Become a Sunglass Authority

UNITED KINGDOM
IRELAND
NETHERLANDS
BECOME A SUNGLASS AUTHORITY
INTRODUCTION
This guide invites you to unwrap and try on Sunglass Hut’s exciting range of well
established brands and styles, and to experience, first hand, the unique features and
benefits we offer to our Customers. You will get to learn some of the basic terms and
language we use in the Sunglass Hut style. We will also provide you with some useful tips
and guidelines to help you to find the most suitable pair of sunglasses to match your
Customer’s needs.
INDEX:
SUNGLASSES: WHY WEAR THEM ?
2
LENS: COATINGS & TREATMENTS
19
SUNGLASSES: THE COMPONENTS
3
LENS: TINTS
21
4
LENS: BENEFITS COMMUNICATION
22
BRANDS: THE SUNGLASS HUT COLLECTION
25
Our in store brands
26
BRANDS: HISTORY & PROFILES
28
BRANDS: THE SEGMENTATION
48
BE FASHION SAVVY: FEEL IT !
51
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6
7
8
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9
11
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13
14
15
16
16
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17
17
17
17
18
Fashion Savvy: Stars and their shades
Fashion savvy: an interview with a design expert
51
Fashion savvy: follow the trends!
53
55
FIND THE PERFECT FIT: MATCHING PRODUCTS
59
TO CUSTOMERS
FIND THE PERFECT FIT: FACE SHAPE
60
IDENTIFICATION The key 4 face shapes
60
Shape your service
63
FIND THE PERFECT FIT: CUSTOMER NEEDS
65
FIND THE PERFECT FIT: BRAND PROFILE &
65
PRODUCT MATCHING
Two particular brands: Oakley and Ray-Ban
71
SUMMARY
79
YOUR TRAINING CHECKPOINT: THE APPLICATION QUIZ
80
BECOME A
SUNGLASS
AUTHORITY
SECTION
1
SECTION
2
SECTION
3
SECTION
4
The guide is divided into four sections, in order to help you identify and learn the
necessary information to become a sunglass expert. Starting with a basic
understanding of the sunglass components, moving toward the understanding of
our brand culture and, finally providing our customers with the products they are
looking for. At the end of the guide you will find some exercises to test your
understanding.
SUNGLASSES KNOWLEDGE
The first section covers getting to know our sunglass components, our frames, and our lenses.
GET TO KNOW OUR SUNGLASS HUT BRANDS
The second section provides you with facts and detailed descriptions of our Sunglass Hut and
Luxottica brands. Moreover, it guides you to become a true fashion expert.
FIND THE PERFECT FIT
In this section you will find all the necessary information for helping our customers to match
their profiles with the most suitable product.
YOUR TRAINING CHECKPOINT
This last section is a useful exercise guide with questions to test your knowledge.
Discuss these questions with your Manager.
MAKING
IT REAL
1. What does it mean to become a Sunglass
Authority? What steps can you take to become
one?
2. What are some effective habits of a Sunglass
Authority? What do Sunglass Authorities do to keep
up-to-date with the latest product knowledge?
01
SUNGLASS
KNOWLEDGE
1950’s
James Dean
Famous American actor
1960’s
Jacqueline Kennedy Onassis
J.F. Kennedy’s wife and fashion icon
SUNGLASSES:
WHY WEAR
THEM ?
As people spend more time outdoors their concern increases with regard to the
potentially harmful effects of sunlight. While many people appreciate the
importance of using sunscreen to protect their skin, not everyone is quite so careful
about choosing sunglasses. In addition, the burden of glare causes the eyes to strain
in order to see well and wearing sunglasses will reduce or eliminate this strain, cut the
impact of harsh glare and eliminate the need to squint.
The best protection for the eyes against ultraviolet (UV) radiation is a pair of
sunglasses which blocks 100% of harmful UV rays.
Sunglasses are often the entry point product into the world of luxury: someone who
may not be able to afford a designer bag, jewellery or dress of a particular brand may
be able to afford the same designer’s sunglasses. Sunglasses are a way to afford a
luxury item that is worn on the face and can be seen by everybody.
In conclusion, sunglasses are everything! They are absolutely necessary for
protection, visual clarity and comfort, but at the same time are a unique and
distinguishing accessory for our lifestyle. In the end, they have become an
inseparable part of our personal look, our spirit and personality…
You may be amazed by how complex and sophisticated a simple pair of sunglasses can
be. Much creative thought design strategy goes into creating a pair of sunglasses.
Our design teams regard their profession as an art form. As a member of the
Sunglass Hut team, you will be regarded by our customers as a product knowledge
expert. It’s your responsibility to learn everything there is to know about lenses,
frames and the manufacturing process. You must be able to then translate all of this
knowledge into features that will benefit your customers. Remember, we are
passionate about helping people look, feel and see their best.
1960’s
Audrey Hepburn
British actress and humanitarian
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1980’s
Dan Aykroyd & John Belushi
The Blues Brothers
1990’s
Nelson Mandela
South Africa President (1994-1999)
2010’s
Barack Obama
USA President
PAGE 2
You may be amazed by how complex and sophisticated a simple pair of sunglasses can be.
COMPONENTS Much creative design strategy goes into creating a pair of sunglasses. Our design teams regard
their profession as an art form. As a member of the Sunglass Hut team, you will be regarded by
our customers as a product knowledge expert. It’s your responsibility to learn everything there
is to know about lenses, frames and the manufacturing process. You must be able to then
translate all of this knowledge into features that will benefit your customers. Remember, we
are passionate about helping people look, feel and see their best.
LENS
The lenses help the vision against sunlight glare and protect the eyes against UV rays. Lenses can be made of
different types of materials. Please, refer to the section on lenses for more details.
HINGES
The hinges attach the temples to the frame front.
FRAME
The frame is the structure which encloses each lens. The frame can be made up in different materials. Please, refer
to the section on frames for more details.
BRIDGE
The section that crosses the nose and connects the two lenses is called the bridge. This can be a double
bridge, or a single bridge.
TEMPLE
These are the ‘arms’ which connect the front of the frame to the temple tip, and extend over the ear.
TEMPLE TIP This is the part of the temple situated behind the ear that holds the sunglasses in place. The temple tip can be made
of different materials to enhance grip.
NOSE PADS These are attached to the frame beneath either side of the bridge. They lean on the nose and can be adapted for
more comfort.
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PAGE 3
SCREW PARTS
Screws are used to attach the temples to the frame. In order to solve the problem of
loose screws, Luxottica has been using the proprietary screws “Lux Lock” for many
years now.
“Lux Lock” screws do not unscrew out of the locking tube and so they keep the lens
securely in place. They are rustproof and have strength two or three times higher
than regular screws. “Lux Lock” screws are especially designed for eyewear.
IN THE FOLLOWING IMAGES YOU CAN FIND A DETAILED
DESCRIPTION OF THE MOST IMPORTANT SCREW PARTS.
Figure 1 shows the milling on the thread of the screw filled with silicone.
Fig. 1. Silicone Screw.
Figure 2 shows how silicone is placed on the screw thread.
When the screw is tightened, silicone expands between the thread of the
locking tube and the screw, thus ensuring a good friction (Figure 3).
Fig. 2. Silicone placing.
Figure 3 shows silicone expanding.
During the normal use of an eyeglass frame, opening and closing the temples
can cause the hinge screw to loosen and come out of its seat. To solve this
problem, our metal styles (except for the ones with flex hinges) are fitted with
screws with an under-head plastic piece, which ensures proper operation of the
temple even after a long time and prevents the screw from coming out of its
seat. Temples are tested by carrying out 25 000 opening and closing cycles
after which they must not show any significant changes in their functionality.
Fig. 4. Screw Hinge.
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Fig. 5. Screw Plastic Piece.
Fig. 3. Silicone expanding.
HANDLING & MAINTENANCE
When handling sunglasses, remember to treat the frame like a piece of fine jewellery. Hold the frame by the temples. Do not
touch the lens. Open it up carefully and hand it to the Customer by the bridge or the temples, with the open frame facing
them. When trying on sunglasses use both hands to gently fit the frame or to remove it from the face. Instruct your
Customers to do the same and explain to them that this will prevent the frames from being bent and curved which could cause
discomfort and affect their visual acuity.
• Ask your customer to remove their sunglasses gently from their face
with two hands. This will prevent the frame from becoming bent and
curved which can cause discomfort and acuity issues.
• Remind the customer never to leave sunglasses with a plastic frame on
the dashboard of their car on a hot day.
• Sunglasses should not be stored with their lenses face down, especially
on hard surfaces that could damage the lenses.
• Always keep the sunglasses in the case or bag that is provided when they
are not being worn. This will protect them from dust and being damaged.
• Clean the lenses in warm soap water to remove dirt and grime. Then dry
the lenses with a clean micro fibre cloth.
• When in sandy or dusty environments rinse your lenses off with running
water before using the micro fibre cloth. This will take off sand and grit
that could scratch your lenses.
• Leave your sunglasses cloth and case in the car or bag when at the
beach or river as sand on the micro fibre cloth could scratch your
lenses.
• Use a sunglass cord attached to the frame, especially for sports as
this will ensure that you do not lose the sunglasses.
• Bring the sunglasses back to any Sunglass Hut store for a free service to
clean the lenses, tighten the screws and align the frame.
• Purchase a Sunglass Hut care kit that contains a screwdriver, cleaning
cloth as well as a bottle of cleaning solution so that you can use it
whenever you want.
CLEANING TIPS
Rinse frames with warm soapy water to
remove dirt and oil. Avoid household
cleaners or soaps with creams or other
additives. Wipe lenses with a soft cloth
only.
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PAGE 5
STANDARDS & QUALITY TESTS
All Luxottica sunglasses are subjected to the Luxottica Quality Control System, the objective of which is to ensure the highest
quality lenses and frames. For this purpose, Luxottica not only uses the most advanced technologies available, but also builds or
modifies special machinery to enhance strict quality tests on its lenses and frames- these are much more rigorous than the
routine tests required by international standards. Here, there are presented some of our tests, made besides the standard ones
required by current law.
1. Cass Test (Corrosion Strength Test)
This test verifies the frame’s resistance to chemical-physical agents that might
jeopardise its mechanical characteristics and appearance The CASS test simulates
corrosion by placing the frames in an acid environment created by nebulising a
sodium chloride and copper chloride di-hydrate at 50°C.
2. Accelerated Ageing Test
The paints and colours of frames are damaged by temperature, humidity and UV rays.
The objective of this test is to verify the durability of the frames by subjecting them
to four hours under UV rays at a temperature of 60°C and four hours of
condensation (humidity 90–95%) at a temperature of 50°C. The test should show
that the coloured lenses do not change colour, meaning that their optical quality
remains unchanged over time.
3. Resistance to Stress on the Temple/Arm Test
The temple hinge is the part most subject to stress on the frames. A temple/arm
must remain intact even after prolonged use. This test simulates the normal
functioning of the temple/arm, opening and closing the arm 25 000 times.
4. Drop Ball Test
This test is required by US standards. It verifies the lens’s resistance to even
particularly violent blows. During the test, the lens is struck by a 16mm diameter
steel ball, which is dropped from a height of 1.27 metres.
5. Dimensional Stability Tests for frames
Static deformation test: People often grab the temple/arms and spread them apart
before they put on their sunglasses. This test, which verifies the frame’s resistance to
opening stress, consists of applying two “500 grams” weights at the end of the
temples’ arms for at least 1 minute.
Dimensional stability test: This test was created for plastic frames and it verifies that
heat does not alter their shape. The test consists of exposing the frames to thermal
stress by placing them in an oven at 55°C for two hours, then cooling them to 23°C.
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PAGE 6
FRAMES &
SHAPES
There are four basic frame styles: you need to be able to identify which are: full frame, half
frame, nylon rimless frame and rimless frame. The table below presents the benefits and
limitations of each frame style. You can use this as a guide to help your customer find the right
frame style for his/her requirements.
BENEFITS
LIMITATIONS
1. Available in most frame materials.
2. Can be adjusted depending on type
of frame.
3. Strongest frame as lenses are
FULL FRAME
Full frame with lenses protected on all
sides. Most common frame styles available.
protected all around.
4. Can be RX scripted (i.e. fitted with
prescription sunglass lenses)
5. Can support glass lenses.
1. Lighter in weight and more
comfortable than full frames.
HALF FRAME
FRAMES
Half a frame with lenses attached by
screw or clipped in place.
1. Can be heavy or bulky plastic.
2. Popular for sport as lenses are open
at the bottom allowing for clearer vision
below and better air ventilation.
1. Lightweight and comfortable
2. Fashionable
NYLON RIMLESS FRAME
1. More delicate and difficult
to adjust unless in metal frame
materials.
2. Not available with glass lenses.
1. Delicate and difficult to adjust.
2. Not available with glass lenses.
Half a frame with nylon threads
holding the lens in place.
RIMLESS FRAME
A frame with lenses attached by
screw or clipped in place.
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1. Available in shield styles (one piece
lens) where the lens is held together by the
temples and the nose bridge is attached to
the lens with screws that can be adjusted for
a better fit.
2. Lightweight and comfortable.
1. Delicate and difficult to adjust.
2. Most expensive frame style.
3. Cannot support glass lenses.
3. Most popular choice with titanium
temple material.
PAGE 7
SUNGLASS STYLE NAMES
JACKIE O’S:
The big oversized
glasses that
made Jackie
Kennedy
Onassis,
a style icon.
CAT EYE:
Horn rimmed
sunglasses with
flared outer edges
where the arms
join the frame.
SUNGLASS HUT’S SUNGLASSES:
A UNIVERSAL STYLE
In the world of sunglasses, there are some timeless style
names that have become part of our common vocabulary.
AVIATOR:
WAYFARER:
The classic frame
worn by Tom
Cruise in the film
Top Gun.
Would the Blues
Brothers have
been so iconic
without their
Wayfarers.
WRAP:
SHIELD:
Sunglasses that
literally wrap
around the face.
Sunglasses that have
a single lens
the crosses the entire
face.
No matter where you sit in the spectrum of style, Sunglass Hut has
something for everyone. We offer sunglasses at a variety of price points.
We are the bridge between all the styles - making style accessible to nearly
anyone. As you’re learning about our brands, styles, and designers, consider
the following design elements.
MOOD - Do sunglasses say sophisticated? Trendy? Conservative? Sporty?
COLOUR - More than just simply coordinating with an outfit, colour contributes to the overall style statement. For
example, a bright red plastic frame will stand out more than a subtle, tortoise frame.
EXTRAS - Small details like embellishments, inlays, and logos add that little something special. For example, Bulgari is a renowned
jewellery maker, and many of their sunglass lines are bejewelled as well. This indicates the wearer is sophisticated and has a
tremendous appreciation for fine jewels and stones. Meanwhile, a bold Dolce&Gabbana logo treatment says the wearer is all about
the brand name and isn’t afraid to show it.
MATERIAL - Made of Wood? Metal? Plastic? Gold?
PERFORMANCE - Some sunglasses are designed for particular activities – like special polarised lenses for driving or sports
frames with impact-resistant lenses.
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PAGE 8
BASIC FRAME
SHAPE
There are also a number of basic frame shapes that you need to be familiar with, which are
illustrated below.
PILOT/ AVIATOR
BUTTERFLY
CATEYE
ROUND
SHIELD
SQUARE
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OVAL
WAYFARER
RECTANGLE
WRAP
PAGE 9
MAKING
IT REAL
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WHILE YOU ARE TRYING ON SOME FRAMES, MIX UP THE
DIFFERENT TYPES OF MATERIAL SO THAT YOU CAN GET TO
KNOW WHAT EACH ONE FEELS LIKE AND HOW IT CHANGES
YOUR LOOK WHEN YOU ARE WEARING IT.
