Luxottica Group and DFS Group have partnered on a second worldwide exclusive Prada Eyewear launch.

This time sees the launch of two new models from the latest Prada Cinéma sunglasses collection. The launch, which began in November 2017, is being held in conjunction with DFS’s seasonal campaign, ‘Give Joy Together’, which honours the spirit of the festive season and the gift of giving.

The new Prada Cinéma sunglasses combine oversized flat lenses with a metal bridge and temples. The models come in DFS-exclusive colour palettes of pale and pink gold.

To support the launch, Luxottica and DFS have created a comprehensive omnichannel campaign which runs until the end of February 2018. Both frames feature prominently on DFS’s online platforms, including its website and e-newsletter, as well as an influencer campaign with Hong Kong actress Jennifer Tse. Tse communicated the launch to her large social media fan base via Instagram and WeChat.

The launch had backing from Hong Kong actress Jennifer Tse

The DFS-exclusive colour palette echoes tones of metal, in pale and pink gold

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

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

Alessandro Pozzi said the exclusive launch underlines Luxottica’s commitment to differentiate the sunglasses offer in travel retail

Luxottica Head of Global Channels Alessandro Pozzi 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 travellers, taking an online to offline approach to create conversion.

“DFS’s 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.”

DFS Group Director of Merchandising, Accessible fashion, Watches, Jewelry & Accessories Jason Blejwas 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’s shoppers, and communicating to them in innovative and wide-reaching ways online, as part of a long-term strategy to maximise the potential of the sunglasses category.”