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Welcome to the Niclas sales and sunglasses collection training. Spring / Summer Collection 2010

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Company / Co-operation buying motives

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2010 – Cooperation The Italian company Safilo S.p.A. is a world leader in the high end an luxury eyewear sector. The Group designs and produces the latest sunglasses and optical frames. The Safilo Group manages a unique Portfolio of its own and licensed brands.

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2010 – Brand Portfolio Unique portfolio of luxury sunglasses brands 32 brands

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2010 – Cooperation Founded in 1987 by Christian Dotta, Niclas is an international wholesale and retail company focused on travel retail distribution.

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Company / Co-operation buying motives

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Why do people buy sunglasses? - For protection - To be fashionable - Because of brand loyalty 2010 – Buying Motives

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PROTECTING YOUR EYES 2010 – Technical Part premature ageing age related cataract cancer of circumocular skin

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PROTECTING YOUR EYES 2010 – Technical Part Because of that it is very important to pay attention when you buy sunglasses. Be sure that they have a 100% UVA & UVB protection.Safilo grants the 100% UVA & UVB protection for all its sunglasses.

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2010 – Sun rays 1. UV Light Facts Sunburn or damage in eyes tissue cause premature ageing and age related illness

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2010 – Lenses UV(A) & UV(B) radiation UV(A) & UV(B) radiation 100% Eye Protection 100% Eye Protection *** The colour has NO influence on UV protection ***

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PROTECTING YOUR EYES 2010 – Technical Part Additionally with special features !!

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POLARIZED WHAT‘S THAT? 2010 – Technical Part

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2010 – Technical Part POLARIZED The interesting feature of Polarized glasses: they filter the light, which is reflected from surfaces. Which means they simply minimize disturbing reflections on roads, water, ice.. This lens is perfect for: Water sport, driving, skiing

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View without polarized lenses View with polarized lenses

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PHOTOCHROMIC WHAT‘S THAT? 2010 – Technical Part

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2010 – Technical Part PHOTOCROMIC Photochromic lenses are the perfect solution for different situations. If the light bright up, the lens fades himself to dark in a couple of seconds. 100% UV protection is grant on every lightness / darkness of the lenses.

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Colour of lenses match within few seconds to light conditions

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METAL WHAT‘S IMPORTANT? 2010 – Technical Part

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2010 – Quality The Safilo Group provides you maximum wearing comfort, based around new innovations nickel free metal frames.Titanium Products are marked with a TITAN sign inside the temple.

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OPTYL WHAT‘S THAT? 2010 – Technical Part

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OPTYL 2010 – Technical Part For sure you already have been asked many times by your customers of which sunglasses lenses might be changed into optical glasses, no?

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2010 – Quality OPTYL Optyl is a Safilo development High flexibility The unique OPTYL memory effect How to identify?

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Optyl’s memory effect can be demonstrated:

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LAST IMPORTANT FACT: 2010 – Technical Part All luxury brands MADE IN ITALY

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2010 – Production sites Factories in Europe Factories outside Europe All luxury brands MADE IN ITALY Italy Italy Italy Slovenia USA Far East

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2010 – Advertisement Campaigns founded in Florence in 1921, Gucci is one of the world‘s leading luxury brands. It designs, produces and distributes high-quality luxury goods including ready-to-wear, handbags, small leather goods, luggage's, shoes, gifts, fragrances and eyewear. Gucci manufactories all products in Italy, and licenses the production and distribution of eyewear and perfumes.

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2010 – History 1920s In 1921, Guccio Gucci opens a small leather goods company and small luggage store in his native Florence.

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2010 – History 1930s Within a few years time, the label enjoys such success at it attracts an international clientele. 1940s The “Bamboo bag” is introduced, becoming one of the first of Gucci’s many iconic products. 1950s The green-red-green web becomes one of the most familiar identifiers. Stores open in Milan & New York.

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2010 – History 1960s Gucci continues its expansion abroad. In the mid 60s Gucci adopts the legendary double “G” logo. 1980s In 1982, Gucci becomes a public limited company. 1990s 1994 Tom Ford becomes creative director. 1999 Gucci transforms itself into a multi-brand group.

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2010 – History 2000s Gucci achieves astounding global success and is named the most desirable luxury brand in the world.

