Luxottica Group and DFS Group have collaborated on the worldwide exclusive launch of two models from the Ray-Ban Marshal sunglasses collection, a first for the partners.
The launch began last month at DFS airport and T Galleria by DFS stores. It is supported by online and offline marketing activities which target consumers from pre-departure to arrival in-store.
Ray-Ban’s hexagonal Marshal has been refreshed to include a double bridge and flat upper bar and temples. Two DFS-exclusive colour palettes are available. A silver frame features brown gradient and brown mirror silver lens while a gold frame has brown gradient and brown mirror pink lens. The SKUs are highlighted over a six-month period until February 2019.
Dedicated promotions will take place at T Galleria by DFS, Singapore and T Galleria by DFS Macau, Studio City. Interactive photo booths were available at both locations in September and October.
Brand visibility and awareness has been strengthened by key visuals, shelf talkers and sales promoters.
“This first Ray-Ban world exclusive with DFS Group is an important milestone in our partnership.”
A social media campaign, developed by Luxottica and DFS, featured the two frames on DFS WeChat, Weibo, Facebook and Instagram channels. A WeChat competition, created to target Chinese DFS followers, ran from 17 October until 7 November. Users were invited to share a picture of their Ray-Ban purchase on the social media platform and the three best posts had a chance to win an iPhone X.
Luxottica Group Global Travel Retail Director Enrico Destro said: “This first Ray-Ban world exclusive with DFS Group is an important milestone in our partnership. The launch also underscores Luxottica’s commitment to differentiating the sunglasses offer in travel retail and amplifying our very best in the channel through the category icon, Ray-Ban.”
DFS Group Global Merchandising Director Fashion Jason Blejwas added: “Lifestyle is the largest segment within the sunglasses category globally and DFS is delighted to partner with Luxottica to deliver our first worldwide exclusive.
“The DFS exclusive Ray-Ban Marshal launch underlines both companies’ shared mission to bring unique products and experiences to DFS shoppers through engaging, wide-reaching social media campaigns and brought to life in-store in an impactful activation platform.”