Whats New

Feb
2010

Viva: Skechers

STEPPING OUT IN STYLE

Viva International Group launches Skechers Eyewear, consisting of ophthalmic and sun styles for men, women and children. Taking their inspiration from the fashion-forward styling and attitude found in the brand's footwear designs, the initial releases feature themes ranging from the vibrant colors of pop culture to the rebellious nature of gothic and is categorized into four key trends—Age of Innocence, Tribal Tales, Disturbia and Energetic Soul. Each style reflects the appropriate trend with temple detailing, unique color palettes and specialized logo treatments. Men's styles include classic aviator and pilot shapes, croc laser etchings, sun-weathered colors, metal hardware, dragon graphic elements and the brand's gothic 'S' logo. Vintage cat-eyes, organic metal cutouts, animal prints and graphic tattoo designs highlight the women’s collection. The kids' frames feature classic shapes, tattoo-like art graphics, stars and rubber temple inserts.

 

Photographed by Matt Lambros/Black Box Studio


PHILOSOPHY:
"In the last few years, we broadened the reach and offerings of our brand with accessories and apparel. By adding the eyewear collection, which is on target with our styling, Skechers will meet the needs of our consumers from head-to-toe," says Michael Greenberg, president of Skechers. Roxanne Galari, Viva general manager of brands, adds: "Viva is proud to be the first to introduce Skechers Eyewear to the marketplace. To reinforce the brand’s DNA, we've instilled the unique design concepts of its footwear into each facet of the eyewear collection."

MARKETING:
Window and multiple-display pieces, countercards and logo plaques are available.

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

INSIGHT
Founded in Manhattan Beach, Calif. in 1992, Skechers USA designs, develops and markets a diverse range of quality- driven, fashionable footwear for men, women and children at affordable prices and has evolved into a lifestyle brand with a range of offerings including backpacks, children’s apparel, socks and watches.

 

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