Whats Next

Jun
2010

EASTERN STATES EYEWEAR: EXCES TR-90

STYLE TO THE MAX

Eastern States Eyewear adds the TR-90 collection, consisting of four styles, to its Exces line. Each frame features a monel front combined with TR-90 temples. TR-90 is an extremely durable material that is unusually flexible and lightweight, providing a very comfortable fit. A variety of feminine shapes are available in a range of sizes suitable for both tweens and adults. The collection places a strong emphasis on colors with vibrant shades of blue, green, orange, pink and red joining traditional blacks and browns.

PHILOSOPHY: “Exces is created for women seeking a bright, colorful frame to enjoy and feel good about,” says Jason Shyer, Eastern States director of marketing and communications. “The variety we offer in this concept on a per model basis is unending because of how we modify the temple design from sku to sku.”

MARKETING:
Merchandising materials include countercards and a four-place display. Exces 3064 is featured in Exces’s “Don’t Be Invisible” marketing campaign—inspired by the classic movie character “The Invisible Man.” The ad image shows only eyeglasses and lips covered in red lipstick.

PRICE POINT: $$. For additional information, contact Eastern States Eyewear, (800) 645-3710; web site: www.eseyewear.com

TIP: TR-90 material has properties that let every frame have a different temple design in each color, allowing for more variety per sku than typical materials.

 

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