MAKE A NOTE OF WHICH MATERIALS YOUR CUSTOMERS
PREFER AND WHY.
PAGE 10
PRESCRIPTION LENSES IN SUNGLASS FRAMES
A Customer may enquire about putting prescription lenses into a sunglass frame. The answer depends on what frame shape
they are looking at and how curved the lens is.
• The term “base curve” is the amount of degree of “curvature” in the lens. Curvature is measured optically in
“dioptres”. On average, the curvature of a pair of sunglasses is about 6 dioptres. Wrap sunglasses have steeper curves of
about 8 to 9 dioptres.
• A shield lens can never be scripted. Similarly, a pair of wrap sunglasses will not work as the more curved the frame is, the more the
lens will have to be curved to fit the frame, and this will distort the vision for a prescription lens wearer.
• The only frames that can accommodate prescription lenses are those with separate lenses and where the shape of the lens is
straight rather than curved. The full frame Aviators and Wayfarers are examples of frames that could be suitable for prescription
lenses.
• When in doubt, refer to a local optometrist for an expert opinion.
FRAME MATERIALS
As you will have noticed, sunglass frames can be made out of different materials. The most common frame materials are plastic
and metal, but more recently carbon fibre has also been introduced. It is important for you to be able to recognise the difference
between plastic, metal (especially nickel free titanium) and carbon fibre in your store. You also need to be able to explain the
benefits and limitations of each material to your customer.
1. DISCUSS THESE QUESTIONS WITH YOUR MANAGER.
MAKING
IT REAL
2. TRY ON AND EXPLORE THE DIFFERENT FRAME SHAPES AND
STYLES IN THE STORE.
3. NOTICE HOW SOME FRAME SHAPES AND STYLES LOOK BETTER
ON YOU THAN OTHERS. WHY DO YOU THINK THIS IS?
4. NOTICE WHICH FRAME STYLES LOOK GOOD ON YOUR
CUSTOMERS. TRY AND GUESS WHICH FRAME STYLES AND SHAPES
WILL SUIT A CUSTOMER THE MINUTE THEY WALK IN. THEN CHECK
YOUR INTUITION BY NOTICING WHICH SHAPES AND STYLES THEY
ACTUALLY CHOOSE TO BUY.
5. NOTICE HOW EACH BRAND USES ITS FRAME SHAPES AND STYLES
TO MAKE A UNIQUE STATEMENT. HOW IS EACH ONE DIFFERENT?
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PAGE 11
PLASTIC
ACETATE
NYLON
FRAME MATERIALS
PROPIONATE
STAINLESS
STEEL
METAL
TITANIUM
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BENEFITS
LIMITATIONS
1. Medium weight and durable.
2. Holds its shape well.
3. Can have CR39, polycarbonate
or glass lenses.
4. Can be repeatedly softened and
reshaped under heat to create the
perfect fit.
1. Pliable - sun and
extreme heat can
damage the frame.
2. Can be heavy if worn
for long periods of
time.
1. Lightweight.
2. Maintains its shape very well.
3. Strongest of all non-metal frames
(virtually indestructible).
4. Usually have polycarbonate
lenses.
1. Hard to change shape by
heating so difficult to get
perfect fit.
1. Lightweight and durable.
2. Maintains its shape well.
3. Highly suitable for complex
frame shapes.
4. Usually have polycarbonate
lenses.
1. Lightweight and comfortable
due to elasticity.
2. Holds its shape well.
3. Strong and highly corrosion
resistant.
4. Has adjustable nose pads.
5. Suitable for all lens materials.
1.
2.
3.
4.
Ultra lightweight.
Hypo-allergenic (nickel free)
Very sturdy / strong.
Easy to adjust and holds its
shape.
5. Has adjustable nose pieces and is
suitable for all lens types.
PRECIOUS
METAL
1. Metal alloy base plated with
precious metals such as gold or
silver to give them a rich finish.
CARBON
FIBRE
1. Made up of thin fibres.
2. Incredibly strong and
lightweight.
PAGE 12
FRAME: THE BRIDGE FIT
CHARACTERISTICS
The saddle bridge is ideal for the
customer who wants the sunglasses to
sit close to the eyes, reducing the
amount of light that enters around the
sunglasses.
BRIDGE FIT
SADDLE BRIDGE
The key hole bridge is ideal for the
customer with wide nostrils and does
not like sunglasses resting on the top
of the nose.
KEY HOLE BRIDGE
The nose pads are ideal for the
customer requiring no contact
between the face and the
sunglasses.
NOSE PADS
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PAGE 13
Frames can be enhanced in order to increase the perceived
FRAME: VALUE ADDING value of the frame by adding various components.
COMPONENTS
TEMPLE DETAIL
The most visible clue to a brand is usually in the
temple detail.
Temple detail such as stones, semi-precious crystals,
enamelling, mother of pearl and metal finishes all increase
the fashionability and value of the frame.
Most of the luxury fashion brands use the temples for
their signature logos or motifs.
RUBBER/NOSE PADS/TEMPLE TIPS
Nose pads allow for easy adjusting so that the frame fits
perfectly or so that it can fit a variety of different face
shapes and sizes. All brands have some styles with nose
a4
pads as a value added feature. Oakley is an example of a
brand that would focus on nose pads as a value add
feature.
Rubber allows for better grip during sporting and
lifestyle activities.
LOOK AROUND YOUR STORE AND NOTICE
HOW EACH BRAND USES ITS FRAMES TO
MAKE A SIGNATURE FASHION OR VALUE
STATEMENT.
MAKING
IT REAL
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GET A FEEL FOR THE UNIQUE TEMPLE
DETAILS USED BY EACH OF THE LUXURY
BRANDS AS WELL AS SOME OF THE
PREMIUM FASHION BRANDS.
MAKE SURE THE FRAMES ARE DISPLAYED
SO THAT THEIR GORGEOUS TEMPLE
DETAILS ARE CLEARLY VISIBLE TO YOUR
CUSTOMER – THIS IS WHAT MAKES THEM
SELL!
PAGE 14
LENS:
MATERIALS
Lenses come in two material types: glass or plastic. Glass lenses provide the highest optical quality
(with clearest vision and minimal image distortion) and are more scratch resistant compared to
plastic. The disadvantage of glass lenses is that they are not as light and comfortable as some of the
plastic lenses. The table below summarises the key properties of lenses and shows the relative
performance of different lens materials in terms of each of these properties. It also provides
examples of where each lens material is most likely to be used or applied.
LENS PROPERTY CHART
Excellent
Very Good
Good
OK
LENS PROPERTIES
OPTICAL QUALITY
LENS MATERIALS
METAL
for image distortion
and clear vision
2
WEIGHT &
COMFORT
APPLICATION
ACRYLIC
Found in least
expensive
sunglasses
COLUMBIAN
RESIN BATCH
39(RC-39)
4
(resistance
to breakage)
Not recommended
for active sports
POLYCARBONATE
3
IMPACT
STRENGTH
GLASS
APX
1
SCRATCH
RESISTANCE
Used in most sports
and fashion
sunglasses
Mostly used in
fashion sunglasses
with acetate frames
Used for
shield and
rimless frame
styles
PAGE 15
LENS:
COATINGS
Lenses can be specially treated to improve their:
. Strength and scratch resistance
. Water and sweat resistance
. Reflective or non-reflective capability
. Glare protection capability
. Visual acuity (e.g. ability to sharpen outline details, increase perception of depth and improve
colour contrast)
. Ultra Violet protection capability
Luxottica “aims at protecting the eyes by manufacturing and selling sun wear characterised by their high technical and stylistic
quality, in order to maximise our Customers’ wellbeing and satisfaction.”
Now let’s talk in a language we can relate to. The sunglasses we sell to our Customers aren’t just cool to look at – they’re also
cool to look through. Our Customers are busy people, and whether they’re working, playing or just chilling, our sunglasses go
with them. So what are the stories we need to tell our Customers so that they can not only find their cool, but keep it too?
ALWAYS USE PROTECTION: THE STORY OF POLARISED LENSES
Polarised light is more commonly known as glare, the intensely bright light that’s reflected off flat/horizontal surfaces like
water, snow and tarred roads.
Imagine yourself driving down the highway looking straight into the setting sun. If you’re wearing the affordable non-polarised
sunglasses you bought at your local 24 hour supermarket, the glaring, distracting, and potentially harmful light waves from the sun
are blasting right through those lenses, causing you to make that weird squinty face. You know the one: one eye closed, other barely
open, nose scrunched up. Not pretty. Not pretty at all.
To prevent this and to enhance colour contrast, sharpen
the details and increase perception of depth (visual
acuity) polarised lenses are coated in a special
extremely thin, plastic film. Result: no more squinty
face and no possibility of driving into the back of the
car you didn’t see in front of you.
OUT OF THE DARK AND INTO THE LIGHT: THE STORY OF PHOTOCHROMATIC LENSES
Imagine you’re on a mountain bike cycling through a nature reserve with your rather competitive cycling buddy.
The cycle track starts off in an open area in bright sunlight and you put on your sunglasses to cut out the glare. After a while, the
track turns into a forest of very tall pine trees where there isn’t any sunlight and you find you can hardly see where you’re going.
You have to stop, take off your sunglasses and put them into your backpack. Unfortunately for you, after a few more twists and
turns the path leads back out of the forest into the bright sun and once again, you have to stop your bike, get your sunglasses out of
your backpack and put them back on. By now you are not only feeling tired but also annoyed as you’ve been left behind by your
cycling buddy.
Photochromatic lenses are coated with a chemical which is activated by UV
light. The more light there is, the darker the lenses become and the less light
there is, the lighter the lenses become. Great for mountain biking, bad for your
competitive cycling buddy!
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PAGE 16
FIGHTING PERFORMANCE KILLERS: THE STORY OF HYDROPHOBIC COATING
We have Customers who love sport and other outdoor activities like cycling, running, hiking and fishing. Even the world’s
best lenses can’t do their job if they’re coated with water, oil or dust. A hydrophobic coating on the lens:
Prevents moisture build up, so rain and perspiration won’t leave streaks that can compromise their vision. It repels oil, making
it easier to keep lenses clean. Skin oils, fingerprints and lotions are easily wiped away without leaving residue, so you
won’t get that blurring film common to ordinary lenses.
Prevents dirt, dust and other particles from clinging to the lens. A lens can
carry a static electrical charge that acts like a magnet for airborne particles.
The hydrophobic coating eliminates the charge, so particles aren’t attracted
to the lens surface.
REFLECTING THE LIGHT: THE STORY OF MIRROR COATING
A thin chemical coating is placed on the outside of the lens creating a mirror
effect which literally bounces light back away from the eyes. So when your
Customer is walking along a white sandy beach on a sunny day and looks across
the sea at the surfers, the glare is completely blocked but he can still easily see
the surfers in the distance.
BEHIND THE LENS: THE STORY OF ANTI-REFLECTIVE (AR) COATING
Unfortunately for your Customer, there’s also a glare being reflected from
the sand behind him. A metallic oxide coating on the inside of the lens stops
light from bouncing off the inside of the lens and into the eye and because
it has a blue tint, it’s easy for you to identify which products have this. The
AR treatment can be used together with the mirror coating for glare
protection and to ensure your Customer won’t miss anything, whether on
the beach or in the sea.
SUNSCREEN FOR YOUR EYES: THE STORY OF ULTRA-VIOLET (UV) PROTECTION
You can’t see ultraviolet light, but like the taxman and the secrets you haven’t ever told anyone, you know it’s there.
Every time you lather up in sunscreen, lather your lips in lip balm, or throw on a hat before going out, you do so because you’re
trying to protect yourself from the piercing sunlight that burns your skin and, if ignored, can cause cancer. For you and your
Customers, sliding on a pair of Polarised sunglasses should be an important part of any sun protection routine. The lenses are
coated with a special extremely thin plastic film which blocks 100% of all ultraviolet light –UVA, UVB, UVC… all of it.
Moreover, in case your Customers ask you what the A, B & C means: UVA has long wavelengths, UVB has medium
wavelengths and UVC has short wavelengths. Your eye has cells
which absorb UV light, and too much can cause damage to the retina,
cornea and lens. So if your Customer wants to avoid eye damage
such as cataracts or early ageing of the skin around the eye, they
need protection.
At Sunglass Hut, all the sunglasses we offer our Customers offer 100%
protection from all three bands of UV Rays, in compliance with the major
international standards.
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PAGE 17
GRADIENT & SCRATCH RESISTANT LENSES
Some sunglasses also come with:
Gradient Lenses: the top portion of the lens is treated to provide protection from the glare from the sky and the bottom
portion of the lens allows more light in from the ground or straight ahead. Usually, gradient lenses are used to serve a fashion
purpose.
Scratch Resistant Coating: when our Customers are busy or distracted, they sometimes forget to take proper care of the
sunglasses, dumping them face down on tables or desks or even in their handbags. To help prevent plastic lenses getting
scratched, the surface of the lens is coated in a hard film, which means they’ll last longer and the customer will be able to see
clearly.
MAKING
IT REAL
GOOD TO
KNOW
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2
3
4
WHILE IT IS QUIET, GET YOUR COLLEAGUES
TO PICK OUT A PAIR OF SUNGLASSES THAT
HAS A SPECIAL LENS COATING. THEN TEST
HOW ACCURATELY YOU CAN IDENTIFY WHICH
COATING HAS BEEN APPLIED TO THE LENSES.
LEARN TO KNOW WHAT LABELS OR CLUES TO
LOOK OUT FOR, IDENTIFY AND EXPLAIN THE
DIFFERENT COATINGS, SO THAT WHEN YOU
ARE UNDER PRESSURE, YOU WILL BE ABLE TO
ASSIST YOUR CUSTOMERS CONFIDENTLY!
REMEMBER THAT ALL OF OUR LENSES ARE UV
PROTECTED - REMEMBER TO SELL THIS FACT TO
YOUR CUSTOMERS.
MAKE SURE THAT YOU CAN DEMONSTRATE AND
EXPLAIN THE PRINCIPLES OF POLARISATION
IN SIMPLE TERMS THAT YOUR CUSTOMER CAN
UNDERSTAND AS THIS IS A GUARANTEED SELLER IF
YOU CAN DO IT RIGHT - AND IF THE CUSTOMER
CAN AFFORD THE EXTRA!
PAGE 18
LENS: COATINGS
& TREATMENTS
The table below is a summary of the basic types of coatings or treatments that
can be applied to lenses and what benefits are for each.
TREATMENT DETAILS
Lenses are coated with a special,
extremely thin, plastic film which filters
and completely BLOCKS GLARE that
is reflected from bright surfaces such as
water or snow, or car windscreens.
POLARISED
On a bright day, the strength of glare light
can be 3-4 times higher than the regular
light you see.
BENEFITS
1. Designed to filter and completely block
reflected glare.
2. Enhances colour contrast and visual
acuity. Helps to relax the eye (by
‘squinting’ for you).
3. Eliminates eye strain, head-aches and
fatigue associated with glare.
4. Allows you to see outline details more
sharply (rather than being fuzzy in the
glare) and colours look more natural.
5. Improves your ability to distinguish details
at depth below the water surface.
LENS COATING
Lenses are laminated with chemicals (silver
halides) which are activated by exposure to
varying degrees of UV light at any given
point in time, resulting in the lenses either
darkening or lightening.
1. Can be worn in all light conditions:
Darken in bright sunlight to provide
superior glare protection. Lighten in
overcast or dull light conditions to
enhance visual acuity.
2. Available in both glass and
polycarbonate lens materials.
3. Useful when cycling or running in and
out of forest where lighting intensity
keeps changing.
PHOTOCHROMATIC
4. Useful for someone who works both
indoors and outdoors.
