The De Rigo Vision Group is bringing its
latest eyewear collections to Singapore this year, focussing on the new Police
Origins 1 SPL872 style exclusively designed for the new Men in
Black™: International movie.
The Men in Black agents are seen wearing the new style - a strictly all-black glossy acetate sunglass
with a square shape and iconic eagle logo of the ‘90s on the temples.
“Asia Pacific is a key business channel for
De Rigo and Police is one of our best performing brands,” says Enrico Molin,
Head of Sales Asia Pacific. “We’re convinced that the new Men in Black style
will significantly drive sales; the launch is being supported in key regional travel
retail locations with high profile advertising and merchandising support, so it
should be an exciting summer!”
De Rigo has announced two main Men In Black
marketing campaigns for customers in Asia:
- HTB Sanya (CDFG): a full MIB window, a cashier wrapping and
a MIB video screen installed on top of a dedicated gondola showing the
movie trailer
- Bangkok downtown DT1 (King Power):
the MIB video will be playing on its big screen (together with other King
Power promotions), plus a dedicated brand-merchandising trailer
In both locations there will be a GWP
campaign with a double counter card in English and Chinese text plus shelf
talkers to highlight the MIB sunglasses displays. Apart from the two key
promotional outlets, the GWP campaign will run in multiple airport, border and
downtown outlets throughout Asia Pacific with an emphasis on China (10 further
locations) Cambodia (Phnom Penh and Siem Reap downtown), Bangkok (Suvarnabhumi
airport and downtown), Australia (Perth and Melbourne airports), Hong Kong IA,
Korea Busan airport, plus casinos in Macau and Malaysia Genting.
“We’re working throughout the region
with multiple retailers and have been delighted at how positively they have all
bought into the Men In Black promotions,” says Molin.
Alongside Origins 1 SPL872, De Rigo will
showcase the latest Police collection including Style SPL890 that pays tribute to the brand’s history. Inspired
directly by the most iconic Police styles of the ‘90s, the frame has a square
metal front with a double bridge, combined with a temple featuring the eagle
logo and decoration with vertical lines, elements that give it a vintage look
taken directly from the brand’s bestsellers of the last century.
In addition, the De
Rigo Group will be showing the latest styles from the Furla collection of
eyewear. “Furla is one of the industry’s leading
fashion brands with a very strong travel retail presence in Asia Pacific, so we
have strong hopes for the sunglasses collection in the region,” continues
Molin. In Singapore, De Rigo will show a collection that interprets the essence
of fine Italian manufacturing in a contemporary key, with the brand’s
unmistakeably elegant style. The result is eyewear with a growing focus on
apparently classic shapes, reinterpreted with catchy colour combinations –
including fluo shades - and lightweight, easy-to-wear materials such as
plexiglass and rubber. This includes SFU284,
an oversized aviator frame with a double metal bridge, enriched with glittery
plexiglass trim on the front piece and “bubble-effect” tone-on-tone mirror
lenses.
New and notable styles from Carolina Herrera
and Chopard 2019 Collections can also be seen on the stand. All the charm and
exclusiveness of the Cannes Film Festival are expressed in a new jewelled frame
created by De Rigo Vision for Chopard and dedicated to the 72th Cannes Film
Festival, coming up May 14 through 25 at the Palais des Festivals.
The sunglass
feature a a cat-eye clear acetate front piece with gold-coloured leaves, 24
carat gold-plated mirror lens, jewelled metal temple microcast in a palm leaf
shape, golden shadow coloured crystal decoration. Concludes Molin: “Exclusive
styles such as the Chopard jewelled frame always have particular appeal to
Asian customer so we are expecting significant interest in this style from our
regional buyers.”
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