LensCrafters eyes VIPs with new store

HONG KONG LensCrafters has unveiled the latest phase of its rebranding, launching a VIP eyewear boutique that aims to further solidify the brand's focus on fashion.

"Eyewear is now a high margin fashion accessory industry, we need to connect to the world, instead of the traditional professional optical service by staff wearing long white chemist jackets, we want to sell eyewears like fashion items in boutiques where customers can browse around and try on different innovative designer's items freely," said LensCrafters marketing manager Gilman Too.

"Our rebrand campaign is a total revamp of our whole business strategy, from store design, merchandise range staff appearance and even their thinking."

The 1,200 sq. ft. two-storey boutique is designed in the new LensCrafters open style on the first floor, while the upper floor is divided into two sections, an eyecare centre and a VIP Eyewear Lounge. The latter lounge includes sliding showcases, chic leather sofas, aromatherapy elements, stylish sculptures and music.

Too explained that a visit to Dolce & Gabbana's flagship store in Milan inspired the new shop design, which is targeting affluent consumers ahead of the rollout of a new exclusive Shanghai Tang eyewear collection in February 2007.

"We're already getting a lot of interest from other advertisers. We're expecting a substantial number of clients will want to try this product," he said.