ON BEING A CHAMPION
Artist and eyewear designer Andre Trenier wears one of the latest sunwear styles from the new Champion C Life collection.
CHAMPION C Life C Boy from L’Amy America
A classic tortoise frame will never go out of style—especially when paired with a defining pop of color along the frame front that extends to the temples. Fusing a distinct square shape with CatEye’d corners, this feminine CH Carolina Herrera sunglass makes a chic stylish statement.
CH CAROLINA HERRERA SHE832 from De Rigo Rem
STYLE TO THE MAX
Designer Leon Max brings cutting-edge flair to his eyewear collection with rich materials and on-trend shapes. Dressed up or down, this square frame in champagne crystal exudes contemporary style for the feminine fashionista.
LEON MAX 4084 from Zyloware
Photo: Ashley Pease Photography
"Times are obviously different now. You can’t just freely cold call on offices. You handle each account differently and abide by what protocol they have established. You need to be much more sensitive and understanding, some accounts went through some very tough times getting through this. You make a lot more phone calls checking in and ensuring them you are there to help them with all their needs. I have never viewed myself as a sales rep but as a consultant with my accounts. I have always put their needs first and felt that I am there to help them grow their business. If my accounts aren’t successful, I’m not successful.”
–Drew Pietenpol, Kenmark Eyewear Sales Consultant, Wisconsin
With a tradition that goes back far beyond the daze of brands namesaked by fashion designers, Penguin is built on the loyalty of male customers staunch in their attitudes about quality and a sense of casual that plays to the world of action and self-awareness. My Dad wore Penguin. He wore it because it worked, and it played in the ways he understood and stood for. Sit back. Enjoy the ride. You are the driver.
–James J. Spina
ORIGINAL PENGUIN The Suspender 2 from Kenmark Eyewear
Great accessories are usually at the forefront of a great ensemble, and these oversized CatEye sunglasses from Sam Edelman are no exception. This frame features a bold black frame front with tortoise temples highlighted with the brand’s scripted logo.
SAM EDELMAN 176 from Colors in Optics
Enjoy the sun, surf and sand while shielding your eyes in a classic pair of polarized sunglasses. A metal double brow bar and sleek carbon coloring define these Rip Curl aviators—perfectly suited for any surfer’s style.
RIP CURL The Search from SD Eyes
Beloved men’s brand Emporio Armani creates a subtle yet fashionable rectangle optical style that is perfect for any guy in search of a monochromatic frame with a small pop of color on the temple.
EMPORIO ARMANI 3152 from Luxottica
"My role as a rep is definitely expanding at a rapid rate as we get back to business. I take pride in sharing ongoing information to assist my entire area in keeping safe, doing as much business as possible and keeping the business going. As we know, things can change on a dime, and one of my duties is to do my part in sharing as much helpful information as I can. Therefore, I really do see myself as a business consultant of sorts. Not only in product as is the typical rep, but sharing my experiences that can build up every practice I see. I figure that I am either helping my accounts or learning from them.”
–Karen Wootton, Tura Sales Representative, Central Texas
Drawing from its 60 year classic car heritage, the MINI eyewear collection stays true to the lifestyle brand’s clean and classic aesthetics. This blush crystal frame pays tribute to MINI’s iconic automotive roots with subtle driving shields while channeling maximum style.
MINI 741002 from Tura
"In the current climate, I am seeing many shops trial and error different things—virtual try-on, telehealth, expanding store hours, limited foot traffic, live chat on their website, among other things, as my shops are adapting to figure out how to survive in the short term and grow in the long term. During my appointments, I have the ability to have conversations to see how the changes are working or not working, and I can help share any knowledge when an owner asks. I want to help my shops both short and long term; as we have heard over and over, we’re all in this together.”
–Richard Condon, Modo Territory Manager, New York
Derek Lam continues to elevate contemporary design with modern silhouettes for women. This oversized square sunglass channels understated elegance with its honey-toned hue and a touch of glamour.
DEREK LAM Anita from Modo
"The high level of training and support that Safilo has given the sales force these past few months of ‘downtime’ will undoubtedly help me better serve my customer base. While I was already a business consultant to my customers long before COVID-19 came along, I’ve learned that being educated about my customers’ practices is key to helping them be successful. The more my customers are informed and engaged with our brands, the better they do so I look forward to having more in-depth consultative business conversations in the future and providing new services, such as virtual selling appointments and after-hours sales appointments as soon as they’re ready.”
–Shari Hoffman, Safilo USA Business Development Expert,
Southern and Central New Jersey
TWIST AND SHOUT
I knew Tommy long before he evolved into the brand that bears his name. Back in my teenage daydreams, he was a shop owner out of Elmira peddling clothes with a twist of British Invasion finesse. The evolution has been long and everlasting, but the brand still stands by that ingenious “twist” guided by a great attitude, a sense of pride and a balanced sense of carefree humor. Here the eyewear twist is that it is often hip to be square. I like that.
–James J. Spina
TOMMY HILFIGER 1694 from Safilo
Heritage eyewear brands such as Champion have soared to the front with bold marketing and powerful inherited design and style keynotes that strongly resonate with consumers. It has to do with a deep sense of trust, and the fact that these brands are inherently COOL on all levels and to a broad range of demographics.
–James J. Spina
CHAMPION C Life Mac from L’Amy America
Vera Bradley adds a feminine touch to the aviator with a curved brow bar and textured temples. Much like the brand’s coveted printed handbags, she’ll wear this sunglass everywhere from the beach to brunch with friends.
VERA BRADLEY Corinne from The McGee Group
From the spirited Victoria’s Secret PINK lifestyle brand that highlights a girly glamorous edge and fun loving spirit, this striking black sunglass is made for women who want to stand out with its oversized feminine shape and thick temples.
VICTORIA’S SECRET PINK 148 from Marcolin
FUNCTION & FASHION
With a clubman-inspired look, this men’s optical style from Jaguar emits the same characteristics as the brand’s luxury cars with unique craftsmanship, sleek lines and a masculine design.
JAGUAR 36813 from ESE International
Sophisication Meets Fashion
Blending style, performance and luxury, Greg Norman offers golf-inspired sportswear for active and confident customers on the course or at the clubhouse. Whether you are searching for a lifestyle or performance frame, these sunwear styles will keep your eyes protected all summer long.
From left: GREG NORMAN 2024S from Aspex Eyewear; GREG NORMAN 2027S from Aspex Eyewear
Reset. Restart. Renew. Rethink.
The world of branding needs to take a step back in order to move forward in the new worldview of loyalty, style and a focus on the new consumer.
Everyone out there needs to be won anew.
Dusty mission statements and any previous briefs on how to win and secureold and new fans need to start with a fresh attitude.
What can you do for me NOW?
What does your name brand mean to me looking forward?
And where does your brand stand in the grand scheme of all things fresh, reformulated and reconfigured in the current onslaught of products awaiting customer loyalty?
Ready… Set… Go…
Into a Brand New World.
–James J. Spina