Eyewear specialist Safilo has created an exclusive travel retail product for China Duty Free Group and Sunrise Duty Free to celebrate the Year of the Pig.
It features an exclusive colour for DiorStellaire1 sunglasses in a gold frame with gradient blue lenses. The exclusive SKU is available in major duty free locations, notably Shanghai, Beijing and Guangzhou airports and Haitang Bay in Sanya.
It is supported by a campaign featuring a Toile de Jouy window display and HPP set-ups, with a layout in line with the Dior brand’s boutiques and displays worldwide.
Safilo Global Travel Retail Director Alessandro Marinelli said: “We are glad to continue partnering with China Duty Free Group and Sunrise Duty Free to implement luxury campaigns. They represent the key partner in China in travel retail. With them during the past years we have implemented different successful campaigns on Dior and other luxury brands, always offering a unique selling proposition – avant première or exclusivity – to consumers and bringing innovative animation concepts in the eyewear segments.”
China Duty Free Group Director Fashion Department Lee Meili said: “We are very excited to be Safilo’s partner in that amazing project. DiorStellaire1 style represents a best seller within our Dior assortment and in the overall luxury segment, and for that reason the Dior activation has strong story-telling. In our stores we see further space to exploit the sell-out of high-end brands. Offering something unique is one of the pillars of our strategy to make the category continue growing.”