Luxottica Group launches its Burberry Eyewear collection, consisting of 20 ophthalmic styles and 22 sunglasses. Targeted to affluent men and women 25 and older with designer savvy, the eyewear takes its inspiration from the Burberry Icons Collection designed in celebration of the company’s 150th anniversary. Included are the D-Ring buckle, quilted check effect and equestrian knight. Modern twists on aviators and other oversize shapes are key to the sunglass collection. The ophthalmic line mirrors the sunglasses, embodying fashionable, contemporary styles and reflecting the understated elegance of the Burberry brand. Colors range from white, purple, blue, tortoise and olive to the iconic Burberry colors of trench, oxblood and black.
Photographed by Ken Lee/Black Box Studio
PHILOSOPHY:"Luxottica is leveraging the strength of Burberry's heritage through an eyewear collection that emphasizes the quality, styling and design innovation of the brand, artfully translating iconic elements into classic, yet contemporary designs that enhance the aspirational appeal of the Burberry name," says Luxottica marketing vice president Vittorio Verdun. "There has been great chemistry between Luxottica and Christopher Bailey [Burberry's designer] on the eyewear project. This is not just another brand, but a complete package designed to create a total environment for retailers," adds Pierre Fay, Luxottica senior vice president.
MARKETING: The current Burberry advertising campaign features supermodel Kate Moss. Merchandising materials include displays and a logo plaque.
PRICE POINT: $$$ to $$$$. For additional information, contact Luxottica Group, (800) 422-2020; web site: www.luxottica.com
INSIGHT — Burberry was founded in 1856 when 21-year-old Thomas Burberry, a former apprentice to a country draper, opened an outfitters shop in Basingstoke, England. Business thrived and by 1870 Burberry was known as an emporium. In 1895, the legendary trench coat was created and in 1920 was further enhanced with the introduction of the red, camel, black and white check, which became synonymous with the Burberry name.