning = Cool glamour & Elegance
•
100% women collection / 30 to 50 year old
•
Consumer profile – understated chic, metropolitan allure and
cool femininity.
•
With around 1,100 points of sale, ESCADA is present in over
80 countries worldwide.
•
Aggressive store opening in the US
•
Voted in the top 5 brands most admired by women
Who is ESCADA ?
ESCADA is the symbol of the modern elegance,
cool glamour and sensual femininity
1976 – ESCADA was founded in Munich
The origin of the ESCADA name itself came from Margaretha
and Wolfgang Ley, who bet on a full-blooded Irish racing horse of the
same name and won
1998 - Introduction of ESCADA Eyewear
The ESCADA Group is a globally operating group of companies in the luxury segment and ranks among
the worldwide market leaders for ready-to-wear women’s fashion in the high-end segment.
ESCADA produces and sells clothing and accessories under the product lines ESCADA and ESCADA SPORT.
With around 1,100 points of sale, ESCADA is present in over 80 countries worldwide.
The Retail Value of the ESCADA products is approx. $1Billon,
Today the Escada Group has 2.300 employees worldwide
2012-2013 Key Openings
• Opening of ESCADA Store (Franchise) in Salmiya, Kuwait (Oct. 2012)
• Opening new ESCADA Store (Franchise) in Tehran, Iran - (July 2012)
• Opening new ESCADA Store (Franchise) in Abu Dhabi, UAE (July 2012)
• Opening of ESCADA Store (Franchises) in China: Beijing (Oct. 2012),
Changchun (Jan 2013), Nanjing, (Dec 2012), Shenzen (Aug. 2012),
Wuxi (Dec 2012), Shenyang (Sept. 2012), Hefei (Aug 2012)
• Opening of ESCADA Store (DOS) in Florence, Italy (July 2012)
• Opening of ESCADA Store (DOS) In Spain: Valencia (July 2012),
Madrid (Aug 2012)
• Opening of ESCADA Store (DOS) in Toronto, Canada – End of 2012
• Opening new ESCADA Store (Franchise) in Russia: Moscow (End of 2011),
Krasnodar (March 2012), Nizhni (End of 2011), Perm (July 2012),
St Petersbourgh (March 2013)
• Opening of ESCADA Store (DOS) in UK: Birmingham (Aug 2012),
Edinburgh (Aug 2012), Leeds (Aug. 2012), London (July 2012)
• Opening of ESCADA Store (DOS) in USA: Miami Bal Harbour (Aug. 2012),
New York (July 2012), Palm Desert (Oct 2012) and Chicago
Heidi Klum
MET Gala, New York
Emma Roberts
MET Gala, New York,
Minnie Driver
Vanity Fair Party,
Hollywood,
Poppy Delavingne
British Academy Film
Awards, London,
Bar Rafaeli
Amfar Gala, Milan
Carmen Kass
Collection Princess
Grace de Monaco Gala,
Monaco
Andy MacDowell
Elettra Rossellini Wiedemann
Thomas Sabo party, Berlin,
ESCADA is the symbol of the modern elegance,
cool glamour and sensual femininity
Inspired by the cool glamour, sensual femininity and modern elegance of
the ESCADA fashion and the accessories, the Sunglasses Collection offers
easy chic styles embellished with vintage and very sophisticated details.
Key components of a Escada Eyewear
Understated chic / Modern Elegance
High quality Materials
Insert logo plate
Details on the temple, smalll studs,
lace and matelasse effects
CR39 sunlenses
400 UVB and UVC
protection.
High quality index
Logo intergration
Adapted fitting technology
Woman morphology
The Double “E” theme: it’s the new
interpretation of the “squared” logo theme, already proposed in
the 2012 sunglass collection. The LOGO theme is always a key
element and a subtle embellishment to be used in the eyewear
collection.
ADV STYLE CODE VES259
The LACE as metal embellishment
The starting point for the development of this detail are
rigid Escada bracelets that combine a romantic and feminine
element like the lace with a metallic structure.
The STUDS/CHIC mood
Another key element in the eyewear collection is the
studs theme, offered in a very feminine and chic way!
The ROPE theme keeps bringing in the
collection newness and freshness. Taking the idea from the
weaved handles of some of the Escada handbags, the same
motif is proposed in the front and in the temple of some
styles
The METALLIC WIRES Concept
Another strong theme in the collection is the Mettalic Wires
idea that links to the new Escada jewellery collection. The
embellishment on the temple recall the seventies mood of
the collection with a modern twist!