Special coating applied to prevent water
or liquid from adhering to the lens.
Relevant mainly to Oakley and selected
brands.
1. Lenses are water and sweat
resistant.
2. Ideal for professional sports and
recreation such as cycling, running
and fishing.
3. Prevents lenses from fogging up with
sweat or in rain.
HYDROPHOBIC
Optically clean, hard films are placed on
the surface of a plastic lens to INCREASE
their level of scratch RESISTANCE to that
of CR-39.
1. Prolongs the life of a pair of
sunglasses with plastic lenses.
2. Prevents scratch damage when placing
lenses face down on hard surface or in
handbag.
SCRATCH RESISTANT
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PAGE 19
TREATMENT DETAILS
Thin chemical (metallic oxide) coating
placed over the front of regular sunglass
lens surface to REFLECT any sunlight or
glare that hits the lens, thereby creating the
mirrored look.
MIRROR
2. Makes objects appear darker
than they are, so great for bright
conditions.
1. Provides extra protection from light
coming vertically from behind, that if not
protected, would reflect off the back of
the lens and bounce back into the wearer’s
eyes.
2. Identifiable by the blue tint at the
back of the lens.
3. Most useful on water and snow.
4. Reduces eye strain by protecting
wearer from bright light coming in from
behind the frame.
ANTI REFLECTIVE
LENS COATING
1. Increases glare protection by reflecting
most of the intense sunlight that hints
the front surface of the lens.
3. Reduces eye stain from bright/
glare conditions in front of wearer.
Chemical coating placed over the back of
some lenses to PREVENT the reflection
of any sunlight coming in from behind,
back into the wearer’s eye.
The upper lens is treated to provide
PROTECTION from glare from the sky,
while the lower lens is treated to allow for
enhanced PENETRATION of light from
the ground and straight ahead.
1. Provides increased protection from
the glare from the sky.
2. Allows better penetration of light
from below and straight ahead.
3. Provides the double benefit of
reducing eye strain when the wearer is
looking up and ahead into glare, while
allowing enough light for the wearer to
see clearly when looking down at the
ground.
4. Useful for hiking, cycling or
running when the wearer needs to look
ahead as well as down.
GRADIENT
ULTRA VIOLET
PROTECTION
BENEFITS
Ultra Violet protection is a clear treatment
to the lens that acts like a sunscreen for the
eye in that it stops the UV rays from
penetrating the eye. (Note: Radiation from
the sun consists of a broad band of many
types of rays, including Ultraviolet (UV) rays.
UV has a shorter wavelength and more
energy than visible light rays. UV can have a
harmful effect on the eyes, either
immediately or cumulatively, from regular
exposure over a number of years. UV is
divided into three bands according to
wavelength:
1. By wearing UV protected sunglasses, the
wearer can be protected from UV
damage to their eyes.
2. Protects eyes against damage
from sun’s radiation, especially the
development of cataracts.
3. Acts like a ‘sunscreen’ for the eye.
4. Protects against damage to the
retina by UVA rays.
5. Protects against discomfort and
damage to the cornea from UVB rays.
UVA . UVB . UVC
All Luxottica and Sunglass Hut sunglasses
offer 100% protection from all three bands
of UV Rays.
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PAGE 20
LENS:TINTS
As you will have noticed light is transmitted through the lens of a pair of sunglasses. The amount of light that a specific lens allows
to pass through it is called its transmission ability.
In the previous section you learned that lenses can be specially coated to influence the amount of light that passes through them,
ranging from a mirror coating which reflects some of the light hitting it, to a gradient lens which allows differing amounts of light
to pass through, to a fully polarised coating which blocks out the glare. You also learned about photochromatic lenses which adjust
to light conditions, becoming darker in bright conditions and lighter in dull or overcast conditions.
The underlying principle we can observe in all of these examples is that the colour of the lens influences the extent to which it
allows light to pass through it and the associated quality of visual acuity. Sunglass designers have tapped into this knowledge and
now offer you and your customers a whole range of tints to choose from.
While each of the colours offers unique functional benefits which we will outline for you, collectively they also allow the
fashionistas to have lots of fun colour coordinating their sunglasses to match their fashion selections each season.
The table below highlights the functional features and applications of each of the tints or colours. Get to know these well so that
you can guide your customer on what’s best for his/her specific functional requirements.
FUNCTIONAL FEATURES
YELLOW
ORANGE
LENS COLOUR/TINT
ROSE
1
2
BROWN
1. Light enhancing lens mainly for overcast, darker
conditions.
APPLICATION
1. Good for rain and night use.
2. Provides depth perception in low light.
1. Light enhancing lens good for environments where
shadow definition is required.
2. Provides depth perception in changing light
conditions.
1. Absorbs light in foggy or grey conditions to
improve contrast.
2. Effectively shatters blue light; the blue light
is what makes one’s vision hazy or unclear.
1. Lens provides subtle enhancement of colour
and contrast.
2. Keeps glare factor down and heightens
contrast on cloudy days.
1. Good for mountain biking and
ball sports.
1. Provides excellent low light visibility
and is good for driving.
1. Good for everyday wear,
especially on sunny days.
GREEN
1. Lens allows colour to be seen in its most natural
state in varying light conditions.
1. Provides true colour transmission for
general use.
GREY
1. Lens is a neutral shade for true perception with
the least colour distortion.
1. Good for bright, sunny days.
POLARISED
BROWN
1. Eliminates horizontal glare, giving superior clarity
around high reflective glare environments.
1. Good for everyday wear,
especially on sunny days.
POLARISED
GREY &
GREEN
1. Gives superior clarity in high reflective
environments.
1. Good for snow, glacier climbing and
salt - water fishing - all high glare
activities, as well as every day wear in
bright sunny conditions.
3
4
2. Gives superior colour and true eyewear
protection.
2. Good for fresh water fishing, as it
eliminates reflective glare, while the
brown lens enhances the colour of the
fresh water riverbed.
PAGE 21
LENS: BENEFITS
COMMUNICATION
The information notice is enclosed in Luxottica manufactured sunglass
packaging and it describes the main features of the sun filters.
Luxottica provides information notices in different languages. The
figure below is an example of an information notice. This notice is not
present in sunglass packaging not directly manufactured by Luxottica.
WHILE IT IS QUIET, REVIEW THE DIFFERENT LENS
TINTS YOU HAVE IN STORE.
MAKING
IT REAL
THINK ABOUT WHAT COLOURS ARE COOL AT THE
MOMENT AND NOTICE HOW THE LENS TINTS
COMPLEMENT THESE FASHION COLOURS.
QUIZ YOURSELF ON THE FUNCTIONAL FEATURES
OF EACH OF THE COLOURS AND MAKE SURE YOU
KNOW WHAT THE BENEFITS ARE OF EACH FOR
THE WEARER.
YOU CAN EARN HUGE CREDIBILITY IN THE EYES OF
YOUR CUSTOMER IF YOU GET TO KNOW THESE
BASICS WELL.
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PAGE 22
02
GET TO KNOW
OUR
SUNGLASS
HUT BRANDS
PAGE 24
BRANDS:
THE SUNGLASS HUT
COLLECTION
As a company, our mission is to establish Sunglass Hut as the authority and key destination for premium sunglasses. Our brand
promise is that we make it easy for our customers to be in style and find their cool. You will learn more about the mission and brand
later. We don’t just sell best brands: Luxottica, leads the world in the design, manufacturing and distribution of premium, luxury and
sports eyewear.
When it comes to sunglasses, there is no better place to shop than Sunglass Hut. We stock the hottest brands with the most
innovative fashion-forward designs. Our sunglasses are cutting edge, and can be seen on the most famous entertainment and sports
celebrities.
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PAGE 25
OUR IN STORE
BRANDS
Luxottica owns a number of famous brands which it designs, manufactures and
distributes to Sunglass Hut stores directly from Italy. These are what we call our
LUXOTTICA or HOUSE BRANDS. We may not stock all of these brands at present,
but it is useful to know what they are in case a Customer asks for them. The rest
of the brands we stock are either LICENSED BRANDS, which are manufactured by
Luxottica under a license agreement with the brand (for example, Prada),
or supplied by independent suppliers. The figures below list the Luxottica house
brands and Luxottica licensed brands.
HOUSE
BRANDS
LICENSED
BRANDS
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PAGE 26
This Page need to be localize.
BRANDS: HISTORY &
PROFILES
Now sit back, relax and prepare yourself for an amazing journey of
discovery through our unique collection of prestigious brands: from
the facts that determined the history of the brands, to the ideas and
values behind the brands.
Some history…
1884: Sotirio Bulgari, part of ancient family of Greek silversmiths, opened his first shop in Sistina in Rome.
1905: He started the shop in Via Condotti, which today is still Bulgari’s flagship store.
1934: The enlarged and refurbished new store in Via Condotti was opened. Gradually Sotirio left the business in the
hands of his two sons, who focused on precious stones and jewels.
1950s: Bulgari moved away from the strict disciplines of the dominant French school to create its own unique style. In
the meantime, Bulgari became the favourite shop of Hollywood stars the La Dolce Vita era.
1970s: Bulgari’s international expansion began thanks to the opening of its first overseas store in New York followed by
others in Paris, Geneva, and Montecarlo.
Today: Bulgari has more than 41 Companies in 24 countries with 3815 employees and a qualified and international
distribution network of 295 stores, of which 174 are owned, operating through the travel retail and domestic channel
and located in the most exclusive shopping areas in the world.
The brand profile
The Bulgari name is synonymous with elegance, and also with a family, a history, and a unique set of cultural values
that embrace classical Greece and Rome, the Renaissance, and the Baroque. The history of Bulgari is distinguished by:
- The magnificence of large, exceptionally rare gems
- The ability to harmonize the classical with the contemporary
- An unmistakable creative sensibility that transcends time and passing trends
BULGARI IS EXCLUSIVE,
MODERN, PRECIOUS
AND CONTEMPORARY
BUT BEYOND THE
FASHION TRENDS...
INNOVATIVE IN A
UNIQUE WAY.
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PAGE 27
Some history…
1837:
1886:
1968:
2007:
Today:
On September 18, Charles Lewis Tiffany John B. Young establishes Tiffany a stationary and fancy goods
emporium, at 259 Broadway in New York City. Soon after Tiffany & Co was founded in 1837, a distinctive shade of blue
was chosen to symbolize the company’s renowned reputation for quality and craftsmanship.
Tiffany introduces the now famous, ‘Tiffany Setting.’ This 6-prong diamond solitaire engagement ring, celebrated
the world over, and maximizes the diamond’s beauty by raising it from the band into the light.
First lady Mrs. Lyndon Bains Johanson commissions Tiffany to design a White House China service. The design
features ninety American flowers.
Tiffany unveils Tiffany Novo, a brilliant cushion-cut creation with spirit, fire and style.
Tiffany is America’s house of design and one of the world’s premier jewellers. Nowadays there are more
than 172 directly operated stores and boutiques worldwide. Today, objects from Tiffany are treasured by great museums,
stylish men and women and discerning collections everywhere.
The brand profile
Throughout the 20th century, Tiffany’s designs have captured the essence of the New York lifestyle and its many facets. From
the eras of cool jazz and swing to those of post-war simplicity and harmony, Tiffany was there from every champagne toast to
every “I do.”
Tiffany was even celebrated by the emerging popular culture of the 1950s and beyond, in books, Broadway shows, music, and in
the iconic film Breakfast at Tiffany’s. While the years saw countless trends appear and vanish, Tiffany remained a timeless
symbol of elegance and refinement.
IN ESSENCE,
THE USA’S HOUSE OF
DESIGN, TIFFANY, IS A
FEMININE ADORED
JEWELLERY, A BRAND
OF SIMPLE ELEGANCE.
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PAGE 28
Some history…
1910: Born in 1883, Gabrielle Chanel opens her first store on Rue Cambon in Paris.
1939: Coco Chanel closes her design house during World War II, stating that “now is not the
time for fashion.” For the next 15 years, she produces no new designs.
1954: Coco Chanel triumphantly reopens her design house at the age of 71.
1965: Sunglasses are introduced for the first time.
1971: Coco Chanel passes away at the age of 87. She lived to see her namesake become
the most recognized fashion brand in the world.
1980s: Karl Lagerfeld becomes the CHANEL Fashion Artistic Director. He designs and shoots
all Haute Couture, ready-to-wear, and accessories collections. Moreover, the High
Jewellery and Watch collections are launched.
2000: Launch of luxury eyewear and sunglasses. The House of Chanel sought to expand its
accessory to a larger audience. It found in Luxottica a partner that could seamlessly portray
the values and heritage of the Chanel brand and use only the finest quality materials and
processes to create eyewear and sunwear worthy of the name Chanel.
Today: The House of Chanel is a living testament to Coco Chanel and everything she believed
fashion should be. Since 1983, Karl Lagerfeld reinvents the iconic style left by Coco.
The brand profile
Like everything Chanel, the sunwear collection comprises iconic products that surpass the movements of time and
fashion. The Chanel products reflect each of the different symbols of Chanel, each having its own style and expressing
the values of the brand. The difference and uniqueness of CHANEL sunglasses is made of 3 elements:
1. The power of the brand:
The CHANEL name carried by the sunglasses evokes luxury and uniqueness across the world. An ultimate image
constantly nourished, thanks to intensive creation and communication activity.
2. A unique style recognized around the world:
CHANEL symbols are immediately recognized around the world.
3. A high level of quality:
The epitome of ultimate luxury, CHANEL uses sophisticated technology.
IN A FEW WORDS,
CHANEL IS….LUXURY,
LASTING HERITAGE,
MINIMALISM,
CREATIVITY, AND
MODERNITY.
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PAGE 29
Some history…
1913: The Prada brand dates back to the beginning of the last century. In 1913,
Mario Prada opened a luxury store in the Galleria Vittorio Emanuele II in
Milan, selling leather handbags, travelling trunks, leather accessories and
beauty cases, luxury accessories and articles of value. Thanks to its exclusively
designed goods, handcrafted using fine materials and sophisticated
techniques, Prada rapidly became a point of reference for European
aristocracy and the most elegant members of the haute-bourgeoisie in
Europe.
1919: In 1919, Prada became an official supplier to the Italian Royal Family. Over the years, the Prada name gained
increasing renown and prestige.
1979: Miuccia Prada, the granddaughter of Mario Prada, took over the family business bringing it to a new direction.
1980: In 1983, the Prada family opened a second store in the prestigious Via della Spiga in Milan. The new store
showcased the new brand image as it blended traditional elements with a modern architectural setting and would
represent a revolution and a benchmark for luxury retail. From 1986, new stores were opened in New York and
Madrid, followed by London, Paris and Tokyo. Then, in 1989, Miuccia Prada’s women wear was launched.
1997: Launch of the Prada Linea Rossa brand. Prada Linea Rossa is the active and lifestyle line of Prada, where the
distinctive qualities of the world of sports are reshaped into an everyday casual style.
Today: The Prada Group is one of the world’s leaders in the design, production and distribution of luxury
handbags, leather goods, footwear, ready-to-wear apparel, accessories, eyewear and fragrances. The Group owns some
of the most prestigious international brands: Prada, Miu Miu, Car Shoe and Church’s. The Group operates in 70
countries.
The brand profile
Sophisticated, elegant and refined, Prada products are recognizable by strong identity, unmistakable style, contemporary
luxury with unique detailing and quality construction. We also find such characteristics in the eyewear, in both the
prescription and sun collections.
There is also a series of models specially designed for leisure, identified by the unequivocal red line, a mark now seen as a guarantee
that the product reconciles the two sides of a person, active and leisure, in a Prada Linea Rossa life-style proposal. The Prada Linea
Rossa brand is historically bound to the Luna Rossa sailing regattas in the Louis Vuitton Pacific Series and the America’s Cup, as
well as to the leading ski schools in the exclusive winter resort towns of St. Moritz, Gstaad, Megève, Selva Gardena, and Cortina.
