The luxury market has entered a new cycle. It is marked by a slowing growth assuming a thorough review of the strategies implemented. The actual luxury consumer can be classified on the basis of characteristics such as tastes and preferences and nature of wealth:
- Traditional luxury consumer – the elitists, the connoisseurs
- New luxury consumers – the democrats
The center of gravity has changed. Eyewear market has a great potential and luxury brands start to notice this. The global market for optics and eyewear is expected to continue to grow at a consistent rate in the coming years. The sunglasses market will benefit from increased awareness of the dangers of UV exposure and from frames and sunglasses being increasingly perceived as fashion products.
If we take for example, Luxottica, global leader in the design, manufacture and distribution of fashion, luxury and sports eyewear, their turnover has increased from 8 837 M€ in 2015 to 9 086 M€ in 2016.
Now, you need to know something. When you buy a pair of glasses branded with Chanel, Dolce&Gabbana or Valentino, it is not the brand who produces it, but Luxottica. Luxottica has bought the right of using the image of these brands on their glasses. We saw recently that Gucci brought the eyewear department in-house and they started producing their own eyewear collections. Many more luxury brands are starting to do the same.
But, at the other side we have some Premium Brands, like Clush Eyewear with a true knowledge and heritage on the optical universe who are devoted in delivering innovation and artisanal products.
Meeting the Creator of Clush Eyewear
Sandrine Da Costa is an optician with great passion for luxury. A childhood spent between the cities of Paris and Lisbon led to the development of her elegant style and a flair for discovery. Her flourishing interest in art and savoir faire was found within leading fashion houses such as Hermès or Louis Vuitton. In 2011, after having learned the ropes at some of the most renowned glasses manufacturers, incorporating entrepreneurial aptitude, Sandrine Da Costa opened her first Parisian boutique, The House of Eyewear.
She has since served and delighted clients in the very chic district of the Golden Triangle. Having earned the prestigious Advanced Certificate in Luxury from Paris famous HEC business school, Sandrine offers connoisseurs the best products found on the international eyewear market. The close relationships she has developed with some of the most gifted designers inspired Sandrine Da Costa to create her own collection.
In 2014, eager to bring a new life to the optical industry, Sandrine Da Costa blended the best of both cultures, the French craftsmanship and the unique Portuguese spirit. Numerous travels across Europe led to built connections with highly talented artisans which in turn inspired Sandrine to introduce a fresh new line: Clush Eyewear.
Clush Eyewear – an invitation to travel!
The tale starts in Lisbon where each street has been decorated with azulejos for hundreds of years. Legacy of the Iberian Peninsula conquest by Muslim invaders, these beautiful hand-painted tiles bring colors to the walls of the city, bestowing its unique light. In the 15th century, Portugal was a strong international Empire and its global reach allowed the Portuguese to play a vital role in major discoveries. Mosaics found across the former colonies in Asia, Africa, Oceania and South America are the reflection of the many cultures encountered within the Lusitanian Empire.
Walking the streets of Central Lisbon, surrounded by the magnificent decor, Sandrine Da Costa imagined the fusing of tile essence to eyewear. This Portuguese art, recognized as an UNESCO world heritage, perfectly integrates French craftsmanship to reveal a wealth of colors between azulejos and acetate of the famous Italian house Mazzucchelli. This innovative production technique is used exclusively for Clush Eyewear. Each piece is manufactured in limited quantities and represents the colors and character of its inspiring country such as Lisbon for Portugal, Macau for China or Sao Luis for Brazil.
The relationship between digital and luxury
The relationship between digital and luxury can no longer be ignored. Technology will continue to influence the entire value chain within the sector. Even if the luxury industry is being perceived as a digital “latecomer”, they are bringing a lot of innovations in the store for a 100% client experience.
When you enter The House of Eyewear, La Maison for Clush Eyewear you will spot the Social Media Wall. You can place yourself in front of the screen, wearing a pair of Clush Eyewear sunglasses and just having fun in front of the camera. Once the picture is been taken, you can edit it and then post it directly to the store’s Social Media accounts. It is a very funny but effective way to bring awareness of the brand on the Social Media and to gain followers.
So, yes, I think that Luxury and most especially the Eyewear Market are on the right path and more and more we will see the brands focusing on this sector with a constant upward trend.