STYLE CODE VES264
SEASONAL MARKETING SUPPORT
WOMAN 3PC CARDBOARD DISPLAY
COUNTER CARDS, BANNER
WITH SEVERAL SIZES
HOLIDAY SEASON WINDOW DISPLAY
PERMANENT MARKETING SUPPORT
BRAND REMINDER/ 1PC DISPLAY
2PC DISPLAY
TRAY
4PC DISPLAY
REFERENCE
MANUAL
REFERENCE MANUAL
CAROLINA HERRERA – KEY DATES
1939: Carolina Herrera born in Caracas, Venezuela
ACCESSORIES
1981:FASHION
launch of the firstFRAGRANCES
Carolina Herrera New
York collection
1987: launch of the first Carolina Herrera Bridal collection
1988: launch of the first carolina Herrera perfume
1990: Pratt Institute, First prize to the best fashion design
1995: International Fashion Center Award in New York
1997: launch of 212 perfume
2001: launch of CH brand
2004 CFDA Women’s design of the year
2007: launch of CH perfume
2008: CFDA lifetime Award
CAROLINA HERRERA’ WORLD
FASHION
FRAGRANCES
ACCESSORIES
FRAGRANCES WORLD
FRAGRANCES WORLD
REGIONAL LEADER
SPAIN: TOP 3 BRAND
LATIN AMERICA: TOP 1 BRAND
MIDDLE EAST: TOP 5 BRAND
RUSSIA: TOP 10 BRAND
UK: 212 TOP 20 BRAND
INDIA : TOP 10 BRAND
TRAVEL RETAIL: TOP 15 BRAND
NEWS FROM
CAROLINA HERRERA’S WORLD
CAROLINA HERRERA & TWILIGHT
Carolina Herrera designed the Bella’s
wedding dress in “Breaking dawn”, the
last episode of Twilight saga
CH L’EAU – THE NEW FRAGRANCE
CH L’eau is a recent reinterpretation of the CH style ai its freshest, most upbeat and fun
VIP IN CAROLINA HERRERA
VIP IN CAROLINA HERRERA
CAROLINA HERRERA AND DRV – THE EYEWEAR LAUNCH
CH – THE LINK BETWEEN MOTHER AND DAUGHTER
CH TARGET
AGE:
25- 40 years old
SEX:
Woman
SOCIAL STATUS:
URBAN LOCATION:
high-end consumer, self confident, great
attention to fashion, product quality, Brand
driven
mainly large cities, or average cities with high
personal income population
CH COMPETITORS IN FASHION:
Ralph Lauren, D&G, Burberry, Paul Smith
(woman line)
CH BRAND VALUES
CASUAL CHIC
ELEGANCE
STYLE
CH WORLDWIDE PRESENCE – 2011
72 STORES
198 CORNERS
Argentina
Bahrain Qatar
Brazil
Colombia
Kuwait
Mexico
Panama UK
USA
Portugal
Saudi Arabia
Spain
Switzerland
UAE
CH EYEWEAR POSITIONING
PRICE
TRENDY
CLASSIC
LUXURY
FASHION
Cartier
CHOPARD
Montblanc
Bulgari
Web
Jean Paul Gaultier
Chanel
Alain Mikli
Ferragamo
Dolce e Gabbana
Christian Dior
Prada
Gucci
CH Positioning:
On Bridge price
segment it sits
perfectly between
Trendy and Fashion
brands
Giorgio Armani
Persol
Ray Ban
Emporio Armani
POLICE
DKNY cK
Diesel
Oxydo
Versace Valentino
D&GPOLICE
FURLA
Vogue
STING
FILA
STYLE
PRODUCT LINKS - LOGOMANIA
PRODUCT LINKS – PUNCHED LOGO
PRODUCT LINKS - THE BI-COLOUR THEME
PRODUCT LINKS - CH DOUBLE LINE METAL LOGO
PRODUCT LINKS – CH LOGO
THE COLOURS PALETTE
GRADIENT
OTHERS
INSTITUTIONAL
Key components of a CH Eyewear
Affordable luxury / Designer
Great quality
Design
Metal logo plate
inserted
Quality acetate and color
combination
Spring hinges
Universal fitting
Easy to sell
Metal logo plate
Logomania / brand attraction
MERCHANDISING SUPPORT
3PC DISPLAY
BRAND REMINDER
4/5PC DISPLAY
SET OF COUNTER CARDS
CASES
REFERENCE MANUAL
LANVIN EYEWEAR MVP
•
Unique positioning = Contemporary Chic – Art Deco
•
Upscale market / Unisex 30 to 55
•
Customer profile – Sophisticated – City dweller
•
Ranked #1 designer for the last 6 years (Albert Elbaz)
•
Worn by the celebrities (Nicole Kidman, Beyonce…)
•
Unique products, ultimate design
•
Highest margin on the product more money per sale
LANVIN EYEWEAR: Luxurious and Architectural
Who is LANVIN ?
