Become a Sunglass Authority
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UNITED KINGDOM<br />
IRELAND<br />
NETHERLANDS<br />
BECOME A SUNGLASS AUTHORITY
INTRODUCTION<br />
This guide invites you to unwrap and try on <strong>Sunglass</strong> Hut’s exciting range of well<br />
established brands and styles, and to experience, first hand, the unique features and<br />
benefits we offer to our Customers. You will get to learn some of the basic terms and<br />
language we use in the <strong>Sunglass</strong> Hut style. We will also provide you with some useful tips<br />
and guidelines to help you to find the most suitable pair of sunglasses to match your<br />
Customer’s needs.
INDEX:<br />
SUNGLASSES: WHY WEAR THEM ?<br />
2<br />
LENS: COATINGS & TREATMENTS<br />
19<br />
SUNGLASSES: THE COMPONENTS<br />
3<br />
LENS: TINTS<br />
21<br />
SUNGLASSES: SCREW PARTS<br />
SUNGLASSES: HANDLING & MAINTENANCE<br />
SUNGLASSES: STANDARDS & QUALITY TESTS<br />
FRAME: STYLES & SHAPES<br />
<strong>Sunglass</strong> style names<br />
<strong>Sunglass</strong> Hut’s sunglasses: a universal style<br />
Frame shapes<br />
Prescription lenses in sunglass frames<br />
FRAME: MATERIALS<br />
FRAME: THE BRIDGE FIT<br />
FRAME: VALUE ADDING COMPONENTS<br />
LENS: MATERIALS<br />
LENS: COATINGS<br />
Always use protection: the story of polarised lenses<br />
Out of the dark and into the light: the story of photochromatic lenses<br />
Fighting performance killers: the story of hydrophobic coating<br />
Reflecting the light: the story of mirror coating<br />
Behind the lens: the story of anti-reflective (AR) coating<br />
Sunscreen f or your eyes: the story of ultra-violet (UV) protection<br />
Gradient & scratch resistant lenses<br />
4<br />
5<br />
6<br />
7<br />
8<br />
8<br />
9<br />
11<br />
11<br />
13<br />
14<br />
15<br />
16<br />
16<br />
16<br />
17<br />
17<br />
17<br />
17<br />
18<br />
LENS: BENEFITS COMMUNICATION<br />
BRANDS: THE SUNGLASS HUT COLLECTION<br />
Our in store brands<br />
BRANDS: HISTORY & PROFILES<br />
BRANDS: THE SEGMENTATION<br />
BE FASHION SAVVY: FEEL IT !<br />
Fashion Savvy: Stars and their shades<br />
Fashion savvy: an interview with a design expert<br />
Fashion savvy: follow the trends!<br />
FIND THE PERFECT FIT: MATCHING PRODUCTS<br />
TO CUSTOMERS<br />
FIND THE PERFECT FIT: FACE SHAPE<br />
IDENTIFICATION The key 4 face shapes<br />
Shape your service<br />
FIND THE PERFECT FIT: CUSTOMER NEEDS<br />
FIND THE PERFECT FIT: BRAND PROFILE &<br />
PRODUCT MATCHING<br />
Two particular brands: Oakley and Ray-Ban<br />
SUMMARY<br />
YOUR TRAINING CHECKPOINT: THE APPLICATION QUIZ<br />
22<br />
25<br />
26<br />
28<br />
48<br />
51<br />
51<br />
53<br />
55<br />
59<br />
60<br />
60<br />
63<br />
65<br />
65<br />
71<br />
79<br />
80
BECOME A<br />
SUNGLASS<br />
AUTHORITY<br />
The guide is divided into four sections, in order to help you identify and learn the<br />
necessary information to become a sunglass expert. Starting with a basic<br />
understanding of the sunglass components, moving toward the understanding of<br />
our brand culture and, finally providing our customers with the products they are<br />
looking for. At the end of the guide you will find some exercises to test your<br />
understanding.<br />
SECTION<br />
1<br />
SUNGLASSES KNOWLEDGE<br />
The first section covers getting to know our sunglass components, our frames, and our lenses.<br />
SECTION<br />
2<br />
GET TO KNOW OUR SUNGLASS HUT BRANDS<br />
The second section provides you with facts and detailed descriptions of our <strong>Sunglass</strong> Hut and<br />
Luxottica brands. Moreover, it guides you to become a true fashion expert.<br />
SECTION<br />
3<br />
FIND THE PERFECT FIT<br />
In this section you will find all the necessary information for helping our customers to match<br />
their profiles with the most suitable product.<br />
SECTION<br />
4<br />
YOUR TRAINING CHECKPOINT<br />
This last section is a useful exercise guide with questions to test your knowledge.<br />
MAKING<br />
IT REAL<br />
Discuss these questions with your Manager.<br />
1. What does it mean to become a <strong>Sunglass</strong><br />
<strong>Authority</strong>? What steps can you take to become<br />
one?<br />
2. What are some effective habits of a <strong>Sunglass</strong><br />
<strong>Authority</strong>? What do <strong>Sunglass</strong> Authorities do to keep<br />
up-to-date with the latest product knowledge?
01<br />
SUNGLASS<br />
KNOWLEDGE<br />
1950’s<br />
James Dean<br />
Famous American actor<br />
1960’s<br />
Jacqueline Kennedy Onassis<br />
J.F. Kennedy’s wife and fashion icon
SUNGLASSES:<br />
WHY WEAR<br />
THEM ?<br />
As people spend more time outdoors their concern increases with regard to the<br />
potentially harmful effects of sunlight. While many people appreciate the<br />
importance of using sunscreen to protect their skin, not everyone is quite so careful<br />
about choosing sunglasses. In addition, the burden of glare causes the eyes to strain<br />
in order to see well and wearing sunglasses will reduce or eliminate this strain, cut the<br />
impact of harsh glare and eliminate the need to squint.<br />
The best protection for the eyes against ultraviolet (UV) radiation is a pair of<br />
sunglasses which blocks 100% of harmful UV rays.<br />
<strong>Sunglass</strong>es are often the entry point product into the world of luxury: someone who<br />
may not be able to afford a designer bag, jewellery or dress of a particular brand may<br />
be able to afford the same designer’s sunglasses. <strong>Sunglass</strong>es are a way to afford a<br />
luxury item that is worn on the face and can be seen by everybody.<br />
In conclusion, sunglasses are everything! They are absolutely necessary for<br />
protection, visual clarity and comfort, but at the same time are a unique and<br />
distinguishing accessory for our lifestyle. In the end, they have become an<br />
inseparable part of our personal look, our spirit and personality…<br />
You may be amazed by how complex and sophisticated a simple pair of sunglasses can<br />
be. Much creative thought design strategy goes into creating a pair of sunglasses.<br />
Our design teams regard their profession as an art form. As a member of the<br />
<strong>Sunglass</strong> Hut team, you will be regarded by our customers as a product knowledge<br />
expert. It’s your responsibility to learn everything there is to know about lenses,<br />
frames and the manufacturing process. You must be able to then translate all of this<br />
knowledge into features that will benefit your customers. Remember, we are<br />
passionate about helping people look, feel and see their best.<br />
1960’s<br />
Audrey Hepburn<br />
British actress and humanitarian<br />
1980’s<br />
Dan Aykroyd & John Belushi<br />
The Blues Brothers<br />
1990’s<br />
Nelson Mandela<br />
South Africa President (1994-1999)<br />
2010’s<br />
Barack Obama<br />
USA President<br />
1 2 3 4<br />
PAGE 2
COMPONENTS<br />
You may be amazed by how complex and sophisticated a simple pair of sunglasses can be.<br />
Much creative design strategy goes into creating a pair of sunglasses. Our design teams regard<br />
their profession as an art form. As a member of the <strong>Sunglass</strong> Hut team, you will be regarded by<br />
our customers as a product knowledge expert. It’s your responsibility to learn everything there<br />
is to know about lenses, frames and the manufacturing process. You must be able to then<br />
translate all of this knowledge into features that will benefi t your customers. Remember, we<br />
are passionate about helping people look, feel and see their best.<br />
LENS<br />
HINGES<br />
FRAME<br />
BRIDGE<br />
TEMPLE<br />
TEMPLE TIP<br />
The lenses help the vision against sunlight glare and protect the eyes against UV rays. Lenses can be made of<br />
different types of materials. Please, refer to the section on lenses for more details.<br />
The hinges attach the temples to the frame front.<br />
The frame is the structure which encloses each lens. The frame can be made up in different materials. Please, refer<br />
to the section on frames for more details.<br />
The section that crosses the nose and connects the two lenses is called the bridge. This can be a double<br />
bridge, or a single bridge.<br />
These are the ‘arms’ which connect the front of the frame to the temple tip, and extend over the ear.<br />
This is the part of the temple situated behind the ear that holds the sunglasses in place. The temple tip can be made<br />
of different materials to enhance grip.<br />
NOSE PADS These are attached to the frame beneath either side of the bridge. They lean on the nose and can be adapted for<br />
more comfort.<br />
1 2 3 4<br />
PAGE 3
SCREW PARTS<br />
Screws are used to attach the temples to the frame. In order to solve the problem of<br />
loose screws, Luxottica has been using the proprietary screws “Lux Lock” for many<br />
years now.<br />
“Lux Lock” screws do not unscrew out of the locking tube and so they keep the lens<br />
securely in place. They are rustproof and have strength two or three times higher<br />
than regular screws. “Lux Lock” screws are especially designed for eyewear.<br />
IN THE FOLLOWING IMAGES YOU CAN FIND A DETAILED<br />
DESCRIPTION OF THE MOST IMPORTANT SCREW PARTS.<br />
Figure 1 shows the milling on the thread of the screw fi lled with silicone.<br />
Fig. 1. Silicone Screw.<br />
Figure 2 shows how silicone is placed on the screw thread.<br />
When the screw is tightened, silicone expands between the thread of the<br />
locking tube and the screw, thus ensuring a good friction (Figure 3).<br />
Fig. 2. Silicone placing.<br />
Figure 3 shows silicone expanding.<br />
During the normal use of an eyeglass frame, opening and closing the temples<br />
can cause the hinge screw to loosen and come out of its seat. To solve this<br />
problem, our metal styles (except for the ones with fl ex hinges) are fi tted with<br />
screws with an under-head plastic piece, which ensures proper operation of the<br />
temple even after a long time and prevents the screw from coming out of its<br />
seat. Temples are tested by carrying out 25 000 opening and closing cycles<br />
after which they must not show any signifi cant changes in their functionality.<br />
Fig. 3. Silicone expanding.<br />
Fig. 4. Screw Hinge.<br />
Fig. 5. Screw Plastic Piece.<br />
1 2 3 4
HANDLING & MAINTENANCE<br />
When handling sunglasses, remember to treat the frame like a piece of fine jewellery. Hold the frame by the temples. Do not<br />
touch the lens. Open it up carefully and hand it to the Customer by the bridge or the temples, with the open frame facing<br />
them. When trying on sunglasses use both hands to gently fit the frame or to remove it from the face. Instruct your<br />
Customers to do the same and explain to them that this will prevent the frames from being bent and curved which could cause<br />
discomfort and affect their visual acuity.<br />
• Ask your customer to remove their sunglasses gently from their face<br />
with two hands. This will prevent the frame from becoming bent and<br />
curved which can cause discomfort and acuity issues.<br />
• Remind the customer never to leave sunglasses with a plastic frame on<br />
the dashboard of their car on a hot day.<br />
• <strong>Sunglass</strong>es should not be stored with their lenses face down, especially<br />
on hard surfaces that could damage the lenses.<br />
• Always keep the sunglasses in the case or bag that is provided when they<br />
are not being worn. This will protect them from dust and being damaged.<br />
• Clean the lenses in warm soap water to remove dirt and grime. Then dry<br />
the lenses with a clean micro fibre cloth.<br />
• When in sandy or dusty environments rinse your lenses off with running<br />
water before using the micro fibre cloth. This will take off sand and grit<br />
that could scratch your lenses.<br />
• Leave your sunglasses cloth and case in the car or bag when at the<br />
beach or river as sand on the micro fibre cloth could scratch your<br />
lenses.<br />
• Use a sunglass cord attached to the frame, especially for sports as<br />
this will ensure that you do not lose the sunglasses.<br />
• Bring the sunglasses back to any <strong>Sunglass</strong> Hut store for a free service to<br />
clean the lenses, tighten the screws and align the frame.<br />
• Purchase a <strong>Sunglass</strong> Hut care kit that contains a screwdriver, cleaning<br />
cloth as well as a bottle of cleaning solution so that you can use it<br />
whenever you want.<br />
CLEANING TIPS<br />
Rinse frames with warm soapy water to<br />
remove dirt and oil. Avoid household<br />
cleaners or soaps with creams or other<br />
additives. Wipe lenses with a soft cloth<br />
only.<br />
1 2 3 4<br />
PAGE 5
STANDARDS & QUALITY TESTS<br />
All Luxottica sunglasses are subjected to the Luxottica Quality Control System, the objective of which is to ensure the highest<br />
quality lenses and frames. For this purpose, Luxottica not only uses the most advanced technologies available, but also builds or<br />
modifi es special machinery to enhance strict quality tests on its lenses and frames- these are much more rigorous than the<br />
routine tests required by international standards. Here, there are presented some of our tests, made besides the standard ones<br />
required by current law.<br />
1. Cass Test (Corrosion Strength Test)<br />
This test verifi es the frame’s resistance to chemical-physical agents that might<br />
jeopardise its mechanical characteristics and appearance The CASS test simulates<br />
corrosion by placing the frames in an acid environment created by nebulising a<br />
sodium chloride and copper chloride di-hydrate at 50°C.<br />
2. Accelerated Ageing Test<br />
The paints and colours of frames are damaged by temperature, humidity and UV rays.<br />
The objective of this test is to verify the durability of the frames by subjecting them<br />
to four hours under UV rays at a temperature of 60°C and four hours of<br />
condensation (humidity 90–95%) at a temperature of 50°C. The test should show<br />
that the coloured lenses do not change colour, meaning that their optical quality<br />
remains unchanged over time.<br />
3. Resistance to Stress on the Temple/Arm Test<br />
The temple hinge is the part most subject to stress on the frames. A temple/arm<br />
must remain intact even after prolonged use. This test simulates the normal<br />
functioning of the temple/arm, opening and closing the arm 25 000 times.<br />
4. Drop Ball Test<br />
This test is required by US standards. It verifi es the lens’s resistance to even<br />
particularly violent blows. During the test, the lens is struck by a 16mm diameter<br />
steel ball, which is dropped from a height of 1.27 metres.<br />
5. Dimensional Stability Tests for frames<br />
Static deformation test: People often grab the temple/arms and spread them apart<br />
before they put on their sunglasses. This test, which verifi es the frame’s resistance to<br />
opening stress, consists of applying two “500 grams” weights at the end of the<br />
temples’ arms for at least 1 minute.<br />
Dimensional stability test: This test was created for plastic frames and it verifi es that<br />
heat does not alter their shape. The test consists of exposing the frames to thermal<br />
stress by placing them in an oven at 55°C for two hours, then cooling them to 23°C.<br />
1 2 3 4<br />
PAGE 6
FRAMES &<br />
SHAPES<br />
There are four basic frame styles: you need to be able to identify which are: full frame, half<br />
frame, nylon rimless frame and rimless frame. The table below presents the benefi ts and<br />
limitations of each frame style. You can use this as a guide to help your customer fi nd the right<br />
frame style for his/her requirements.<br />
BENEFITS<br />
LIMITATIONS<br />
1. Available in most frame materials.<br />
2. Can be adjusted depending on type<br />
of frame.<br />
FULL FRAME<br />
Full frame with lenses protected on all<br />
sides. Most common frame styles available.<br />
3. Strongest frame as lenses are<br />
protected all around.<br />
4. Can be RX scripted (i.e. fi tted with<br />
prescription sunglass lenses)<br />
5. Can support glass lenses.<br />
1. Can be heavy or bulky plastic.<br />
FRAMES<br />
HALF FRAME<br />
Half a frame with lenses attached by<br />
screw or clipped in place.<br />
1. Lighter in weight and more<br />
comfortable than full frames.<br />
2. Popular for sport as lenses are open<br />
at the bottom allowing for clearer vision<br />
below and better air ventilation.<br />
1. More delicate and diffi cult<br />
to adjust unless in metal frame<br />
materials.<br />
2. Not available with glass lenses.<br />
NYLON RIMLESS FRAME<br />
1. Lightweight and comfortable<br />
2. Fashionable<br />
1. Delicate and diffi cult to adjust.<br />
2. Not available with glass lenses.<br />
Half a frame with nylon threads<br />
holding the lens in place.<br />
RIMLESS FRAME<br />
A frame with lenses attached by<br />
screw or clipped in place.<br />
1. Available in shield styles (one piece<br />
lens) where the lens is held together by the<br />
temples and the nose bridge is attached to<br />
the lens with screws that can be adjusted for<br />
a better fi t.<br />
2. Lightweight and comfortable.<br />
3. Most popular choice with titanium<br />
temple material.<br />
1. Delicate and diffi cult to adjust.<br />
2. Most expensive frame style.<br />
3. Cannot support glass lenses.<br />
1 2 3 4<br />
PAGE 7
SUNGLASS STYLE NAMES<br />
In the world of sunglasses, there are some timeless style<br />
names that have become part of our common vocabulary.<br />
JACKIE O’S:<br />
The big oversized<br />
glasses that<br />
made Jackie<br />
Kennedy<br />
Onassis,<br />
a style icon.<br />
AVIATOR:<br />
The classic frame<br />
worn by Tom<br />
Cruise in the film<br />
Top Gun.<br />
WAYFARER:<br />
Would the Blues<br />
Brothers have<br />
been so iconic<br />
without their<br />
Wayfarers.<br />
CAT EYE:<br />
Horn rimmed<br />
sunglasses with<br />
flared outer edges<br />
where the arms<br />
join the frame.<br />
WRAP:<br />
<strong>Sunglass</strong>es that<br />
literally wrap<br />
around the face.<br />
SHIELD:<br />
<strong>Sunglass</strong>es that have<br />
a single lens<br />
the crosses the entire<br />
face.<br />
SUNGLASS HUT’S SUNGLASSES:<br />
A UNIVERSAL STYLE<br />
No matter where you sit in the spectrum of style, <strong>Sunglass</strong> Hut has<br />
something for everyone. We offer sunglasses at a variety of price points.<br />
We are the bridge between all the styles - making style accessible to nearly<br />
anyone. As you’re learning about our brands, styles, and designers, consider<br />
the following design elements.<br />
MOOD - Do sunglasses say sophisticated? Trendy? Conservative? Sporty?<br />
COLOUR - More than just simply coordinating with an outfit, colour contributes to the overall style statement. For<br />
example, a bright red plastic frame will stand out more than a subtle, tortoise frame.<br />
EXTRAS - Small details like embellishments, inlays, and logos add that little something special. For example, Bulgari is a renowned<br />
