Sàfilo Group launches the first A/X Armani Exchange ophthalmic
collection, featuring five feminine and seven masculine
styles in acetate and metal. Targeted to fashion-forward, urban
youths, shapes are predominantly rectangular and include elongated
and softened silhouettes. Colors range from such classic metal
tones as dark gunmetal, dark bronze, satin black, satin palladium
and warm gray to brighter hues of plum and cyclamen for the metals,
and trendy shades of transparent blue, transparent yellow, plum
fade, havana horn and honey marble for the plastics. All frames feature
the iconic A/X logo incorporated innovatively into the design.
Photographed by KEN LEE/BLACK BOX STUDIO
PHILOSOPHY:
“We are truly excited about the launch of the A/X ophthalmic
line,” says Dick Russo, Sàfilo Group executive vice president.
“We have had phenomenal success with the A/X sunglasses
[launched in Fall ’06] and are confident that the A/X name
will resonate just as strongly with both our optical
customers and consumers.”
MARKETING:
Marketing materials include six-place
displays, posters, countercards,
banners, logo plaque, window decals
and recall cards.
PRICE POINT:
$$ to $$$. For additional
information, contact Sàfilo
Group, (800) 631-1188;
web site: www.safilousa.com
INSIGHT
Aimed at a new generation of
fast-fashion consumers, A/X
Armani Exchange was founded in
1991 and takes its cue from urban
lifestyle and music culture. Today
118 freestanding A/X Armani
Exchange stores exist in
18 countries
July 2007
New Frame Products