Jeanne Lanvin founded the company in 1889, starting as a milliner’s boutique, later
became her own Fashion House
She was the first Designer to see Fashion as a life style
Today , Lanvin is one of the most desire brand in the fashion world. It is a brand
that represents both the past and the present, instilled with the core values of Jeanne
Lanvin and the heart of the new head of the genius designer Alber Elbaz.
LANVIN EYEWEAR: Luxurious and Architectural
Other important information about LANVIN
• For the sixth consecutive time, Lanvin and Alber Elbaz are ranked as #1
by the prestigious “Journal du Textile”
47 retails & 58 shop in shop: Boutiques in New York, Miami, Los Angeles and
Chicago
• The eyewear collection is a combination between industrial and contemporary
chic: a duality that blends industrial aesthetics and sleek luxury.
•
•
•
Materials
The Collection reflects modernity, also in the use of metallic/mirrored surfaces reached
throughout a chemical process with the silver powder .
High Tech and Tradition
Modern mirrored surfaces, bright contrast colors and small industrial details like pins or
screws personalize the whole eyewear range!
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Hammered Metal
The most distinctive material in the woman range is the hammered metal combined with
raw/natural materials on the metal plaque
Ethnic Jewellery
Rough, noble materials are transcended by chains and pieces of shiny metal, offering a
new take on ethnic jewelry.
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Bi-colors Effect
This collection is all about lines and brilliance, in which graphic colors come together
punctuated with a palette of Pacific blues with a shimmering mother-of-pearl finish, Indian
pinks and bright shades of purple
Geometric Cuts & Art Deco’ Bijoux
Temples embellished with small metal bar and antiqued finishing Swarovski rhinestones
Key components of a Lanvin Eyewear
Unconventional Couture brand
Bold and detailed Design
High quality Materials
Quality Mazzucheli acetate and
integrated logo plaque
Stunning finishes: shiny, antiqued,
brushed. Jewelry details
CR39 sunlenses
400 UVB and UVC
protection.
High quality index
Laser engraved logo
High resistance stainless steel lug
with 3D shape (MIM technology)
Genuine Swarovski crystals inserted
by hand
Worn by the celebrities…
ACTRESS JULIENNE MOORE
BEYONCE
JESSICA ALBA
NICOLE KIDMAN
LANVIN EYEWEAR L EDITORIAL COVERAGE
Lanvin – 2014
Merchandising
INSTITUTIONAL LOGO PLATE
AUTHORIZED
Metal structure, mirrored
base
INSTITUTIONAL 1 PC
Metal structure, mirrored
base, 3d Lanvin logo
INSTITUTIONAL 3 PC
DISPLAY: Metal structure,
mirrored base, plexi shelves,
3d Lanvin logo
INSTITUTIONAL 5 PC
Metal structure, mirrored base,
plexi shelves, 3d Lanvin logo
INSTITUTIONAL TRAY
Metal structure, fabric base, serigraphy Lanvin logo
LANVIN EYEWEAR: Luxurious and Architectural
Summary
The models of the Lanvin eyewear collection reveal the brand's special attention
to research into materials and its extreme eye for detail. Horn is the star of the
collection, together with gun, bronzed and golden metals featuring a special
antique finishing. Jewel details along with screws, nails and small studs are the
exclusive features that turn each Lanvin model into a unique and inimitable
accessory. The color palette is rich in natural beige and brown nuances, though
also ocean blue hues, which embellish even the classic and timeless black and
havana with innovative color combinations.
REFERENCE MANUAL
FURLA EYEWEAR MVP
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Unique positioning = Cosmopolitan and Urban Chic
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Mid range market / Woman 20 to 45
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Customer profile – Attention to detail – Contemporary modern
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Ranked #1 young woman designer for the last 5 years in Italy
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Unique products, fashion handbags / Candy collection
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Affordable Designer brand
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Considering the European Coach
A company that has been creating-strictly in Italy-and distributing high-quality bags,
shoes and accessories of essential elegance throughout the world since 1927.
Its headquarters is in Bologna, in a historic 18th century villa. From here, with constant
commitment, the company promotes and develops its international markets.
From London to Tokyo, New York to Singapore, the Furla brand is an expression of
authentic Italian style, which means natural elegance, refinement and creativity.
