Whats New

Jul
2007

Sàfilo:A/XArmani Exchange Ophthalmics

CITY CHIC

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


 

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