merchandising resources
Alicia Hoglund
| A Perfect Fit |
|---|
ClearVision Optical is launching a series of Specialty Fit videos to highlight its Global Fit, Style ‘n Fit, XLFit, Petite Fit, and Pediatric Fit collections. The series, which includes five videos, will serve as a visual representation of each collection and communicate critical information for ECPs serving patients with unique facial features who require a bit more customization. In addition, the videos will visually convey the key features and benefits of each collection and demonstrate the optical and sunwear frames available for each market from brands such as BCBGMAX-AZRIA, Cole Haan, IZOD, and Marc Ecko Cut & Sew. The videos can be viewed on the company’s Specialty Fit web page as well as its YouTube channel. INFO: cvoptical.com/specialtyfit, youtube.com/ClearVisionoptical |
Sweet RetreatCharmant USA has announced a new contest for ECPs, ELLE’s Spring Retreat, to motivate and reward retailers for purchasing and selling ELLE eyewear. From April 1 through May 31, 2013, for every five ELLE frames purchased registered retailers will earn one entry into the drawing for a chance to win the grand prize: an all-expense paid trip for two to the ELLE Spa at Eden Roc in Miami. In addition, an ELLE jewelry set, including a necklace, earrings, and bracelet, will be awarded to the customer with the most ELLE frame purchases during the contest. Select gifts will be awarded to participating retailers who reach preset purchase levels before their peers. There are more than 250 additional gifts and prizes to be won during the campaign. To participate, register online at charmant.com/US/ElleContest. INFO: charmant.com 
|
To the Max
Zyloware Eyewear will be releasing a series of point-of-purchase materials to support its new collection, MaxStudio.com, which debuted at last month’s Vision Expo East. Items include an easel, poster, signature plaque, and case. INFO: 800-765-3700, zyloware.com |
All-New Anne
Altair Eyewear recently debuted new promotional items to accompany the launch of the latest Anne Klein collection, including 12-, three-, and one-piece displays, a mirror, a poster, as well as large and small countercards. An 18-frame purchase is required.
INFO: altaireyewear.com
Eva Mendes Takes a Star Turn as the Face of Vogue Eyewear
Vogue Eyewear from Luxottica is rolling out a fresh campaign with the brand’s new face, actress Eva Mendes. Known for her work in films including “Hitch,” she can be seen in “Holy Motors” and stars next in “The Place Beyond the Pines” with Ryan Gosling and Bradley Cooper. For her star turn in the Spring/Summer 2013 Vogue Eyewear communication campaign, she is featured in six vibrant images shot by Mario Testino on a sunny October day at landmark home Modern 0 in the hills overlooking West Hollywood.
“I have had a long collaboration with Vogue Eyewear and we have had many beautiful women in the campaigns, from Gisele, Daria, Kate, and now Eva Mendes. Eva was wonderful to work with and a perfect fit—she is sensual and feminine. The atmosphere on set was great,” says Testino.
The feeling was mutual, notes Mendes, who observed: “I really love glasses. Whether they are prescription glasses or sunglasses, they are an extension of your personality and such a fantastic accessory. I love to mix and match and play with different looks depending on my mood and my outfit. My favorites are frames that have a slightly retro feel, specifically a little wink to the ’50s, ’60s, or ’70s.”
The styles worn by Mendes in the campaign are inspired by the trends seen on the runway and demonstrate how the brand follows the major trends of fashion. She said of the shoot: “It was a beautiful day in Los Angeles and I was surrounded by gorgeous Vogue Eyewear sunglasses, taking photos with the amazing Mario Testino. Heaven!”
The campaign was launched recently with an event in Beverly Hills reminiscent of the shoot location, at which Mendes played host.
INFO: luxottica.com
BRAND MANAGEMENT: Mariavittoria Di Stasi, Vogue Eyewear brand director, discusses how Eva Mendes represents Vogue Eyewear EVA IS…She’s so shiny, beautiful, sensual, and sunny and confident. We came from a past of very fashion-oriented representatives like Kate Moss and Giselle, but now the brand is different and we wanted not only a beautiful woman. We think that she has a lot in common with what the brand stands for and why Vogue is relevant for aspirational consumers. The idea is that the brand can appeal to different people, just like fashion is for everybody. It’s something that belongs to you, and you can wear what matches your style. And that’s what Eva does. When selecting the shoot’s wardrobe, she didn’t decide on something very high end. She preferred to work on the accessories and to leverage the eyewear itself as part of the style, just like any modern women. WEB EXCLUSIVES: Enjoy more insights from Di Stasi on the Vogue brand at EyecareBusiness.com |
![]({"src":"/media/s35dmnma/42013.jpg","focalPoint":null,"crops":[{"alias":"thumbnail","width":1110,"height":700,"coordinates":null}]})