TIMELESS AND APPROACHABLE
Sàfilo Group launches its Banana Republic ophthalmic collection, an eyewear line taking its name from the popular clothing retailer. Included are 22 women’s styles and 14 men’s designs—19 are plastic and 17 are metal. Shapes and colors echo the laid-back, but refined style of the clothes. The emphasis is on wearability with a predominance of rectangles as well as softer ovals and preppie designs. Colors range from black, horn, tortoise and olive in the men’s frames to customized combinations of tortoise/plum/crystal and havana/lime/crystal in the women’s styles. A 21-piece sunglass collection is also launching.

Photographed by ANNIE GALLAGHER/BLACK BOX STUDIO

PHILOSOPHY:
“Our priority has long been focused on creating elevated designs that are both timeless and approachable,” says Banana Republic executive vice president design Deborah Lloyd. “The eyewear brings a finishing touch to our wardrobe of new classics.” Dick Russo, executive vice president of Sàfilo Group, adds, “We are very excited to offer our optical customers an incredibly strong and widely recognizable fashion brand. The Banana Republic ophthalmic collection is a mix of modern fashion and timeless style. We are confident there will be strong demand for this collection, which offers superior product at an accessible price.”

MARKETING:
POP materials include three- and 24-place displays, countercards, mirrors, logo plaque, banners, static clings and recall cards. A consumer advertising campaign is being planned.

PRICE POINT:
$$ to $$$. For additional information, contact Sàfilo USA, (800) 631-1188, www.safilousa.com

INSIGHT
Banana Republic has 500 stores in the U.S., Canada and Japan, all known for offering quality modern interpretations of classic fashion for men and women at affordable prices. Products include apparel, intimate wear, accessories, shoes and personal care items.