Whats Next

Aug
2010

VIVA: SKECHERS KIDS

HEAD TO TOE STYLE

Complementing its Skechers eyewear launch for adults, Viva International Group presents Skechers Kids, consisting of 25 ophthalmic styles (13 for boys and 12 for girls and nine sun styles—four for boys and five for girls). Targeted to children five to 10, the eyewear incorporates colorful and impactful design elements found in the brand’s footwear and accessories. From racing stripes to the locked up “S” logo, print and tattoo graphics, peace signs, rhinestones and glitter, the collection delivers on-trend options for today’s savvy youngsters. Shapes range from rectangles and butterflies to aviators, shields and wraps in metal, plastic and metal/plastic combinations. Colors run the gamut from black, brown and metal tones to blue, green, orange, pink, purple, red, yellow and white. The sunglasses are equipped with polycarbonate lenses and some feature UV-light-changing frame materials. The ophthalmics have spring hinges and many styles come with adjustable nosepads.

PHILOSOPHY:  “The Skechers eyeglass and sunglass designs capture the spirit of the Skechers boys’ and girls’ line—stylish with high-quality details—and reflect the brand’s core values,” says Roxanne Galari, Viva’s general manager for the Skechers brand. “Because today’s kids are so fashion conscious, we wanted to make sure each style features fashion-forward detailing while remaining playful and fun.”

MARKETING:
A Skechers kids’ pop-up display is under development and will debut this fall.

PRICE POINT: (Ophthalmics) $$; (sun) $. For additional information, contact Viva International Group, (800) 345-8482; web site: www.vivagroup.com

TIP: The Skechers boy and girl consumers are driven by brand awareness and the latest trends. They want to make a statement with their eyewear. Styling, color and detail are essential so they can be accessorized from head to toe in Skechers.

 

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