ParFcipant Notes © 2015 Marchon Eyewear, Inc. 1

Par$cipant Notes Branded Eyewear: More than just a name
Why Are Brands Important?
Walmart is the most powerful retailer in the world.
• Walmart removed Hefty, Glad,
and Clorox brands (as well as a few others).
• They had to return them to the
shelves because they were losing sales.
• Walmart needs branded products.
Why Are Brands Important?
If a product looks the same as another at first glance,
does it mean that they are the same?
• What is the difference between
these two tablets?
• Sales of iPads to Android
tablets are 8:1.
© 2015 Marchon Eyewear, Inc. 1 Par$cipant Notes Why Are Brands Important?
This is not simply about the hardware. Its about creating value and then reinforcing
that message.
Brands are More Than a Name
Great brands are made iconic - over time they come to
stand for something in the minds of consumers.
For example: Do you have a favorite ketchup?
Brands are More Than a Name
How about peanut butter? Which is your favorite?
© 2015 Marchon Eyewear, Inc. 2 Par$cipant Notes Brands are More Than a Name
Airlock
Flexon
Nautica
Chloe
G-Star Raw
Nike
CK Collection
Karl Lagerfeld
Nine West
CK Platinum
Lacoste
Salvatore Ferragamo
Dragon
Liu Jo
Sean John
DVF
MarchoNYC
Valentino
ETRO
MCM
X-games
Brands are More Than a Name
Or
Facial Tissues
Brands are More Than a Name
Or
Inline Skates
© 2015 Marchon Eyewear, Inc. 3 Par$cipant Notes Brands are More Than a Name
Brand Value & Reputation
What comes to mind when you see it? Brand Value & Reputation
What comes to mind when you see it? © 2015 Marchon Eyewear, Inc. 4 Par$cipant Notes Frame Brands are More Than Just a Name
What makes a frame brand?
Brand DNA
The History
The Designer
The Design Philosophy
The Target Consumer
The Market Positioning
Developing a Designer Line
Go Where The Brand Lives:
• Design Headquarters
• Flagship Stores
Developing a Designer Line
Go Where The Brand Lives:
• Design Headquarters
• Flagship Stores
© 2015 Marchon Eyewear, Inc. 5 Par$cipant Notes Developing a Designer Line
Meeting with the Designer
Developing a Designer Line
Visiting Flagship Stores
Developing a Designer Line
Design Inspiration
& Trends
© 2015 Marchon Eyewear, Inc. 6 Par$cipant Notes Developing a Designer Line
Inspirational Items & Color Studies
Developing a Designer Line
Mood Board
Developing a Designer Line
Concept Drawings
© 2015 Marchon Eyewear, Inc. 7 Par$cipant Notes Developing a Designer Line
Concept Drawings
Developing a Designer Line
Detailed Concept Drawings & CAD
Developing a Designer Line
Rapid
Prototyping
© 2015 Marchon Eyewear, Inc. 8 Par$cipant Notes Developing a Designer Line
Hand
Prototyping
Developing a Designer Line
Fit & Feature
Highly trained opticians check
the depth and width of the
bridge, the nose pad flare,
the head curve, the lens
curve, the temple lengths,
the temple tip bend, and
the pantoscopic angle.
Developing a Designer Line
Fit & Feature
Highly trained opticians check
the depth and width of the
bridge, the nose pad flare,
the head curve, the lens
curve, the temple lengths,
the temple tip bend, and
the pantoscopic angle.
© 2015 Marchon Eyewear, Inc. 9 Par$cipant Notes Developing a Designer Line
Fit & Feature
Highly trained opticians check
the depth and width of the
bridge, the nose pad flare,
the head curve, the lens
curve, the temple lengths,
the temple tip bend, and
the pantoscopic angle.
Developing a Designer Line
Tooling
A tool, or mold, for the
consistent production of
thousands and in some
cases, tens of thousands of
units of a frame
Developing a Designer Line
Color Selection
Based on frame material and
accents to be used
© 2015 Marchon Eyewear, Inc. 10 Par$cipant Notes Developing a Designer Line
Color Selection
In addition to plastic colors,
metal colors and finishes
(matte or shine or brushed)
must be determined for
metal styles and for the
metal hardware that adorns
so many plastic styles.
Developing a Designer Line
Color Confirmation
The Final Product Should Honor Brand Tradition
© 2015 Marchon Eyewear, Inc. 11 Par$cipant Notes The Final Product Should Honor Brand Tradition
Honoring the Brand Traditions
Staff Training on the Brand
Your staff determines your success and the overall patient
experience with your brands.
• Half of the brand value comes from the store in which it is sold
• Imagine an Apple Store without a genius bar
© 2015 Marchon Eyewear, Inc. 12 Par$cipant Notes Staff Training on the Brand
• Ask your reps to “immerse” your staff in their
brands.
• Staff members should wear the brands you carry
and share their knowledge of the brand with every
customer.
Merchandising
• Proper presentation, or
merchandising of a brand
communicates value to your
patients.
• Inconsistent frame
assortments and clutter
do not.
BEFORE
AFTER
Merchandising
• Take time to present the
power of your practice’s
brands to add value for
your patients.
BEFORE
© 2015 Marchon Eyewear, Inc. AFTER
13 Par$cipant Notes Merchandising
• Top brands should be
displayed in glass case
displays or on shelves.
BEFORE
AFTER
Merchandising
• Product should be displayed
by brand, material, style,
color, etc.
• Avoid excess and remember
less is more.
• Hire a professional or ask
your rep to help assist you
with merchandising their
brands.
BEFORE
AFTER
Attitude Matters
Don’t apologize if a product is more expensive than another,
but you better know why it is more expensive than another.
© 2015 Marchon Eyewear, Inc. 14 Par$cipant Notes Attitude Matters
• What is most important to your practice’s “brand?”
• Why should patients purchase their eyewear from your practice rather than your
competition? What makes you unique?
• It’s up to YOU to convey the value of not only the eyewear brand, but also of your
practice’s brand.
Branded Eyewear: More than just a name
© 2015 Marchon Eyewear, Inc. 15