Whats Next

Dec
2006

Luxottica: Anne Klein Relaunch

Modern minimalism meets urban elegance


Luxottica Group takes its Anne Klein New York Eyewear collection in a new direction as part of an overall brand restructuring strategy initiated by Jones Apparel Group, owner of Anne Klein New York. The eyewear collection premieres with nine ophthalmic designs and will be followed by eight sunglasses scheduled for a January 2007 release. Shapes are modern variations of cat eyes, ovals and rectangles in metal and zyl with hammered and slashed metal detailing. Colors range from jewel-tone treatments to double-laminates.

PHILOSOPHY: "Accessories are expected to be a key element in the growth and success of the new Anne Klein New York identity," says Luxottica marketing vice president Vittorio Verdun. "We are confident the many powerful high-visibility initiatives now in progress for all product categories, especially accessories, will provide a strong impetus in reestablishing Anne Klein New York Eyewear as the brand of choice among self-assured women of style:"
MARKETING: Merchandising materials include three-, six- and 24-place displays, logo blocks, countercards, banners and an adjustable mirror.
PRICE POINT:$$. For additional information, contact Luxottica Group, (800) 422-2020; web site: www.luxottica.com


TIP
The new brand restructuring strategy for Anne Klein encompasses every element of the brand— from the opening of contemporary new Anne Klein fashion boutiques across the country and the launch of a high-visibility image campaign featuring supermodel Carolyn Murphy to the latest designs in clothing and accessories .

 

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