Sàfilo USA introduces 12 styles under the brand name SÀFILO, a global proprietary collection not previously sold in the U.S. until now. The launch includes eight new styles featuring the Elasta 80 hinge, the latest evolution of the company’s Elasta hinge, as well as four classic SÀFILO styles from the brand’s existing international collection. A new XE 4066 polymer, never used before in the eyewear industry allows for the creation of ultra-slim profiles and stunning matte/transparent color combinations, will be featured in the new SA 1023 and SA 1024 men’s styles and SA 6021 women’s style. The Sàfilo Elasta and Sàfilo Emozioni proprietary collections previously sold exclusively in the U.S., will now be streamlined into one collection, SÀFILO, starting 2015. In addition, the SÀFILO collection will be made in Italy, a long-standing hallmark of this brand.
—Patrisha Holly Zabrycki
PHILOSOPHY: “This important rebranding effort in the U.S. is a strategic move by the company to streamline its proprietary brands in order to develop brand continuity on a global scale and take advantage of creative synergies and operational efficiencies,” says Glenn Rusk, commercial head of Sàfilo North America.
MARKETING: Merchandising materials include a one-place logo plaque, three-place display and a mirror along with videos and a consumer brochure. Dedicated cases (dark gray for men and light gray for women) accompany each frame.
PRICE POINT: $$$
CONTACT: For additional information, contact Sàfilo, (800) 631-1188; website: safilo.com
INSIGHT
The SÀFILO ophthalmic collection has been distributed globally by Sàfilo Group since the company’s inception in 1934. This collection will feature the SÀFILO OCCHIALI DAL 1934 (SÀFILO EYEWEAR SINCE 1934) logo, which is reminiscent of the brand’s first logo used in the 1930s, further representing the brand’s new design direction and underscoring the Italian DNA of the brand and its heritage.