jewellery maker, and many of their sunglass lines are bejewelled as well. This indicates the wearer is sophisticated and has a<br />
tremendous appreciation for fine jewels and stones. Meanwhile, a bold Dolce&Gabbana logo treatment says the wearer is all about<br />
the brand name and isn’t afraid to show it.<br />
MATERIAL - Made of Wood? Metal? Plastic? Gold?<br />
PERFORMANCE - Some sunglasses are designed for particular activities – like special polarised lenses for driving or sports<br />
frames with impact-resistant lenses.<br />
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PAGE 8
BASIC FRAME<br />
SHAPE<br />
There are also a number of basic frame shapes that you need to be familiar with, which are<br />
illustrated below.<br />
PILOT/ AVIATOR<br />
BUTTERFLY<br />
CATEYE<br />
OVAL<br />
RECTANGLE<br />
ROUND<br />
SHIELD<br />
SQUARE<br />
WAYFARER<br />
WRAP<br />
1 2 3 4<br />
PAGE 9
MAKING<br />
IT REAL<br />
WHILE YOU ARE TRYING ON SOME FRAMES, MIX UP THE<br />
DIFFERENT TYPES OF MATERIAL SO THAT YOU CAN GET TO<br />
KNOW WHAT EACH ONE FEELS LIKE AND HOW IT CHANGES<br />
YOUR LOOK WHEN YOU ARE WEARING IT.<br />
MAKE A NOTE OF WHICH MATERIALS YOUR CUSTOMERS<br />
PREFER AND WHY.<br />
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PAGE 10
PRESCRIPTION LENSES IN SUNGLASS FRAMES<br />
A Customer may enquire about putting prescription lenses into a sunglass frame. The answer depends on what frame shape<br />
they are looking at and how curved the lens is.<br />
• The term “base curve” is the amount of degree of “curvature” in the lens. Curvature is measured optically in<br />
“dioptres”. On average, the curvature of a pair of sunglasses is about 6 dioptres. Wrap sunglasses have steeper curves of<br />
about 8 to 9 dioptres.<br />
• A shield lens can never be scripted. Similarly, a pair of wrap sunglasses will not work as the more curved the frame is, the more the<br />
lens will have to be curved to fit the frame, and this will distort the vision for a prescription lens wearer.<br />
• The only frames that can accommodate prescription lenses are those with separate lenses and where the shape of the lens is<br />
straight rather than curved. The full frame Aviators and Wayfarers are examples of frames that could be suitable for prescription<br />
lenses.<br />
• When in doubt, refer to a local optometrist for an expert opinion.<br />
FRAME MATERIALS<br />
As you will have noticed, sunglass frames can be made out of different materials. The most common frame materials are plastic<br />
and metal, but more recently carbon fibre has also been introduced. It is important for you to be able to recognise the difference<br />
between plastic, metal (especially nickel free titanium) and carbon fibre in your store. You also need to be able to explain the<br />
benefits and limitations of each material to your customer.<br />
MAKING<br />
IT REAL<br />
1. DISCUSS THESE QUESTIONS WITH YOUR MANAGER.<br />
2. TRY ON AND EXPLORE THE DIFFERENT FRAME SHAPES AND<br />
STYLES IN THE STORE.<br />
3. NOTICE HOW SOME FRAME SHAPES AND STYLES LOOK BETTER<br />
ON YOU THAN OTHERS. WHY DO YOU THINK THIS IS?<br />
4. NOTICE WHICH FRAME STYLES LOOK GOOD ON YOUR<br />
CUSTOMERS. TRY AND GUESS WHICH FRAME STYLES AND SHAPES<br />
WILL SUIT A CUSTOMER THE MINUTE THEY WALK IN. THEN CHECK<br />
YOUR INTUITION BY NOTICING WHICH SHAPES AND STYLES THEY<br />
ACTUALLY CHOOSE TO BUY.<br />
5. NOTICE HOW EACH BRAND USES ITS FRAME SHAPES AND STYLES<br />
TO MAKE A UNIQUE STATEMENT. HOW IS EACH ONE DIFFERENT?<br />
1 2 3 4<br />
PAGE 11
BENEFITS<br />
LIMITATIONS<br />
ACETATE<br />
1. Medium weight and durable.<br />
2. Holds its shape well.<br />
3. Can have CR39, polycarbonate<br />
or glass lenses.<br />
4. Can be repeatedly softened and<br />
reshaped under heat to create the<br />
perfect fit.<br />
1. Pliable - sun and<br />
extreme heat can<br />
damage the frame.<br />
2. Can be heavy if worn<br />
for long periods of<br />
time.<br />
PLASTIC<br />
NYLON<br />
1. Lightweight.<br />
2. Maintains its shape very well.<br />
3. Strongest of all non-metal frames<br />
(virtually indestructible).<br />
4. Usually have polycarbonate<br />
lenses.<br />
1. Hard to change shape by<br />
heating so difficult to get<br />
perfect fit.<br />
FRAME MATERIALS<br />
PROPIONATE<br />
STAINLESS<br />
STEEL<br />
1. Lightweight and durable.<br />
2. Maintains its shape well.<br />
3. Highly suitable for complex<br />
frame shapes.<br />
4. Usually have polycarbonate<br />
lenses.<br />
1. Lightweight and comfortable<br />
due to elasticity.<br />
2. Holds its shape well.<br />
3. Strong and highly corrosion<br />
resistant.<br />
4. Has adjustable nose pads.<br />
5. Suitable for all lens materials.<br />
METAL<br />
TITANIUM<br />
1. Ultra lightweight.<br />
2. Hypo-allergenic (nickel free)<br />
3. Very sturdy / strong.<br />
4. Easy to adjust and holds its<br />
shape.<br />
5. Has adjustable nose pieces and is<br />
suitable for all lens types.<br />
PRECIOUS<br />
METAL<br />
1. Metal alloy base plated with<br />
precious metals such as gold or<br />
silver to give them a rich finish.<br />
CARBON<br />
FIBRE<br />
1. Made up of thin fibres.<br />
2. Incredibly strong and<br />
lightweight.<br />
1 2 3 4<br />
PAGE 12
FRAME: THE BRIDGE FIT<br />
CHARACTERISTICS<br />
SADDLE BRIDGE<br />
The saddle bridge is ideal for the<br />
customer who wants the sunglasses to<br />
sit close to the eyes, reducing the<br />
amount of light that enters around the<br />
sunglasses.<br />
BRIDGE FIT<br />
KEY HOLE BRIDGE<br />
The key hole bridge is ideal for the<br />
customer with wide nostrils and does<br />
not like sunglasses resting on the top<br />
of the nose.<br />
NOSE PADS<br />
The nose pads are ideal for the<br />
customer requiring no contact<br />
between the face and the<br />
sunglasses.<br />
1 2 3 4<br />
PAGE 13
FRAME: VALUE ADDING<br />
COMPONENTS<br />
Frames can be enhanced in order to increase the perceived<br />
value of the frame by adding various components.<br />
TEMPLE DETAIL<br />
The most visible clue to a brand is usually in the<br />
temple detail.<br />
Temple detail such as stones, semi-precious crystals,<br />
enamelling, mother of pearl and metal finishes all increase<br />
the fashionability and value of the frame.<br />
Most of the luxury fashion brands use the temples for<br />
their signature logos or motifs.<br />
RUBBER/NOSE PADS/TEMPLE TIPS<br />
Nose pads allow for easy adjusting so that the frame fits<br />
perfectly or so that it can fit a variety of different face<br />
shapes and sizes. All brands have some styles with nose<br />
pads as a value added feature. Oakley is an example of a<br />
brand that would focus on nose pads as a value add<br />
feature.<br />
Rubber allows for better grip during sporting and<br />
lifestyle activities.<br />
LOOK AROUND YOUR STORE AND NOTICE<br />
HOW EACH BRAND USES ITS FRAMES TO<br />
MAKE A SIGNATURE FASHION OR VALUE<br />
STATEMENT.<br />
MAKING<br />
IT REAL<br />
GET A FEEL FOR THE UNIQUE TEMPLE<br />
DETAILS USED BY EACH OF THE LUXURY<br />
BRANDS AS WELL AS SOME OF THE<br />
PREMIUM FASHION BRANDS.<br />
MAKE SURE THE FRAMES ARE DISPLAYED<br />
SO THAT THEIR GORGEOUS TEMPLE<br />
DETAILS ARE CLEARLY VISIBLE TO YOUR<br />
CUSTOMER – THIS IS WHAT MAKES THEM<br />
SELL!<br />
1 2 3 4<br />
PAGE 14
LENS:<br />
MATERIALS<br />
Lenses come in two material types: glass or plastic. Glass lenses provide the highest optical quality<br />
(with clearest vision and minimal image distortion) and are more scratch resistant compared to<br />
plastic. The disadvantage of glass lenses is that they are not as light and comfortable as some of the<br />
plastic lenses. The table below summarises the key properties of lenses and shows the relative<br />
performance of different lens materials in terms of each of these properties. It also provides<br />
examples of where each lens material is most likely to be used or applied.<br />
LENS PROPERTY CHART<br />
Excellent Very Good Good OK<br />
LENS PROPERTIES<br />
OPTICAL QUALITY<br />
for image distortion<br />
and clear vision<br />
SCRATCH<br />
RESISTANCE<br />
IMPACT<br />
STRENGTH<br />
(resistance<br />
to breakage)<br />
WEIGHT &<br />
COMFORT<br />
APPLICATION<br />
GLASS<br />
Not recommended<br />
for active sports<br />
METAL<br />
LENS MATERIALS<br />
ACRYLIC<br />
POLYCARBONATE<br />
COLUMBIAN<br />
RESIN BATCH<br />
39(RC-39)<br />
Found in least<br />
expensive<br />
sunglasses<br />
Used in most sports<br />
and fashion<br />
sunglasses<br />
Mostly used in<br />
fashion sunglasses<br />
with acetate frames<br />
APX<br />
Used for<br />
shield and<br />
rimless frame<br />
styles<br />
1 2 3 4<br />
PAGE 15
LENS:<br />
COATINGS<br />
Lenses can be specially treated to improve their:<br />
. Strength and scratch resistance<br />
. Water and sweat resistance<br />
. Reflective or non-reflective capability<br />
. Glare protection capability<br />
. Visual acuity (e.g. ability to sharpen outline details, increase perception of depth and improve<br />
colour contrast)<br />
. Ultra Violet protection capability<br />
Luxottica “aims at protecting the eyes by manufacturing and selling sun wear characterised by their high technical and stylistic<br />
quality, in order to maximise our Customers’ wellbeing and satisfaction.”<br />
Now let’s talk in a language we can relate to. The sunglasses we sell to our Customers aren’t just cool to look at – they’re also<br />
cool to look through. Our Customers are busy people, and whether they’re working, playing or just chilling, our sunglasses go<br />
with them. So what are the stories we need to tell our Customers so that they can not only find their cool, but keep it too?<br />
ALWAYS USE PROTECTION: THE STORY OF POLARISED LENSES<br />
Polarised light is more commonly known as glare, the intensely bright light that’s reflected off flat/horizontal surfaces like<br />
water, snow and tarred roads.<br />
Imagine yourself driving down the highway looking straight into the setting sun. If you’re wearing the affordable non-polarised<br />
sunglasses you bought at your local 24 hour supermarket, the glaring, distracting, and potentially harmful light waves from the sun<br />
are blasting right through those lenses, causing you to make that weird squinty face. You know the one: one eye closed, other barely<br />
open, nose scrunched up. Not pretty. Not pretty at all.<br />
To prevent this and to enhance colour contrast, sharpen<br />
the details and increase perception of depth (visual<br />
acuity) polarised lenses are coated in a special<br />
extremely thin, plastic film. Result: no more squinty<br />
face and no possibility of driving into the back of the<br />
car you didn’t see in front of you.<br />
OUT OF THE DARK AND INTO THE LIGHT: THE STORY OF PHOTOCHROMATIC LENSES<br />
Imagine you’re on a mountain bike cycling through a nature reserve with your rather competitive cycling buddy.<br />
The cycle track starts off in an open area in bright sunlight and you put on your sunglasses to cut out the glare. After a while, the<br />
track turns into a forest of very tall pine trees where there isn’t any sunlight and you find you can hardly see where you’re going.<br />
You have to stop, take off your sunglasses and put them into your backpack. Unfortunately for you, after a few more twists and<br />
turns the path leads back out of the forest into the bright sun and once again, you have to stop your bike, get your sunglasses out of<br />
your backpack and put them back on. By now you are not only feeling tired but also annoyed as you’ve been left behind by your<br />
cycling buddy.<br />
Photochromatic lenses are coated with a chemical which is activated by UV<br />
light. The more light there is, the darker the lenses become and the less light<br />
there is, the lighter the lenses become. Great for mountain biking, bad for your<br />
competitive cycling buddy!<br />
1 2 3 4<br />
PAGE 16
FIGHTING PERFORMANCE KILLERS: THE STORY OF HYDROPHOBIC COATING<br />
We have Customers who love sport and other outdoor activities like cycling, running, hiking and fishing. Even the world’s<br />
best lenses can’t do their job if they’re coated with water, oil or dust. A hydrophobic coating on the lens:<br />
Prevents moisture build up, so rain and perspiration won’t leave streaks that can compromise their vision. It repels oil, making<br />
it easier to keep lenses clean. Skin oils, fingerprints and lotions are easily wiped away without leaving residue, so you<br />
won’t get that blurring film common to ordinary lenses.<br />
Prevents dirt, dust and other particles from clinging to the lens. A lens can<br />
carry a static electrical charge that acts like a magnet for airborne particles.<br />
The hydrophobic coating eliminates the charge, so particles aren’t attracted<br />
to the lens surface.<br />
REFLECTING THE LIGHT: THE STORY OF MIRROR COATING<br />
A thin chemical coating is placed on the outside of the lens creating a mirror<br />
effect which literally bounces light back away from the eyes. So when your<br />
Customer is walking along a white sandy beach on a sunny day and looks across<br />
the sea at the surfers, the glare is completely blocked but he can still easily see<br />
the surfers in the distance.<br />
BEHIND THE LENS: THE STORY OF ANTI-REFLECTIVE (AR) COATING<br />
Unfortunately for your Customer, there’s also a glare being reflected from<br />
the sand behind him. A metallic oxide coating on the inside of the lens stops<br />
light from bouncing off the inside of the lens and into the eye and because<br />
it has a blue tint, it’s easy for you to identify which products have this. The<br />
AR treatment can be used together with the mirror coating for glare<br />
protection and to ensure your Customer won’t miss anything, whether on<br />
the beach or in the sea.<br />
SUNSCREEN FOR YOUR EYES: THE STORY OF ULTRA-VIOLET (UV) PROTECTION<br />
You can’t see ultraviolet light, but like the taxman and the secrets you haven’t ever told anyone, you know it’s there.<br />
Every time you lather up in sunscreen, lather your lips in lip balm, or throw on a hat before going out, you do so because you’re<br />
trying to protect yourself from the piercing sunlight that burns your skin and, if ignored, can cause cancer. For you and your<br />
Customers, sliding on a pair of Polarised sunglasses should be an important part of any sun protection routine. The lenses are<br />
coated with a special extremely thin plastic film which blocks 100% of all ultraviolet light –UVA, UVB, UVC… all of it.<br />
Moreover, in case your Customers ask you what the A, B & C means: UVA has long wavelengths, UVB has medium<br />
wavelengths and UVC has short wavelengths. Your eye has cells<br />
which absorb UV light, and too much can cause damage to the retina,<br />
cornea and lens. So if your Customer wants to avoid eye damage<br />
such as cataracts or early ageing of the skin around the eye, they<br />
need protection.<br />
At <strong>Sunglass</strong> Hut, all the sunglasses we offer our Customers offer 100%<br />
protection from all three bands of UV Rays, in compliance with the major<br />
international standards.<br />
1 2 3 4<br />
PAGE 17
GRADIENT & SCRATCH RESISTANT LENSES<br />
Some sunglasses also come with:<br />
Gradient Lenses: the top portion of the lens is treated to provide protection from the glare from the sky and the bottom<br />
portion of the lens allows more light in from the ground or straight ahead. Usually, gradient lenses are used to serve a fashion<br />
purpose.<br />
Scratch Resistant Coating: when our Customers are busy or distracted, they sometimes forget to take proper care of the<br />
sunglasses, dumping them face down on tables or desks or even in their handbags. To help prevent plastic lenses getting<br />
scratched, the surface of the lens is coated in a hard film, which means they’ll last longer and the customer will be able to see<br />
clearly.<br />
MAKING<br />
IT REAL<br />
WHILE IT IS QUIET, GET YOUR COLLEAGUES<br />
TO PICK OUT A PAIR OF SUNGLASSES THAT<br />
HAS A SPECIAL LENS COATING. THEN TEST<br />
HOW ACCURATELY YOU CAN IDENTIFY WHICH<br />
COATING HAS BEEN APPLIED TO THE LENSES.<br />
LEARN TO KNOW WHAT LABELS OR CLUES TO<br />
LOOK OUT FOR, IDENTIFY AND EXPLAIN THE<br />
DIFFERENT COATINGS, SO THAT WHEN YOU<br />
ARE UNDER PRESSURE, YOU WILL BE ABLE TO<br />
ASSIST YOUR CUSTOMERS CONFIDENTLY!<br />
GOOD TO<br />
KNOW<br />
REMEMBER THAT ALL OF OUR LENSES ARE UV<br />
PROTECTED - REMEMBER TO SELL THIS FACT TO<br />
YOUR CUSTOMERS.<br />
MAKE SURE THAT YOU CAN DEMONSTRATE AND<br />
EXPLAIN THE PRINCIPLES OF POLARISATION<br />
IN SIMPLE TERMS THAT YOUR CUSTOMER CAN<br />
UNDERSTAND AS THIS IS A GUARANTEED SELLER IF<br />
YOU CAN DO IT RIGHT - AND IF THE CUSTOMER<br />
CAN AFFORD THE EXTRA!<br />
1 2 3 4<br />
PAGE 18
LENS: COATINGS<br />
& TREATMENTS<br />
The table below is a summary of the basic types of coatings or treatments that<br />
can be applied to lenses and what benefits are for each.<br />
TREATMENT DETAILS<br />
BENEFITS<br />
POLARISED<br />
Lenses are coated with a special,<br />
extremely thin, plastic film which filters<br />
and completely BLOCKS GLARE that<br />
is reflected from bright surfaces such as<br />
water or snow, or car windscreens.<br />
On a bright day, the strength of glare light<br />
can be 3-4 times higher than the regular<br />
light you see.<br />
1. Designed to filter and completely block<br />
reflected glare.<br />
2. Enhances colour contrast and visual<br />
acuity. Helps to relax the eye (by<br />
‘squinting’ for you).<br />
3. Eliminates eye strain, head-aches and<br />
fatigue associated with glare.<br />
4. Allows you to see outline details more<br />
sharply (rather than being fuzzy in the<br />
glare) and colours look more natural.<br />
5. Improves your ability to distinguish details<br />
at depth below the water surface.<br />
LENS COATING<br />
PHOTOCHROMATIC<br />
Lenses are laminated with chemicals (silver<br />
halides) which are activated by exposure to<br />
varying degrees of UV light at any given<br />
point in time, resulting in the lenses either<br />
darkening or lightening.<br />
1. Can be worn in all light conditions:<br />
Darken in bright sunlight to provide<br />
superior glare protection. Lighten in<br />
overcast or dull light conditions to<br />
enhance visual acuity.<br />
2. Available in both glass and<br />
polycarbonate lens materials.<br />
3. Useful when cycling or running in and<br />
out of forest where lighting intensity<br />
keeps changing.<br />
4. Useful for someone who works both<br />
indoors and outdoors.<br />
Special coating applied to prevent water<br />
or liquid from adhering to the lens.<br />
Relevant mainly to Oakley and selected<br />
brands.<br />
1. Lenses are water and sweat<br />
resistant.<br />
2. Ideal for professional sports and<br />
recreation such as cycling, running<br />
and fishing.<br />
3. Prevents lenses from fogging up with<br />
sweat or in rain.<br />
HYDROPHOBIC<br />
Optically clean, hard films are placed on<br />
the surface of a plastic lens to INCREASE<br />
their level of scratch RESISTANCE to that<br />
