Whats Next

Jul
2008

Viva: Guess Tween Collection

GUESS WHO’S STYLIN’

Viva International Group and Guess by Marciano partner to launch a Guess collection specifically targeted to tweens, featuring trendy styles scaled down for smaller faces. The Guess Tween collection contains 23 styles constructed of handmade acetate, stainless steel and memory metal. Playful logo treatments include the Guess by Marciano heart logo with rhinestones, double hearts and block logo. Each style is equipped with spring hinges. The three memory metals have rubberized temples for a secure fit. The collection’s color palette consists of an array of such spirited colors as violet, salmon purple, pink teal and satin navy.
 
PHILOSOPHY: “We wanted to create styles that mirror the trendsetting designs and brand elements found in our Guess by Marciano Eyewear collection, yet sized just right for a tween,” says Jennifer Orentas, Viva’s Guess by Marciano brand general manager. “Tweens are becoming more brand savvy and exploring new accessory options, including optical styles. We’re excited about responding to these needs with this new collection.”

MARKETING:
During a special promotion, ECPs receive a Guess by Marciano iPod 2nd Generation cover and a school organizer with a minimum purchase of 12 Guess Tween frames. Included with the 12-piece frame order is a display set featuring the free-spirited lifestyle image of the Guess Tween campaign.

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

TIP
Tweens are comprised of children ages eight to 12 who follow fashion trends and maintain an active lifestyle. Keep in mind that these kids do not want to be treated like their younger brothers and sisters who they view as the “real children.”

 

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