As such, Prada Linea Rossa’s eclectic collection is manufactured with the most innovative materials, designed for young, dynamic,
and fashion-conscious men.
Total quality as point of departure, constant innovation without abandoning tradition, searching and
selection of materials combined with impeccable manufacturing are the product characteristics of
Prada, an icon of “Made in Italy”.
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PRADA IS…
CONTEMPORARY,
LUXURY, CLASSIC
WITH MODERN
TWIST,
INNOVATIVE ITALIAN.
Some history…
1985: Dolce & Gabbana was founded in Milan by partners Domenico Dolce
and Stefano Gabbana.
1987: First showroom opens in Milan.
1990: First showing of menswear collection.
1999: Signature line is split into White Label and Black Label.
Today: The brand is present in 40 countries worldwide with a network
of 251 mono-brand stores. The continuous development and consolidation of the Group at global level are
ensured by coordinated management of the distribution policies, which combines the strategic vision of the
headquarters in Milan with a widespread presence across the territory, through its branches in New York, Tokyo
and Hong Kong.
The brand profile
This brand is known for high glamour with a bohemian undertone. Dolce & Gabbana are two
young designers who…
Know how to “make a flag” out of their Italian character;
Know how to interpret and impose sensual and unique style world-wide;
Address themselves to young people who draw inspiration from them;
Are adored by the Hollywood stars who have made the duo their favorites;
Dress all of the rock stars of the moment, who have elected them as their unquestionable
leaders (e.g. Madonna, Monica Bellucci, Isabella Rossellini, Kylie Minogue, and Angelina
Jolie, among many others).
Dolce & Gabbana style expresses new forms of elegance and creativity. It’s not easy to capture the Dolce & Gabbana universe
within a definition. Dolce & Gabbana is a world made up of sensations, traditions, culture and a Mediterranean nature. The designs
are super sexy incorporating animal prints, crystal details and lots of black. Domenico Dolce and Stefano Gabbana have made a
trademark of their surnames known throughout the world, easily recognizable thanks to their glamour and great versatility.
DOLCE & GABBANA IS
LUXURY, AUTHENTIC
AND
UNCONVENTIONAL.
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PAGE 31
Some history…
Persol was founded in Turin, Italy, by Giuseppe Ratti. The
sunglasses and lenses were designed for aviators and sport athletes.
1930-50s:
1950-70s:
The consolidation, Persol launches a collection specifically for
the sun, with the first-ever flexible temple, the Meflecto System.
The Italian icon: Model 649, a symbol of the Dolce Vita, started
Persol’s on-going love story with the movie world, thanks to the
endorsement of some absolute icons of glamour and style, such as
Marcello Mastroianni and Steve McQueen.
In the early 1990s Persol’s female image was entrusted to Italian
actress Ornella Muti, for whom Persol purposely created a pair of
incredibly popular glasses (the elegant 830 model), and then in
1993-94 with super model, Carol Alt. She too was dedicated a
personalised model (the Carol 853 model).
Luxottica acquires the Persol trademark, retaining its tradition and
vocation for “Made in Italy” quality.
Persol has, from time to time, entrusted its public image to
some exceptional figures: from the aforementioned Ornella
Muti, Jean Alesi and Carol Alt to the extraordinary actress
Maria Grazia Cucinotta, footballer Alessandro Del Piero (promoter in 1998-99) and footballer Filippo Inzaghi
(promoter in 2004). These personalities have shown their preference for the Persol legend and interpreted its
style and character with elegance and originality.
Persol is one the most important brand names on the worldwide eyewear scene. Indeed, Luxottica continues to make
Persol glasses in the historical factory in Lauriano (Turin) where still today they are made with the same care and
attention they have always received.
The brand profile
Persol is synonymous with sophistication and refined taste and its trademarks are classic design, crystal glass lenses, the silver arrow
detail and the meflecto temple, a technical feature that makes the temples comfortable and flexible.
Over the years many famous personalities have chosen Persol and its quality, becoming spontaneous promoters of the brand name:
top sportspeople, leading figures in international business and, above all, undisputed celebrities from the world of cinema, a
privileged sector for Persol. Persol glasses have been worn by great names in international cinema, who have chosen the Italian
sunglasses par excellence not only on set but also in their day-to-day life. Persol’s long “filmography” began in the 1960s and
continues to grow, marking a truly special and magical love story with the movie industry. Persol stars appeared in movies such as
“James Bond”, “Oceans 12”, and “The Thomas Crowne Affair”.
With its evocative name,
signifying “for sun”, it
is the proud heir to a culture of
excellence and craftsmanship, a
perfect alchemy of aesthetics and
technology, for an irresistible
appeal of timeless design.
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PERSOL IS…
HANDCRAFTED,
DISTINCTLY ITALIAN,
TIMELESS, UNDERSTATED
& REFINED, ELEGANCE.
PAGE 32
Some history…
1978: The Gianni Versace Company was founded by Gianni Versace and his brother Santo
and later that year, the first Gianni Versace collection for women was shown in Milan.
Gianni’s bold creative genius consistently united high art and contemporary culture and it
also earned him international praise. Over the years, the brand has become a favourite
among celebrities, rock stars and super models.
1993: Donatella Versace entered the company.
1997: Gianni Versace unexpectedly died and his sister took over as chief designer for the
Company. Having previously collaborated with Gianni to create the brand’s famous
advertising campaigns, and being a talented designer herself, Donatella was the perfect
successor to keep the brand’s spirit alive.
Today: Versace is a leading international fashion design house that has become a symbol of
Italian luxury world-wide. The brand produces iconic styles in both its clothing (Versace
Atelier – Couture and Versace Prêt-à-Porter collections) and accessory lines.
Jewellery, watches, eyewear, fragrances and home furnishings all bear the distinctive
Medusa-head logo that has been Versace’s signature from the start.
The brand profile
The Versace vision is what makes the Versace name world famous. It is centred on the idea of a
world of fashion, glamour and sensuality. Gianni Versace was essentially the architect of modern
fashion’s place in popular culture. He redefined what a fashion house was by combining fashion
with rock ‘n’ roll, art, celebrity, theatre, and ballet. PRIMARY BRAND ASSOCIATIONS are
those that focus on Versace as a fashion brand:
FASHION – Versace is primarily a fashion brand. Other activities (the sale of accessories,
interiors, etc.), whatever their financial contributions to the business, all derive from the
house’s fame as a fashion label.
GLAMOUR – Versace is world famous for making glamorous clothes, and has a strong
association with red carpet events.
SEXINESS – Versace is renowned for making sexy clothing, and is associated with dressing
the world’s most beautiful and sensual women.
SECONDARY BRAND ASSOCIATIONS - those that focus on Versace as it pertains to the arts
and humanity, inspired by Versace as a fashion brand:
ITALY, CELEBRITIES, SUPERMODELS, PHOTOGRAPHY, MUSIC, ART, THEATRE &OPERA, QUALITY,
PHILANTROPHY.
“Versace has always been about
glamour and sexiness. I do not know a
woman who does not wish to look
more glamorous and more sensual.”
- Donatella Versace.
VERSACE EVOKES…
SEDUCTION,
MODERNITY,
CREATIVITY AND
LUXURY.
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PAGE 33
Some history…
1856:
21-year-old Thomas Burberry opens a small outfitters shop in Hampshire,
England.
1870: Customers arrive from far and wide, including sportsmen and women. The
product offering grows, and the store becomes known as an ‘emporium.’ Burberry is
constantly looking for new, innovative ways of improving durability and performance
of clothing designs.
1909: The equestrian knight logo emerges. This is Burberry’s first corporate emblem.
The logo represents:
1. Integrity (honour, chivalry of the knight);
2. Protection (the armour refers to Burberry’s outerwear garments);
3. Innovation (Prorsum, meaning ‘forward’ in Latin).
1924: The Burberry check is introduced. The check pattern in black, white, camel, and
red is introduced as a lining in Burberry raincoats, and stays as a lining for 40 years.
Later it becomes a status symbol—a mark of quality and exclusivity.
Today: A worldwide luxury brand, with a distinctive British sensibility, strong international recognition, and differentiating brand values.
The brand profile
Founded in 1856, Burberry today remains quintessentially British, with outerwear at its core. Burberry is a luxury brand with a
distinctive British feel and strong international recognition – known for its quality and style. Burberry is the creator of design icons
such as the trench coat, Burberry check and the equestrian logo. These icons are reflected in the sunglass range.
BURBERRY STANDS FOR:
BRITISHNESS - UNASSUMING
AND UNDERSTATED, GLOBALLY
CONSISTENT,
YET LOCALLY APPROPRIATE,
TIMELESSNESS,
FUNCTIONALITY, ICONIC, RICH
HERITAGE, CRAFTSMANSHIP,
BROAD CONSUMER APPEAL,
UNISEX,
CROSS-GENERATIONAL.
1
2
3
4
PAGE 34
Some history…
1973: The female Vogue Eyewear brand is founded and takes inspiration from the
prestigious Vogue fashion magazine, ‘’En Vogue’’ is French for ‘‘In line with trends’’.
1990: Vogue Eyewear becomes part of the Luxottica portfolio and achieves huge success,
through the fashionable and feminine designs, high quality and affordable pricing.
2000s: Models and stars such as Gisele Bundchen (2007), Kate Moss (2011), and Jude
Law (2012) became face of Vogue Eyewear Campaign.
Today: Vogue Eyewear is Luxottica’s second bestselling brand globally and is available all
over the world.
The brand profile
Vogue Eyewear takes their design inspiration from the high end luxury eyewear brands and
provides ‘the designer look without the designer price tag’. Vogue offers accessible fashion.
Vogue customers want to personalize their look while still following the latest trends. With cool
colour combinations, glamorous details, original & fun textures, and trendy shapes, Vogue makes
it easy for customers to play with their style and create different looks.
Vogue is for fashion lovers looking to make smart, trendy choices that represent who they are, not
who they’re supposed to be. With Vogue you get quality, stylish eyewear that looks hot at an
affordable price.
Vogue Eyewear enables modern women to live life à la mode. It’s about enjoying fashion for what it
is: always changing, fun, and never serious. Being ‘in Vogue’ is about what’s in fashion now; not two
years from now. Vogue Eyewear loves fashion and always has an opinion about the latest styles and
trends.
VOGUE IS…
PLAYFUL, YOUNG,
DYNAMIC, GLAMOROUS,
SEXY, AND ACCESSIBLE.
1
2
3
4
PAGE 35
Some history…
1989: Launch of DKNY.
1993: Launch of DKNY Shoes, Men’s line, and Optical.
1999: Opening of DKNY flagship store on Madison Avenue; launch of DKNY Underwear, Kids, and Pure.
2007: Signature line is split into White Label and Black Label.
2013: Launch of DKNY kids.
The brand profile
DKNY is the energy of New York City…. sleek, metropolitan, fun, and fast. DKNY is the perfect mix of style and value.
Donna Karan founded her company in 1984. Her strategy, “To design modern clothes for modern people, based on
seven easy pieces” that mix and match for a day-into-evening wardrobe. DKNY is about sophisticated, urban style that
works all over the world. It’s about personal expression.
DKNY Connects…
Fantasy and Function
Modern and Classic
Innocence and Wisdom
New York and the World
Art and Technology Male and Female
Day and Night
Fit and Fashion Luxury and Value
Classic and a Twist
Donna Karan New York, and its fast-fashion counterpart DKNY, speak to an international lifestyle, as represented by New
York City, where it all began….
DKNY IS…
ENERGY,
COSMOPOLITAN,
AFFORDABLE, CLASSIC &
MODERN DESIGN.
1
2
3
4
PAGE 36
Some history…
1930: The Ray-Ban brand is launched. Protecting the modern
heroes of the era was the goal that triggered the
beginning of Ray-Ban’s adventure.
1940: US Air Force encourages Ray-Ban’s research and
testing activities. During this period Gradient lenses
were created.
1950: Colour and sparkle were introduced to the brand.
1960: Ray-Ban was the brand to wear at every occasion.
1970: The Ambermatic lenses were introduced and were worn
under any light condition.
1980: 3 styles were introduced: the bold shape of wings, the
predecessors of contemporary half-frame, and the
leather & colours.
1990: The range was divided into 3 segments: the “Classic”,
the “Contemporary”, the “Progressive”.
1999: Ray-Ban joins Luxottica’s brand portfolio.
2007: “Never Hide” Campaign launched. Comprised of a film
and a series of situations for print media, outdoor and
Internet. Having the courage to express your true self,
your thoughts and your personality genuinely, to stay
faithful to the values of authenticity and uniqueness.
2012: 75 year of legend.
2014: Ray-Ban reaches 36million consumers.
The brand profile
Worn by countless movie and show business celebrities since day one, Ray-Ban’s sunglasses are by far the best-selling sunglasses
in the world. Characterized by high quality lenses and materials as well as clean-cut, never excessive design and style, these
sunglasses are suited to the different facial features of people all over the world. It has long been at the cutting edge of
technology being the first brand to introduce tempered glass lenses. They are made in Italy.
RAY-BAN IS…
AUTHENTIC, TIMELESS,
ICONOCLASTIC,COURAGEO
US, QUALITY AND
FUNCTIONS. IN ESSENCE,
IT’S NOT JUST A SUNGLASS,
IT’S A RAY-BAN.
1
2
3
4
PAGE 37
Some history…
1975: Jim Jannard decides to start his own company and loaned $300. He
names the company after his dog, Oakley. He designes a Hydrophilic handle
grip for motor cross bikes. Hydrophilic means that it “likes water”. When it
gets wet, the rubber doesn’t become slippery, so the hands do not slip off the
grips. This rubber material was called “Unobtanium” and was originally sold
out of the boot of Jim Jannard’s car.
1984: Oakley revolutionized the sunglass industry with the Eyeshades® – a
high-wrap solution providing greater sun protection from all angles.
1991: Oakley developed the technology to fit prescription lenses in high-wrap
frames for active environments.
2006: Made specifically for women’s needs, the Oakley Women’s eyewear
collection balances comfort, fit and style.
Today: Oakley blends science and art to redefine product categories by rejecting the constraints of conventional ideas. The company is
recognized as one of the most coveted brands in performance technology and fashion. Oakley icon is embraced by the global
culture of sport competitors who define their own lifestyle -the world- class athletes who exceed the limits of possibility. In its
devotion to these athletes, Oakley does the same.
The brand profile
Oakley Inc. is a sport and lifestyle brand, driven to ignite the imagination through the fusion of art and science. The essence of the
brand is communicated through hundreds of professional and amateur athletes who depend on Oakley products to provide them
with the best and going beyond limits.
The company manufactures and distributes high performance sunglasses, prescription lenses, frames, googles, apparel, footwear,
and accessories.
The way Oakley makes products is the way we approach life: by challenging rules, because it takes a bit of lawlessness
to unleash creativity. That’s the kind of environment that delivers the unexpected:
. Elevate physics to an art form.
. Oakley invents products for leaders, innovators and risk takers.
. Earning the respect of the world’s best athletes.
. Oakley innovates and creates. We never follow.
. Oakley consistently outpaces, outmanoeuvres, and outperforms the competition.
OAKLEY SYMBOLISES…
INNOVATION, HIGH
PERFORMANCE,
REDEFINITION OF
LIMITS, UNEXPECTED
DELIVERY.
1
2
3
4
PAGE 38
Some history…
1992: Arnette was created in the humble
surroundings of a one-car garage in Orange
County in California on the principle that doing
things your own way and having a lot of fun
doing it - is not only the right way, it’s the only
way. Its roots have grown from its core board
sports market to snow, surf and skate.
