With the upcoming debut of new collections and the strengthening of its more than 150-strong luxury portfolio, 2024 is shaping up to be a busy year for EssilorLuxottica. This year boasts the upcoming debut of collections for Brunello Cucinelli, Jimmy Choo and Ferrari, Moncler’s new Lunettes collection in September, an Alain Mikli relaunch and an Oliver Peoples four-collection partnership collaboration with Roger Federer.
The new Brunello Cucinelli collection is inspired by culture and beauty with artisanal craft, exquisite aesthetics and understated luxury as the pillars of the partnership. The brand’s Solomeo heritage crest, logo and eyewear inspired by Brunello Cucinelli’s jewelry lines will be on full display.
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As Jimmy Choo looks to revamp its eyewear category, the company has chosen EssilorLuxottica to be the exclusive licensee for design, manufacture and global distribution. Ushering in a new era with the latest collection to debut during the month of April, the duo merges the accessories company’s approach to luxury through its glamorous style and playful spirit with EssilorLuxottica’s expertise. Styles made from acetate and bio-nylon lenses parallel to Jimmy Choo’s heels.
Inspired by the adrenaline rush of the Formula 1 track, Ferrari is focused on the urban and metropolitan context through generous volumes and sinuous shapes. The Prancing Horse, a symbol of passion, achievement and self-expression, is prominently displayed on every model, giving the design strong value content.
“We look at our luxury brands as a well-balanced portfolio in which each eyewear brand has a unique positioning in the market, with a distinctive set of values and desirability for the consumers,” said Alessandro Mariani, vice president of marketing, professional services, at EssilorLuxottica North America
Fabrizio Uguzzoni, president of professional services at EssilorLuxottica North America, has seen the importance of luxury’s aspirational role within its portfolio. Consumers are demanding elevated designs and functionality within the glasses they purchase. Uguzzoni sees the growth opportunities within the space as “satisfying consumer and patient demand with iconic products that have built-in storytelling and experience.”
When promoting their eyewear, the company notes that supporting customers through specialized programs helps deliver luxury experiences that are on-brand. Its Luxury Insider Program and CHANEL Par Excellence training help EssilorLuxottica bolster consumer emotional ties to brands to win over consumers.
To serve a luxury consumer and create a unique luxury experience, EssilorLuxottica integrates company pillars of elevation, experience and emotion into the consumer journey. Elevation helps create an environment aligned with the nature of the product presented: location of the store, creation of spaces, custom visual merchandising and the approach of consumer associates. The consumer experience through the curation of sales, brand activations and events is something the company partners focus on.
Notably, emotion through brand storytelling at the point of sale is critical to help consumers make an emotional connection with the brand and their pair of glasses. Consumer associates are trained to become brand ambassadors and build special moments throughout the selling experience such as branded shopping bags or inviting consumers to exclusive discovery events.
EssilorLuxottica’s luxury line strategies share a unique brand identity, seen with the success of its luxury designer brands such as Prada, Tiffany & Co. and Versace coherently building value proposition, aesthetics and alignment with the brand codes themselves. Communication strategies are greatly tailored for brand partners to curate a recognizable brand image that stands out amongst its competitors.
The company’s “Made in Italy” and “Made in Japan” manufacturing capabilities both promote and encompass eyewear traditions, craftsmanship and reputation of product heritage renowned globally. And in catering to a variety of lifestyles, EssilorLuxottica is committed to making luxury products accessible and available for every lifestyle.
“In the eyewear category specifically, our luxury brands represent an entry point for consumers – especially Gen Z – who can’t yet afford the Prada bag but become a lifelong brand loyalist after their first pair of Prada frames,” said Mariani. “Often, the moment of entry takes place within the optical experience. The consumer is looking to purchase a product that will sit on their face for up to 18 hours a day, a product that will be the first thing people see when they look at you. If ever there was a luxury item to invest in, this should be it.”