Luisa Delgado, CEO of Safilo Group shares her exclusive insights on the individual house brands offered by the company and the patients who are targeted as the ideal wearers of each line:
"Each of these brands bring unique value to the industry, because of their distinctive consumer proposition, and consequent opportunity to build unique mutual business with the optical professionals.
Polaroid plays in the big and fast growing "mass cool" segment where fresh appealing easy eyewear leads the way. Uniquely for that segment, Polaroid builds on longstanding roots of broad awareness and trust in the high quality functional benefit of the original polarised lens. At an affordable price. Therefore, an unbeatable value proposition for the whole family, available easily "on the go".
Carrera is the quintessential lifestyle brand representing passionate discovery for life's exciting experiences, always beyond the beaten path. A story inspired by the Carretera Pan-Americana, now to be re-told with a unique contemporary twist, yet always timeless.
Smith is the authentic outdoor brand rooted in snow where it leads in the North American market, expanded to hiking and fishing and hunting, invented by Doctor Smith 50 years ago when seeking to prevent condensation of the lenses. Smith represents the alternative outdoor inspired eyewear of highest technical standards and refined light aesthetics, appealing also to women. It counts on a uniquely involved passionate and discerning followership, that our studies indicate is ready to go broader, also outside its original sports channel and its original snow leadership roots. Smith has the potential to lead eyewear in the fast emerging trend "from the mountains to the street".
The Safilo brand continues to stand for technical optical innovation, comfort and functionality, and the timeless reliability that one can trust. Now "made in Italy" and with renewed focus of the total Safilo Group, we guarantee lasting continued innovation and customer service going forward.
Oxydo has refreshed itself to speak to a clearly defined "hipster" consumer target who values deeply self realisation, independence and pursuit off the beaten path with return to the essence, meaningful simplicity, and nature inspired lifestyle." (Available to a limited, non-3 O market in the U.S. at publication time.)