Today: Arnette glasses are made in Italy. They are
injection moulded propionate or Monel metal
frames with polycarbonate lenses. It is a brand
leader in street fashion and sport eyewear.
The brand profile
Born during the glory days of action sports and found on today’s most influential athletes, Arnette shades are a thing of legend.
Each pair is meticulously designed with the highest quality materials, providing light weight wearability for unmatched comfort and
style.
The Arnette family is made up of an eclectic group of personalities from the Surf, Skate, Snow, MX, BMX, Wake and Music
communities. They are the chosen ones - The local heroes, legends in the making, style masters, pioneers and creators. They
represent the soul of their chosen profession. Their persona is as big as their skill. They are driven, blazing their own trails. Never
following the pack, and no matter what, having fun.
ARNETTE IS…
SPORT LIFESTYLE,
YOUNG,
ADRENALINE &
FREEDOM.
1
2
3
4
PAGE 39
Some history…
1979:
Miuccia Prada, Mario Prada’s Granddaughter assumes responsibility for the Prada company.
1992:
Launch of the Miu Miu SS Woman collection. Named after Ms. Miuccia Prada, Miu Miu was created as a brand with an
autonomous identity from Prada and has since evolved into one of the leading high fashion brands in the world.
1993:
First boutique opening (Milan).
1999:
First boutique opening in US and Japan.
2003: Launch of Luxottica Miu Miu eyewear collection.
2006: First Miu Miu show in Paris and new store concept openings (mirrors, gold damask walls and curtains, beige carpets).
2008: First Miu Miu show in Asia.
2011:
New Miu Miu eyewear collection.
2015: Miu Miu is set to launch its first fragrance. This is the first time that Miu Miu has expanded outside the fashion and
accessories markets.
The brand profile
From its inception in 1993 Miu Miu was a private territory of expression and a creative playground, fittingly christened with Miuccia
Prada’s family nickname. At a time when Prada was at its most minimalist, Miu Miu offered a counterpoint: a sensual, rebellious take
on dressing-up. Early shows were staged in New York, London and Milan, but the world of Miu Miu crystalized when the label first
showed in Paris in 2006. Embracing both couture savoir-faire and refined experimentalism, Miu Miu explores fashion as a rarefied
form, giving elegance and sophistication a new and twisted meaning. Diverse inspirations, playing on masculine and feminine, historic
references and a jilted modernity come together unexpectedly.
MIU MIU IS…
PLAYFUL,
PROVOCATIVE,
CONTEMPORARY,
ELEGANT AND
SMOOTH.
1
2
3
4
PAGE 40
Some history…
1986:
Oliver Peoples, Los Angeles. First Oliver Peoples
boutique opens in West Hollywood, CA on the iconic
Sunset Blvd., selling authentic, unworn vintage frames
purchased from an
estate auction.
1987:
German Manner Vogue Cover. Larry Leight
designs a special frame for Andy Warhol to wear for
Vogue’s cover shoot.
1988:
"Working Opticians". Oliver Peoples designs
and creates, in-house, the first advertising campaign,
featuring its own staff of
real opticians.
1989:
First Oliver Peoples international gallery opens in Tokyo, Japan.
1994:
Oliver Peoples enters a licensing agreement with famed British clothing designer Sir Paul Smith
to design Paul Smith Spectacles.
1997:
Oliver Peoples’ first optical department opens in prestigious shoppingd estination Neiman Marcus, Beverly Hills.
2001: Oliver Peoples begins to market its own CDs. Oliver Peoples launches www.oliverpeoples.com.
2003: Oliver Peoples introduces VFX to the market: its own exclusive, technologically-advanced
Polarised and gradient Photochromic mineral glass lenses in custom colours.
2004: Mosley Tribes, a unisex sunglass brand by the same design and marketing team
as Oliver Peoples, fuses the knowledge and aesthetic of Oliver Peoples with visionaries from the active lifestyle and
sports performance worlds.
Oliver Peoples aligns with acclaimed photographer and aspiring director, Lisa Eisner, to create its 2011 campaign.
2011:
The brand profile
Oliver Peoples was founded in 1987 with the opening of its first boutique and subsequent launch of the original collection. From the
beginning, Oliver Peoples had a passion for superior product, a distinctive culture rooted in California, and an obsession with service.
These core values have remained at the foundation of the brand and endure today. Through an authentic and consistent voice, Oliver
Peoples has never relied on a logo but instead on fostering relationships with like-minded consumers who appreciate and respect our
approach.
"Our vision was to design an
original and authentic
collection of eyewear,
utilize innovative marketing
strategies, and create a
unique retail experience in
our own gallery"
Larry Leight
1
2
3
4
PAGE 41
Some history…
1967:
Polo established with ties and menswear.
1970:
Women’s shirts; Polo Player emblem first used on shirt cuffs.
1971:
The Polo store in Beverly Hills opens in 1971, making Ralph Lauren. All Polo was made in the USA and Canada until then.
1972:
The knit Polo shirt appeared.
1974:
Ralph Lauren designs the men’s costumes for Jack Clayton’s movie, The Great Gatsby, starring Robert Redford
and Mia Farrow.
1978:
The Prairie look.
1979:
Polo Western.
1981:
Santa Fe collection.
1991:
1993:
2005:
Today:
Lauren began licensing; Polo Player dropped from women’s wear label.
Polo Sport
Opening of the first designer eyewear store in New York.
Polo Ralph Lauren continues to combine East Coast Ivy League casual style with classic English refinement.
The brand profile
The Ralph Lauren group represents timeless fashion, with an essence that evokes the American Aristocratic spirit. The key
differentiators that define Ralph Lauren collections range from heritage to Hollywood, countryside to cityscapes. In its elegance and
sophistication, Ralph Lauren defines a glamourous and classic style for men and women.
POLO RALPH
LAUREN IS…
TIMELESS AND
AUTHENTIC,
EASY, ENERGETIC,
YOUNG AND
COOL.
1
2
3
4
PAGE 42
Some history…
1967:
Ralph Lauren starts a necktie line under the label Polo.
1971:
The Polo store in Beverly Hills opens in 1971, making Ralph Lauren. Launch of Ralph Lauren Womenswear.
1972:
Introduces the iconic polo men shirt with signature Polo Player.
1978:
Introduces Ralph Lauren Childrenswear, along with Men's and Women's fragrances.
1981:
Becomes the first American designer to open a European boutique.
1993:
2000:
2012:
2014:
Launches the vintage-inspired RRl brand, named for his Double RL Ranch.
Launches RalphLauren.com.
Becomes Official Outfitters of the .U.S. Olympic and Paralympic game.
First Polo Flagship store open at 711 Fifth Avenue in New York.
The brand profile
The Ralph Lauren group represents timeless fashion, with an essence that evokes the American Aristocratic spirit. The key
differentiators that define Ralph Lauren collections range from heritage to Hollywood, countryside to cityscapes. In its elegance and
sophistication, Ralph Lauren defines a glamourous and classic style for men and women.
RALPH LAUREN IS…
CLASSIC, ELEGANT,
GLAMOUR,
SOPHISTICATED.
1
2
3
4
PAGE 43
Some history…
1934:
Giorgio Armani born.
1954:
Giorgio Armani got his first job in fashion doing window displays at La Rinascente in Milan. He moved up through
the ranks and eventually became a buyer for the company.
1964:
Started designing at Nino Cerruti.
1970:
Armani began a freelance design business, where he designed various lines, including two menswear collections
for Ungaro.
1974:
Armani started his own label for men in, and a year later, he started his women’s line.
1980: Armani became a household name with the release of the movie American Gigolo, in which he had designed the
clothes for Richard Gere.
1981:
Emporio Armani, a younger and less expensive line, was launched in Milan.
1988:
Giorgio Armani launch an eyewear collection with Luxottica as first luxury license brand
1991:
The first A/X, Armani Exchange was opened in NYC.
1997:
Armani Collezioni, a tailored line, was launched.
2005: Armani started a couture line, Giorgio Armani Privè. Armani is known for his refined tailoring and sophisticated evening wear.
2010:
The first Armani Hotel opens in Dubai.
2011:
The second Armani Hotel opens in Milan. E-commerce websites launch for all of the Armani lines.
2012:
EA7 is the official sponsor of Italian team during the Olympic and Paralympics Games of London.
The brand profile
The World of Armani DNA
•
Highly recognizable style.
•
Influences and interprets changing lifestyles.
•
Innovative, but timeless and consistent.
•
Elegant, outward expression of the normality of
sophistication.
•
Simplicity, sobriety of beauty.
•
Changes how men and women dress without being unisex.
•
No clichés, no shock values.
•
Not about turning heads, about leaving a lasting impression.
“This is my most elaborately articulated fashion statement. My signature tailored clothing, dresses, sportswear, eveningwear and
accessories, and made from the world’s most exquisite fabrics and produced to the highest standards of quality.”
1
2
3
4
GIORGIO ARMANI IS…
SARTORIAL
INNOVATION,
MINIMAL STYLE,
SMOOTH LINES,
RIGOROUS ELEGANCE,
REFINED INFORMAL
STYLE.
PAGE 44
Some history…
1941:
The Company is founded as a family-run workshop, making
small leather goods in Manhattan.
1946:
Miles Cahn joins the company.
1950: Cahn begins running the factory for its owners.
1960: The Coach brand of sturdy cowhide purses is introduced and becomes the
company's signature, luxury trademark.
1961:
Cahn and his wife, Lillian, buy out the factory's owners.
Late 1970s/Early 1980s: Company begins a mail-order business and opens its first specialty stores.
1985:
The Cahn’s sell Coach to Sara Lee Corporation for approximately $30 million; Sara Lee begins expanding
Coach's product line and its channels of distribution.
1988:
The Company begins international push, opening boutiques in England and Japan.
1989:
Sales reach $100 million, five times the level of 1985.
1992:
The product line is expanded to include outerwear and luggage.
1997:
The Company enters into its first licensing agreement, a deal with Movado Group for a line of Coach watches.
1999:
The Company enters the e-commerce realm with the launch of coach.com.
2000: Sara Lee sells 17 percent of the newly named Coach, Inc. to the public through an IPO.
2001: Sara Lee spins off its remaining interest in Coach to Sara Lee shareholders.
The brand profile
Coach, Inc. is an American luxury leather goods company that got its start manufacturing small leather goods. Coach is known for
ladies' handbags as well as items such as luggage, briefcases, wallets and other accessories.
Coach maintains the highest standards for materials and workmanship. An exceptional workforce remains committed to upholding the
quality and integrity that define the company. The prominence of the Coach brand is attributed to unique American attitude and
design, the heritage of fine leather goods and custom fabrics, superior quality and durability, and commitment to customer service.
During the last decade, Coach has emerged as America’s preeminent designer, producer, and marketer of fine accessories and gifts
for women and men, including handbags, small leather goods, business cases, travel accessories, outerwear, jewellery, and fragrances.
Continued development of new categories has further established the signature style and distinctive identity of the Coach brand.
COACH IS…
FRESH SPIRIT,
FASHION, NEW
YORK,
INNOVATION,
QUALITY AND
CRAFTMANSHIP.
1
2
3
4
PAGE 45
Some History...
2004:
2006:
2011:
2012:
2014:
Brand is launched in February, and 1st boutique opens in NYC (on Elizabeth Street).
The Reva ballerina shoe is launched in the market. TB launches in London and Dubai.
Madison flagship opens. First runway show SS ‘12.
50th boutique opens (1st boutique in China).
10 year anniversary!
The brand profile
Tory Burch ® is an attainable, luxury lifestyle brand defined with classic yet modern sensibility and distinguished by an eclectic
aesthetic. It embodies the personal style and spirit of its co-founder and creative director, Tory Burch.
TORY BURCH IS…
FASHIONABLE,
CHIC, CLASSY,
MODERN,
DIFFERENT AND
ELEGANT.
1
2
3
4
PAGE 46
Some History...
1977: The Michael Kors label was formed and the first collection debute at Bergdorf Goodman.
2000: Opening of the first Michael Kors Flagship Boutique on Madison Avenue New York City.
2006: Opening of the first lifestyle store. The company also began the aggressive growth of accessory-focused stores,
encompassing the world of Michael Kors.
2011: Michael Kors lists on the NY Stock Exchange.
2013: Michael was selected for the TIME 100 most influencial people in the world list.
2014: Michael Kors signs agreement with Luxottica for the eyewear collection.
The brand profile
Michael Kors is a world-renowned, award-winning designer of luxury accessories and ready-to-wear. His namesake company,
established in 1981, currently produces a range of products under his signature Michael Kors Collection and MICHAEL Michael Kors
labels. These products include accessories, footwear, watches, jewelry, men’s and women’s ready-to-wear, eyewear and a full line of
fragrance products.
Michael Kors stores are operated, either directly or through licensing partners, in some of the most prestigious cities in the world,
including New York, Beverly Hills, Chicago, London, Milan, Paris, Munich, Istanbul, Dubai, Seoul, Tokyo, Hong Kong, Shanghai and
Rio de Janeiro.
MICHAEL KORS IS…
GLAMOROUS,
CONTEMPORARY,
SPORTY, SEXY AND
GLAM.
1
2
3
4
PAGE 47
BRANDS: THE
SEGMENTATION
In this section you will explore our brand segmentation. Starting from our luxury
range, then introducing you to our premium range, and finally showing off our
sport range.
LUXURY - JEWELLERY
- Refined and exclusive design linked with
jewels’ themes.
- Precious details and materials.
- Very selective high end distribution.
LUXURY
LUXURY - FASHION LUXURY
- Large Brand appeal and awareness.
- Highly fashion driven.
- Heavy advertising.
LUXURY- CREATEUR & TECH
- Discreet branding recognizable by the ‘one
in the know’.
- Exclusive materials and excellent finishing.
-Distinctive technical features for the tech Brands.
PREMIUM
PREMIUM FASHION
- Strong brand identity and advertising focus.
- Refined design linked with fashion inspiration.
- Controlled distribution.
FAST FASHION
- Fast fashion inspiration.
- Massive distribution.
- Geographically skewed brand awareness.
LIFESTYLE
- Normally covering all genders, with a
contemporary appeal.
- Product has both functional and trendy content.
- Wide price range.
FAST FASHION,
LIFESTYLE, SPORT,
PERFORMANCE &
ACTIVE.
SPORT, PERFORMANCE AND ACTIVE
- Brands with an active/performance attitude
and featuring technical content.
- Primarily sun.
- Price may vary widely.
1
2
3
4
PAGE 48
LUXURY
JEWELLERY
LUXURY
FASHION
LUXURY
PREMIUM FASHION
SPORT,
PERFORMANCE
AND ACTIVE
LUXURY
CREATEUR &
TECH
FAST FASHION
LIFESTYLE
MAKING IT
REAL
1
2
3
4
TRY AND DEVELOP A FEELING FOR THE UNIQUE IMAGE OF
EACH OF THE BRANDS IN YOUR STORE AND EXPLORE
HOW THIS IMAGE IS BEING PORTRAYED IN THEIR NEW
STYLES EACH SEASON.
01
NOTICE HOW EACH BRAND LEVERAGES THE FUNCTIONAL
COMPONENTS OF SUNGLASSES (E.G. FRAME SHAPES AND
TEMPLE DETAILS) IN A DISTINCTIVE WAY IN ORDER TO
EXPRESS ITS UNIQUE IMAGE WHILE AT THE SAME TIME
COMPLEMENTING THE LATEST FASHION TRENDS.
02
DEVELOP A FEEL FOR THE DIFFERENCE IN PERCEIVED
VALUE BETWEEN A LUXURY, PREMIUM AND AFFORDABLE
BRAND - WHAT IS THE SECRET THAT MAKES A LUXURY
BRAND MORE DESIRABLE? THINK ABOUT WAYS IN WHICH
YOU COULD EXPLAIN THIS DIFFERENCE TO YOUR
CUSTOMER.
