Luxottica and DFS host exclusive launch of new Prada Cinéma sunglasses range

Luxottica Global Channels, part of Luxottica Group, and DFS Group, the world’s leading luxury travel retailer, have joined forces in a worldwide exclusive launch of the new Prada Cinéma sunglasses collection.

The limited-edition range has been available only at selected DFS airport and T Galleria by DFS stores since November 2016, an exclusivity that runs until February. It is supported by a 360-degree omni-channel marketing campaign.

The campaign utilises both offline and online platforms, including social media, to engage with customers before, as and after they shop, with further digital amplification provided on DFS’s website and e-mail newsletter.

The online reach is designed to drive traffic in-store, where shoppers are presented with a number of high-profile activations from Prada. Key locations include DFS stores at Hong Kong International Airport and T Gallerias in downtown Hong Kong.

To provide additional shopper engagement, the campaign also offers Prada-branded boxes of chocolate from Marchesi, one of Milan’s most famous confectionery shops, as a gift-with-purchase.

Luxottica Head of Global Channels Francis Gros commented: “Digital communication in travel retail is a hot topic, and offers undeniable and incremental opportunities to build brands and enhance retail performance.

“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 have been very supportive of the Sunglasses VISION 2020 [a pioneering collaborative category growth plan from six leading sunglasses suppliers -Ed]. We seek to make travel retail the expert channel for sunglasses, growing the category to be worth over 4% of total travel retail sales.”

DFS Group Director Merchandising Sunglasses, Fashion Watches and Jewellery Jason Blejwas commented: “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.”