Luxottica Global Channels, part of Luxottica Group, and DFS Group have joined forces in a worldwide exclusive launch of the new Prada Cinéma sunglasses collection. The limited edition range has been available exclusively at selected DFS airport and T Galleria by DFS stores since November 2016 (until February 2017), with support from a dynamic 360-degree omni-channel marketing campaign.
Luxottica Global Channels and DFS Group have joined forces in a worldwide exclusive launch of the new Prada Cinéma sunglasses collection. The limited edition range has been available exclusively at selected DFS airport and T Galleria by DFS stores since November 2016, with support from a dynamic 360-degree omni-channel marketing campaign.
The campaign utilises both online, including social media, and offline platforms to engage with customers before, during and after they shop, with further digital amplification provided on DFS’ website and email newsletter. The online reach is designed to drive traffic in-store, where shoppers are presented with a number of high-profile activations from Prada, including at DFS stores at Hong Kong International Airport and T Galleria in downtown Hong Kong. The launch is said to represent a pioneering step for the sunglasses category in travel retail.
Shopper engagement is further enhanced through Prada-branded boxes of chocolate from Marchesi, a famous Milanese confectionery shop, which are offered as a gift-with-purchase.
“Digital communication in travel retail is a hot topic, and offers undeniable and incremental opportunities to build brands and enhance retail performance,” comments Francis Gros, Head of Global Channels, Luxottica. “The ‘Prada Cinéma’ campaign showcases how a special new product can be strategically amplified to connect with travelling consumers, beyond the physical stores, on targeted platforms. DFS continues to deliver innovative ways to engage with customers and has been very supportive of the Sunglasses VISION 2020. We seek to make travel retail the expert channel for sunglasses, growing the category to be worth over 4% of total travel retail sales.
The launch of the new Prada Cinéma sunglasses collection is said to represent a pioneering step for the sunglasses category in travel retail.
Jason Blejwas, Director Merchandising Sunglasses, Fashion Watches and Jewellery, DFS Group, adds: “We are thrilled to extend our long-standing partnership with Luxottica to bring the ‘Prada Cinéma’ collection first to DFS stores, and to celebrate this exciting moment with our customers both in-store and online. We’re confident that both the product and experience will make for a memorable moment for travellers visiting DFS.”
Hear more from Luxottica at the 26th Airport Commercial & Retail Conference & Exhibition, hosted by Aéroport Nice Côte d’Azur and taking place on 3-5 April 2017 at the Hyatt Regency Nice Palais de la Méditerranée. Francis Gros, Head of Global Channels, Luxottica, is participating in the First Working Session “Is there a big problem in the airport retail space? Are conversion rates and yields performing far below expectations?” His presentation is entitled “In order to maximise yield, airports should scientifically identify which categories are the clear stand-out, star performers and position them accordingly. What is the evidence that they actually do this?”