03
1
2
3
4
PAGE 44
BE FASHION SAVVY: FEEL IT!
Now that you are an expert on the technical aspects of sunglasses and the positioning of each of our brands, you are ready to
move on to the part of your fashion product journey!
Our customers rely on us to know which brands and styles are cool at any moment in time. Our Product Team makes sure that our
range is constantly refreshed with the latest styles. But we need to make sure that you, our Sales Consultants, are also up to date
with what’s happening in fashion trends both in your country and abroad. After all, we are here to ‘provide a ray of hope for our
style challenged customers and eye candy for the fashionistas’. Fashion designers have to continually come up with new styles and
ideas in order to generate sales. They have to keep the styles changing to stay ahead. As a fashion expert, you too will need to keep
up to date with what those fashion changes are, so that you can advise your “style challenged” customers – and assure the
“fashionistas” among them - which styles are cool and sexy right now.
FASHION SAVVY: STARS AND THEIR SHADES
In this section you will learn some of the fashion history of sunglasses and you will be able to identify some famous icons in the
walk of fame of sunglasses.
Mass produced sunglasses have been around since the 1920s, but it wasn’t until the 1960s that sunglasses became fully
ingrained into the western countries consciousness. The reason? CELEBRITIES, ROCK STARS, POLITICIANS, SPORT
HEROES, and FILM STARS all began sporting sunglasses. They protected their eyes from harsh camera lights and provided
privacy from the paparazzi. Sunglasses as stylish accessories were born, and the sales of sunglasses skyrocketed.
Every sunglass expert should know a thing or two about the following people and the iconic sunglasses they wore.
1950’s
•
James Dean in the
Ray-Ban Wayfarer
1960’s
• Ray Orbison in RayBan Wayfarers
• Audrey Hepburn in
“Breakfast at
Tiffany’s” wearing
wayfarers style
sunglasses.
2
3
4
• John Lennon in small
rounds
• Elton John and his
crazy custom frames
1980’s
• Tom Cruise in RayBan Aviators
• Greg Lemond in
Oakley
• Ozzy Osburne in
small rounds
1990’s
• Guns N Roses in
Aviators
• Tommy Lee Jones &
Will Smith wearing
Ray-Bans in “Men In
Black”
• Michael Jackson in
• Jacqueline Kennedy
mirrored aviators
Onassis wearing big,
• Blues Brothers in
oversized frames
1
1970’s
Ray-Ban Wayfarers
PAGE 51
BONO IN HIS BULGARI WRAP SHIELD…
”WITHOUT THEM, I’M AN
AMORPHOUS MASS”- BONO.
KEANU REEVES, AS NEO IN “THE
MATRIX”, WEARING FUTURISTIC
MIRRORED WRAPS… “AFTER THE
MATRIX, I CANNOT WEAR SUNGLASSES.
AS SOON AS I PUT THEM ON, PEOPLE
RECOGNIZE ME” - CARRIE-ANNE MOSS.
DANIEL CRAIG, AS JAMES BOND,
WEARING PERSOL IN “CASINO
ROYALE”.
“WITH MY SUNGLASSES ON, I’M JACK
NICKOLSON. WITHOUT THEM,
I AM FAT AND SEVENTY" -JACK NICKOLSON
1
2
3
4
PAGE 52
FASHION SAVVY: AN INTERVIEW WITH A DESIGN EXPERT
Q& A
What’s the best way to begin to learn about some of our most famous designers?
Luxottica features eyewear created by so many of the world’s most fashionable designers, it’s really hard sometimes to even know
where to begin. You’ll find that each designer has their own unique appeal, and by learning a little about each designer’s history and
qualities, you’ll know what to expect from their sunglasses.
What about Dolce&Gabbana? They are pretty famous. What can you say about them?
Dolce and Gabbana are the darlings of the fashion world because they constantly stir up trouble with
their provocative designs. Rockstars love them for being bold and over the top. Their sunglasses are
highly stylized, with oversized logos and exaggerated shapes.
Why do we so often see the word “Prorsum” attached to Burberry ads? What does that mean?
It’s Latin for “forward”. It’s been their tag line for decades.
How about Prada? That’s a very popular brand.
Few people know that Prada was originally a luggage manufacturer before branching out into
shoes, handbags, and then fashion. They’ve been doing eyewear since about 2000, and their
sunglasses are every bit as luxurious as their clothes. Prada really sets the standard in the fashion
and optical worlds, setting the trends to be followed years afterward.
Bulgari is so well known for jewelry. How does that translate into sunglasses?
Bulgari has been doing eyewear since 1997. The most famous pair of Bulgari sunglasses are the
ones worn by rockstar Bono, but you can’t get those in stores. They’re custom made just for
him! The superb quality of Bulgari products is not limited to Bono, however, as you will find
every pair of Bulgari sunglasses to be like jewelry mastercrafted for the eyes.
Tell us about Donna Karan. She is very “New York”, isn’t she?
Yes, Donna Karan is nearly synonymous with the energy and luxury of New York City. She
is also all about the empowered, enlightened woman. She transformed the fashion industry
back in the 1980s by making beautiful clothing for real women, not models. Her eyewear is
the same way. You can count on Donna Karan eyewear, and DKNY, to functional,
comfortable, and classically stylish. Urban without ostentatious.
Speaking of ostentatious – what about Versace?
Versace loves ostentation! They design sunglasses that have more bling for the buck than any
other brand. Jewels, architectural shapes evoking neo-classicism, all adorn a savvy design. The
Versace name is synonymous with extravagance, and their sunglasses never disappoint.
Then there’s Ralph Lauren – an American Classic. Tell us about him.
You can’t ever forget about Ralph Lauren and his quintessentially American style. His classic
American clothing is perfect for a wide range of men and women, and so are his sunglasses.
1
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PAGE 53
MAKING
IT REAL
REVIEW THE LIST OF ICONS AND THEIR
SUNGLASSES. WHY DO YOU THINK THEY
CHOSE THAT STYLE, AND HOW DID THAT
STYLE HELP BUILD UP THEIR PERSONAS?
NAME A FEW CELEBS YOU’VE SEEN
PHOTOGRAPHED RECENTLY AND, FIND
AND NAME THE SUNGLASSES THEY
WERE WEARING.
AFTER READING THE INTERVIEW,
TOUR THE STORE AND LOOK AT THE
SUNGLASSES FOR EACH DESIGNER
MENTIONED. TRY ON DIFFERENT
STYLES FROM EACH DESIGNER.
LOOK AT EACH STYLE CAREFULLY TO
PREPARE YOURSELF FOR HOW YOU
WOULD DESCRIBE THE FEATURES TO
A CUSTOMER.
FASHION SAVVY:
FOLLOW THE TRENDS!
.
1
To help you keep up to date with what’s happening in the fashion
world we have put together the following tips and guidelines.
ASK A FRIEND
•
•
2.
Ask your more fashion conscious friends and acquaintances about what they think is cool.
Ask your fashion savvy colleagues the same.
LISTEN TO YOUR CUSTOMERS
•
3.
The fashionistas amongst them will be in the know.
CHECK OUT THE FASHION STORES
•
•
•
4.
Check out what’s cool in the retail fashion displays around you. Look for the colours and styles for the season.
If you’re in one of the major shopping centres, check out the luxury brand clothing stores around you like.
Prada, Bulgari and D&G and notice what fashion and jewellery they have on display and how our sunglasses
complement the clothing and jewellery. Just knowing what’s on offer in the fashion stores will build your fashion credibility
in the eyes of your customer.
CHECK OUT THE FASHION MAGAZINES
Read the fashion magazines. Our recommended ones
are: Marie Claire, Elle and Glamour.
For the men, check out GQ.
•
•
5.
READ THE NEWSPAPERS
•
6.
They sometimes showcase fashion or celebrities.
CHECK OUT THE FASHION SHOWS ON TV
• There are loads of these. Make a point of tuning in whenever you have a moment to spare.
CHECK OUT INTERNET AND SOCIAL NETWORKS
7.
• There are loads of websites on fashion. Google ‘sunglasses’ and see what comes up.
8.
1
CHECK OUT TWITTER AND FACEBOOK FOR IDEAS
•
•
•
•
•
•
•
Some overseas fashion websites for you to check out include:
www.style.com/trendsshopping
www.fashiontrendsetter.com
www.fashionising.com
www.ifashion.com
www.style.com
www.swide.com/luxury-magazine
•
•
•
USEFUL FASHION BLOGS FOR YOU TO LOOK UP INCLUDE:
www.innercirclesunglasshut.com
www.style.com/trendsshopping
www.fashionising.com
2
3
SUNGLASS HUT LITERATURE
9.
•
•
•
Check out the materials sent out by our
Marketing and Product teams.
If you are in doubt you can call the
Head Office and ask for an update
anytime, or speak to your Field
Managers.
Remember that fashion trends and
styles are changing all the time, so you
need to keep alert to the signs and signals
around you. We need you to be up to date
with what’s happening all the time so that
you can provide our Customers with the
fashion expertise they have come to expect
from us.
PAGE 55
4
This page need to be localize.
MAKING
IT REAL
01
HOW DO YOU KNOW WHAT’S COOL
AT ANY GIVEN MOMENT?
02
HOW DO YOU KEEP UP TO DATE
WITH WHAT’S COOL?
03
ASK YOUR COLLEAGUES THE SAME
QUESTIONS AND LISTEN OUT FOR
THEIR ANSWERS.
04
1
2
3
4
MAKE A POINT OF KEEPING UP TO
DATE ON FASHION BY FOLLOWING
UP ON AT LEAST ONE OF THE
SUGGESTIONS PROVIDED HERE
EACH WEEK.
PAGE 56
03
FIND THE
PERFECT FIT
PAGE 51
PAGE 52
FIND THE PERFECT
FIT:
MATCHING
PRODUCTS TO
CUSTOMERS
IDENTIFY THE
NEEDS OR
LIFESTYLE
Focus and
understand
the customer’s
sunglasses usage.
A key factor that will influence your success as a Sales Consultant is your
ability to identify what need the Customer is trying to fulfil in buying a
pair of sunglasses.
First, what does she/he wants to use the sunglasses for. The “need”
has to do with use or lifestyle. This could range from functional
performance requirements for a particular sport, to general purpose,
to a personal fashion statement.
Key words to listen out for that can provide a clue as to the
Customer’s needs are:
It’s about the BRAND.
It’s about the LOOK.
It’s about the PERFORMANCE.
SELECT THE
RIGHT LENS
Identify the lens for
the right
circumstance:
protection, vision,
attraction, comfort,
everyday wearing.
SELECT THE
MATCHING FRAME
AND STYLE
Help the customer
to choose her/his
matching style,
brand, designer
name and color.
ADJUST FOR THE
PERFECT FIT
Fit the pair of sunglasses like a glove
adjusting on the face shape and the nose.
1
2
3
4
PAGE 59
FIND THE PERFECT
FIT: FACE SHAPE
IDENTIFICATION
When a Customer walks into your store try to understand who s/he is in
terms of both style and face shape. The shape of your customer’s face will
influence which styles will suit them. Following are some guidelines to help
you find your Customer’s cool. The rule of thumb is: a balanced look - select
frames that are in proportion to the rest of the face and which make them
look and feel great.
THE KEY 4 FACE SHAPES: ROUND
TIPS & INFO FOR A ROUND FACE
KEY FEATURES
Similar length to width. Soft curves. Round jaw-line.
BENEFITS
We love it when we are told about how good something is so we want you to
celebrate with your customer that they have a round face shape. Tell them you are
so lucky to have a round face shape as it allows you to…..
Look at a range of high fashion sunnies.
Be more eccentric with your sunglass selection. You can now look at all those
fun shaped sunnies you didn’t think you could try.
ROUND
STYLING TIPS
While we won’t limit you to brands or specific articles to show, we are going to explain
to you what to look out for and also what to stay away from!
Look for angular sunglasses; by showing angular sunglasses you will make the face
less round and adds an element of shape to the face.
Deep colours minimize fullness. Gradient lenses will help to elongate the face.
Tortoise shell, warm caramels are good. Suitable for thicker frames with wide temples.
Be Bold! If you are going angular then make a statement. It’s even better for a
round face to go bold because it will highlight the angles and put less attention on
the roundness of the face.
Thickness doesn’t affect the look as long as it’s angular.
Stay clear of any round sunglass. This will do the opposite of what we want and
what they need!
Spring hinges are a round faces’ best friend. They will ensure a great fit that will be
comfortable all day long.
Alternate fit styles are available for this face shape.
You need to be very aware of the customer’s cheeks. You don’t want a
sunglass that sits on the cheeks. This will be very uncomfortable.
CELEBRITIES
FITTING TIP
Catherine Zeta Jones
1
2
3
4
Eva Mendes
Gerard Butler
Jack Black
PAGE 60
FIND THE PERFECT FIT: FACE SHAPE IDENTIFICATION
HEART/TRIANGULAR
KEY FEATURES
Broad at the forehead. Broad at the cheekbones. Tapered in the chin.
BENEFITS
The great thing about having a heart face is your customer can decide if they like to
embrace their shape or make it more proportioned.
If you customer chooses to embrace the shape then they can select sunnies
that will highlight their heart feature. If your customer chooses to go for a more
proportioned look then that’s even better! It opens them up to a world of cool sunnies
that will keep you on trend!
STYLING TIPS
FITTING TIP
To broaden the appearance of the chin and proportion throughout the face, look at
thin, light metal or clear plastic sunglasses that have broader bottom halves.
Stay away from cat eyes and wraps. Prefer angular or aviator shapes that
balance a smaller chin.
Avoid dark colours as they tend to cut up the line of the face. Choose lighter
colours (smoky browns or greens).
Alternate fit styles are available for this face shape.
Embrace the shape!
If your customer loves their heart shape then they can embrace the shape. Simply
show the sunglasses that have detailing on the temples.
CELEBRITIES
HEART/TTRIANGULAR
TIPS & INFO FOR A HEART OR TRANGULAR SHAPED FACE
Zac Efron
1
2
3
4
Ashton Kutcher
Reese Witherspoon
Scarlett Johansson
PAGE 61
FIND THE PERFECT FIT: FACE SHAPE IDENTIFICATION
OVAL
OVAL
TIPS & INFO FOR AN OVAL SHAPED FACE
KEY FEATURES
Face is slightly longer than wider. Balanced features.
BENEFITS
Being an oval is like being the king or queen of face shapes….You can wear almost
anything and you will look great in everyone you try on!
The only hard part about being an oval is saying no more sunnies when you
have already picked out 5 to buy!
STYLING TIPS
Oversized lenses look great (e.g. aviator, large styles, wrap arounds).
The only style to be careful of is the thin wraps and rectangle sunglasses.
You don’t want a sunglass that looks too narrow on the face.
Avoid angular styles or those that form a heavy.
Alternate fit styles are available for this face shape.
Oval faces can be narrow so check the sunglasses are not too wide or narrow
for the face.
CELEBRITIES
FITTING TIP
Tear Drop lenses look hot on the Oval face shape. Best shape is slightly square.
Halle Berry
1
2
3
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Will Smith
Juilia Roberts
Jude Law
PAGE 62
FIND THE PERFECT FIT: FACE SHAPE IDENTIFICATION
SQUARE
TIPS & INFO FOR A SQUARE FACE
KEY FEATURES
Equally Broad Forehead. Strong jaw-line. Predominately straight lines from top to
bottom.
BENEFITS
It’s great to have a square face shape as it allows you to play around with fun
circular shape sunnies.
SQUARE
While we won’t limit you to brands or specific articles to show we are going to explain to
you what to look out for and also what to stay away from!
