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What's NXT in
sun lenses
Rudy Project
introduced ImpactX, a new lens technology that offers
photochromic technology and polarization. According to Rudy Project, lenses are
virtually unbreakable. Lenses are made with "NXT semi-rigid molecular
properties" and are 10 percent lighter than polycarbonate. They are also
scratch resistant...
NXT's
polyurethane optical polymers are light weight, flexible and scratch resistant.
NXT offers both photochromic and polarized lenses. Many companies use NXT
lenses in their frame lines, including Spy, Allison, Rudy Project and Eye'DC.
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The Hipster
Eclipse
LBI offers the Eclipse, a
universal case for oversized or wrap around sunglasses. It's perfect as a
replacement case. But, it's also attractive because it's lightweight and can be
attached to a belt or strap.
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A
Natural Inspiration
Knock on Wood
Nature
has always served as an inspiration for fashion designers. So, it's no surprise
to see this influence in sunglasses this season. Besides looking luxurious,
wood frames stand out among the masses of plastics and metals. Wood is
incorporated in various ways: Entire frames are carved out from wood. Or,
temples are made with wood or a combination of wood and other materials like
plastic.
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Sáfilo Group's
Woodpecker
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Legacie's
Kawai styles
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Modo's
Saki wood style 8002
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| Lens Technologies Link
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Smith Optics re-launches
www.OpticallyDelicious.com,
a site that highlights new sunglass lens technologies.
According to Smith Optics, the
site was "originally created to help consumers pair the right choice of Smith's
industry-leading goggle lenses with different winter conditions,
www.OpticallyDelicious.com now does the same for Smith's extensive
sunglass technologies." Sunglass lens technologies include photochromic,
polarized and photochromic-polarized lenses. Consumers can search by model,
color and by visible light transmission (VLT).
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Merchandising
Is an Art Form
The Art of Eyewear
Merchandising is literally an art
form at Artsee Eyewear in New York City. Co-owner Julio Santiago says that
besides Artsee Eyewear being a high-end eyewear boutique that carries Christian
Roth, Kata, Alain Mikli and others, Artsee Eyewear is also a gallery. "We have
revolving [art] shows every other month. We change the art from paintings to
sculptures to photographs," explained Santiago. "We have a tribute to art
because we see glasses as a piece of art," he added.
Even the décor is like a gallery
- open spaces, brick walls, rustic corners. To Santiago, this creates a
minimalist yet interesting and mysterious look. Since art is the underlying
theme of his store, it's fitting that Artsee Eyewear also has a vintage museum
at one end of the store, showcasing never worn antiques and treasures like a
pair of Alain Mikli glasses from 1978. To Santiago, eyewear (and art) are
objects of "design and desire."
Merchandising is also approached
with an artist's eye. Instead of using the traditional point-of-purchase
materials sent from eyewear vendors, Artsee Eyewear uses special lighting and
display techniques to create a visually stimulating effect. For example,
Santiago will take a pair of frames and display them face down, temples up, and
beam lighting on it in such a way as to create a shadow. "In our eyes, it's
like a painting, a piece of art." He also noted that while walking through the
store, the frames create a mosaic-like effect.
But, to Santiago, increasing
sunwear sales is less about money and more about service-finding the
right-looking frame and right-fitting frame for every customer. He listens to
each customer and gives advice based on look and fit. He doesn't push styles on
his customer. Good customer service in turn generates repeat business and
business from word-of-mouth.
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Kata
Sunglasses. Artsee Eyewear uses special lighting and display techniques to show
off the Kata sunwear collection. |
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Money-making
tips for merchandising, POP and display
First Sunwear From
Varvatos
John Varvatos eyewear and
sunwear hits stores this July with a wide range of point-of-purchase
materials from Base Curve. Classy 1-piece displays, a counter card and a logo
plaque help retailers convey the brand image to their customers. The brand will
get additional exposure in the city that never sleeps. In July, musician
Chris Cornell will appear in John Varvatos eyewear ads on New York City bus
shelters.
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A Giant Statement
Football player Tiki Barber wears Revolution's RES820 in black.
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Backstage
Singer Cassie wears Oakley's Dart at the WiLD 94.9 concert in San Francisco.
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Heist His Look
Steve Harris of the TV crime drama "Heist" goes incognito in Rassiter sunglass
from ClearVision's BCBG Max Azria collection. |
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Simply Styling
Nicole Richie of the TV show "The Simple Life" wears Robert Marc style 553.
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Philip in Prada
Philip Seymour Hoffman wears Luxottica's Prada style PR 52FS on the set of
"Mission: Impossible III."
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Camouflaged in Chrome Hearts
Comedian Robin Williams sports the Chrome Hearts style Deviant I.
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Longoria Looking Lovely
"Desperate Housewives" actress Eva Longoria wears Michael Kors shades, style
MKS526.
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Pretty in Pink
Paris Hilton strikes a pose wearing Marchon's Calvin Klein style CK799S.
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New Lines and
Launches...
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AirRage
Wiley X's AirRage is a style from the company's Climate Control Series. It is a
smaller-sized sunglass/goggle safety model for both men and women. While the
model is unisex, AirRage is available in colors that complement women.
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Avional
Revue is known for its aluminum
Avional styles. Now, the collection features a patented magnetic technology,
imbedded in each temple, which allows frames to attach to clothing when not in
use. Avional styles come in a variety of shapes and colors for men and women.
Each frame in the collection can take sun lenses with CR-39 lenses, ophthalmic
lenses or sun Rx lenses.
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Carrera
According to Safilo Group,
"Carrera sunglasses offer a streamlined, wrap design and feature an
ultra-light, hypoallergenic titanium structure with chunky temples rounded off
with rubber temple tips that can be adjusted to suit any face shape." The
Carrera logo or name can be found on a bi-injected rubber insert on the temples
or on the metal.
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Cazal
Side shields are not just for
safety. This 954 Cazal style with side shields is made with a nylon cord that
creates a wraparound effect. The style is for women, but may also appeal to
fashion-forward men.
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Chrome
Hearts
OSA's Chrome Hearts collection is
expanding with form-fitting frames that will complement all different face
shapes. New Chrome Heart styles have a flex bridge system that is attached to
both sides of eyewear and has hidden hinges. A flexible copper beryllium top
bar allows for both tension and flexibility while conforming to a person's face
shape.
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Ellen
Tracy
Two new elegant sunglass styles
were added to the Ellen Tracy Eyewear line. Hydrus is a zyl sunglass style with
CR-39 plano lenses and provides 100 percent UV protection. Electra is a
metal/zyl style that has a flash mirror coating. It is made with UV 400
polycarbonate SOLA lenses and provides 100 percent UV protection. It is
available in burgundy and gunmetal.
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Sicil
Face-a-Face says about face and
takes inspiration from the past, particularly the 60s. The Sicil sunglass
collection consists of four acetate sunglass styles that are curvy, feminine
and vintage-inspired. Swarovski crystals are encrusted on the upper frame front
in matching tones.
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Timberland
This Timberland sunglass style
from Marcolin is an Rx-able model for men. It is an acetate frame with a
triple laminate in orange and black. A Timbeland logo sits on the temple.
Lenses have a six base curve.
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