Luxottica and DFS launch omni-channel Prada campaign
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Luxottica and DFS launch omni-channel Prada campaign

Last month Luxottica, one of the world’s leading eyewear companies, announced that they were merging with Essilor, in a monumental deal that caused waves worldwide. Now, the Italian company have teamed up with a Hong Kong based travel retailer on a new Prada campaign.

Prada are one of those fashion labels that connote class, style and luxury (something we know all about at Dominion), and so all of their campaigns need to be refined and luxurious, to fit with the brand’s reputation.

So, this is where Luxottica and DFS Group have teamed up, to provide the exclusive launch of the new Prada Cinéma sunglasses collection, with the limited edition range needing a 360-degree omni-channel marketing campaign.

To do this, Luxottica have said that the campaign ‘utilises both online, including social media, and offline platforms to engage with customers before, during and after they shop, with further digital amplification provided on DFS’s official website and email newsletter.’

A Luxottica statement said: ‘The online reach is designed to drive traffic in-store where shoppers are presented with a number of high-profile activations from Prada, including DFS stores at Hong Kong International Airport and T Galleria in downtown Hong Kong. This launch expression represents a pioneering new step for the sunglasses category in travel retail.’

Jason Blejwas, director of merchandising for sunglasses, watches and jewellery at DFS Group, said: “We are thrilled to extend our long-standing partnership with Luxottica to bring the ‘Prada Cinéma’ collection first to DFS stores, and to celebrate this exciting moment with our customers both in-store and online. We’re confident that both the product and experience will make for a memorable moment for travellers visiting DFS.”

Clearly, handing a campaign like this to Luxottica, who’s expertise lie in all aspects of eyewear production and promotion, and DFS, who’ve been selling luxury items in travel retail stores for over half a decade is a smart move.

Francois Gros, head of global channels at Luxottica, said: “Digital communication in travel retail is a hot topic, and offers undeniable and incremental opportunities to build brands and enhance retail performance. The ‘Prada Cinéma’ campaign showcases how a special new product can be strategically amplified to connect with travelling consumers, beyond the physical stores, on targeted platforms.“ 

Dominion holds Luxottica in its Global Trends Luxury Fund.

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