STYLING TIPS
Wraps are suitable for a square face. Just make sure that it fits
correctly and are not angular.
CELEBRITIES
FITTING TIP
The key to styling a square face is to soften the defined lines. This can be done by
selecting round/circular styles.
Curves are a square’s best friend!
Avoid square or rectangular shapes as they draw attention to the angles and
may make the head seem shorter in proportion.
Look at more styles in metal. This will make the face look softer.
Tear drop shape lenses are a big winner on a square face.
Petite styles are most flattering in black and single colours.
Alternate fit styles are available for this face shape.
Brad Pitt
1
2
3
4
Katie Holmes
David Beckham
Angelina Jolie
PAGE 63
SHAPE YOUR SERVICE
While it’s not great customer service to pull out a flow chart to determine your customers face
shape, we trust that you will use this tool to practice and help you easily identify face shapes.
Never pull this flow chart out when serving customers… it won’t make you look like an expert!
IS THE LENGTH OF YOUR
FACE ABOUT
THE SAME AS THE
WIDTH?
YES
NO
(Your face length
is longer than wide)
IS YOUR JAW BROAD
AND JAW-LINE
SQUARE LOOKING?
YES
NO
YOU HAVE AN SQUARE FACE SHAPE
YOU HAVE AN ROUND FACE SHAPE
(Your jaw-line is gently rounded)
IS YOUR JAWLINE GENTLY
ROUNDED?
YES
YOU HAVE AN OVAL FACE SHAPE
NO
IS YOUR
FOREHEAD
THE WIDEST
PART OF YOUR
FACE?
YES
YOU HAVE A RECTANGLE FACE SHAPE
NO
MAKING
IT REAL
1.
YOU HAVE A HEART FACE SHAPE
LOOK AT THE INFORMATION ABOVE AND TRY TO
DETERMINE YOUR OWN FACE SHAPE.
( Rectangle face please use styling tips
from square and oval.)
3. PRACTICE THIS ACTIVITY WITH YOUR TEAM MEMBERS,
SEE IF YOU CAN IDENTIFY THEIR FACE SHAPES AND
MAKE FRAME RECOMMENDATIONS TO THEM. DO
THEY LIKE WHAT YOU CHOOSE?
4.
CREATE A COLLAGE WITH PICTURES OF DIFFERENT
SHAPED FACES WEARING SUNGLASSES.
5.
DEVELOP YOUR FEEL FOR WHICH FRAMES AND
STYLES SUIT WHICH FACE SHAPES.
6.
ALSO NOTICE HOW FRAME COLOURS INFLUENCE
THE LOOK.
7.
TEST OUT THESE GUIDELINES IN YOUR STORE.
2. SELECT AND TRY ON RECOMMENDED STYLES FOR
YOUR FACE SHAPE. WHICH STYLE LOOKS BEST?
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2
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PAGE 64
FIND THE PERFECT FIT: CUSTOMER NEEDS
The table below provides guidelines as to how you could
respond to each of the identified customer needs or lifestyles.
Be aware that a Customer may have multiple needs so there is
always the option to promote more than one product to meet
their needs.
BRAND
LOOK
PERFORMANCE
Customer may have a brand
preference or be open to try out
new brands.
Customer will generally be an
impulsive buyer who loves
newness.
Customer will look for a
performance product to satisfy a
specific sporty need.
TO DO:
TO DO:
TO DO:
1. Introduce your Customer to the
newest products that have arrived
in your store.
1. Introduce your Customer to all
the trendy models and brands.
1. Introduce your customer to
brands that can be used for sports
or outdoor activities
(e.g. Oakley range or Ray-Ban
polarised lenses).
2. Introduce the Customer to a
new brand that has just
arrived.
2. Refer to brands and models
that are worn by friends or
celebrities.
FIND THE PERFECT FIT: BRAND PROFILE & PRODUCT MATCHING
Our customers need your help to find the perfect brand and pair of sunglasses. In the following tables you will find useful information
to recognize the key features of our brands and match them with the different customer profiles.
BRAND CUSTOMER PROFILE
BRAND STYLE KEY FEATURES
BULGARI
. New shield styles with innovative temple and logo details.
. Bulgari eyewear releases all designs incorporated with the latest
Bulgari jewellery collection (what they are famous for).
. Shield styles have APX lenses that are lightweight,
1
2
The predominantly female Customer
chooses Bulgari as the expression of a
strong personality. People with high
revenue, seeking high quality and luxury
accessories, original design and best
materials available (titanium, gold,
precious stones, etc.). The Bulgari glasses
give the sensation of being part of the
luxury world.
3
4
optically correct and resistant to stress fractures.
. Acetate frames are water, oil and grease proof, with CR39
lenses that are both optically correct and lightweight.
. Monel metal frames are durable, lightweight, corrosion
resistant and hypoallergenic with polycarbonate lenses that are
lightweight and shatter resistant. Precious crystals featured on
some of its frames.
. Designed and made in Italy. 3-year warranty for
manufacturing defects.
PAGE 65
BRAND CUSTOMER PROFILE
BRAND STYLE KEY FEATURES
. Each frame comes with a Tiffany jewel case, including a
Tiffany pouch, cleaning cloth, and certificate of quality.
. Classic plastics and rimless shields decorated with
designs and motifs from the jewellery brand.
TIFFANY & CO
Women with a passion for beauty and
classic design, who enjoy the status
associated with luxury brands. Take pride in
owning/giving the best. The Tiffany
collections draw heavily from the iconic
elements of Tiffany & Co.’s rich and
historic heritage, making them desired by
long-time luxury consumers, yet accessible
to emerging luxury and contemporary
consumers as well.
. Shield styles have APX lenses which are lightweight,
optically correct and impact resistant. Other styles have
polycarbonate lenses which are lightweight, optically correct
and impact resistant. Some models are polarised. Most models
have an anti-reflective coating on the inside of the lens to
improve visual clarity.
. All plaques are hand pinned to the inside temple of
the frame and sunglasses. The sunglasses have thicker than
average acetate to provide a luxurious look and to allow the inset
of the detailing. Most metal frames have a coating of four
microns of gold, twice the industry standard. They have acetate
temples and a metal rod inserted so that they can be shaped to
the customer’s requirements.Precious crystals are used on both
the frame and sunglass temples.
. 1-year warranty for manufacturing defects. Made in Italy.
. Chanel symbols are immediately recognisable around the
world as the Chanel signature (interlinked double C logo, quilted
pattern, chains, pearls, etc.) and the symbolic diversified signatures
(CC, Chanel, quilted pattern, pearl, chain, etc).
. Exclusive colours: a wide colour range, constantly renewed,
representing the Chanel style and perfectly reflecting the Chanel
ready-to-wear and Haute-Couture seasonal collections. Five main
colours: black and white, beige, gold, and red emote the Chanel
values of luxury and minimalism.
. Noble materials: Chanel uses traditional materials such
CHANEL
Females who aspire to the utmost in
luxury fashion eyewear.
as acetate (cellulose resin) and titanium, renowned to be light and
hypoallergenic. Chanel also uses unconventional and noble
materials that are part of its Maison de Couture heritage, such as
leather, pearl, and strass crystals.Chanel works together with the
prestigious company Mazzucchelli to create exclusive colours and
designs (as tweed and tulle) to make its acetate unique.
. Handmade finishing: each style requires handmade
fabrication (e.g. Aviator style metals).
. Sophisticated hinges: this technical part is often chosen to s
how the Chanel symbols. There is a real technical know-how
required to put the symbols in the hinges. All hinges have top
quality features such as ‘stop-hinges’ and ‘flexible hinges’ to ensure
maximum comfort.
. Attention to detail: the inside is as beautiful as the outside
(hidden screws, temple end-pieces, combination of materials, lots of
temple detail with crystals, metal leather, etc.).
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PAGE 66
BRAND CUSTOMER PROFILE
PRADA
For the ladies - fashionable shields and timeless acetate styles.
. Acetate frames are water, oil and greaseproof with
Polycarbonate or APX lenses.
. Metal alloy frames are durable, lightweight, corrosion resistant
and hypoallergenic with Polycarbonate or APX lenses.
. 1 year warranty for manufacturing defects.
Made in Italy.
. A unique identification number is engraved on the right lens
of every Prada sunglass.
Men and women who appreciate well-designed
pieces. This sophisticated customer knows
fashion but is not a slave to trends, preferring
the understated luxury of Prada.
PRADA LINEA ROSSA
. Prada Linea Rossa is made to stand up to an active lifestyle,
while still showing the contemporary fashion intellect of Prada. A
fashionable sport alternative, Prada Linea Rossa embraces the desire
to live freely while not compromising on quality or style.
. Prada Linea Rossa is saturated with a combination of materials,
diverse segment representation, and bold colors-all with crisp design
details and durable craftsmanship.
. Fashionable shields, lightweight sports
metals and a few polarised models.
Vibrant unisex, predominantly male,
Customer who wants a sport look but
not from a sports brand. Sports/
lifestyle and fashion-conscious.
PERSOL
1
2
BRAND STYLE KEY FEATURES
Men and women who appreciate
classic, understated and distinctive
style.
3
4
Persol’s unmistakable classic and elegance signs of style include:
. The Persol lenses are Photo-Polar (polarized photochromic lenses),
Polaris (polarized lenses), Persolmatic (photochromic lenses), Iridium
(gradient lenses), Crystal. The Persol lenses are Photo-Polar (polarized
photochromic lenses), Polaris (polarized lenses), Persolmatic
(photochromic lenses), Iridium (gradient lenses), Crystal.
. The Supreme Arrow: it is Persol’s symbol, its most distinctive feature.
Apart from being a patented and widely imitated mark of quality, this
symbol gives glasses a particular functionality - it is an aesthetic and
technical fulcrum, featured in all Persol designs.
. Meflecto: this exclusive international
patented process still remains
unsurpassed from a technical point of
view.
. Acetate: comfort is fundamental to
every model. Each design feels
pleasant against the skin.
PAGE 67
BRAND CUSTOMER PROFILE
BRAND STYLE KEY FEATURES
. The product is designed in:
Shield and aviator styles with oversized logo detail on temples.
Beautiful acetate models with retro feel.
. The collection is represented by:
Absolute Luxury: Special Projects: Limited edition, precious
and semiprecious materials and embellishments - timeless.
Fashion/Image: Season’s Stars: The image piece of the
collection - could be used during fashion shows.
DOLCE & GABBANA
The Dolce & Gabbana women: she is a
strong, cosmopolitan woman who has
toured the world but doesn’t forget her
roots; she likes herself and knows she
is liked. She indifferently wears sexy
undergarments that can be seen under
sheer clothes, contrasting them with a very
masculine pinstripe suit, complete with tie,
white shirt, or man’s vest.
The same is true for the Dolce & Gabbana
man: with ease, he dresses for himself;
charismatic and hedonistic, he pays
considerable attention to details. He’s free
and successful.
He can go to the office wearing an
impeccable pinstripe suit or worn out jeans
and a blazer.
Logo Evolution: Continues to evolve the Dolce & Gabbana logo;
different executions and treatments. Fashion Pieces: For those who
are in love with the brand, searching for fashion and cutting edge
trends.
Every day/Basics: Unforgettable pieces of brand identity;
crossover consumer target. Gym: Relaxed elegance with a
trendy look.
. Versace eyewear is striking and designed to combine technical
innovation with stylish design. The frames are distinctive and, like many of
Versace’s accessories, often feature details taken from the graphic
language of the house.
. Oversized unisex plastics and shields, large logos, Medusa heads
VERSACE
Men and women looking for glamorous
designer sunglasses, to make them
stand out from the crowd. Some of
their characteristics can be sexy, selfconfident, strong, willing to appear and
to show off, cosmopolitan, dynamic and
socially very active.
1
2
3
4
or crystal details on the temple.
. Shield styles have APX lenses which are lightweight, optically
correct and resistant to stress fractures.
. Acetate frames are water, oil and grease proof, with optically
correct and lightweight CR39 lenses.
. Metal frames are durable, lightweight, corrosion resistant and
hypoallergenic with polycarbonate lenses that are optically correct,
lightweight and shatter resistant.
. 1-year warranty for manufacturing defects. Made in Italy.
PAGE 68
BRAND CUSTOMER PROFILE
BRAND STYLE KEY FEATURES
. A fashionable twist of English styling, Burberry has introduced a
new signature style logo which ties in with the Spring/Summer
clothing range.
. The collection is divided into:
BURBERRY
Prorsum - Directional and fashion-forward. It is for the
fashion-conscious consumer who seeks brands that are stylish,
distinctive, and unique.
Men and women seeking unique, elegant
styles with a fashion forward edge.
Each collection suits to a particular type of
Customer as described beside.
London - Sartorial timeless, modern classic. It appeals to
those looking for brands that uphold traditional British
tailoring and refined details - an older consumer, who is
prepared to invest in classic pieces that are true to the
heritage of the brand.
Brit - Urban and contemporary. Urban and contemporary, this
segment appeals to the younger, casual, luxury consumer.
Sport - Brand heritage in fabric innovation. The young and
active consumer looking for comfortable, functional sport wear
with a luxury touch will be drawn to this collection.
. The Vogue eyewear collection is always inspired by the
latest fashion trends. Be sure to stay on top of Vogue’s latest
campaigns. Vogue styles are constantly evolving to stay on top of
the latest trends, so be sure to look for new releases and
campaigns.
. In general, Vogue sunglasses are super-sized plastic styles with
VOGUE
metal detailing, scriptable double layer acetate style in a rich palette
of colours.
. These are the target customers Vogue follows when creating new
Female and men who fully accessorize and
follow fashion trends. Each collection reflects
a different Customer profile.
sunglasses:
In Vogue: these styles are designed for the young or young at
heart, thus appealing to fashion-savvy customers who like to play
and have fun with bold new trends.
Casual chic: stylish models with discrete embellishments. Not too
outspoken, thus appealing to customers of all ages. Confident and
simple, yet stylish.
Timeless: these styles have classic appeal with a
contemporary twist. Refined and lightly sophisticated. Fashionable,
yet elegant.
. DKNY was created to address a broad range of lifestyle
needs from work to weekend, jeans to evening. DKNY is a
collection of basic colours mixed in with vibrant shades for a
modern look.
. Basic DKNY sunglass themes include:
Engraved - Acetate oversized squared front, with laminated acetate
DKNY
temple; engraved line on temple to show base colour; logo metal plaque
filled with coloured enamel applied on temple.
Colour Logo - Injected sunglass with soft rectangular shape; logo metal
plaque filled with coloured enamel applied on temple.
Men and women, fashion conscious and
forward, with an urban, savvy and
multifaceted style. They focus on style,
function, quality, and value - all key
factors in clothing and accessory
decisions.
1
2
3
4
Plaque - Metal squared front with line in relief on metal endpiece, prolonged into metal plaque and applied on acetate temple;
logo engraved on metal plaque.
PAGE 69
BRAND CUSTOMER PROFILE
BRAND STYLE KEY FEATURES
ARNETTE
. Larger sized plastic models for super-sized surf style.
Unisex Customer looking for good
quality sport and street styles suitable for
an outdoor lifestyle.
1
2
3
4
. Unisex aviator metal and shields.
. Frame styles: monel alpaca and nylon (Grilamid TR90)
. Two lens types: Polycarbonate and APX. Coloured filters provide
protection against retina-scorching UV radiation. They are in grey/
green, grey (smoked), and brown.
. Arnette Creative Exchange System, A.C.E.S. It gives you the
ability to express yourself by offering interchangeable part on select
frames so that you can customise your sunglasses to match your
style. Whether you switch colours to express your mood or swap
parts with your friends for an even more custom look. A.C.E.S. was
born to change the way you look at sunglasses, and how they look on
you.