of CR-39.<br />
1. Prolongs the life of a pair of<br />
sunglasses with plastic lenses.<br />
2. Prevents scratch damage when placing<br />
lenses face down on hard surface or in<br />
handbag.<br />
SCRATCH RESISTANT<br />
1 2 3 4<br />
PAGE 19
TREATMENT DETAILS<br />
BENEFITS<br />
MIRROR<br />
Thin chemical (metallic oxide) coating<br />
placed over the front of regular sunglass<br />
lens surface to REFLECT any sunlight or<br />
glare that hits the lens, thereby creating the<br />
mirrored look.<br />
1. Increases glare protection by reflecting<br />
most of the intense sunlight that hints<br />
the front surface of the lens.<br />
2. Makes objects appear darker<br />
than they are, so great for bright<br />
conditions.<br />
3. Reduces eye stain from bright/<br />
glare conditions in front of wearer.<br />
LENS COATING<br />
ANTI REFLECTIVE<br />
Chemical coating placed over the back of<br />
some lenses to PREVENT the reflection<br />
of any sunlight coming in from behind,<br />
back into the wearer’s eye.<br />
1. Provides extra protection from light<br />
coming vertically from behind, that if not<br />
protected, would reflect off the back of<br />
the lens and bounce back into the wearer’s<br />
eyes.<br />
2. Identifiable by the blue tint at the<br />
back of the lens.<br />
3. Most useful on water and snow.<br />
4. Reduces eye strain by protecting<br />
wearer from bright light coming in from<br />
behind the frame.<br />
GRADIENT<br />
The upper lens is treated to provide<br />
PROTECTION from glare from the sky,<br />
while the lower lens is treated to allow for<br />
enhanced PENETRATION of light from<br />
the ground and straight ahead.<br />
1. Provides increased protection from<br />
the glare from the sky.<br />
2. Allows better penetration of light<br />
from below and straight ahead.<br />
3. Provides the double benefit of<br />
reducing eye strain when the wearer is<br />
looking up and ahead into glare, while<br />
allowing enough light for the wearer to<br />
see clearly when looking down at the<br />
ground.<br />
4. Useful for hiking, cycling or<br />
running when the wearer needs to look<br />
ahead as well as down.<br />
ULTRA VIOLET<br />
PROTECTION<br />
Ultra Violet protection is a clear treatment<br />
to the lens that acts like a sunscreen for the<br />
eye in that it stops the UV rays from<br />
penetrating the eye. (Note: Radiation from<br />
the sun consists of a broad band of many<br />
types of rays, including Ultraviolet (UV) rays.<br />
UV has a shorter wavelength and more<br />
energy than visible light rays. UV can have a<br />
harmful effect on the eyes, either<br />
immediately or cumulatively, from regular<br />
exposure over a number of years. UV is<br />
divided into three bands according to<br />
wavelength:<br />
UVA . UVB . UVC<br />
All Luxottica and <strong>Sunglass</strong> Hut sunglasses<br />
offer 100% protection from all three bands<br />
of UV Rays.<br />
1. By wearing UV protected sunglasses, the<br />
wearer can be protected from UV<br />
damage to their eyes.<br />
2. Protects eyes against damage<br />
from sun’s radiation, especially the<br />
development of cataracts.<br />
3. Acts like a ‘sunscreen’ for the eye.<br />
4. Protects against damage to the<br />
retina by UVA rays.<br />
5. Protects against discomfort and<br />
damage to the cornea from UVB rays.<br />
1 2 3 4<br />
PAGE 20
LENS: TINTS<br />
As you will have noticed light is transmitted through the lens of a pair of sunglasses. The amount of light that a specific lens allows<br />
to pass through it is called its transmission ability.<br />
In the previous section you learned that lenses can be specially coated to influence the amount of light that passes through them,<br />
ranging from a mirror coating which reflects some of the light hitting it, to a gradient lens which allows differing amounts of light<br />
to pass through, to a fully polarised coating which blocks out the glare. You also learned about photochromatic lenses which adjust<br />
to light conditions, becoming darker in bright conditions and lighter in dull or overcast conditions.<br />
The underlying principle we can observe in all of these examples is that the colour of the lens influences the extent to which it<br />
allows light to pass through it and the associated quality of visual acuity. <strong>Sunglass</strong> designers have tapped into this knowledge and<br />
now offer you and your customers a whole range of tints to choose from.<br />
While each of the colours offers unique functional benefits which we will outline for you, collectively they also allow the<br />
fashionistas to have lots of fun colour coordinating their sunglasses to match their fashion selections each season.<br />
The table below highlights the functional features and applications of each of the tints or colours. Get to know these well so that<br />
you can guide your customer on what’s best for his/her specific functional requirements.<br />
FUNCTIONAL FEATURES<br />
APPLICATION<br />
YELLOW<br />
1. Light enhancing lens mainly for overcast, darker<br />
conditions.<br />
2. Provides depth perception in low light.<br />
1. Good for rain and night use.<br />
ORANGE<br />
1. Light enhancing lens good for environments where<br />
shadow definition is required.<br />
2. Provides depth perception in changing light<br />
conditions.<br />
1. Good for mountain biking and<br />
ball sports.<br />
LENS COLOUR/TINT<br />
ROSE<br />
BROWN<br />
1. Absorbs light in foggy or grey conditions to<br />
improve contrast.<br />
2. Effectively shatters blue light; the blue light<br />
is what makes one’s vision hazy or unclear.<br />
1. Lens provides subtle enhancement of colour<br />
and contrast.<br />
2. Keeps glare factor down and heightens<br />
contrast on cloudy days.<br />
1. Provides excellent low light visibility<br />
and is good for driving.<br />
1. Good for everyday wear,<br />
especially on sunny days.<br />
GREEN<br />
1. Lens allows colour to be seen in its most natural<br />
state in varying light conditions.<br />
1. Provides true colour transmission for<br />
general use.<br />
GREY<br />
1. Lens is a neutral shade for true perception with<br />
the least colour distortion.<br />
1. Good for bright, sunny days.<br />
POLARISED<br />
BROWN<br />
1. Eliminates horizontal glare, giving superior clarity<br />
around high reflective glare environments.<br />
1. Good for everyday wear,<br />
especially on sunny days.<br />
2. Good for fresh water fishing, as it<br />
eliminates reflective glare, while the<br />
brown lens enhances the colour of the<br />
fresh water riverbed.<br />
POLARISED<br />
GREY &<br />
GREEN<br />
1. Gives superior clarity in high reflective<br />
environments.<br />
2. Gives superior colour and true eyewear<br />
protection.<br />
1. Good for snow, glacier climbing and<br />
salt - water fishing - all high glare<br />
activities, as well as every day wear in<br />
bright sunny conditions.<br />
1 2 3 4<br />
PAGE 21
LENS: BENEFITS<br />
COMMUNICATION<br />
The information notice is enclosed in Luxottica manufactured sunglass<br />
packaging and it describes the main features of the sun filters.<br />
Luxottica provides information notices in different languages. The<br />
figure below is an example of an information notice. This notice is not<br />
present in sunglass packaging not directly manufactured by Luxottica.<br />
MAKING<br />
IT REAL<br />
WHILE IT IS QUIET, REVIEW THE DIFFERENT LENS<br />
TINTS YOU HAVE IN STORE.<br />
THINK ABOUT WHAT COLOURS ARE COOL AT THE<br />
MOMENT AND NOTICE HOW THE LENS TINTS<br />
COMPLEMENT THESE FASHION COLOURS.<br />
QUIZ YOURSELF ON THE FUNCTIONAL FEATURES<br />
OF EACH OF THE COLOURS AND MAKE SURE YOU<br />
KNOW WHAT THE BENEFITS ARE OF EACH FOR<br />
THE WEARER.<br />
YOU CAN EARN HUGE CREDIBILITY IN THE EYES OF<br />
YOUR CUSTOMER IF YOU GET TO KNOW THESE<br />
BASICS WELL.<br />
1 2 3 4<br />
PAGE 22
02<br />
GET TO KNOW<br />
OUR<br />
SUNGLASS<br />
HUT BRANDS
PAGE 24
BRANDS:<br />
THE SUNGLASS HUT<br />
COLLECTION<br />
As a company, our mission is to establish <strong>Sunglass</strong> Hut as the authority and key destination for premium sunglasses. Our brand<br />
promise is that we make it easy for our customers to be in style and find their cool. You will learn more about the mission and brand<br />
later. We don’t just sell best brands: Luxottica, leads the world in the design, manufacturing and distribution of premium, luxury and<br />
sports eyewear.<br />
When it comes to sunglasses, there is no better place to shop than <strong>Sunglass</strong> Hut. We stock the hottest brands with the most<br />
innovative fashion-forward designs. Our sunglasses are cutting edge, and can be seen on the most famous entertainment and sports<br />
celebrities.<br />
1 2 3 4<br />
PAGE 25
OUR IN STORE<br />
BRANDS<br />
Luxottica owns a number of famous brands which it designs, manufactures and<br />
distributes to <strong>Sunglass</strong> Hut stores directly from Italy. These are what we call our<br />
LUXOTTICA or HOUSE BRANDS. We may not stock all of these brands at present,<br />
but it is useful to know what they are in case a Customer asks for them. The rest<br />
of the brands we stock are either LICENSED BRANDS, which are manufactured by<br />
Luxottica under a license agreement with the brand (for example, Prada),<br />
or supplied by independent suppliers. The figures below list the Luxottica house<br />
brands and Luxottica licensed brands.<br />
HOUSE<br />
BRANDS<br />
LICENSED<br />
BRANDS<br />
1 2 3 4<br />
PAGE 26<br />
This Page need to be localize.
BRANDS: HISTORY &<br />
PROFILES<br />
Now sit back, relax and prepare yourself for an amazing journey of<br />
discovery through our unique collection of prestigious brands: from<br />
the facts that determined the history of the brands, to the ideas and<br />
values behind the brands.<br />
Some history…<br />
1884: Sotirio Bulgari, part of ancient family of Greek silversmiths, opened his first shop in Sistina in Rome.<br />
1905: He started the shop in Via Condotti, which today is still Bulgari’s flagship store.<br />
1934: The enlarged and refurbished new store in Via Condotti was opened. Gradually Sotirio left the business in the<br />
hands of his two sons, who focused on precious stones and jewels.<br />
1950s: Bulgari moved away from the strict disciplines of the dominant French school to create its own unique style. In<br />
the meantime, Bulgari became the favourite shop of Hollywood stars the La Dolce Vita era.<br />
1970s: Bulgari’s international expansion began thanks to the opening of its first overseas store in New York followed by<br />
others in Paris, Geneva, and Montecarlo.<br />
Today: Bulgari has more than 41 Companies in 24 countries with 3815 employees and a qualified and international<br />
distribution network of 295 stores, of which 174 are owned, operating through the travel retail and domestic channel<br />
and located in the most exclusive shopping areas in the world.<br />
The brand profile<br />
The Bulgari name is synonymous with elegance, and also with a family, a history, and a unique set of cultural values<br />
that embrace classical Greece and Rome, the Renaissance, and the Baroque. The history of Bulgari is distinguished by:<br />
- The magnificence of large, exceptionally rare gems<br />
- The ability to harmonize the classical with the contemporary<br />
- An unmistakable creative sensibility that transcends time and passing trends<br />
BULGARI IS EXCLUSIVE,<br />
MODERN, PRECIOUS<br />
AND CONTEMPORARY<br />
BUT BEYOND THE<br />
FASHION TRENDS...<br />
INNOVATIVE IN A<br />
UNIQUE WAY.<br />
1 2 3 4<br />
PAGE 27
Some history…<br />
1837: On September 18, Charles Lewis Tiffany John B. Young establishes Tiffany a stationary and fancy goods<br />
emporium, at 259 Broadway in New York City. Soon after Tiffany & Co was founded in 1837, a distinctive shade of blue<br />
was chosen to symbolize the company’s renowned reputation for quality and craftsmanship.<br />
1886: Tiffany introduces the now famous, ‘Tiffany Setting.’ This 6-prong diamond solitaire engagement ring, celebrated<br />
the world over, and maximizes the diamond’s beauty by raising it from the band into the light.<br />
1968: First lady Mrs. Lyndon Bains Johanson commissions Tiffany to design a White House China service. The design<br />
features ninety American flowers.<br />
2007: Tiffany unveils Tiffany Novo, a brilliant cushion-cut creation with spirit, fire and style.<br />
Today: Tiffany is America’s house of design and one of the world’s premier jewellers. Nowadays there are more<br />
than 172 directly operated stores and boutiques worldwide. Today, objects from Tiffany are treasured by great museums,<br />
stylish men and women and discerning collections everywhere.<br />
The brand profile<br />
Throughout the 20th century, Tiffany’s designs have captured the essence of the New York lifestyle and its many facets. From<br />
the eras of cool jazz and swing to those of post-war simplicity and harmony, Tiffany was there from every champagne toast to<br />
every “I do.”<br />
Tiffany was even celebrated by the emerging popular culture of the 1950s and beyond, in books, Broadway shows, music, and in<br />
the iconic film Breakfast at Tiffany’s. While the years saw countless trends appear and vanish, Tiffany remained a timeless<br />
symbol of elegance and refinement.<br />
IN ESSENCE,<br />
THE USA’S HOUSE OF<br />
DESIGN, TIFFANY, IS A<br />
FEMININE ADORED<br />
JEWELLERY, A BRAND<br />
OF SIMPLE ELEGANCE.<br />
1 2 3 4<br />
PAGE 28
Some history…<br />
1910: Born in 1883, Gabrielle Chanel opens her first store on Rue Cambon in Paris.<br />
1939: Coco Chanel closes her design house during World War II, stating that “now is not the<br />
time for fashion.” For the next 15 years, she produces no new designs.<br />
1954: Coco Chanel triumphantly reopens her design house at the age of 71.<br />
1965: <strong>Sunglass</strong>es are introduced for the first time.<br />
1971: Coco Chanel passes away at the age of 87. She lived to see her namesake become<br />
the most recognized fashion brand in the world.<br />
1980s: Karl Lagerfeld becomes the CHANEL Fashion Artistic Director. He designs and shoots<br />
all Haute Couture, ready-to-wear, and accessories collections. Moreover, the High<br />
Jewellery and Watch collections are launched.<br />
2000: Launch of luxury eyewear and sunglasses. The House of Chanel sought to expand its<br />
accessory to a larger audience. It found in Luxottica a partner that could seamlessly portray<br />
the values and heritage of the Chanel brand and use only the finest quality materials and<br />
processes to create eyewear and sunwear worthy of the name Chanel.<br />
Today: The House of Chanel is a living testament to Coco Chanel and everything she believed<br />
fashion should be. Since 1983, Karl Lagerfeld reinvents the iconic style left by Coco.<br />
The brand profile<br />
Like everything Chanel, the sunwear collection comprises iconic products that surpass the movements of time and<br />
fashion. The Chanel products reflect each of the different symbols of Chanel, each having its own style and expressing<br />
the values of the brand. The difference and uniqueness of CHANEL sunglasses is made of 3 elements:<br />
1. The power of the brand:<br />
The CHANEL name carried by the sunglasses evokes luxury and uniqueness across the world. An ultimate image<br />
constantly nourished, thanks to intensive creation and communication activity.<br />
2. A unique style recognized around the world:<br />
CHANEL symbols are immediately recognized around the world.<br />
3. A high level of quality:<br />
The epitome of ultimate luxury, CHANEL uses sophisticated technology.<br />
IN A FEW WORDS,<br />
CHANEL IS….LUXURY,<br />
LASTING HERITAGE,<br />
MINIMALISM,<br />
CREATIVITY, AND<br />
MODERNITY.<br />
1 2 3 4<br />
PAGE 29
Some history…<br />
1913: The Prada brand dates back to the beginning of the last century. In 1913,<br />
Mario Prada opened a luxury store in the Galleria Vittorio Emanuele II in<br />
Milan, selling leather handbags, travelling trunks, leather accessories and<br />
beauty cases, luxury accessories and articles of value. Thanks to its exclusively<br />
designed goods, handcrafted using fine materials and sophisticated<br />
techniques, Prada rapidly became a point of reference for European<br />
aristocracy and the most elegant members of the haute-bourgeoisie in<br />
Europe.<br />
1919: In 1919, Prada became an official supplier to the Italian Royal Family. Over the years, the Prada name gained<br />
increasing renown and prestige.<br />
1979: Miuccia Prada, the granddaughter of Mario Prada, took over the family business bringing it to a new direction.<br />
1980: In 1983, the Prada family opened a second store in the prestigious Via della Spiga in Milan. The new store<br />
showcased the new brand image as it blended traditional elements with a modern architectural setting and would<br />
represent a revolution and a benchmark for luxury retail. From 1986, new stores were opened in New York and<br />
Madrid, followed by London, Paris and Tokyo. Then, in 1989, Miuccia Prada’s women wear was launched.<br />
1997: Launch of the Prada Linea Rossa brand. Prada Linea Rossa is the active and lifestyle line of Prada, where the<br />
distinctive qualities of the world of sports are reshaped into an everyday casual style.<br />
Today: The Prada Group is one of the world’s leaders in the design, production and distribution of luxury<br />
handbags, leather goods, footwear, ready-to-wear apparel, accessories, eyewear and fragrances. The Group owns some<br />
of the most prestigious international brands: Prada, Miu Miu, Car Shoe and Church’s. The Group operates in 70<br />
countries.<br />
The brand profile<br />
Sophisticated, elegant and refined, Prada products are recognizable by strong identity, unmistakable style, contemporary<br />
luxury with unique detailing and quality construction. We also find such characteristics in the eyewear, in both the<br />
prescription and sun collections.<br />
There is also a series of models specially designed for leisure, identified by the unequivocal red line, a mark now seen as a guarantee<br />
that the product reconciles the two sides of a person, active and leisure, in a Prada Linea Rossa life-style proposal. The Prada Linea<br />
Rossa brand is historically bound to the Luna Rossa sailing regattas in the Louis Vuitton Pacific Series and the America’s Cup, as<br />
well as to the leading ski schools in the exclusive winter resort towns of St. Moritz, Gstaad, Megève, Selva Gardena, and Cortina.<br />
As such, Prada Linea Rossa’s eclectic collection is manufactured with the most innovative materials, designed for young, dynamic,<br />
and fashion-conscious men.<br />
Total quality as point of departure, constant innovation without abandoning tradition, searching and<br />
selection of materials combined with impeccable manufacturing are the product characteristics of<br />
Prada, an icon of “Made in Italy”.<br />
1 2 3 4<br />
PRADA IS…<br />
CONTEMPORARY,<br />
LUXURY, CLASSIC<br />
WITH MODERN<br />
TWIST,<br />
INNOVATIVE ITALIAN.