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2010 – creative director frida giannini – creative director her unique talent and modern vision have fuelled her rise as the leading creative force behind one of the world’s most celebrated fashion houses.

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2010 – GUCCI news Gucci Collector: Presented by Christie’s In January 2010, Gucci and Christie’s will launch “Gucci Collector: Presented by Christie’s”—the very first Gucci-certified online destination for appraising vintage Gucci products. The result of a unique partnership between the House of Gucci and Christie's auctioneers, the unprecedented service has been developed for avid Gucci collectors and enthusiasts alike.

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2010 – GUCCI news THE NEW JACKIE BAG Designed by Creative Director Frida Giannini, the New Jackie bag, is a fresh and modern reinterpretation of Gucci’s most iconic handbag, ‘The Jackie’. First created in the 1950s, the model became Jacqueline Onassis' preferred accessory and consequently the bag soon assumed the moniker ’The Jackie’.

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2010 – GUCCI news GUCCI CREATIVE DIRECTOR FRIDA GIANNINI COLLABORATES WITH AUTHOR AND ILLUSTRATOR MICHAEL ROBERTS FOR 5TH ANNIVERSARY OF GUCCI CAMPAIGN TO BENEFIT UNICEF Gucci is pleased to announce details of its 5th anniversary Gucci Campaign to Benefit UNICEF. As in the past, this year’s initiative centres around the holiday period promotion of an original collection of items designed by Gucci Creative Director Frida Giannini to be exclusively sold in over 200 Gucci stores worldwide and on

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2010 – Brand Positioning

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icons The Gucci Crest The Bow GG Monogram The Horse bit Green/Red/Green web Double G Logo

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2010 – GUCCI Advertisement GG1628/S GG1933/S & GG3130/S

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2010 – GUCCI Collection Details 2010 GG1628/S GG3130/S GG1933/S

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2010 – GUCCI Collection Details 2010 GG3106/S GG3110/S GG3106/S

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2010 – GUCCI YOUNG Advertisement Check on GG1627/S & GG3138/S

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2010 – Advertisement Campaigns The most influential fashion designer of the late 1940s and 1950s, CHRISTIAN DIOR (1905 to 1957) dominated fashion after World war II with the silhouette of his New Look. He also defined a new business model in the post-war fashion industry by establishing Dior as a global brand across a wide range of products.

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2010 – CHRISTIAN DIOR WMF file AVI file Christian Dior – The Story

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2010 – design director John Galliano – head designer Was born in Gibraltar in 1960, studied fashion in London, 1986 he was named “British Designer of the Year” , in 1996 he became Design Director at Dior Fashion House. His sophisticated combination of audacity, glamour and street style are perfectly matched to the Dior woman of the third millennium.

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2010 – DIOR NEWS Musée Christian Dior Granville A Granville, dans le cadre de la villa "Les Rhumbs", le musée Christian Dior réunira pour la première fois, à l'occasion de sa nouvelle exposition  "Le Grand Bal Dior", du 13 mai au 26 septembre 2010, plus de cinquante robes de bal créées par Dior.  From 13th of May to 26th of September 2010

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2010 – DIOR NEWS See the film on

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2010 – Brand Positioning

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icons The Exclusive styles Dior Cannage Lady Dior Dior Logo Dior Signature NEW CD logo

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2010 – Advertisement Campaigns anno 1950 anno 2010 Enhancing the Female FigureDIOR OPPOSITE

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2010 – CHRISTIAN DIOR Enhancing the Female FigureDIOR COCOTTE

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2010 – Advertisement Campaigns

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2010 – Advertisement Campaigns What‘s the difference?

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2010 – Advertisement Campaigns

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2010 – Advertisement Campaigns

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2010 – Advertisement Campaigns

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2010 –ARMANI NEWS Giorgio Armani visit Moscow and stage two shows to celebrate the success of GIORGIO ARMANI and EMPORIO ARMANI in Russia.

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2010 –ARMANI NEWS Giorgio Armani dresses her majesty queen Rania al Abbdullah for a gala dinner at the quirinale, in Rome.

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2010 –ARMANI NEWS MEGAN FOX – the new face for Armani underwear and Armani Jeans.