PAGE 70
TWO PARTICULAR BRANDS:
OAKLEY AND RAY-BAN
Oakley and Ray-Ban brands present strong
distinctive product features. Therefore, it is useful and
important to you to know more details about these
brand features.
OAKLEY
Oakley Customer is who predominantly appreciates the signature styling, has a sports/lifestyle minded, always looks for quality
and performance without sacrificing style. Oakley customers are passionate about the brand and will often recommend it to their
spouse, family members and friends. Therefore, it is always advisable to offer a second frame for the customer’s partner or
themselves, in an alternative lifestyle.
SPORT COLLECTION
ACTIVE COLLECTION
LIFESTYLE COLLECTION
INSPIRED BY THE
PERFORMANCE NEEDS OF ELITE
ATHLETES
INSPIRED BY THE DYNAMIC
NEEDS OF AN ACTIVE
LIFESTYLE
INSPIRED BY CLEAN,
UNCOMPLICATED
STYLE
. Lightweight materials
. Durability and all day comfort
. Stress Resistant O Matter frame
. Variety of materials
. Brand access
. Multiple colours
CURRENT BEST SELLERS
TM
. Performance inspired features
. Lightweight materials
. Versatile functionality
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AUTHENTIC TECHNICAL ADVANTAGES
LENS TECHNOLOGY
HIGH DEFINITION OPTICS
Oakley lenses are designed to help you see better and perform better.
Our patented technologies of High Definitions Optics (HDO) give you clearer, sharper, and
more acurate vision. HDO virtually eliminates distorsion, common in high wrapped sunglasses.
PLUTONITE
Oakley Plutonite (durable and optically pure lens material) stops every wavelenght of ultraviolet
radiation from the sun's thermonuclear furnace, not just the lower energy called "UVA". Even
our clear lenses filter out 100% of all UV.
LIGHT WEIGHT
Oakley makes lenses with the purest form of polycarbonate on the planet.
It’s lightweight, therefore comfortable to wear.
100% UV PROTECTION
All Oakley lenses protect your eyes from 100% of all ultraviolet light (UVA, UVB, UVC)
plus harmful blue light up to 400nm. Even our Clear lenses provide 100% UV protection.
HD POLARIZED
Polarized lenses filter out most glare, but not all polarized lenses are made equally.
The best polarized lens is just that one lens. Oakley HDPolarized lens block 99% of
harsh glare and minimize eye strain. Oakley infusion molding process eliminates
glues,layering, and distorsion found in conventional polarized technology.
HYDROPHOBIC
A permanet lens coating that prevents rain and sweat from building up on the lens. It
also repeal skin oils, so the lens is smuge- resistant and easy to keep clean. Oakley's
hydrophobic coating is avaible in two forms: it comes as a standard permanet lens
treatment on Oakley's premium polarized sunglass models, and also comes in a user
applied cleaning and Hydrophobic kit.
PHOTOCHROMIC
Light conditions change constantly and if your eyes can't keep up your performance
will suffer. Oakley photochromic lenses darken and lighten automatically, so you can
maintain peak performance while being shielded from 100% of all harmful UV rays.
IRIDIUM
Superheated metallic oxides are fused to the lens at the molecular level, permanently bonding to
create a uniform filtering layer that optimizes contrast and minimizes glare.
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FRAME MATERIALS
O MATTER
This lightweight synthetic is engineered for all-day comfort, shock absorption and durability required
of athletes. It exceeds the durability requirements of industrial applications that include chemical
exposure and environmental extremes. O Matter consists of polymers that are formulated for high
durability, as well as controlled flexibility and it is durable enough to withstand ultraviolet radiation,
thermal shock, and extended exposure to heat and cold.
C-5 ALLOY
Five metal compounds are super-heated into a single alloy to achieve this proprietary frame
material. An engineering breakthrough in structural metallurgy, C-5 produces frames with low
weight for all-day comfort plus high durability for resistance to ultraviolet radiation, humidity,
thermal shock, chemical exposure and impact.
TITANIUM
Even stronger and lighter than C5 Alloy, Oakley Titanium offers performance
fit aand feel. Virtually indestructible, it is also dust resistent and hypoallergenic.
NANOMATTER
The strongest non-metal frame material ever created by Oakley, NanOmatter is an
ultra-durable innovative material made of thin cross sections. It was born from a
resistent thermoplastic used in aerospace, surgical equipment, and 3D printing alike.
ACETATE
Made of multiple layers to produce rich texture and intricate detailing.
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FIT & FEATURES
THREE POINT FIT
Oakley’s patented Three Point Fit ensures that each frame makes contact only at the bridge
of the nose and behind the temples. This retains optics in perfect alignment and eliminates
the discomfort of ordinary frames that hook the ears and mount with unbalanced pressure
points. Some ear stems are sheathed in Unobtainium, an Oakley innovation that increases
grip with perspiration.
SPRING HINGES
Spring hinges were designed to provide the customer with a self-adjusting fit. Spring
hinges allow the ear stems to extend outward to make it easier to fit different head shapes
and sizes. This feature is found on metal frames.
IMPACT PROTECTION
All Oakley lenses provide excellent impact protection from both High-Mass and
High-Velocity impact.
SWITCHLOCK TECHNOLOGY
Our Switchlock Technology is a simple switch mechanism that makes the process quick
and easy, and the lens is held securely in place without uneven pressures that can bend it
and distort your vision. Switchlock technology allows you to adapt your vision for any
environment and keep up with changing light. With all of this combined, your patients can
perform at the top of their ability giving them a competitive edge.
UNOBTAINIUM
Oakley's no slip grip earsocks and nosepads provide all day comfort. Icreases grip with
sweat.
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RAY-BAN
Unisex brand with a range of 3 main customers:
STYLISH: they are courageous contemporary
and trendy. They are focus on seasonal
trends and fashion details.
COOL: they are edgy, authentic and in the
know. Their preferred collection: Icons.
FUNCTIONAL: they look for sunglasses that
are technological forward, confortable and
advanced. They focus on comfort, performance
and innovation.Their preferred collection: Tech.
DISCOVERY COLLECTIONS
ICONS-LEGEND NEVER DIE
It is the most successful and personality-rich models from the 70 years of brand history. An urban, well-educated, curious customer drawn to
timeless elegance but brave enough to embrace new trends. The Aviator, Wayfarer and Clubmaster are the leaders and the lasting, definitive looks
of Ray-Ban.
RAY-BAN TECH
More than seventy years after introducing the first pair of Anti-Glare sunglasses to the world’s top pilots, Ray-Ban introduces the Ray-Ban Tech
product line of sunglasses. Designed with progressive materials and techniques, the models featured under the Tech name reflect Ray-Ban’s
celebrated history of leading with inventive style and technology.
Collections:
CARBON FIBRE: Made from the same material used in aeronautics and high-performance race cars, the Carbon Fibre line combines a high
strenght-to-weight ratio with exceptional rigidity.
LITEFORCE: Forged at extreme temperatures, the LiteForce is a patented material combining a unique set of features that make them as flexible,
lightweight, and durable as they are stylish.
LIGHT RAY: Thanks to durable, thin and lightweight Titanium Alloy, the Light Ray collection features unique technology and minimalist style
frame design.
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LENS: QUALITY LEVEL
Key differentiator from other sunglasses promises is driven by the Clear Vision &
Comfort Ray-Ban offers, supported by the reassurance of 100% UVA + 100%
UVB protection and great durability characteristics.
PROTECTION
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IMPACT RESISTANCE: DROP BALL
TEST.
•
SCRATCH RESISTANCE: THE BAYER
TEST. RAY-BAN LENS ARE 12x MORE
RESISTANT TO SCRATCHES THAN
COMMON LENSES.
•
WEATHER PROOF: THE QUV PANEL
TEST. RAY-BAN LENSES ARE
RESISTANT TO: UV LIGHT,
MOISTURE, HEAT, ORGANIC
SOLVENTS, SEA SALT AND SWEAT
ACIDITY.
4
•
PURE OPTICAL GLASS: MADE OF
HIGH QUALITY AND SPECIAL
“OPTICAL” GLASS.
•
NO DISTORTION: NEUTRALITY
OPTICAL POWER.
•
COMFORT VISION: ABSORPTION OF
GREATER PERCENTAGE OF BLUE
LIGHT=GREATER VISUAL COMFORT.
DURABILITY
PAGE 76
LENS
Ray-Ban offers a unique range of lenses: help your consumers choose according to their needs in terms of
style and technical benefits.
CLASSIC LENSES
GREEN G-15
By absorbing 85% of visible light and blocking out most of the blue light, the green lens endures better clarity of vision and
remarkable color contrast , providing a more "natural vision". Life through a lens, though you won't notice the difference.
BROWN B-15
This brown lens features the same high performance qualities as G-15, but they are not identical. The brown lens provides
greater contrast in low light conditions, giving you the power to see more clearly when other mere mortals may lose their way.
GRADIENT LENSES
CRYSTAL
The crystal lens is tinted on the backside using high vacuum processes. This allows the adhesion of thin layers of oxides to the
lenses to achive smooth color transitions.
PLASTIC
The plastic Ray-Ban lens achives a transition in shading from dark to light thanks to a precise chemical immersion process.
SPECIAL LENSES
MIRROR
The mirror coating application on this lens is achived through an advanced technological process where superheated metal oxides
are fused to the lens at a molecular level to ensure a uniform layer.
LEGENDS
The new , limited edition "Legend" is made from high quality crystal ensuring protection from UV rays. They also deliver better
clarity of vision and remerkable color contrast. With various color and style combinations to choose from, they're vintage but not
stuck in the past.
POLARIZED LENSES
Polarized lenses eliminates glare, enhance contrast, reduces eye strain and increases visual clarity.
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LENS: POLARISATION
•
•
•
All our polarised lenses have a distinctive “P” logo directly labelled onto the lens to
distinguish them from the rest of the non-polarised offer.
All polarised Ray-Ban lenses are treated also with Anti-Reflection coating on the
backside of the lenses.
The Ray-Ban Polar offer
Ray-Ban offers 3 different qualities of polarized lenses: P, P3 and P3 plus, from
the simplest to the most sophisticated additional features and treatments that enhance the
performance of the lens.
•
Only P3 Plus offers Ray-Ban colour enhancement. It is only available on TECH & ULTRA models.
•
Ray-Ban P offers anti reflecting coating.
•
Ray-Ban P3 offers anti reflecting coating, oleo hydrophobic coating and color enhancement.
3
lus
3P
FRAME: MATERIALS
• TITANIUM: titanium frames are hypoallergenic, nickel-free and corrosion-resistant. Using Titanium makes the frames stronger
while keeping them lighter. In fact, they’re 50% lighter than metal or steel frames. They are also just as strong as they are light,
designed for long durability to withstand years of opening, closing and unsuspected dropping and squashing. Their strong
materials, high mechanic resistance and superior elasticity equip them to survive it all.
• CARBON FIBER: made from the same material used in aeronatics and high-performance race car, the Carbon fiber line
combines a high stregth-to-weight ratio, exceptional durability, and extremely flexible temples. This frame can resist even
the toughest quality test.
• LIGHT-RAY: this innovative material nickel-free, hypoallergenic and extremely durable. With no screws or welding, the
patented hinge design highlights the elegant, ultra thin, flexible titanium alloy frame. It is also corrosion resistant to protect
against degradation.
• LITEFORCE: forged at extreme temperatures, LiteForce is a patented material that's as flexible, lightweight, and durable,
as it is stylish. This advanced thermo-plastic polymer (PK001) offers an efficient alternative to metal in terms of design and
performance, as it's adaptable to all faces, no adjustments needed, and no pressure points on the bridge and temple.
• ALUMINIUM: aluminum frames are lightweight, for the perfect blend of comfort and iconic style. Using aluminium
makes the lightweight frames extremely durable and corrosion-resistant. Thanks to a miling process they have a stamped
aluminium schape that creates touch and feel. A sleek modernistic twist on an icon for fashion forward edge.
• STAINLESS STEEL: unique laser cut technology is perfect for those with an extreme eye for detail. The laser cut metal
in pure stainless steel, endures and extremely precise, thin and lightweight frame, for a modern twist on icon style. Nylon
fiber lenses contribute to the lightweight feel.
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PAGE 78
SUMMARY
IN THIS MODULE WE INTRODUCED YOU TO SUNGLASS HUT AND OUR EXCITING
RANGE OF WELL ESTABLISHED AND MUCH LOVED PRODUCT BRANDS AND STYLES.
WE GAVE YOU SOME BASIC TIPS AND GUIDELINES ON HOW TO HANDLE AND CARE FOR OUR
SUNGLASSES.
WE EXPLORED THE DIFFERENT SUNGLASS FRAME SHAPES AND MATERIALS AND LEARNED ABOUT THE
BENEFITS AND USES OF EACH FOR THE CUSTOMER.
WE THEN LOOKED AT ALL THE DIFFERENT LENS MATERIALS AND EXPLAINED THE VARIOUS COATINGS
AND TINTS THAT CAN BE APPLIED FOR SPECIFIC USES AND CONDITIONS.
WE INTRODUCED YOU TO OUR BRAND HIERARCHY AND EXPLAINED HOW EACH OF OUR BRANDS FITS
IN TO SUNGLASS HUT’S OVERALL PRODUCT RANGE. WE ALSO GAVE YOU A BRIEF INSIGHT INTO THE
UNIQUE IMAGE OF EACH OF OUR BRANDS SO THAT YOU CAN RECOGNISE THEIR SIGNATURE LOOK
AND FEEL WHICHEVER NEW STYLES THEY BRING IN.
WE ALSO GAVE YOU SOME TIPS AND GUIDELINES ON HOW TO HELP YOUR CUSTOMERS FIND THE
MOST SUITABLE PAIR OF SUNGLASSES BASED ON THEIR NEEDS, AND THE SHAPES OF THEIR FACES…
YOU NOW KNOW
SOME OF THE
BASIC TERMS AND
LANGUAGE WE
USE IN THE
SUNGLASS RETAIL
TRADE.
PAGE 74
04
YOUR
TRAINING
CHECKPOINT
PAGE 75
THE APPLICATION QUIZ
1. List the various components of a pair of sunglasses.
2. Why do people wear sunglasses?
3. Which are the four basic frame styles? Describe each ones’ benefits and for which customers you would recommend them
to.
4. Which frame would you recommend for a customer who suffers from an allergy to nickel?
5. Which brands would you expect to use high performance materials such as carbon fiber in their frames?
6. Which lenses provide the highest optical quality?
7. What do mirror coated, anti-refl ective coated, polarized, photo chromatic and gradient lenses have in common?
8. What is the difference between each treatment (polarized, gradient, mirror…) and when would you recommend
each one to your customer?
9. Which lens tint would you recommend for a driver? For a golf player? And for a fashion young female?
10. A sporty looking male walks into your store looking for something not too flashy and easy to wear.
• What brands and styles would you recommend? Why?
• After engaging with him, you fi nd out he works for Greenpeace. How could this influence your recommendation?
• It turns out he is actually involved in a project about freshwater fishing. Which lens coatings and tints would you
recommend?
11. A mid-age female is looking for some sunglasses and has a limited budget and wants to get the most “value for
her money” product available. She has a round face and is wearing a beautiful dress. Which brands and styles would
you recommend? Why?
12. A sporty looking customer is looking for a frame for cycling that would be suitable for both sunny and overcast
conditions. What sunglasses would you recommend?
13. A young female fashionista walks in to your store wanting to know what the latest is in cool. Which brands
would you talk about and which pair would you showcase to her? The same young woman wants to be able to wear her
sunglasses for all occasions. What brand and style would you now recommend? She has an oval shaped face.
14. A casually dressed young customer is not too sure what she wants and is confused by all the choices available.
Which products would you recommend?
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