INTERNATIONAL. This instalment in the ‘All Eyes on…’ communication series, presented by the sunglasses suppliers behind the annual Sunglasses Workshop and Awards, recognises MSC Cruises for its commitment to growing the sunglasses category.
MSC Cruises won Sunglasses Retailer of the Year (Under US$2 billion) in the 2018 Sunglasses Awards. (This is the fourth in a six-part review of the 2018 winners).
The retailer said new store openings, extensive staff training and the introduction of new sunglasses brands were the driving factors behind its award-winning offer. Key highlights included the opening of two stores on the MSC Seaview and MSC Seaside – which both have the largest amount of outdoor sundeck space per passenger of any cruise ship – and the refurbishment of MSC Splendida.
Sunglasses Retailer of the Year (Under US$2 billion)
MSC Cruises was recognised for its impressive store environments, seamless shopping experience and tailored marketing campaigns, adapted to the unique nature of the cruise environment at last year’s Sunglasses Awards.
The retailer attained high scores for its comprehensive staff training, which was tailored to the 150 different nationalities that holiday with the company, as well as its diverse, curated product offer, which includes MSC-exclusive and travel retail exclusive models. The company was also recognised for its guest experience activities.
MSC Cruises’ activities have resulted in strong growth for the sunglasses category, with the retailer posting +20% like-for-like spend per passenger growth in 2018 vs 2017. In 2018, sunglasses accounted for 3.1% of MSC Cruises’ total retail business. Similarly, in 2018, sunglasses sales made up 14.1% of the total fashion category compared to 12.1% in 2017.
MSC Cruises Head of Retail Adrian Pittaway said: “Being recognised for our efforts and significant achievements to grow the sunglasses category onboard MSC Cruises vessels is something we are very proud of. We firmly believe in the potential of the category in the cruise channel and are looking to further integrate the category into our dynamic event programme with key brand partners, develop MSC-exclusive sunglasses and launch a retail ambassador programme.”
Marcolin Head of Travel Retail and Online Alessia Voltan added: “MSC Cruises has shown an impressive commitment to building the sunglasses category through implementing a number of initiatives including new stores, a large, varied product assortment and strong collaboration with its brand partners. Its activities have clearly paid off, as illustrated by the very positive sales achieved.”
Voltan encouraged MSC Cruises to “keep up the great work.”