Some history…<br />
1985: Dolce & Gabbana was founded in Milan by partners Domenico Dolce<br />
and Stefano Gabbana.<br />
1987: First showroom opens in Milan.<br />
1990: First showing of menswear collection.<br />
1999: Signature line is split into White Label and Black Label.<br />
Today: The brand is present in 40 countries worldwide with a network<br />
of 251 mono-brand stores. The continuous development and consolidation of the Group at global level are<br />
ensured by coordinated management of the distribution policies, which combines the strategic vision of the<br />
headquarters in Milan with a widespread presence across the territory, through its branches in New York, Tokyo<br />
and Hong Kong.<br />
The brand profile<br />
This brand is known for high glamour with a bohemian undertone. Dolce & Gabbana are two<br />
young designers who…<br />
Know how to “make a flag” out of their Italian character;<br />
Know how to interpret and impose sensual and unique style world-wide;<br />
Address themselves to young people who draw inspiration from them;<br />
Are adored by the Hollywood stars who have made the duo their favorites;<br />
Dress all of the rock stars of the moment, who have elected them as their unquestionable<br />
leaders (e.g. Madonna, Monica Bellucci, Isabella Rossellini, Kylie Minogue, and Angelina<br />
Jolie, among many others).<br />
Dolce & Gabbana style expresses new forms of elegance and creativity. It’s not easy to capture the Dolce & Gabbana universe<br />
within a definition. Dolce & Gabbana is a world made up of sensations, traditions, culture and a Mediterranean nature. The designs<br />
are super sexy incorporating animal prints, crystal details and lots of black. Domenico Dolce and Stefano Gabbana have made a<br />
trademark of their surnames known throughout the world, easily recognizable thanks to their glamour and great versatility.<br />
DOLCE & GABBANA IS<br />
LUXURY, AUTHENTIC<br />
AND<br />
UNCONVENTIONAL.<br />
1 2 3 4<br />
PAGE 31
Some history…<br />
1917: Persol was founded in Turin, Italy, by Giuseppe Ratti. The<br />
sunglasses and lenses were designed for aviators and sport athletes.<br />
1930-50s:<br />
1950-70s:<br />
The consolidation, Persol launches a collection specifically for<br />
the sun, with the first-ever flexible temple, the Meflecto System.<br />
The Italian icon: Model 649, a symbol of the Dolce Vita, started<br />
Persol’s on-going love story with the movie world, thanks to the<br />
endorsement of some absolute icons of glamour and style, such as<br />
Marcello Mastroianni and Steve McQueen.<br />
1990s: In the early 1990s Persol’s female image was entrusted to Italian<br />
actress Ornella Muti, for whom Persol purposely created a pair of<br />
incredibly popular glasses (the elegant 830 model), and then in<br />
1993-94 with super model, Carol Alt. She too was dedicated a<br />
personalised model (the Carol 853 model).<br />
1995: Luxottica acquires the Persol trademark, retaining its tradition and<br />
vocation for “Made in Italy” quality.<br />
2000s: Persol has, from time to time, entrusted its public image to<br />
some exceptional figures: from the aforementioned Ornella<br />
Muti, Jean Alesi and Carol Alt to the extraordinary actress<br />
Maria Grazia Cucinotta, footballer Alessandro Del Piero (promoter in 1998-99) and footballer Filippo Inzaghi<br />
(promoter in 2004). These personalities have shown their preference for the Persol legend and interpreted its<br />
style and character with elegance and originality.<br />
Today:<br />
Persol is one the most important brand names on the worldwide eyewear scene. Indeed, Luxottica continues to make<br />
Persol glasses in the historical factory in Lauriano (Turin) where still today they are made with the same care and<br />
attention they have always received.<br />
The brand profile<br />
Persol is synonymous with sophistication and refined taste and its trademarks are classic design, crystal glass lenses, the silver arrow<br />
detail and the meflecto temple, a technical feature that makes the temples comfortable and flexible.<br />
Over the years many famous personalities have chosen Persol and its quality, becoming spontaneous promoters of the brand name:<br />
top sportspeople, leading figures in international business and, above all, undisputed celebrities from the world of cinema, a<br />
privileged sector for Persol. Persol glasses have been worn by great names in international cinema, who have chosen the Italian<br />
sunglasses par excellence not only on set but also in their day-to-day life. Persol’s long “filmography” began in the 1960s and<br />
continues to grow, marking a truly special and magical love story with the movie industry. Persol stars appeared in movies such as<br />
“James Bond”, “Oceans 12”, and “The Thomas Crowne Affair”.<br />
With its evocative name,<br />
signifying “for sun”, it<br />
is the proud heir to a culture of<br />
excellence and craftsmanship, a<br />
perfect alchemy of aesthetics and<br />
technology, for an irresistible<br />
appeal of timeless design.<br />
PERSOL IS…<br />
HANDCRAFTED,<br />
DISTINCTLY ITALIAN,<br />
TIMELESS, UNDERSTATED<br />
& REFINED, ELEGANCE.<br />
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PAGE 32
Some history…<br />
1978: The Gianni Versace Company was founded by Gianni Versace and his brother Santo<br />
and later that year, the fi rst Gianni Versace collection for women was shown in Milan.<br />
Gianni’s bold creative genius consistently united high art and contemporary culture and it<br />
also earned him international praise. Over the years, the brand has become a favourite<br />
among celebrities, rock stars and super models.<br />
1993: Donatella Versace entered the company.<br />
1997: Gianni Versace unexpectedly died and his sister took over as chief designer for the<br />
Company. Having previously collaborated with Gianni to create the brand’s famous<br />
advertising campaigns, and being a talented designer herself, Donatella was the perfect<br />
successor to keep the brand’s spirit alive.<br />
Today: Versace is a leading international fashion design house that has become a symbol of<br />
Italian luxury world-wide. The brand produces iconic styles in both its clothing (Versace<br />
Atelier – Couture and Versace Prêt-à-Porter collections) and accessory lines.<br />
Jewellery, watches, eyewear, fragrances and home furnishings all bear the distinctive<br />
Medusa-head logo that has been Versace’s signature from the start.<br />
The brand profi le<br />
The Versace vision is what makes the Versace name world famous. It is centred on the idea of a<br />
world of fashion, glamour and sensuality. Gianni Versace was essentially the architect of modern<br />
fashion’s place in popular culture. He redefi ned what a fashion house was by combining fashion<br />
with rock ‘n’ roll, art, celebrity, theatre, and ballet. PRIMARY BRAND ASSOCIATIONS are<br />
those that focus on Versace as a fashion brand:<br />
FASHION – Versace is primarily a fashion brand. Other activities (the sale of accessories,<br />
interiors, etc.), whatever their fi nancial contributions to the business, all derive from the<br />
house’s fame as a fashion label.<br />
GLAMOUR – Versace is world famous for making glamorous clothes, and has a strong<br />
association with red carpet events.<br />
SEXINESS – Versace is renowned for making sexy clothing, and is associated with dressing<br />
the world’s most beautiful and sensual women.<br />
SECONDARY BRAND ASSOCIATIONS - those that focus on Versace as it pertains to the arts<br />
and humanity, inspired by Versace as a fashion brand:<br />
ITALY, CELEBRITIES, SUPERMODELS, PHOTOGRAPHY, MUSIC, ART, THEATRE &OPERA, QUALITY,<br />
PHILANTROPHY.<br />
VERSACE EVOKES…<br />
SEDUCTION,<br />
MODERNITY,<br />
CREATIVITY AND<br />
LUXURY.<br />
“Versace has always been about<br />
glamour and sexiness. I do not know a<br />
woman who does not wish to look<br />
more glamorous and more sensual.”<br />
- Donatella Versace.<br />
1 2 3 4<br />
PAGE 33
Some history…<br />
1856: 21-year-old Thomas Burberry opens a small outfitters shop in Hampshire,<br />
England.<br />
1870: Customers arrive from far and wide, including sportsmen and women. The<br />
product offering grows, and the store becomes known as an ‘emporium.’ Burberry is<br />
constantly looking for new, innovative ways of improving durability and performance<br />
of clothing designs.<br />
1909: The equestrian knight logo emerges. This is Burberry’s first corporate emblem.<br />
The logo represents:<br />
1. Integrity (honour, chivalry of the knight);<br />
2. Protection (the armour refers to Burberry’s outerwear garments);<br />
3. Innovation (Prorsum, meaning ‘forward’ in Latin).<br />
1924: The Burberry check is introduced. The check pattern in black, white, camel, and<br />
red is introduced as a lining in Burberry raincoats, and stays as a lining for 40 years.<br />
Later it becomes a status symbol—a mark of quality and exclusivity.<br />
Today: A worldwide luxury brand, with a distinctive British sensibility, strong international recognition, and differentiating brand values.<br />
The brand profile<br />
Founded in 1856, Burberry today remains quintessentially British, with outerwear at its core. Burberry is a luxury brand with a<br />
distinctive British feel and strong international recognition – known for its quality and style. Burberry is the creator of design icons<br />
such as the trench coat, Burberry check and the equestrian logo. These icons are reflected in the sunglass range.<br />
BURBERRY STANDS FOR:<br />
BRITISHNESS - UNASSUMING<br />
AND UNDERSTATED, GLOBALLY<br />
CONSISTENT,<br />
YET LOCALLY APPROPRIATE,<br />
TIMELESSNESS,<br />
FUNCTIONALITY, ICONIC, RICH<br />
HERITAGE, CRAFTSMANSHIP,<br />
BROAD CONSUMER APPEAL,<br />
UNISEX,<br />
CROSS-GENERATIONAL.<br />
1 2 3 4<br />
PAGE 34
Some history…<br />
1973: The female Vogue Eyewear brand is founded and takes inspiration from the<br />
prestigious Vogue fashion magazine, ‘’En Vogue’’ is French for ‘‘In line with trends’’.<br />
1990: Vogue Eyewear becomes part of the Luxottica portfolio and achieves huge success,<br />
through the fashionable and feminine designs, high quality and affordable pricing.<br />
2000s: Models and stars such as Gisele Bundchen (2007), Kate Moss (2011), and Jude<br />
Law (2012) became face of Vogue Eyewear Campaign.<br />
Today: Vogue Eyewear is Luxottica’s second bestselling brand globally and is available all<br />
over the world.<br />
The brand profile<br />
Vogue Eyewear takes their design inspiration from the high end luxury eyewear brands and<br />
provides ‘the designer look without the designer price tag’. Vogue offers accessible fashion.<br />
Vogue customers want to personalize their look while still following the latest trends. With cool<br />
colour combinations, glamorous details, original & fun textures, and trendy shapes, Vogue makes<br />
it easy for customers to play with their style and create different looks.<br />
Vogue is for fashion lovers looking to make smart, trendy choices that represent who they are, not<br />
who they’re supposed to be. With Vogue you get quality, stylish eyewear that looks hot at an<br />
affordable price.<br />
Vogue Eyewear enables modern women to live life à la mode. It’s about enjoying fashion for what it<br />
is: always changing, fun, and never serious. Being ‘in Vogue’ is about what’s in fashion now; not two<br />
years from now. Vogue Eyewear loves fashion and always has an opinion about the latest styles and<br />
trends.<br />
VOGUE IS…<br />
PLAYFUL, YOUNG,<br />
DYNAMIC, GLAMOROUS,<br />
SEXY, AND ACCESSIBLE.<br />
1 2 3 4<br />
PAGE 35
Some history…<br />
1989: Launch of DKNY.<br />
1993: Launch of DKNY Shoes, Men’s line, and Optical.<br />
1999: Opening of DKNY flagship store on Madison Avenue; launch of DKNY Underwear, Kids, and Pure.<br />
2007: Signature line is split into White Label and Black Label.<br />
2013: Launch of DKNY kids.<br />
The brand profile<br />
DKNY is the energy of New York City…. sleek, metropolitan, fun, and fast. DKNY is the perfect mix of style and value.<br />
Donna Karan founded her company in 1984. Her strategy, “To design modern clothes for modern people, based on<br />
seven easy pieces” that mix and match for a day-into-evening wardrobe. DKNY is about sophisticated, urban style that<br />
works all over the world. It’s about personal expression.<br />
DKNY Connects…<br />
Fantasy and Function<br />
Modern and Classic<br />
Innocence and Wisdom<br />
New York and the World<br />
Art and Technology Male and Female<br />
Day and Night<br />
Fit and Fashion Luxury and Value<br />
Classic and a Twist<br />
Donna Karan New York, and its fast-fashion counterpart DKNY, speak to an international lifestyle, as represented by New<br />
York City, where it all began….<br />
DKNY IS…<br />
ENERGY,<br />
COSMOPOLITAN,<br />
AFFORDABLE, CLASSIC &<br />
MODERN DESIGN.<br />
1 2 3 4<br />
PAGE 36
Some history…<br />
1930: The Ray-Ban brand is launched. Protecting the modern<br />
heroes of the era was the goal that triggered the<br />
beginning of Ray-Ban’s adventure.<br />
1940: US Air Force encourages Ray-Ban’s research and<br />
testing activities. During this period Gradient lenses<br />
were created.<br />
1950: Colour and sparkle were introduced to the brand.<br />
1960: Ray-Ban was the brand to wear at every occasion.<br />
1970: The Ambermatic lenses were introduced and were worn<br />
under any light condition.<br />
1980: 3 styles were introduced: the bold shape of wings, the<br />
predecessors of contemporary half-frame, and the<br />
leather & colours.<br />
1990: The range was divided into 3 segments: the “Classic”,<br />
the “Contemporary”, the “Progressive”.<br />
1999: Ray-Ban joins Luxottica’s brand portfolio.<br />
2007: “Never Hide” Campaign launched. Comprised of a film<br />
and a series of situations for print media, outdoor and<br />
Internet. Having the courage to express your true self,<br />
your thoughts and your personality genuinely, to stay<br />
faithful to the values of authenticity and uniqueness.<br />
2012: 75 year of legend.<br />
2014: Ray-Ban reaches 36million consumers.<br />
The brand profile<br />
Worn by countless movie and show business celebrities since day one, Ray-Ban’s sunglasses are by far the best-selling sunglasses<br />
in the world. Characterized by high quality lenses and materials as well as clean-cut, never excessive design and style, these<br />
sunglasses are suited to the different facial features of people all over the world. It has long been at the cutting edge of<br />
technology being the first brand to introduce tempered glass lenses. They are made in Italy.<br />
RAY-BAN IS…<br />
AUTHENTIC, TIMELESS,<br />
ICONOCLASTIC,COURAGEO<br />
US, QUALITY AND<br />
FUNCTIONS. IN ESSENCE,<br />
IT’S NOT JUST A SUNGLASS,<br />
IT’S A RAY-BAN.<br />
1 2 3 4<br />
PAGE 37
Some history…<br />
1975: Jim Jannard decides to start his own company and loaned $300. He<br />
names the company after his dog, Oakley. He designes a Hydrophilic handle<br />
grip for motor cross bikes. Hydrophilic means that it “likes water”. When it<br />
gets wet, the rubber doesn’t become slippery, so the hands do not slip off the<br />
grips. This rubber material was called “Unobtanium” and was originally sold<br />
out of the boot of Jim Jannard’s car.<br />
1984: Oakley revolutionized the sunglass industry with the Eyeshades® – a<br />
high-wrap solution providing greater sun protection from all angles.<br />
1991: Oakley developed the technology to fit prescription lenses in high-wrap<br />
frames for active environments.<br />
2006: Made specifically for women’s needs, the Oakley Women’s eyewear<br />
collection balances comfort, fit and style.<br />
Today: Oakley blends science and art to redefine product categories by rejecting the constraints of conventional ideas. The company is<br />
recognized as one of the most coveted brands in performance technology and fashion. Oakley icon is embraced by the global<br />
culture of sport competitors who define their own lifestyle -the world- class athletes who exceed the limits of possibility. In its<br />
devotion to these athletes, Oakley does the same.<br />
The brand profile<br />
Oakley Inc. is a sport and lifestyle brand, driven to ignite the imagination through the fusion of art and science. The essence of the<br />
brand is communicated through hundreds of professional and amateur athletes who depend on Oakley products to provide them<br />
with the best and going beyond limits.<br />
The company manufactures and distributes high performance sunglasses, prescription lenses, frames, googles, apparel, footwear,<br />
and accessories.<br />
The way Oakley makes products is the way we approach life: by challenging rules, because it takes a bit of lawlessness<br />
to unleash creativity. That’s the kind of environment that delivers the unexpected:<br />
. Elevate physics to an art form.<br />
. Oakley invents products for leaders, innovators and risk takers.<br />
. Earning the respect of the world’s best athletes.<br />
. Oakley innovates and creates. We never follow.<br />
. Oakley consistently outpaces, outmanoeuvres, and outperforms the competition.<br />
OAKLEY SYMBOLISES…<br />
INNOVATION, HIGH<br />
PERFORMANCE,<br />
REDEFINITION OF<br />
LIMITS, UNEXPECTED<br />
DELIVERY.<br />
1 2 3 4<br />
PAGE 38
Some history…<br />
1992: Arnette was created in the humble<br />
surroundings of a one-car garage in Orange<br />
County in California on the principle that doing<br />
things your own way and having a lot of fun<br />
doing it - is not only the right way, it’s the only<br />
way. Its roots have grown from its core board<br />
sports market to snow, surf and skate.<br />
