February 5 2018  |  Fashion, Bags & Accessories

​Luxottica Group and DFS Group partner for the second worldwide Prada Eyewear launch

By Jas Ryat

Luxottica Group and DFS Group have partnered to launch two new models from the latest Prada Cinéma sunglasses collection. This launch, which began in November 2017, is being held in collectively with DFS’ seasonal campaign, “Give Joy Together”, which honors the spirit of the festive season and the gift of giving.


Prada Cinéma sunglasses lead the trend in the oversized sunglasses offered in metallic tones

The new Prada Cinéma sunglasses combine oversized flat lenses with the iconic metal bridge and temples. The models match radiant tones of metal in pale and pink gold; color palettes exclusive to DFS.

The Luxottica and DFS campaign, run until the end of February 2018. It features two frames prominently on DFS’ online platforms, including their website and e-newsletter, as well as an influencer campaign with Jennifer Tse. The famous Hong Kong actress communicated the launch to her large social media fanbase via Instagram and WeChat.

These online activities are designed to drive traffic in-store to participating T Galleria by DFS stores. High-profile promotion sites for Prada Eyewear are running with DFS in multiple locations across Hong Kong and Macau, as well as in Haikou airport, Singapore’s Scottswalk T Galleria and the T Fondaco Dei Tedeschi in Venice, Italy.

Alessandro Pozzi, Head of Global Channels at Luxottica commented: “Delivering this Prada Eyewear world exclusive with DFS Group is part of Luxottica’s commitment to differentiate the sunglasses offer in travel retail and amplify the very best of the category to the channel. We are harnessing the power of digital and social media to connect with travelers, taking an online to offline approach to create conversion.

Alessandro Pozzi, Head of Global Channels at Luxottica is optimistic about harnessing the power of digital and social media

Pozzi adds: “DFS’ support has been critical to the success of this launch and helps pave the way to position travel retail as the expert channel for sunglasses, as part of the category’s VISION 2020 goals.

Jason Blejwas, Director of Merchandising, Accessible fashion, watches, jewelry, & accessories at DFS Group commented: “Luxury and exclusivity go hand-in-hand, and it’s DFS’s pleasure to team up with Luxottica to create another world exclusive showcase for Prada. Together we are totally aligned on bringing unique products and memorable experiences to DFS’ shoppers, and communicating them in innovative and wide-reaching ways online, as part of a long-term strategy to maximise the potential of the sunglasses category.

In a cross-category collaboration to drive additional brand engagement, the campaign offers miniature Prada perfumes as a gift-with-purchase.


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