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2010 –ARMANI NEWS GIORGIO ARMANI S.P.A. opens the first EMPORIO ARMANI store and EMPORIO ARMANI caffe in Budapest, Hungary.

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2010 – ARMANI NEWS GIORGIO ARMANI opens it’s first EMPORIO ARMANI store in Berlin, Germany.

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2010 – Advertisement Campaigns Giorgio Armani is a high-end label specializing in men's and women's ready-to-wear, accessories, eyewear, cosmetics, and perfumes. It is one of the most expensive clothing labels in the world and is available only in select high-end department stores

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2010 – Brand Positioning

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2010 – Collection Details 2010 GA 758/S GA 750/S GA 764/S

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2010 – GIORGIO ARMANI advertisement GA 773/S GA 775/S

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2010 – Advertisement Campaigns Emporio Armani is an informal but cool and outgoing collection, dedicated to anyone who feels young in mind, confident and wants to make a statement with a personalised style.

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2010 – Brand Positioning

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2010 – EMPORIO ARMANI advertisement EA 9639/S EA 9633/S

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2010 – EMPORIO ARMANI Image Cool and Sexy Cool and Innovative Cool and Stylish

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2010 – Advertisement Campaigns Cool and Sporty Cool and Innovative Cool and Stylish

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2010 – HUGO BOSS Campaigns Is a German fashion and lifestyle house based in Metzingen, a small town near Stuttgart, that specializes in high-end men- and women's wear. It is named after its founder, Hugo Ferdinand Boss (1885–1948).

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2010 – HUGO BOSS NEWS Waris Diries – „Desert Flower“HUGO BOSS dressed up for bestseller film

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2010 – HUGO BOSS NEWS HUGO BOSS sponsors the British skipper ALEX THOMPSON and outfits his crew among other races for the ROLEX FASTNET RACE.

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2010 – HUGO BOSS NEWS Since 1981 HUGO BOSS has posted countless success with the British Formula 1 Team McLaren. In 2010 Mc Laren Mercedes and HUGO BOSS will take off with the two young world champions from 2009 and 2008, Jenson Button and Lewis Hamilton.

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2010 – Brand Positioning

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2010 – Advertisement Campaigns Important Signs of the Boss Collection The BOSS flower pattern BOSS0280/S

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2010 – HUGO BOSS advertisement BOSS0289/S

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2010 – HUGO BOSS advertisement BOSS0293/S

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2010 – Advertisement Campaigns Every day more than 2000 people buy a pair of Carrera somewhere in the world… … and this is just the beginning.

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2010 – brand history 1957 Carrera is the name of a Panamerican competition. Company established in Traun (Austria). Core business focused on ski and motorcycle goggles.

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2010 – brand history 1964 Copyright of the new material OPTYL

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2010 – brand history 1977 Launch of the sunglasses line : CARRERA CHAMPION AND CARRERA STEWARD

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2010 – brand history 1978 Carrera launches the “Porsche design” collection”

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2010 – brand history 1987 Carrera sponsors the AMERICA’S CUP

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2010 – brand history 1988 Carrera is the most important sport brand

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2010 – brand history 1996 Carrera is bought by Safilo

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2010 – Brand Positioning

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2010 – CARRERA advertisement PANAMERIKA 1

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2010 – CARRERA advertisement SPEEDWAY + TOPCAR 1 + TOPCAR 2

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2010 – CARRERA advertisement SPEEDWAY + TOPCAR 1 + TOPCAR 2

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2010 – CARRERA advertisement CHAMPION + PANAMERIKA 1

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2010 – Celebrities’ CARRERA RIHANNA – new video clip « Rude boy »

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2010 – Celebrities’ CARRERA USHER’S latest video clip « Daddy’s Home »

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2010 – Celebrities’ CARRERA LADY GAGA wearing Carrera CHAMPION in her new video clip « Bad Romance »

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2010 – Making an impact Important Parts of a superior brand exhibition: Brand recognition Campaign adverts Overview Impact on customers

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2010 – Merchandise strategy Giorgio Armani Emporio Armani Hand out the correct cases:

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2010 – Merchandise strategy Gucci Dior Homme Dior Hand out the correct cases:

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Thank you for your time

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