Today: Arnette glasses are made in Italy. They are<br />
injection moulded propionate or Monel metal<br />
frames with polycarbonate lenses. It is a brand<br />
leader in street fashion and sport eyewear.<br />
The brand profile<br />
Born during the glory days of action sports and found on today’s most influential athletes, Arnette shades are a thing of legend.<br />
Each pair is meticulously designed with the highest quality materials, providing light weight wearability for unmatched comfort and<br />
style.<br />
The Arnette family is made up of an eclectic group of personalities from the Surf, Skate, Snow, MX, BMX, Wake and Music<br />
communities. They are the chosen ones - The local heroes, legends in the making, style masters, pioneers and creators. They<br />
represent the soul of their chosen profession. Their persona is as big as their skill. They are driven, blazing their own trails. Never<br />
following the pack, and no matter what, having fun.<br />
ARNETTE IS…<br />
SPORT LIFESTYLE,<br />
YOUNG,<br />
ADRENALINE &<br />
FREEDOM.<br />
1 2 3 4<br />
PAGE 39
Some history…<br />
1979: Miuccia Prada, Mario Prada’s Granddaughter assumes responsibility for the Prada company.<br />
1992: Launch of the Miu Miu SS Woman collection. Named after Ms. Miuccia Prada, Miu Miu was created as a brand with an<br />
autonomous identity from Prada and has since evolved into one of the leading high fashion brands in the world.<br />
1993: First boutique opening (Milan).<br />
1999: First boutique opening in US and Japan.<br />
2003: Launch of Luxottica Miu Miu eyewear collection.<br />
2006: First Miu Miu show in Paris and new store concept openings (mirrors, gold damask walls and curtains, beige carpets).<br />
2008: First Miu Miu show in Asia.<br />
2011: New Miu Miu eyewear collection.<br />
2015: Miu Miu is set to launch its first fragrance. This is the first time that Miu Miu has expanded outside the fashion and<br />
accessories markets.<br />
The brand profile<br />
From its inception in 1993 Miu Miu was a private territory of expression and a creative playground, fittingly christened with Miuccia<br />
Prada’s family nickname. At a time when Prada was at its most minimalist, Miu Miu offered a counterpoint: a sensual, rebellious take<br />
on dressing-up. Early shows were staged in New York, London and Milan, but the world of Miu Miu crystalized when the label first<br />
showed in Paris in 2006. Embracing both couture savoir-faire and refined experimentalism, Miu Miu explores fashion as a rarefied<br />
form, giving elegance and sophistication a new and twisted meaning. Diverse inspirations, playing on masculine and feminine, historic<br />
references and a jilted modernity come together unexpectedly.<br />
MIU MIU IS…<br />
PLAYFUL,<br />
PROVOCATIVE,<br />
CONTEMPORARY,<br />
ELEGANT AND<br />
SMOOTH.<br />
1 2 3 4<br />
PAGE 40
Some history…<br />
1986: Oliver Peoples, Los Angeles. First Oliver Peoples<br />
boutique opens in West Hollywood, CA on the iconic<br />
Sunset Blvd., selling authentic, unworn vintage frames<br />
purchased from an<br />
estate auction.<br />
1987: German Manner Vogue Cover. Larry Leight<br />
designs a special frame for Andy Warhol to wear for<br />
Vogue’s cover shoot.<br />
1988: "Working Opticians". Oliver Peoples designs<br />
and creates, in-house, the first advertising campaign,<br />
featuring its own staff of<br />
real opticians.<br />
1989: First Oliver Peoples international gallery opens in Tokyo, Japan.<br />
1994: Oliver Peoples enters a licensing agreement with famed British clothing designer Sir Paul Smith<br />
to design Paul Smith Spectacles.<br />
1997: Oliver Peoples’ first optical department opens in prestigious shoppingd estination Neiman Marcus, Beverly Hills.<br />
2001: Oliver Peoples begins to market its own CDs. Oliver Peoples launches www.oliverpeoples.com.<br />
2003: Oliver Peoples introduces VFX to the market: its own exclusive, technologically-advanced<br />
Polarised and gradient Photochromic mineral glass lenses in custom colours.<br />
2004: Mosley Tribes, a unisex sunglass brand by the same design and marketing team<br />
as Oliver Peoples, fuses the knowledge and aesthetic of Oliver Peoples with visionaries from the active lifestyle and<br />
sports performance worlds.<br />
2011: Oliver Peoples aligns with acclaimed photographer and aspiring director, Lisa Eisner, to create its 2011 campaign.<br />
The brand profile<br />
Oliver Peoples was founded in 1987 with the opening of its first boutique and subsequent launch of the original collection. From the<br />
beginning, Oliver Peoples had a passion for superior product, a distinctive culture rooted in California, and an obsession with service.<br />
These core values have remained at the foundation of the brand and endure today. Through an authentic and consistent voice, Oliver<br />
Peoples has never relied on a logo but instead on fostering relationships with like-minded consumers who appreciate and respect our<br />
approach.<br />
"Our vision was to design an<br />
original and authentic<br />
collection of eyewear,<br />
utilize innovative marketing<br />
strategies, and create a<br />
unique retail experience in<br />
our own gallery"<br />
Larry Leight<br />
1 2 3 4<br />
PAGE 41
Some history…<br />
1967: Polo established with ties and menswear.<br />
1970: Women’s shirts; Polo Player emblem first used on shirt cuffs.<br />
1971: The Polo store in Beverly Hills opens in 1971, making Ralph Lauren. All Polo was made in the USA and Canada until then.<br />
1972: The knit Polo shirt appeared.<br />
1974: Ralph Lauren designs the men’s costumes for Jack Clayton’s movie, The Great Gatsby, starring Robert Redford<br />
and Mia Farrow.<br />
1978: The Prairie look.<br />
1979: Polo Western.<br />
1981: Santa Fe collection.<br />
1991: Lauren began licensing; Polo Player dropped from women’s wear label.<br />
1993: Polo Sport<br />
2005: Opening of the first designer eyewear store in New York.<br />
Today: Polo Ralph Lauren continues to combine East Coast Ivy League casual style with classic English refinement.<br />
The brand profile<br />
The Ralph Lauren group represents timeless fashion, with an essence that evokes the American Aristocratic spirit. The key<br />
differentiators that define Ralph Lauren collections range from heritage to Hollywood, countryside to cityscapes. In its elegance and<br />
sophistication, Ralph Lauren defines a glamourous and classic style for men and women.<br />
POLO RALPH<br />
LAUREN IS…<br />
TIMELESS AND<br />
AUTHENTIC,<br />
EASY, ENERGETIC,<br />
YOUNG AND<br />
COOL.<br />
1 2 3 4<br />
PAGE 42
Some history…<br />
1967: Ralph Lauren starts a necktie line under the label Polo.<br />
1971: The Polo store in Beverly Hills opens in 1971, making Ralph Lauren. Launch of Ralph Lauren Womenswear.<br />
1972: Introduces the iconic polo men shirt with signature Polo Player.<br />
1978: Introduces Ralph Lauren Childrenswear, along with Men's and Women's fragrances.<br />
1981: <strong>Become</strong>s the first American designer to open a European boutique.<br />
1993: Launches the vintage-inspired RRl brand, named for his Double RL Ranch.<br />
2000: Launches RalphLauren.com.<br />
2012: <strong>Become</strong>s Official Outfitters of the .U.S. Olympic and Paralympic game.<br />
2014: First Polo Flagship store open at 711 Fifth Avenue in New York.<br />
The brand profile<br />
The Ralph Lauren group represents timeless fashion, with an essence that evokes the American Aristocratic spirit. The key<br />
differentiators that define Ralph Lauren collections range from heritage to Hollywood, countryside to cityscapes. In its elegance and<br />
sophistication, Ralph Lauren defines a glamourous and classic style for men and women.<br />
RALPH LAUREN IS…<br />
CLASSIC, ELEGANT,<br />
GLAMOUR,<br />
SOPHISTICATED.<br />
1 2 3 4<br />
PAGE 43
Some history…<br />
1934: Giorgio Armani born.<br />
1954: Giorgio Armani got his first job in fashion doing window displays at La Rinascente in Milan. He moved up through<br />
the ranks and eventually became a buyer for the company.<br />
1964: Started designing at Nino Cerruti.<br />
1970: Armani began a freelance design business, where he designed various lines, including two menswear collections<br />
for Ungaro.<br />
1974: Armani started his own label for men in, and a year later, he started his women’s line.<br />
1980: Armani became a household name with the release of the movie American Gigolo, in which he had designed the<br />
clothes for Richard Gere.<br />
1981: Emporio Armani, a younger and less expensive line, was launched in Milan.<br />
1988: Giorgio Armani launch an eyewear collection with Luxottica as first luxury license brand<br />
1991: The first A/X, Armani Exchange was opened in NYC.<br />
1997: Armani Collezioni, a tailored line, was launched.<br />
2005: Armani started a couture line, Giorgio Armani Privè. Armani is known for his refined tailoring and sophisticated evening wear.<br />
2010: The first Armani Hotel opens in Dubai.<br />
2011: The second Armani Hotel opens in Milan. E-commerce websites launch for all of the Armani lines.<br />
2012: EA7 is the official sponsor of Italian team during the Olympic and Paralympics Games of London.<br />
The brand profile<br />
The World of Armani DNA<br />
• Highly recognizable style.<br />
• Influences and interprets changing lifestyles.<br />
• Innovative, but timeless and consistent.<br />
• Elegant, outward expression of the normality of<br />
sophistication.<br />
• Simplicity, sobriety of beauty.<br />
• Changes how men and women dress without being unisex.<br />
• No clichés, no shock values.<br />
• Not about turning heads, about leaving a lasting impression.<br />
“This is my most elaborately articulated fashion statement. My signature tailored clothing, dresses, sportswear, eveningwear and<br />
accessories, and made from the world’s most exquisite fabrics and produced to the highest standards of quality.”<br />
1 2 3 4<br />
GIORGIO ARMANI IS…<br />
SARTORIAL<br />
INNOVATION,<br />
MINIMAL STYLE,<br />
SMOOTH LINES,<br />
RIGOROUS ELEGANCE,<br />
REFINED INFORMAL<br />
STYLE.<br />
PAGE 44
Some history…<br />
1941: The Company is founded as a family-run workshop, making<br />
small leather goods in Manhattan.<br />
1946: Miles Cahn joins the company.<br />
1950: Cahn begins running the factory for its owners.<br />
1960: The Coach brand of sturdy cowhide purses is introduced and becomes the<br />
company's signature, luxury trademark.<br />
1961: Cahn and his wife, Lillian, buy out the factory's owners.<br />
Late 1970s/Early 1980s: Company begins a mail-order business and opens its first specialty stores.<br />
1985: The Cahn’s sell Coach to Sara Lee Corporation for approximately $30 million; Sara Lee begins expanding<br />
Coach's product line and its channels of distribution.<br />
1988: The Company begins international push, opening boutiques in England and Japan.<br />
1989: Sales reach $100 million, five times the level of 1985.<br />
1992: The product line is expanded to include outerwear and luggage.<br />
1997: The Company enters into its first licensing agreement, a deal with Movado Group for a line of Coach watches.<br />
1999: The Company enters the e-commerce realm with the launch of coach.com.<br />
2000: Sara Lee sells 17 percent of the newly named Coach, Inc. to the public through an IPO.<br />
2001: Sara Lee spins off its remaining interest in Coach to Sara Lee shareholders.<br />
The brand profile<br />
Coach, Inc. is an American luxury leather goods company that got its start manufacturing small leather goods. Coach is known for<br />
ladies' handbags as well as items such as luggage, briefcases, wallets and other accessories.<br />
Coach maintains the highest standards for materials and workmanship. An exceptional workforce remains committed to upholding the<br />
quality and integrity that define the company. The prominence of the Coach brand is attributed to unique American attitude and<br />
design, the heritage of fine leather goods and custom fabrics, superior quality and durability, and commitment to customer service.<br />
During the last decade, Coach has emerged as America’s preeminent designer, producer, and marketer of fine accessories and gifts<br />
for women and men, including handbags, small leather goods, business cases, travel accessories, outerwear, jewellery, and fragrances.<br />
Continued development of new categories has further established the signature style and distinctive identity of the Coach brand.<br />
COACH IS…<br />
FRESH SPIRIT,<br />
FASHION, NEW<br />
YORK,<br />
INNOVATION,<br />
QUALITY AND<br />
CRAFTMANSHIP.<br />
1 2 3 4<br />
PAGE 45
Some History...<br />
2004: Brand is launched in February, and 1st boutique opens in NYC (on Elizabeth Street).<br />
2006: The Reva ballerina shoe is launched in the market. TB launches in London and Dubai.<br />
2011: Madison flagship opens. First runway show SS ‘12.<br />
2012: 50th boutique opens (1st boutique in China).<br />
2014: 10 year anniversary!<br />
The brand profile<br />
Tory Burch ® is an attainable, luxury lifestyle brand defined with classic yet modern sensibility and distinguished by an eclectic<br />
aesthetic. It embodies the personal style and spirit of its co-founder and creative director, Tory Burch.<br />
TORY BURCH IS…<br />
FASHIONABLE,<br />
CHIC, CLASSY,<br />
MODERN,<br />
DIFFERENT AND<br />
ELEGANT.<br />
1 2 3 4<br />
PAGE 46
Some History...<br />
1977: The Michael Kors label was formed and the first collection debute at Bergdorf Goodman.<br />
2000: Opening of the first Michael Kors Flagship Boutique on Madison Avenue New York City.<br />
2006: Opening of the first lifestyle store. The company also began the aggressive growth of accessory-focused stores,<br />
encompassing the world of Michael Kors.<br />
2011: Michael Kors lists on the NY Stock Exchange.<br />
2013: Michael was selected for the TIME 100 most influencial people in the world list.<br />
2014: Michael Kors signs agreement with Luxottica for the eyewear collection.<br />
The brand profile<br />
Michael Kors is a world-renowned, award-winning designer of luxury accessories and ready-to-wear. His namesake company,<br />
established in 1981, currently produces a range of products under his signature Michael Kors Collection and MICHAEL Michael Kors<br />
labels. These products include accessories, footwear, watches, jewelry, men’s and women’s ready-to-wear, eyewear and a full line of<br />
fragrance products.<br />
Michael Kors stores are operated, either directly or through licensing partners, in some of the most prestigious cities in the world,<br />
including New York, Beverly Hills, Chicago, London, Milan, Paris, Munich, Istanbul, Dubai, Seoul, Tokyo, Hong Kong, Shanghai and<br />
Rio de Janeiro.<br />
MICHAEL KORS IS…<br />
GLAMOROUS,<br />
CONTEMPORARY,<br />
SPORTY, SEXY AND<br />
GLAM.<br />
1 2 3 4<br />
PAGE 47
BRANDS: THE<br />
SEGMENTATION<br />
In this section you will explore our brand segmentation. Starting from our luxury<br />
range, then introducing you to our premium range, and finally showing off our<br />
sport range.<br />
LUXURY - JEWELLERY<br />
- Refi ned and exclusive design linked with<br />
jewels’ themes.<br />
- Precious details and materials.<br />
- Very selective high end distribution.<br />
LUXURY - FASHION LUXURY<br />
- Large Brand appeal and awareness.<br />
- Highly fashion driven.<br />
- Heavy advertising.<br />
LUXURY- CREATEUR & TECH<br />
- Discreet branding recognizable by the ‘one<br />
in the know’.<br />
- Exclusive materials and excellent fi nishing.<br />
-Distinctive technical features for the tech Brands.<br />
PREMIUM FASHION<br />
- Strong brand identity and advertising focus.<br />
- Refi ned design linked with fashion inspiration.<br />
- Controlled distribution.<br />
FAST FASHION<br />
- Fast fashion inspiration.<br />
- Massive distribution.<br />
- Geographically skewed brand awareness.<br />
LIFESTYLE<br />
- Normally covering all genders, with a<br />
contemporary appeal.<br />
- Product has both functional and trendy content.<br />
- Wide price range.<br />
SPORT, PERFORMANCE AND ACTIVE<br />
- Brands with an active/performance attitude<br />
and featuring technical content.<br />
- Primarily sun.<br />
- Price may vary widely.<br />
LUXURY<br />
PREMIUM<br />
FAST FASHION,<br />
LIFESTYLE, SPORT,<br />
PERFORMANCE &<br />
ACTIVE.<br />
1 2 3 4<br />
PAGE 48
LUXURY<br />
JEWELLERY<br />
LUXURY<br />
FASHION<br />
LUXURY<br />
LUXURY<br />
CREATEUR &<br />
TECH<br />
PREMIUM FASHION<br />
FAST FASHION<br />
SPORT,<br />
PERFORMANCE<br />
AND ACTIVE<br />
LIFESTYLE<br />
MAKING IT<br />
REAL<br />
1 2 3 4
01<br />
TRY AND DEVELOP A FEELING FOR THE UNIQUE IMAGE OF<br />
EACH OF THE BRANDS IN YOUR STORE AND EXPLORE<br />
HOW THIS IMAGE IS BEING PORTRAYED IN THEIR NEW<br />
STYLES EACH SEASON.<br />
02<br />
NOTICE HOW EACH BRAND LEVERAGES THE FUNCTIONAL<br />
COMPONENTS OF SUNGLASSES (E.G. FRAME SHAPES AND<br />
TEMPLE DETAILS) IN A DISTINCTIVE WAY IN ORDER TO<br />
EXPRESS ITS UNIQUE IMAGE WHILE AT THE SAME TIME<br />
COMPLEMENTING THE LATEST FASHION TRENDS.<br />
03<br />
DEVELOP A FEEL FOR THE DIFFERENCE IN PERCEIVED<br />
VALUE BETWEEN A LUXURY, PREMIUM AND AFFORDABLE<br />
BRAND - WHAT IS THE SECRET THAT MAKES A LUXURY<br />
BRAND MORE DESIRABLE? THINK ABOUT WAYS IN WHICH<br />
YOU COULD EXPLAIN THIS DIFFERENCE TO YOUR<br />
CUSTOMER.<br />
1 2 3 4<br />
PAGE 44
BE FASHION SAVVY: FEEL IT!<br />
Now that you are an expert on the technical aspects of sunglasses and the positioning of each of our brands, you are ready to<br />
move on to the part of your fashion product journey!<br />
Our customers rely on us to know which brands and styles are cool at any moment in time. Our Product Team makes sure that our<br />
