Whats Next

Nov
2005

What's Next

Eastern States: Police Women’s Collection

Infused with feminine colors, shapes and details

Eastern States Eyewear (ESE) introduces women’s styles to its Police ranks. Typically known for its men’s frames, the brand adds six feminine ophthalmics (four plastics and two metals) in shades of red, blue, plum, lavender, white and apricot. Featured are trendy two-tone and double- and triple-laminate color combinations and a rhinestone gothic “P” representing Police’s new logo.



 
-TIP
Police eyewear is the quintessence of urban style. Ever young and hip, it puts the accent on sharp, vibrant designs that reflect the latest fashion trends—modeled by icons echoing the Police attitude.



Ted Baker 420 Oharra  		PHILOSOPHY: “Our decision to address female consumers came about for
several reasons,” says Paul Shyer, ESE president. “First and foremost, with the success we’ve had with the brand since reintroducing it to the market in 2003 it was natural to expand the width and breadth of the collection. And since Police is primarily a fashion brand, the decision to address women was logical. This coupled with the popularity of color, stones and bold, daring shapes today presented us with a wide range of creative opportunities.”
MARKETING: Three new countercards will support the women’s collection.
PRICE POINT: $$$. For additional information, contact Eastern States Eyewear, (800) 645-3710; web site: www.eseyewear.com

   

Luxottica: Brooks Brothers Compression Drill Mounts

Spare, minimalist profiles

Luxottica Group enhances its Brooks Brothers collection with four beta titani-
um styles featuring compression drill-mount technology. This is the first time Brooks Brothers is offering frames made of beta titanium, a super lightweight, durable alloy that consists of titanium, aluminum and vanadium for hardness. The frames are hypoallergenic and corrosion resistant with transparent bushings that add to the spare profile of the design, making the entire system nearly invisible. Styles are sleek and minimal in softened rectangular and cateye/oval shapes. Colors are classic shades of black, brown, gold, lavender, rose and taupe.
Brooks Brothers 372T
Brooks Brothers 370T
   

 
-TIP
Brooks Brothers eyewear is characterized by lightweight materials and subtle shapes that reinforce the distinctive features of the American brand—classic styling combined with functionality and quality.



PHILOSOPHY: “The new Brooks Brothers beta titanium compression drill mounts are targeted to men and women who enjoy cutting-edge design, yet look for durability and lightness in their eyewear,” says Vittorio Verdun, Luxottica marketing director.
MARKETING: New Brooks Brothers merchandising materials include one-, four- and eight-place displays and a 12-place couvette. Each frame comes with a hard case.
PRICE POINT: $$. For additional information, contact Luxottica Group, (800) 422-2020; web site: www.luxottica.com

   

Titmus Optical: SnakeWeaRx

Safety eyewear offered with sunlenses

T itmus Optical introduces SnakeWeaRx, a two-style collection of prescription eyewear also available as fashionable sungear with polycarbonate lenses. Constructed of rugged, tempered steel, the eyewear provides sunwear styling with the protection needed on the job site, meeting ANSI Z87.1—2003 standards for impact protection. CS01 side shields are available. Frames come in abode or rattle brown, blue venom and gray tumbleweed in 52mm, 54mm and 56mm eye sizes with a 17mm bridge and temple lengths of 130mm and 135mm. Additional styles will be added to the SnakeWeaRx line through the fall of 2005 and in 2006.



 
-TIP
Titmus encourages accounts to display SnakeweaRx with sunlenses to show the styles are versatile and would make an excellent second pair.





PHILOSOPHY: “We took our lead from what we see happening in sunwear because it’s my belief if you want to see excitement you look at sunglasses,” says Mike Franz, Titmus product manager, protective products. “We want to create buzz about product and our company in general. To do that we need something really different. We want styles that are attractive but have a distinctive element to them—shapes that are more aggressive but wearable.”
MARKETING: An eight-place display kit is available.
PRICE POINT: $$. For additional information, contact Titmus Optical, (800) 446-1802; web site: www.titmus.com

   

Spectaclesetc.net: Z-Clips

Safety eyewear offered with sunlenses

T itmus Optical introduces SnakeWeaRx, a two-style collection of prescription eyewear also available as fashionable sungear with polycarbonate lenses. Constructed of rugged, tempered steel, the eyewear provides sunwear styling with the protection needed on the job site, meeting ANSI Z87.1—2003 standards for impact protection. CS01 side shields are available. Frames come in abode or rattle brown, blue venom and gray tumbleweed in 52mm, 54mm and 56mm eye sizes with a 17mm bridge and temple lengths of 130mm and 135mm. Additional styles will be added to the SnakeWeaRx line through the fall of 2005 and in 2006.



 
-TIP
Titmus encourages accounts to display SnakeweaRx with sunlenses to show the styles are versatile and would make an excellent second pair.





PHILOSOPHY: “We took our lead from what we see happening in sunwear because it’s my belief if you want to see excitement you look at sunglasses,” says Mike Franz, Titmus product manager, protective products. “We want to create buzz about product and our company in general. To do that we need something really different. We want styles that are attractive but have a distinctive element to them—shapes that are more aggressive but wearable.”
MARKETING: An eight-place display kit is available.
PRICE POINT: $$. For additional information, contact Titmus Optical, (800) 446-1802; web site: www.titmus.com

 

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