Brand building 1.
Why Brand Building?
Until the 1970s eyewear had always been a medical item,not a fashion item. Radically cheaper products from Asia flooded the market and the Western market was in decline. Italy took the lead and gambled correctly that the public`s view of eyewear could be connected to luxury accessories other than just sunglasses. So why did italy take the lead? The biggest and best companies such as Luxottica.Safilo and Marcolin took a more single minded strategic approach than other Western countries.
The visionary Leonardo del Vecchio set up a small factory in 1961 and today they produce Ray-Ban, Oakley and other important brands. They hold licenses for Chanel ,Prada and other big brands and own retail chains,amongst which are the Sunglass hut. Their success and that of the Tabacchi family at Safilo preserve and safegaurd generations of employment for the people of the Italian Alps.
Today we are proud to stock the Italian brand Apro on our eyeeyedesign website. The sunglasses and frames are made from cotton based Mazzucchelli acetate produced in Northern Italy and designed and more importantly made by the young team at Apro in Naples. In Brand building 2 we will look at the progess made from 1970 through to the 1990s.
Ciao for now!
Martin and Judith