range is constantly refreshed with the latest styles. But we need to make sure that you, our Sales Consultants, are also up to date<br />
with what’s happening in fashion trends both in your country and abroad. After all, we are here to ‘provide a ray of hope for our<br />
style challenged customers and eye candy for the fashionistas’. Fashion designers have to continually come up with new styles and<br />
ideas in order to generate sales. They have to keep the styles changing to stay ahead. As a fashion expert, you too will need to keep<br />
up to date with what those fashion changes are, so that you can advise your “style challenged” customers – and assure the<br />
“fashionistas” among them - which styles are cool and sexy right now.<br />
FASHION SAVVY: STARS AND THEIR SHADES<br />
In this section you will learn some of the fashion history of sunglasses and you will be able to identify some famous icons in the<br />
walk of fame of sunglasses.<br />
Mass produced sunglasses have been around since the 1920s, but it wasn’t until the 1960s that sunglasses became fully<br />
ingrained into the western countries consciousness. The reason? CELEBRITIES, ROCK STARS, POLITICIANS, SPORT<br />
HEROES, and FILM STARS all began sporting sunglasses. They protected their eyes from harsh camera lights and provided<br />
privacy from the paparazzi. <strong>Sunglass</strong>es as stylish accessories were born, and the sales of sunglasses skyrocketed.<br />
Every sunglass expert should know a thing or two about the following people and the iconic sunglasses they wore.<br />
1950’s 1960’s 1970’s 1980’s 1990’s<br />
• James Dean in the<br />
• Ray Orbison in Ray-<br />
• John Lennon in small<br />
• Tom Cruise in Ray-<br />
• Guns N Roses in<br />
Ray-Ban Wayfarer<br />
Ban Wayfarers<br />
rounds<br />
Ban Aviators<br />
Aviators<br />
• Audrey Hepburn in<br />
• Elton John and his<br />
• Greg Lemond in<br />
• Tommy Lee Jones &<br />
“Breakfast at<br />
crazy custom frames<br />
Oakley<br />
Will Smith wearing<br />
Tiffany’s” wearing<br />
• Ozzy Osburne in<br />
Ray-Bans in “Men In<br />
wayfarers style<br />
small rounds<br />
Black”<br />
sunglasses.<br />
• Michael Jackson in<br />
• Jacqueline Kennedy<br />
mirrored aviators<br />
Onassis wearing big,<br />
• Blues Brothers in<br />
oversized frames<br />
Ray-Ban Wayfarers<br />
1 2 3 4<br />
PAGE 51
BONO IN HIS BULGARI WRAP SHIELD…<br />
”WITHOUT THEM, I’M AN<br />
AMORPHOUS MASS”- BONO.<br />
KEANU REEVES, AS NEO IN “THE<br />
MATRIX”, WEARING FUTURISTIC<br />
MIRRORED WRAPS… “AFTER THE<br />
MATRIX, I CANNOT WEAR SUNGLASSES.<br />
AS SOON AS I PUT THEM ON, PEOPLE<br />
RECOGNIZE ME” - CARRIE-ANNE MOSS.<br />
DANIEL CRAIG, AS JAMES BOND,<br />
WEARING PERSOL IN “CASINO<br />
ROYALE”.<br />
“WITH MY SUNGLASSES ON, I’M JACK<br />
NICKOLSON. WITHOUT THEM,<br />
I AM FAT AND SEVENTY" -JACK NICKOLSON<br />
1 2 3 4<br />
PAGE 52
FASHION SAVVY: AN INTERVIEW WITH A DESIGN EXPERT<br />
Q& A<br />
What’s the best way to begin to learn about some of our most famous designers?<br />
Luxottica features eyewear created by so many of the world’s most fashionable designers, it’s really hard sometimes to even know<br />
where to begin. You’ll fi nd that each designer has their own unique appeal, and by learning a little about each designer’s history and<br />
qualities, you’ll know what to expect from their sunglasses.<br />
What about Dolce&Gabbana? They are pretty famous. What can you say about them?<br />
Dolce and Gabbana are the darlings of the fashion world because they constantly stir up trouble with<br />
their provocative designs. Rockstars love them for being bold and over the top. Their sunglasses are<br />
highly stylized, with oversized logos and exaggerated shapes.<br />
Why do we so often see the word “Prorsum” attached to Burberry ads? What does that mean?<br />
It’s Latin for “forward”. It’s been their tag line for decades.<br />
How about Prada? That’s a very popular brand.<br />
Few people know that Prada was originally a luggage manufacturer before branching out into<br />
shoes, handbags, and then fashion. They’ve been doing eyewear since about 2000, and their<br />
sunglasses are every bit as luxurious as their clothes. Prada really sets the standard in the fashion<br />
and optical worlds, setting the trends to be followed years afterward.<br />
Bulgari is so well known for jewelry. How does that translate into sunglasses?<br />
Bulgari has been doing eyewear since 1997. The most famous pair of Bulgari sunglasses are the<br />
ones worn by rockstar Bono, but you can’t get those in stores. They’re custom made just for<br />
him! The superb quality of Bulgari products is not limited to Bono, however, as you will fi nd<br />
every pair of Bulgari sunglasses to be like jewelry mastercrafted for the eyes.<br />
Speaking of ostentatious – what about Versace?<br />
Tell us about Donna Karan. She is very “New York”, isn’t she?<br />
Yes, Donna Karan is nearly synonymous with the energy and luxury of New York City. She<br />
is also all about the empowered, enlightened woman. She transformed the fashion industry<br />
back in the 1980s by making beautiful clothing for real women, not models. Her eyewear is<br />
the same way. You can count on Donna Karan eyewear, and DKNY, to functional,<br />
comfortable, and classically stylish. Urban without ostentatious.<br />
Versace loves ostentation! They design sunglasses that have more bling for the buck than any<br />
other brand. Jewels, architectural shapes evoking neo-classicism, all adorn a savvy design. The<br />
Versace name is synonymous with extravagance, and their sunglasses never disappoint.<br />
Then there’s Ralph Lauren – an American Classic. Tell us about him.<br />
You can’t ever forget about Ralph Lauren and his quintessentially American style. His classic<br />
American clothing is perfect for a wide range of men and women, and so are his sunglasses.<br />
1 2 3 4<br />
PAGE 53
MAKING<br />
IT REAL<br />
REVIEW THE LIST OF ICONS AND THEIR<br />
SUNGLASSES. WHY DO YOU THINK THEY<br />
CHOSE THAT STYLE, AND HOW DID THAT<br />
STYLE HELP BUILD UP THEIR PERSONAS?<br />
NAME A FEW CELEBS YOU’VE SEEN<br />
PHOTOGRAPHED RECENTLY AND, FIND<br />
AND NAME THE SUNGLASSES THEY<br />
WERE WEARING.<br />
AFTER READING THE INTERVIEW,<br />
TOUR THE STORE AND LOOK AT THE<br />
SUNGLASSES FOR EACH DESIGNER<br />
MENTIONED. TRY ON DIFFERENT<br />
STYLES FROM EACH DESIGNER.<br />
LOOK AT EACH STYLE CAREFULLY TO<br />
PREPARE YOURSELF FOR HOW YOU<br />
WOULD DESCRIBE THE FEATURES TO<br />
A CUSTOMER.
FASHION SAVVY:<br />
FOLLOW THE TRENDS!<br />
To help you keep up to date with what’s happening in the fashion<br />
world we have put together the following tips and guidelines.<br />
1. ASK A FRIEND<br />
• Ask your more fashion conscious friends and acquaintances about what they think is cool.<br />
• Ask your fashion savvy colleagues the same.<br />
2. LISTEN TO YOUR CUSTOMERS<br />
• The fashionistas amongst them will be in the know.<br />
3. CHECK OUT THE FASHION STORES<br />
• Check out what’s cool in the retail fashion displays around you. Look for the colours and styles for the season.<br />
• If you’re in one of the major shopping centres, check out the luxury brand clothing stores around you like.<br />
• Prada, Bulgari and D&G and notice what fashion and jewellery they have on display and how our sunglasses<br />
complement the clothing and jewellery. Just knowing what’s on offer in the fashion stores will build your fashion credibility<br />
in the eyes of your customer.<br />
4. CHECK OUT THE FASHION MAGAZINES<br />
• Read the fashion magazines. Our recommended ones<br />
are: Marie Claire, Elle and Glamour.<br />
• For the men, check out GQ.<br />
5. READ THE NEWSPAPERS<br />
• They sometimes showcase fashion or celebrities.<br />
6. CHECK OUT THE FASHION SHOWS ON TV<br />
• There are loads of these. Make a point of tuning in whenever you have a moment to spare.<br />
7.<br />
CHECK OUT INTERNET AND SOCIAL NETWORKS<br />
• There are loads of websites on fashion. Google ‘sunglasses’ and see what comes up.<br />
8. CHECK OUT TWITTER AND FACEBOOK FOR IDEAS<br />
• Some overseas fashion websites for you to check out include:<br />
• www.style.com/trendsshopping<br />
• www.fashiontrendsetter.com<br />
• www.fashionising.com<br />
• www.ifashion.com<br />
• www.style.com<br />
• www.swide.com/luxury-magazine<br />
USEFUL FASHION BLOGS FOR YOU TO LOOK UP INCLUDE:<br />
• www.innercirclesunglasshut.com<br />
• www.style.com/trendsshopping<br />
• www.fashionising.com<br />
9. SUNGLASS HUT LITERATURE<br />
• Check out the materials sent out by our<br />
Marketing and Product teams.<br />
• If you are in doubt you can call the<br />
Head Offi ce and ask for an update<br />
anytime, or speak to your Field<br />
Managers.<br />
• Remember that fashion trends and<br />
styles are changing all the time, so you<br />
need to keep alert to the signs and signals<br />
around you. We need you to be up to date<br />
with what’s happening all the time so that<br />
you can provide our Customers with the<br />
fashion expertise they have come to expect<br />
from us.<br />
1 2 3 4<br />
PAGE 55<br />
This page need to be localize.
01<br />
HOW DO YOU KNOW WHAT’S COOL<br />
AT ANY GIVEN MOMENT?<br />
MAKING<br />
IT REAL<br />
02<br />
03<br />
HOW DO YOU KEEP UP TO DATE<br />
WITH WHAT’S COOL?<br />
ASK YOUR COLLEAGUES THE SAME<br />
QUESTIONS AND LISTEN OUT FOR<br />
THEIR ANSWERS.<br />
04<br />
MAKE A POINT OF KEEPING UP TO<br />
DATE ON FASHION BY FOLLOWING<br />
UP ON AT LEAST ONE OF THE<br />
SUGGESTIONS PROVIDED HERE<br />
EACH WEEK.<br />
1 2 3 4<br />
PAGE 56
03<br />
FIND THE<br />
PERFECT FIT<br />
PAGE 51
PAGE 52
FIND THE PERFECT<br />
FIT:<br />
MATCHING<br />
PRODUCTS TO<br />
CUSTOMERS<br />
A key factor that will influence your success as a Sales Consultant is your<br />
ability to identify what need the Customer is trying to fulfil in buying a<br />
pair of sunglasses.<br />
First, what does she/he wants to use the sunglasses for. The “need”<br />
has to do with use or lifestyle. This could range from functional<br />
performance requirements for a particular sport, to general purpose,<br />
to a personal fashion statement.<br />
Key words to listen out for that can provide a clue as to the<br />
Customer’s needs are:<br />
It’s about the BRAND.<br />
It’s about the LOOK.<br />
It’s about the PERFORMANCE.<br />
IDENTIFY THE<br />
NEEDS OR<br />
LIFESTYLE<br />
Focus and<br />
understand<br />
the customer’s<br />
sunglasses usage.<br />
SELECT THE<br />
RIGHT LENS<br />
Identify the lens for<br />
the right<br />
circumstance:<br />
protection, vision,<br />
attraction, comfort,<br />
everyday wearing.<br />
SELECT THE<br />
MATCHING FRAME<br />
AND STYLE<br />
Help the customer<br />
to choose her/his<br />
matching style,<br />
brand, designer<br />
name and color.<br />
ADJUST FOR THE<br />
PERFECT FIT<br />
Fit the pair of sunglasses like a glove<br />
adjusting on the face shape and the nose.<br />
1 2 3 4<br />
PAGE 59
FIND THE PERFECT<br />
FIT: FACE SHAPE<br />
IDENTIFICATION<br />
When a Customer walks into your store try to understand who s/he is in<br />
terms of both style and face shape. The shape of your customer’s face will<br />
influence which styles will suit them. Following are some guidelines to help<br />
you find your Customer’s cool. The rule of thumb is: a balanced look - select<br />
frames that are in proportion to the rest of the face and which make them<br />
look and feel great.<br />
THE KEY 4 FACE SHAPES: ROUND<br />
TIPS & INFO FOR A ROUND FACE<br />
KEY FEATURES<br />
Similar length to width. Soft curves. Round jaw-line.<br />
BENEFITS<br />
We love it when we are told about how good something is so we want you to<br />
celebrate with your customer that they have a round face shape. Tell them you are<br />
so lucky to have a round face shape as it allows you to…..<br />
Look at a range of high fashion sunnies.<br />
Be more eccentric with your sunglass selection. You can now look at all those<br />
fun shaped sunnies you didn’t think you could try.<br />
ROUND<br />
STYLING TIPS<br />
While we won’t limit you to brands or specific articles to show, we are going to explain<br />
to you what to look out for and also what to stay away from!<br />
Look for angular sunglasses; by showing angular sunglasses you will make the face<br />
less round and adds an element of shape to the face.<br />
Deep colours minimize fullness. Gradient lenses will help to elongate the face.<br />
Tortoise shell, warm caramels are good. Suitable for thicker frames with wide temples.<br />
Be Bold! If you are going angular then make a statement. It’s even better for a<br />
round face to go bold because it will highlight the angles and put less attention on<br />
the roundness of the face.<br />
Thickness doesn’t affect the look as long as it’s angular.<br />
Stay clear of any round sunglass. This will do the opposite of what we want and<br />
what they need!<br />
Spring hinges are a round faces’ best friend. They will ensure a great fit that will be<br />
comfortable all day long.<br />
Alternate fit styles are available for this face shape.<br />
FITTING TIP<br />
You need to be very aware of the customer’s cheeks. You don’t want a<br />
sunglass that sits on the cheeks. This will be very uncomfortable.<br />
CELEBRITIES<br />
Catherine Zeta Jones<br />
Eva Mendes<br />
Gerard Butler<br />
Jack Black<br />
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FIND THE PERFECT FIT: FACE SHAPE IDENTIFICATION<br />
HEART/TRIANGULAR<br />
TIPS & INFO FOR A HEART OR TRANGULAR SHAPED FACE<br />
KEY FEATURES<br />
Broad at the forehead. Broad at the cheekbones. Tapered in the chin.<br />
BENEFITS<br />
The great thing about having a heart face is your customer can decide if they like to<br />
embrace their shape or make it more proportioned.<br />
If you customer chooses to embrace the shape then they can select sunnies<br />
that will highlight their heart feature. If your customer chooses to go for a more<br />
proportioned look then that’s even better! It opens them up to a world of cool sunnies<br />
that will keep you on trend!<br />
HEART/TTRIANGULAR<br />
STYLING TIPS<br />
FITTING TIP<br />
To broaden the appearance of the chin and proportion throughout the face, look at<br />
thin, light metal or clear plastic sunglasses that have broader bottom halves.<br />
Stay away from cat eyes and wraps. Prefer angular or aviator shapes that<br />
balance a smaller chin.<br />
Avoid dark colours as they tend to cut up the line of the face. Choose lighter<br />
colours (smoky browns or greens).<br />
Alternate fit styles are available for this face shape.<br />
Embrace the shape!<br />
If your customer loves their heart shape then they can embrace the shape. Simply<br />
show the sunglasses that have detailing on the temples.<br />
CELEBRITIES<br />
Zac Efron<br />
Ashton Kutcher<br />
Reese Witherspoon<br />
Scarlett Johansson<br />
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FIND THE PERFECT FIT: FACE SHAPE IDENTIFICATION<br />
OVAL<br />
TIPS & INFO FOR AN OVAL SHAPED FACE<br />
KEY FEATURES<br />
Face is slightly longer than wider. Balanced features.<br />
BENEFITS<br />
Being an oval is like being the king or queen of face shapes….You can wear almost<br />
anything and you will look great in everyone you try on!<br />
The only hard part about being an oval is saying no more sunnies when you<br />
have already picked out 5 to buy!<br />
OVAL<br />
STYLING TIPS<br />
Tear Drop lenses look hot on the Oval face shape. Best shape is slightly square.<br />
Oversized lenses look great (e.g. aviator, large styles, wrap arounds).<br />
The only style to be careful of is the thin wraps and rectangle sunglasses.<br />
You don’t want a sunglass that looks too narrow on the face.<br />
Avoid angular styles or those that form a heavy.<br />
Alternate fit styles are available for this face shape.<br />
FITTING TIP<br />
Oval faces can be narrow so check the sunglasses are not too wide or narrow<br />
for the face.<br />
CELEBRITIES<br />
Halle Berry<br />
Will Smith<br />
Juilia Roberts<br />
Jude Law<br />
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FIND THE PERFECT FIT: FACE SHAPE IDENTIFICATION<br />
SQUARE<br />
TIPS & INFO FOR A SQUARE FACE<br />
KEY FEATURES<br />
Equally Broad Forehead. Strong jaw-line. Predominately straight lines from top to<br />
bottom.<br />
BENEFITS<br />
It’s great to have a square face shape as it allows you to play around with fun<br />
circular shape sunnies.<br />
SQUARE<br />
STYLING TIPS<br />
While we won’t limit you to brands or specific articles to show we are going to explain to<br />
you what to look out for and also what to stay away from!<br />
The key to styling a square face is to soften the defined lines. This can be done by<br />
selecting round/circular styles.<br />
Curves are a square’s best friend!<br />
Avoid square or rectangular shapes as they draw attention to the angles and<br />
may make the head seem shorter in proportion.<br />
Look at more styles in metal. This will make the face look softer.<br />
Tear drop shape lenses are a big winner on a square face.<br />
Petite styles are most flattering in black and single colours.<br />
Alternate fit styles are available for this face shape.<br />
FITTING TIP<br />
Wraps are suitable for a square face. Just make sure that it fits<br />
correctly and are not angular.<br />
CELEBRITIES<br />
Brad Pitt<br />
Katie Holmes<br />
David Beckham<br />
Angelina Jolie<br />
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PAGE 63
SHAPE YOUR SERVICE<br />
While it’s not great customer service to pull out a flow chart to determine your customers face<br />