The collection is aimed at a woman
COSMOPOLITAN CHIC and URBAN
COSMOPOLITAN because she is traveling and
she has an open mind for the international
research and she has a taste transverse.
URBAN CHIC because she combines the
clothing and accessories in a personal and
original way, she let coexist different materials
and styles, with extreme attention to detail
MOOD OF COLLECTION
The development objectives of the collection view
MODERNITY
IDENTITY
COLOUR
HIGH QUALITY STANDARDS
are completed with a skillful job of expression of the brand identity, through the
sunglasses collection that brings with it the image of the brand in its most fashionable.
Clear architecture of the collection with a precise correspondence in the price
positioning.
A sophisticated use of color that surprises with the “twist” effect of the terminal.
The collection is aimed at a woman
COSMOPOLITAN CHIC and URBAN
COSMOPOLITAN because she is traveling and she has an open mind for the
international research and she has a taste transverse.
URBAN CHIC because she combines the clothing and accessories in a
personal and original way, she let coexist different materials and styles, with
extreme attention to detail
BRAND IDENTITY
declined in its values
FUNCTIONAL VALUE
EMOTIONAL VALUE
ASPIRATIONAL VALUE
35%
FUNCTIONAL VALUE
«I NEED IT»
I need
I like
I want
50%
EMOTIONAL VALUE
«I LIKE IT»
15%
ASPIRATIONAL VALUE
«I MUST HAVE IT»
represents the brand in its
basic essence, is connected to
the elements “continuous”
is the soul youthful, colorful of
the brand
The capsule collection inspired
by the must-have Furla, the
Candy Bag
KEY WORD
life style
KEY WORD
cool
KEY WORD
iconic
BRAND IDENTITY
ACETATE
LEATHER
COLOR CHART
MODELS
14 SUNGLASSES
8 OPTICAL
SUNGLASSES
OPTICAL
10 ACETATE
4 METAL
SU4847
SU4848
SU4849
SU4850
SU4851
SU4852
SU4853
SU4854
SU4855S
SU4856S
SU4289
SU4290S
SU4291
SU4292
6 ACETATE
2 METAL
VU4857
VU4858
VU4859S
VU4860S
VU4861
VU4862
VU4293
VU4294
SU4835-SU4836
new colours
STRUCTURE OF THE COLLECTION
«I NEED IT»
SU4853
SU4854
SU4289
SERIE JASMIN
FOCUS: leather insert
In line with the view of optical models 2013, this
series is characterized by a metal rod with a shiny
finishing, the leather insert discreet and modern in
color
SU4855S
SU4856S
SU4290S
VU4859S
VU4860S
«I NEED IT»
SERIE FRIEDA
FOCUS: precious metals and light points
Hinge lock with Swarovski for the sun model and
baguette for optical.
Series glamorous, feminine, top of the range
SU4847
SU4848
SU4849
SU4849V
«I LIKE IT»
SERIE CORTINA
FOCUS: modernity
Two-tone engravings, freshness of the forms, a
touch COOL for SU4849 model given by the insert
plexiglass
SERIE CORTINA
Inspired by a new concept of folding travel
bag for the true cosmopolitan woman who
puts her whole world in a suitcase
SU4850
SU4851
VU4857
VU4858
«I LIKE IT»
SERIE PELION
FOCUS: graphic
Target young, competitive price, graphic
identification
SU4291
«I LIKE IT»
SERIE FLORE
FOCUS: leather spoiler
Cult reinterpreted with lightness and elegance.
An exquisite range of spring colors
Spoiler removable
SU4852
VU4861
VU4293
«I LIKE IT»
SERIE MERIDIENNE
FOCUS: animalier
Refined game rolling with lizard pattern in the colors
of the season.
A metal model that takes the game animal in high
relief.
«I MUST HAVE IT»
SU4292
VU4862
VU4294
SERIE CANDY
FOCUS: rubber and leather
Back protagonist of the auction with exclusive
rubber and leather combined with a front drop
shape.
The candy gold finds its expression of color.
SU4835 and SU4836 color range is completed with
warm golden colors.
Here come two models from view
The gold Candy eyewear
«I MUST HAVE IT»
SERIE CANDY
SU4835 new colour
SU4836 new colour
FOCUS: rubber and leather
SU4835 and SU4836 color range is completed with
warm golden colors.
A leaflet for every precious eyewear and sunglasses
collection Candy
THE NEW ADV CAMPAIGN
3PCS CARDBOARD DISPLAY
PUESX426S01
mod. SU4849 & VU4844
CARDBOARD DISPLAY