CHINA. Luxottica Group has partnered with China Duty Free Group (CDFG) for the launch of the Prada for Asia sunglasses line at the Sanya International Duty Free Shopping Complex in Haitang Bay.
The launch reinforces the eyewear company’s strategy to offer styles specifically developed for Asian customers. Prada for Asia sunglasses are the latest addition to the Italian fashion brand’s Prada Cinéma Collection.
The Prada for Asia sunglasses style features a new contemporary oversized frame. The square-shaped silhouette style is described as flattering for Asian customers, while its shaded lenses offer UVA/UVB protection. The sunglasses are decorated with matching enamel finishes and a brow bar, while the temples are engraved with the Prada logo.
It is available in four colours and offers adjustable nose pads for a universal fit.
The Asia-exclusive eyewear launch is supported by an O2O campaign which will run from now until the end of June. It features high-profile LED window displays and personalised stands at various high-traffic locations at the CDF Mall.
Luxottica and CDFG have also collaborated on the digital marketing behind the launch through the retailer’s social channels, especially Weibo.
“We’re proud to collaborate with our long-time partner, China Duty Free Group, on the specially-created Prada for Asia campaign, and to bring it to life both offline and online to engage and inspire our key consumers in China and across the Asia Pacific region,” said Luxottica Group Global Travel Retail Director Enrico Destro.
“The launch is a reflection of our strategic focus on the dynamic downtown market in Hainan, which is playing an important role in both our recovery and the future growth in the channel,” Destro added.
“As always, the travelling consumer is at the core of everything we do, and we are excited to now offer region-exclusive styles from our portfolio that cannot be found anywhere else in the world.”
Note: The Moodie Davitt Report’s portfolio of titles included Sunglasses Curated, a regular eNewsletter series that offers a selection of stories focused on the key sunglasses & eyewear category in travel retail and beyond. We do so in association with industry leader Luxottica Group.
As with all Moodie Davitt Report media, Sunglasses Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
