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Luxury, a new attractive sector

Published on by Stéphanie Duplus - updated on

The optics and eyewear sector has taken advantage of the growth in sales of luxury goods, with brands wishing to offer attractive designer frames. 

Luxury market in the optics & eyewear sector

LLuxury brands are for the most part embodied by standout products and offer a strong emotional experience… a combination of wonder, pleasure and contemplation, together with desire, covetousness and longing.  However, both regular and occasional purchasers of luxury goods prefer exclusivity over ostentation.  The desire to show off exhibited by those who buy luxury goods adorned with brand logos is counterbalanced by luxury clients who are seeking a more intimate experience. They are looking not just to buy products, but to experience real expertise. 

Connoisseurs looking for an exclusive brand of luxury

The optics and eyewear sector has taken advantage of the growth in sales of luxury goods,with brands wishing to offer attractive designer frames. This mass-market growth has benefited sunglasses in particular; instead of simply offering UV protection, they have now become accessories with social cachet. Luxury’ branded glasses manufactured for the mass market have proved to be an undeniable success. However, aficionados of a more discrete brand of luxury are spurning them. The latest edition of The World Luxury Tracking / Ipsos (Global Market Research Company) on Luxury Clients identified these connoisseurs as being: “turned off by overly mass-market luxury products”; instead they are looking for “exclusivity, heritage, personal expression etc.” In their eyes, true luxury must be more elite.

Artisan techniques: the soul of a product 

The ethos of a luxury brand is not based on product usefulness but rather on symbolism. Even when designing a pair of glasses to correct vision or a watch to tell the time, the product’s function merges into a unique experience, the history of a Maison, the magic and aesthetics of the product and the details about how it is made. The creative identity of a luxury brand is closely linked to the artisans who design the products. In this respect, luxury artisan spectacle manufacturers craft their frames in the same way as master watchmakers make watches, with the same passion of a designer taking their time, the same attention to precision and the same soul which gives the products their unique beauty. This arouses the interest of clients who are “turned off by luxury products” that are a little too disembodied, a little too mass-market for their liking.

 

Exhibitors you will be able to meet: 

ALEXANIAN, ALPHORN EYEWEAR, AOYAMA OPTICAL FRANCE, COLANI TRADING AG, ETABLISSEMENTS DORILLAT, HENRY JULLIEN SAS, HOFFMANN NATURAL EYEWEAR BY IVKO GMBH, LOTOS GOLDBRILLEN GMBH, MARCUS MARIENFELD AG, MAYBACH ICONS OF LUXURY GMBH, NEOSTYLE GMBH & CO. KG, SOSPIRI BY OTTICA VENETA, SMITH & NORBU, WOOD OPTIC DIFFUSION SA, ZILLI SA,... 

The complete list will be soon available.