shape, we trust that you will use this tool to practice and help you easily identify face shapes.<br />
Never pull this flow chart out when serving customers… it won’t make you look like an expert!<br />
IS THE LENGTH OF YOUR<br />
FACE ABOUT<br />
THE SAME AS THE<br />
WIDTH?<br />
NO<br />
(Your face length<br />
is longer than wide)<br />
YES<br />
IS YOUR JAW BROAD<br />
AND JAW-LINE<br />
SQUARE LOOKING?<br />
YES<br />
NO<br />
YOU HAVE AN SQUARE FACE SHAPE<br />
YOU HAVE AN ROUND FACE SHAPE<br />
(Your jaw-line is gently rounded)<br />
IS YOUR JAW-<br />
LINE GENTLY<br />
ROUNDED?<br />
NO<br />
YES<br />
YOU HAVE AN OVAL FACE SHAPE<br />
IS YOUR<br />
FOREHEAD<br />
THE WIDEST<br />
PART OF YOUR<br />
FACE?<br />
YES<br />
NO<br />
YOU HAVE A HEART FACE SHAPE<br />
YOU HAVE A RECTANGLE FACE SHAPE<br />
( Rectangle face please use styling tips<br />
from square and oval.)<br />
MAKING<br />
IT REAL<br />
3. PRACTICE THIS ACTIVITY WITH YOUR TEAM MEMBERS,<br />
SEE IF YOU CAN IDENTIFY THEIR FACE SHAPES AND<br />
MAKE FRAME RECOMMENDATIONS TO THEM. DO<br />
THEY LIKE WHAT YOU CHOOSE?<br />
4. CREATE A COLLAGE WITH PICTURES OF DIFFERENT<br />
SHAPED FACES WEARING SUNGLASSES.<br />
5. DEVELOP YOUR FEEL FOR WHICH FRAMES AND<br />
STYLES SUIT WHICH FACE SHAPES.<br />
1. LOOK AT THE INFORMATION ABOVE AND TRY TO<br />
DETERMINE YOUR OWN FACE SHAPE.<br />
6. ALSO NOTICE HOW FRAME COLOURS INFLUENCE<br />
THE LOOK.<br />
7. TEST OUT THESE GUIDELINES IN YOUR STORE.<br />
2. SELECT AND TRY ON RECOMMENDED STYLES FOR<br />
YOUR FACE SHAPE. WHICH STYLE LOOKS BEST?<br />
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PAGE 64
FIND THE PERFECT FIT: CUSTOMER NEEDS<br />
The table below provides guidelines as to how you could<br />
respond to each of the identified customer needs or lifestyles.<br />
Be aware that a Customer may have multiple needs so there is<br />
always the option to promote more than one product to meet<br />
their needs.<br />
BRAND<br />
Customer may have a brand<br />
preference or be open to try out<br />
new brands.<br />
LOOK<br />
Customer will generally be an<br />
impulsive buyer who loves<br />
newness.<br />
PERFORMANCE<br />
Customer will look for a<br />
performance product to satisfy a<br />
specific sporty need.<br />
TO DO:<br />
1. Introduce your Customer to the<br />
newest products that have arrived<br />
in your store.<br />
2. Introduce the Customer to a<br />
new brand that has just<br />
arrived.<br />
TO DO:<br />
1. Introduce your Customer to all<br />
the trendy models and brands.<br />
2. Refer to brands and models<br />
that are worn by friends or<br />
celebrities.<br />
TO DO:<br />
1. Introduce your customer to<br />
brands that can be used for sports<br />
or outdoor activities<br />
(e.g. Oakley range or Ray-Ban<br />
polarised lenses).<br />
FIND THE PERFECT FIT: BRAND PROFILE & PRODUCT MATCHING<br />
Our customers need your help to find the perfect brand and pair of sunglasses. In the following tables you will find useful information<br />
to recognize the key features of our brands and match them with the different customer profiles.<br />
BRAND CUSTOMER PROFILE<br />
BRAND STYLE KEY FEATURES<br />
. New shield styles with innovative temple and logo details.<br />
. Bulgari eyewear releases all designs incorporated with the latest<br />
Bulgari jewellery collection (what they are famous for).<br />
. Shield styles have APX lenses that are lightweight,<br />
BULGARI<br />
The predominantly female Customer<br />
chooses Bulgari as the expression of a<br />
strong personality. People with high<br />
revenue, seeking high quality and luxury<br />
accessories, original design and best<br />
materials available (titanium, gold,<br />
precious stones, etc.). The Bulgari glasses<br />
give the sensation of being part of the<br />
luxury world.<br />
optically correct and resistant to stress fractures.<br />
. Acetate frames are water, oil and grease proof, with CR39<br />
lenses that are both optically correct and lightweight.<br />
. Monel metal frames are durable, lightweight, corrosion<br />
resistant and hypoallergenic with polycarbonate lenses that are<br />
lightweight and shatter resistant. Precious crystals featured on<br />
some of its frames.<br />
. Designed and made in Italy. 3-year warranty for<br />
manufacturing defects.<br />
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PAGE 65
TIFFANY & CO<br />
BRAND CUSTOMER PROFILE<br />
Women with a passion for beauty and<br />
classic design, who enjoy the status<br />
associated with luxury brands. Take pride in<br />
owning/giving the best. The Tiffany<br />
collections draw heavily from the iconic<br />
elements of Tiffany & Co.’s rich and<br />
historic heritage, making them desired by<br />
long-time luxury consumers, yet accessible<br />
to emerging luxury and contemporary<br />
consumers as well.<br />
BRAND STYLE KEY FEATURES<br />
. Each frame comes with a Tiffany jewel case, including a<br />
Tiffany pouch, cleaning cloth, and certificate of quality.<br />
. Classic plastics and rimless shields decorated with<br />
designs and motifs from the jewellery brand.<br />
. Shield styles have APX lenses which are lightweight,<br />
optically correct and impact resistant. Other styles have<br />
polycarbonate lenses which are lightweight, optically correct<br />
and impact resistant. Some models are polarised. Most models<br />
have an anti-reflective coating on the inside of the lens to<br />
improve visual clarity.<br />
. All plaques are hand pinned to the inside temple of<br />
the frame and sunglasses. The sunglasses have thicker than<br />
average acetate to provide a luxurious look and to allow the inset<br />
of the detailing. Most metal frames have a coating of four<br />
microns of gold, twice the industry standard. They have acetate<br />
temples and a metal rod inserted so that they can be shaped to<br />
the customer’s requirements.Precious crystals are used on both<br />
the frame and sunglass temples.<br />
. 1-year warranty for manufacturing defects. Made in Italy.<br />
CHANEL<br />
Females who aspire to the utmost in<br />
luxury fashion eyewear.<br />
. Chanel symbols are immediately recognisable around the<br />
world as the Chanel signature (interlinked double C logo, quilted<br />
pattern, chains, pearls, etc.) and the symbolic diversified signatures<br />
(CC, Chanel, quilted pattern, pearl, chain, etc).<br />
. Exclusive colours: a wide colour range, constantly renewed,<br />
representing the Chanel style and perfectly reflecting the Chanel<br />
ready-to-wear and Haute-Couture seasonal collections. Five main<br />
colours: black and white, beige, gold, and red emote the Chanel<br />
values of luxury and minimalism.<br />
. Noble materials: Chanel uses traditional materials such<br />
as acetate (cellulose resin) and titanium, renowned to be light and<br />
hypoallergenic. Chanel also uses unconventional and noble<br />
materials that are part of its Maison de Couture heritage, such as<br />
leather, pearl, and strass crystals.Chanel works together with the<br />
prestigious company Mazzucchelli to create exclusive colours and<br />
designs (as tweed and tulle) to make its acetate unique.<br />
. Handmade finishing: each style requires handmade<br />
fabrication (e.g. Aviator style metals).<br />
. Sophisticated hinges: this technical part is often chosen to s<br />
how the Chanel symbols. There is a real technical know-how<br />
required to put the symbols in the hinges. All hinges have top<br />
quality features such as ‘stop-hinges’ and ‘flexible hinges’ to ensure<br />
maximum comfort.<br />
. Attention to detail: the inside is as beautiful as the outside<br />
(hidden screws, temple end-pieces, combination of materials, lots of<br />
temple detail with crystals, metal leather, etc.).<br />
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PAGE 66
BRAND CUSTOMER PROFILE<br />
BRAND STYLE KEY FEATURES<br />
PRADA<br />
Men and women who appreciate well-designed<br />
pieces. This sophisticated customer knows<br />
fashion but is not a slave to trends, preferring<br />
the understated luxury of Prada.<br />
For the ladies - fashionable shields and timeless acetate styles.<br />
. Acetate frames are water, oil and greaseproof with<br />
Polycarbonate or APX lenses.<br />
. Metal alloy frames are durable, lightweight, corrosion resistant<br />
and hypoallergenic with Polycarbonate or APX lenses.<br />
. 1 year warranty for manufacturing defects.<br />
Made in Italy.<br />
. A unique identification number is engraved on the right lens<br />
of every Prada sunglass.<br />
PRADA LINEA ROSSA<br />
Vibrant unisex, predominantly male,<br />
Customer who wants a sport look but<br />
not from a sports brand. Sports/<br />
lifestyle and fashion-conscious.<br />
. Prada Linea Rossa is made to stand up to an active lifestyle,<br />
while still showing the contemporary fashion intellect of Prada. A<br />
fashionable sport alternative, Prada Linea Rossa embraces the desire<br />
to live freely while not compromising on quality or style.<br />
. Prada Linea Rossa is saturated with a combination of materials,<br />
diverse segment representation, and bold colors-all with crisp design<br />
details and durable craftsmanship.<br />
. Fashionable shields, lightweight sports<br />
metals and a few polarised models.<br />
PERSOL<br />
Men and women who appreciate<br />
classic, understated and distinctive<br />
style.<br />
Persol’s unmistakable classic and elegance signs of style include:<br />
. The Persol lenses are Photo-Polar (polarized photochromic lenses),<br />
Polaris (polarized lenses), Persolmatic (photochromic lenses), Iridium<br />
(gradient lenses), Crystal. The Persol lenses are Photo-Polar (polarized<br />
photochromic lenses), Polaris (polarized lenses), Persolmatic<br />
(photochromic lenses), Iridium (gradient lenses), Crystal.<br />
. The Supreme Arrow: it is Persol’s symbol, its most distinctive feature.<br />
Apart from being a patented and widely imitated mark of quality, this<br />
symbol gives glasses a particular functionality - it is an aesthetic and<br />
technical fulcrum, featured in all Persol designs.<br />
. Meflecto: this exclusive international<br />
patented process still remains<br />
unsurpassed from a technical point of<br />
view.<br />
. Acetate: comfort is fundamental to<br />
every model. Each design feels<br />
pleasant against the skin.<br />
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PAGE 67
DOLCE & GABBANA<br />
BRAND CUSTOMER PROFILE<br />
The Dolce & Gabbana women: she is a<br />
strong, cosmopolitan woman who has<br />
toured the world but doesn’t forget her<br />
roots; she likes herself and knows she<br />
is liked. She indifferently wears sexy<br />
undergarments that can be seen under<br />
sheer clothes, contrasting them with a very<br />
masculine pinstripe suit, complete with tie,<br />
white shirt, or man’s vest.<br />
The same is true for the Dolce & Gabbana<br />
man: with ease, he dresses for himself;<br />
charismatic and hedonistic, he pays<br />
considerable attention to details. He’s free<br />
and successful.<br />
He can go to the office wearing an<br />
impeccable pinstripe suit or worn out jeans<br />
and a blazer.<br />
BRAND STYLE KEY FEATURES<br />
. The product is designed in:<br />
Shield and aviator styles with oversized logo detail on temples.<br />
Beautiful acetate models with retro feel.<br />
. The collection is represented by:<br />
Absolute Luxury: Special Projects: Limited edition, precious<br />
and semiprecious materials and embellishments - timeless.<br />
Fashion/Image: Season’s Stars: The image piece of the<br />
collection - could be used during fashion shows.<br />
Logo Evolution: Continues to evolve the Dolce & Gabbana logo;<br />
different executions and treatments. Fashion Pieces: For those who<br />
are in love with the brand, searching for fashion and cutting edge<br />
trends.<br />
Every day/Basics: Unforgettable pieces of brand identity;<br />
crossover consumer target. Gym: Relaxed elegance with a<br />
trendy look.<br />
VERSACE<br />
Men and women looking for glamorous<br />
designer sunglasses, to make them<br />
stand out from the crowd. Some of<br />
their characteristics can be sexy, selfconfident,<br />
strong, willing to appear and<br />
to show off, cosmopolitan, dynamic and<br />
socially very active.<br />
. Versace eyewear is striking and designed to combine technical<br />
innovation with stylish design. The frames are distinctive and, like many of<br />
Versace’s accessories, often feature details taken from the graphic<br />
language of the house.<br />
. Oversized unisex plastics and shields, large logos, Medusa heads<br />
or crystal details on the temple.<br />
. Shield styles have APX lenses which are lightweight, optically<br />
correct and resistant to stress fractures.<br />
. Acetate frames are water, oil and grease proof, with optically<br />
correct and lightweight CR39 lenses.<br />
. Metal frames are durable, lightweight, corrosion resistant and<br />
hypoallergenic with polycarbonate lenses that are optically correct,<br />
lightweight and shatter resistant.<br />
. 1-year warranty for manufacturing defects. Made in Italy.<br />
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PAGE 68
BRAND CUSTOMER PROFILE<br />
BRAND STYLE KEY FEATURES<br />
BURBERRY<br />
Men and women seeking unique, elegant<br />
styles with a fashion forward edge.<br />
Each collection suits to a particular type of<br />
Customer as described beside.<br />
. A fashionable twist of English styling, Burberry has introduced a<br />
new signature style logo which ties in with the Spring/Summer<br />
clothing range.<br />
. The collection is divided into:<br />
Prorsum - Directional and fashion-forward. It is for the<br />
fashion-conscious consumer who seeks brands that are stylish,<br />
distinctive, and unique.<br />
London - Sartorial timeless, modern classic. It appeals to<br />
those looking for brands that uphold traditional British<br />
tailoring and refined details - an older consumer, who is<br />
prepared to invest in classic pieces that are true to the<br />
heritage of the brand.<br />
Brit - Urban and contemporary. Urban and contemporary, this<br />
segment appeals to the younger, casual, luxury consumer.<br />
Sport - Brand heritage in fabric innovation. The young and<br />
active consumer looking for comfortable, functional sport wear<br />
with a luxury touch will be drawn to this collection.<br />
VOGUE<br />
Female and men who fully accessorize and<br />
follow fashion trends. Each collection reflects<br />
a different Customer profile.<br />
. The Vogue eyewear collection is always inspired by the<br />
latest fashion trends. Be sure to stay on top of Vogue’s latest<br />
campaigns. Vogue styles are constantly evolving to stay on top of<br />
the latest trends, so be sure to look for new releases and<br />
campaigns.<br />
. In general, Vogue sunglasses are super-sized plastic styles with<br />
metal detailing, scriptable double layer acetate style in a rich palette<br />
of colours.<br />
. These are the target customers Vogue follows when creating new<br />
sunglasses:<br />
In Vogue: these styles are designed for the young or young at<br />
heart, thus appealing to fashion-savvy customers who like to play<br />
and have fun with bold new trends.<br />
Casual chic: stylish models with discrete embellishments. Not too<br />
outspoken, thus appealing to customers of all ages. Confident and<br />
simple, yet stylish.<br />
Timeless: these styles have classic appeal with a<br />
contemporary twist. Refined and lightly sophisticated. Fashionable,<br />
yet elegant.<br />
DKNY<br />
Men and women, fashion conscious and<br />
forward, with an urban, savvy and<br />
multifaceted style. They focus on style,<br />
function, quality, and value - all key<br />
factors in clothing and accessory<br />
decisions.<br />
. DKNY was created to address a broad range of lifestyle<br />
needs from work to weekend, jeans to evening. DKNY is a<br />
collection of basic colours mixed in with vibrant shades for a<br />
modern look.<br />
. Basic DKNY sunglass themes include:<br />
Engraved - Acetate oversized squared front, with laminated acetate<br />
temple; engraved line on temple to show base colour; logo metal plaque<br />
filled with coloured enamel applied on temple.<br />
Colour Logo - Injected sunglass with soft rectangular shape; logo metal<br />
plaque filled with coloured enamel applied on temple.<br />
Plaque - Metal squared front with line in relief on metal endpiece,<br />
prolonged into metal plaque and applied on acetate temple;<br />
logo engraved on metal plaque.<br />
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PAGE 69
BRAND CUSTOMER PROFILE<br />
BRAND STYLE KEY FEATURES<br />
. Larger sized plastic models for super-sized surf style.<br />
ARNETTE<br />
Unisex Customer looking for good<br />
quality sport and street styles suitable for<br />
an outdoor lifestyle.<br />
. Unisex aviator metal and shields.<br />
. Frame styles: monel alpaca and nylon (Grilamid TR90)<br />
. Two lens types: Polycarbonate and APX. Coloured filters provide<br />
protection against retina-scorching UV radiation. They are in grey/<br />
green, grey (smoked), and brown.<br />
. Arnette Creative Exchange System, A.C.E.S. It gives you the<br />
ability to express yourself by offering interchangeable part on select<br />
frames so that you can customise your sunglasses to match your<br />
style. Whether you switch colours to express your mood or swap<br />
parts with your friends for an even more custom look. A.C.E.S. was<br />
born to change the way you look at sunglasses, and how they look on<br />
you.<br />
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PAGE 70
TWO PARTICULAR BRANDS:<br />
