FIRST PERSON

5 Questions for…

Guillaume Pottecher, Country Manager U.S.A., Prisme

guillaume Pottecher is an 18-year veteran in the optical business and the new Prisme Optical Group country manager to support the U.S. distribution of Frederic Beausoleil, Oliver Goldsmith Spectacles, and Xavier Garcia Barcelona. He was previously the general manager at De Rigo Vision USA and Logo of the Americas, where he created Premiere Vision. Here he shares his perspectives on the U.S. market.

eb: What does Prisme bring to the U.S. that will help ECPs do business?

gp: Normally, to rationalize his designer offerings at the point of sale, an ECP will have to deal with several brands and companies. It can be complicated, risky, and time consuming. We are simplifying this process by proposing several designer eyewear perspectives in product as well as in price structure under one single operation.

Since the adjustment of the euro-to-dollar exchange rate, independent brands made in Europe have become more attractive. The added value on the product currently takes advantage from the price positioning value post-recession.

Our objective is to become a key partner and leader in the designer frames segment by federating several artist brands under the same umbrella. It is a portfolio that offers the ultimate designer experience to the end consumer, from neoclassical style with Frederic Beausoleil to fashion vintage avant-garde of Oliver Goldsmith Spectacles without forgetting the metropolitan modernity of Xavier Garcia. It’s a dynamic trio.

eb: How are Prisme’s independent designers working together?

gp: The opportunity was there to unify them under an organized structure. They benefit from the strength of the other and it reinforces the product values of each other without competition but with a natural complementarity. It’s a combined offer of three different unmatched eyewear perspectives from three key cities known for creation: Paris, London, and Barcelona.

eb: What do you see as the biggest challenge for the U.S. ECP?

gp: Our industry has been challenged in the last five years by a licensing distribution war. Nowadays, it is extremely confusing for an ECP to invest time, partnership, and board space to a brand.

Thanks to our unique positioning with artist/designers, we offer business stability along with product differentiation: unique design, genuine material, and quality manufacturing.

eb: How can independents find success against websites or chains?

gp: Service, human interaction, and store experience are keys.

They need to give a level of service that is not available in the other distribution channels. They need to develop a human interaction that is not available in the other distribution channels. Finally, they need to enhance the store experience that is not available in the other distribution channels.

eb: What to do you see as the future for Prisme in U.S. opticals?

gp:The end consumer buying patterns are evolving, and we need to keep the company within our designer niche market where we can cultivate and develop our unique positioning. For this, we need to use, not abuse, the new communication medias to effectively reach our demographics.

We concentrate our resources in the added value of our designer frames, not on the name recognition. We continually strive to be successful by facilitating lasting relationships with the ECP to build a successful distribution dedicated more on the lifestyle approach than on brand-driven commodity.