CARRERA

CARRERA – EYEWEAR RELAUNCH

Challenge:

• Strengthen Safilo’s corporate position via a shift in brand mix from licensed to owned brands - Relaunch the proprietary brand Carrera
• Gain market share in all distribution channels

Solution:

• Build multi-year, multi-distribution, multi-product line plan for the Americas launch including trade and consumer strategies
• Establish inventive consumer programs utilizing influencer placement, music venues, distinctive events and partnerships to garner press and build awareness among target consumers
• Implement effective in-store activations to drive consumer traffic and purchase at POS

Results:

• Over time built the business into a powerhouse brand growing market share in the Americas and creating demand by trade and consumers
• Achieved extensive distribution for sun category in department stores (men’s and women’s departments) achieving extremely high sell-throughs well above plan
• Created “cool” brand equity with spill-over to optical retailers enhancing their own brand presence and enabling sell-in/sell-through above plan
• Sought out unique brand activation agencies and brand partners to enhance and accelerate brand position/credibility and acceptability