OAKLEY AND RAY-BAN<br />
Oakley and Ray-Ban brands present strong<br />
distinctive product features. Therefore, it is useful and<br />
important to you to know more details about these<br />
brand features.<br />
OAKLEY<br />
Oakley Customer is who predominantly appreciates the signature styling, has a sports/lifestyle minded, always looks for quality<br />
and performance without sacrificing style. Oakley customers are passionate about the brand and will often recommend it to their<br />
spouse, family members and friends. Therefore, it is always advisable to offer a second frame for the customer’s partner or<br />
themselves, in an alternative lifestyle.<br />
SPORT COLLECTION<br />
INSPIRED BY THE<br />
PERFORMANCE NEEDS OF ELITE<br />
ATHLETES<br />
. Lightweight materials<br />
. Durability and all day comfort<br />
TM<br />
. Stress Resistant O Matter frame<br />
ACTIVE COLLECTION<br />
INSPIRED BY THE DYNAMIC<br />
NEEDS OF AN ACTIVE<br />
LIFESTYLE<br />
. Performance inspired features<br />
. Lightweight materials<br />
. Versatile functionality<br />
LIFESTYLE COLLECTION<br />
INSPIRED BY CLEAN,<br />
UNCOMPLICATED<br />
STYLE<br />
. Variety of materials<br />
. Brand access<br />
. Multiple colours<br />
CURRENT BEST SELLERS<br />
1 2 3 4<br />
PAGE 71
AUTHENTIC TECHNICAL ADVANTAGES<br />
LENS TECHNOLOGY<br />
HIGH DEFINITION OPTICS<br />
Oakley lenses are designed to help you see better and perform better.<br />
Our patented technologies of High Definitions Optics (HDO) give you clearer, sharper, and<br />
more acurate vision. HDO virtually eliminates distorsion, common in high wrapped sunglasses.<br />
PLUTONITE<br />
Oakley Plutonite (durable and optically pure lens material) stops every wavelenght of ultraviolet<br />
radiation from the sun's thermonuclear furnace, not just the lower energy called "UVA". Even<br />
our clear lenses filter out 100% of all UV.<br />
LIGHT WEIGHT<br />
Oakley makes lenses with the purest form of polycarbonate on the planet.<br />
It’s lightweight, therefore comfortable to wear.<br />
100% UV PROTECTION<br />
All Oakley lenses protect your eyes from 100% of all ultraviolet light (UVA, UVB, UVC)<br />
plus harmful blue light up to 400nm. Even our Clear lenses provide 100% UV protection.<br />
HD POLARIZED<br />
Polarized lenses filter out most glare, but not all polarized lenses are made equally.<br />
The best polarized lens is just that one lens. Oakley HDPolarized lens block 99% of<br />
harsh glare and minimize eye strain. Oakley infusion molding process eliminates<br />
glues,layering, and distorsion found in conventional polarized technology.<br />
HYDROPHOBIC<br />
A permanet lens coating that prevents rain and sweat from building up on the lens. It<br />
also repeal skin oils, so the lens is smuge- resistant and easy to keep clean. Oakley's<br />
hydrophobic coating is avaible in two forms: it comes as a standard permanet lens<br />
treatment on Oakley's premium polarized sunglass models, and also comes in a user<br />
applied cleaning and Hydrophobic kit.<br />
PHOTOCHROMIC<br />
Light conditions change constantly and if your eyes can't keep up your performance<br />
will suffer. Oakley photochromic lenses darken and lighten automatically, so you can<br />
maintain peak performance while being shielded from 100% of all harmful UV rays.<br />
IRIDIUM<br />
Superheated metallic oxides are fused to the lens at the molecular level, permanently bonding to<br />
create a uniform filtering layer that optimizes contrast and minimizes glare.<br />
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PAGE 72
FRAME MATERIALS<br />
O MATTER<br />
This lightweight synthetic is engineered for all-day comfort, shock absorption and durability required<br />
of athletes. It exceeds the durability requirements of industrial applications that include chemical<br />
exposure and environmental extremes. O Matter consists of polymers that are formulated for high<br />
durability, as well as controlled flexibility and it is durable enough to withstand ultraviolet radiation,<br />
thermal shock, and extended exposure to heat and cold.<br />
C-5 ALLOY<br />
Five metal compounds are super-heated into a single alloy to achieve this proprietary frame<br />
material. An engineering breakthrough in structural metallurgy, C-5 produces frames with low<br />
weight for all-day comfort plus high durability for resistance to ultraviolet radiation, humidity,<br />
thermal shock, chemical exposure and impact.<br />
TITANIUM<br />
Even stronger and lighter than C5 Alloy, Oakley Titanium offers performance<br />
fit aand feel. Virtually indestructible, it is also dust resistent and hypoallergenic.<br />
NANOMATTER<br />
The strongest non-metal frame material ever created by Oakley, NanOmatter is an<br />
ultra-durable innovative material made of thin cross sections. It was born from a<br />
resistent thermoplastic used in aerospace, surgical equipment, and 3D printing alike.<br />
ACETATE<br />
Made of multiple layers to produce rich texture and intricate detailing.<br />
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FIT & FEATURES<br />
THREE POINT FIT<br />
Oakley’s patented Three Point Fit ensures that each frame makes contact only at the bridge<br />
of the nose and behind the temples. This retains optics in perfect alignment and eliminates<br />
the discomfort of ordinary frames that hook the ears and mount with unbalanced pressure<br />
points. Some ear stems are sheathed in Unobtainium, an Oakley innovation that increases<br />
grip with perspiration.<br />
SPRING HINGES<br />
Spring hinges were designed to provide the customer with a self-adjusting fit. Spring<br />
hinges allow the ear stems to extend outward to make it easier to fit different head shapes<br />
and sizes. This feature is found on metal frames.<br />
IMPACT PROTECTION<br />
All Oakley lenses provide excellent impact protection from both High-Mass and<br />
High-Velocity impact.<br />
SWITCHLOCK TECHNOLOGY<br />
Our Switchlock Technology is a simple switch mechanism that makes the process quick<br />
and easy, and the lens is held securely in place without uneven pressures that can bend it<br />
and distort your vision. Switchlock technology allows you to adapt your vision for any<br />
environment and keep up with changing light. With all of this combined, your patients can<br />
perform at the top of their ability giving them a competitive edge.<br />
UNOBTAINIUM<br />
Oakley's no slip grip earsocks and nosepads provide all day comfort. Icreases grip with<br />
sweat.<br />
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RAY-BAN<br />
Unisex brand with a range of 3 main customers:<br />
STYLISH: they are courageous contemporary<br />
and trendy. They are focus on seasonal<br />
trends and fashion details.<br />
COOL: they are edgy, authentic and in the<br />
know. Their preferred collection: Icons.<br />
FUNCTIONAL: they look for sunglasses that<br />
are technological forward, confortable and<br />
advanced. They focus on comfort, performance<br />
and innovation.Their preferred collection: Tech.<br />
DISCOVERY COLLECTIONS<br />
ICONS-LEGEND NEVER DIE<br />
It is the most successful and personality-rich models from the 70 years of brand history. An urban, well-educated, curious customer drawn to<br />
timeless elegance but brave enough to embrace new trends. The Aviator, Wayfarer and Clubmaster are the leaders and the lasting, defi nitive looks<br />
of Ray-Ban.<br />
RAY-BAN TECH<br />
More than seventy years after introducing the first pair of Anti-Glare sunglasses to the world’s top pilots, Ray-Ban introduces the Ray-Ban Tech<br />
product line of sunglasses. Designed with progressive materials and techniques, the models featured under the Tech name reflect Ray-Ban’s<br />
celebrated history of leading with inventive style and technology.<br />
Collections:<br />
CARBON FIBRE: Made from the same material used in aeronautics and high-performance race cars, the Carbon Fibre line combines a high<br />
strenght-to-weight ratio with exceptional rigidity.<br />
LITEFORCE: Forged at extreme temperatures, the LiteForce is a patented material combining a unique set of features that make them as flexible,<br />
lightweight, and durable as they are stylish.<br />
LIGHT RAY: Thanks to durable, thin and lightweight Titanium Alloy, the Light Ray collection features unique technology and minimalist style<br />
frame design.<br />
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LENS: QUALITY LEVEL<br />
Key differentiator from other sunglasses promises is driven by the Clear Vision &<br />
Comfort Ray-Ban offers, supported by the reassurance of 100% UVA + 100%<br />
UVB protection and great durability characteristics.<br />
PROTECTION<br />
• PURE OPTICAL GLASS: MADE OF<br />
HIGH QUALITY AND SPECIAL<br />
“OPTICAL” GLASS.<br />
• NO DISTORTION: NEUTRALITY<br />
OPTICAL POWER.<br />
• COMFORT VISION: ABSORPTION OF<br />
GREATER PERCENTAGE OF BLUE<br />
LIGHT=GREATER VISUAL COMFORT.<br />
• IMPACT RESISTANCE: DROP BALL<br />
TEST.<br />
• SCRATCH RESISTANCE: THE BAYER<br />
TEST. RAY-BAN LENS ARE 12x MORE<br />
RESISTANT TO SCRATCHES THAN<br />
COMMON LENSES.<br />
DURABILITY<br />
• WEATHER PROOF: THE QUV PANEL<br />
TEST. RAY-BAN LENSES ARE<br />
RESISTANT TO: UV LIGHT,<br />
MOISTURE, HEAT, ORGANIC<br />
SOLVENTS, SEA SALT AND SWEAT<br />
ACIDITY.<br />
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LENS<br />
Ray-Ban offers a unique range of lenses: help your consumers choose according to their needs in terms of<br />
style and technical benefits.<br />
CLASSIC LENSES<br />
GREEN G-15<br />
By absorbing 85% of visible light and blocking out most of the blue light, the green lens endures better clarity of vision and<br />
remarkable color contrast , providing a more "natural vision". Life through a lens, though you won't notice the difference.<br />
BROWN B-15<br />
This brown lens features the same high performance qualities as G-15, but they are not identical. The brown lens provides<br />
greater contrast in low light conditions, giving you the power to see more clearly when other mere mortals may lose their way.<br />
GRADIENT LENSES<br />
CRYSTAL<br />
The crystal lens is tinted on the backside using high vacuum processes. This allows the adhesion of thin layers of oxides to the<br />
lenses to achive smooth color transitions.<br />
PLASTIC<br />
The plastic Ray-Ban lens achives a transition in shading from dark to light thanks to a precise chemical immersion process.<br />
SPECIAL LENSES<br />
MIRROR<br />
The mirror coating application on this lens is achived through an advanced technological process where superheated metal oxides<br />
are fused to the lens at a molecular level to ensure a uniform layer.<br />
LEGENDS<br />
The new , limited edition "Legend" is made from high quality crystal ensuring protection from UV rays. They also deliver better<br />
clarity of vision and remerkable color contrast. With various color and style combinations to choose from, they're vintage but not<br />
stuck in the past.<br />
POLARIZED LENSES<br />
Polarized lenses eliminates glare, enhance contrast, reduces eye strain and increases visual clarity.<br />
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LENS: POLARISATION<br />
• All our polarised lenses have a distinctive “P” logo directly labelled onto the lens to<br />
distinguish them from the rest of the non-polarised offer.<br />
• All polarised Ray-Ban lenses are treated also with Anti-Reflection coating on the<br />
backside of the lenses.<br />
The Ray-Ban Polar offer<br />
• Ray-Ban offers 3 different qualities of polarized lenses: P, P3 and P3 plus, from<br />
the simplest to the most sophisticated additional features and treatments that enhance the<br />
performance of the lens.<br />
• Only P3 Plus offers Ray-Ban colour enhancement. It is only available on TECH & ULTRA models.<br />
• Ray-Ban P offers anti reflecting coating.<br />
• Ray-Ban P3 offers anti reflecting coating, oleo hydrophobic coating and color enhancement.<br />
3<br />
3 Plus<br />
FRAME: MATERIALS<br />
• TITANIUM: titanium frames are hypoallergenic, nickel-free and corrosion-resistant. Using Titanium makes the frames stronger<br />
while keeping them lighter. In fact, they’re 50% lighter than metal or steel frames. They are also just as strong as they are light,<br />
designed for long durability to withstand years of opening, closing and unsuspected dropping and squashing. Their strong<br />
materials, high mechanic resistance and superior elasticity equip them to survive it all.<br />
• CARBON FIBER: made from the same material used in aeronatics and high-performance race car, the Carbon fiber line<br />
combines a high stregth-to-weight ratio, exceptional durability, and extremely flexible temples. This frame can resist even<br />
the toughest quality test.<br />
• LIGHT-RAY: this innovative material nickel-free, hypoallergenic and extremely durable. With no screws or welding, the<br />
patented hinge design highlights the elegant, ultra thin, flexible titanium alloy frame. It is also corrosion resistant to protect<br />
against degradation.<br />
• LITEFORCE: forged at extreme temperatures, LiteForce is a patented material that's as flexible, lightweight, and durable,<br />
as it is stylish. This advanced thermo-plastic polymer (PK001) offers an efficient alternative to metal in terms of design and<br />
performance, as it's adaptable to all faces, no adjustments needed, and no pressure points on the bridge and temple.<br />
• ALUMINIUM: aluminum frames are lightweight, for the perfect blend of comfort and iconic style. Using aluminium<br />
makes the lightweight frames extremely durable and corrosion-resistant. Thanks to a miling process they have a stamped<br />
aluminium schape that creates touch and feel. A sleek modernistic twist on an icon for fashion forward edge.<br />
• STAINLESS STEEL: unique laser cut technology is perfect for those with an extreme eye for detail. The laser cut metal<br />
in pure stainless steel, endures and extremely precise, thin and lightweight frame, for a modern twist on icon style. Nylon<br />
fiber lenses contribute to the lightweight feel.<br />
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SUMMARY<br />
IN THIS MODULE WE INTRODUCED YOU TO SUNGLASS HUT AND OUR EXCITING<br />
RANGE OF WELL ESTABLISHED AND MUCH LOVED PRODUCT BRANDS AND STYLES.<br />
WE GAVE YOU SOME BASIC TIPS AND GUIDELINES ON HOW TO HANDLE AND CARE FOR OUR<br />
SUNGLASSES.<br />
WE EXPLORED THE DIFFERENT SUNGLASS FRAME SHAPES AND MATERIALS AND LEARNED ABOUT THE<br />
BENEFITS AND USES OF EACH FOR THE CUSTOMER.<br />
WE THEN LOOKED AT ALL THE DIFFERENT LENS MATERIALS AND EXPLAINED THE VARIOUS COATINGS<br />
AND TINTS THAT CAN BE APPLIED FOR SPECIFIC USES AND CONDITIONS.<br />
WE INTRODUCED YOU TO OUR BRAND HIERARCHY AND EXPLAINED HOW EACH OF OUR BRANDS FITS<br />
IN TO SUNGLASS HUT’S OVERALL PRODUCT RANGE. WE ALSO GAVE YOU A BRIEF INSIGHT INTO THE<br />
UNIQUE IMAGE OF EACH OF OUR BRANDS SO THAT YOU CAN RECOGNISE THEIR SIGNATURE LOOK<br />
AND FEEL WHICHEVER NEW STYLES THEY BRING IN.<br />
WE ALSO GAVE YOU SOME TIPS AND GUIDELINES ON HOW TO HELP YOUR CUSTOMERS FIND THE<br />
MOST SUITABLE PAIR OF SUNGLASSES BASED ON THEIR NEEDS, AND THE SHAPES OF THEIR FACES…<br />
YOU NOW KNOW<br />
SOME OF THE<br />
BASIC TERMS AND<br />
LANGUAGE WE<br />
USE IN THE<br />
SUNGLASS RETAIL<br />
TRADE.<br />
PAGE 74
04<br />
YOUR<br />
TRAINING<br />
CHECKPOINT<br />
PAGE 75
THE APPLICATION QUIZ<br />
1. List the various components of a pair of sunglasses.<br />
2. Why do people wear sunglasses?<br />
3. Which are the four basic frame styles? Describe each ones’ benefits and for which customers you would recommend them<br />
to.<br />
4. Which frame would you recommend for a customer who suffers from an allergy to nickel?<br />
5. Which brands would you expect to use high performance materials such as carbon fiber in their frames?<br />
6. Which lenses provide the highest optical quality?<br />
7. What do mirror coated, anti-refl ective coated, polarized, photo chromatic and gradient lenses have in common?<br />
8. What is the difference between each treatment (polarized, gradient, mirror…) and when would you recommend<br />
each one to your customer?<br />
9. Which lens tint would you recommend for a driver? For a golf player? And for a fashion young female?<br />
10. A sporty looking male walks into your store looking for something not too flashy and easy to wear.<br />
• What brands and styles would you recommend? Why?<br />
• After engaging with him, you fi nd out he works for Greenpeace. How could this influence your recommendation?<br />
• It turns out he is actually involved in a project about freshwater fishing. Which lens coatings and tints would you<br />
recommend?<br />
11. A mid-age female is looking for some sunglasses and has a limited budget and wants to get the most “value for<br />
her money” product available. She has a round face and is wearing a beautiful dress. Which brands and styles would<br />
you recommend? Why?<br />
12. A sporty looking customer is looking for a frame for cycling that would be suitable for both sunny and overcast<br />
conditions. What sunglasses would you recommend?<br />
13. A young female fashionista walks in to your store wanting to know what the latest is in cool. Which brands<br />
would you talk about and which pair would you showcase to her? The same young woman wants to be able to wear her<br />
sunglasses for all occasions. What brand and style would you now recommend? She has an oval shaped face.<br />
14. A casually dressed young customer is not too sure what she wants and is confused by all the choices available.<br />
Which products would you recommend?<br />
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