In a small Italian town, there’s a big company that has been working with Dior to produce eyewear over the last 20 years. However, it was only in 2014 that the team created something so spectacular, they impressed the chief executive of Italian eyewear licensing giant Safilo, Luisa Delgado.

Dior’s ‘So Real’ sunglasses were special. The range had eye-catching, millimeters-thick lenses and finely wrought, aviator-shaped frames with a notably absent nose bridge. It is a recognisable shape only accomplished once in a lifetime.

Upon its release for the first time, Delgado remembers seeing the reaction:

It was immediately clear to everybody that this was something special. All the technicians and the workers gathered around to see it, discussing it. Of course, you could see there was no bridge, a very interesting construction, but the most special thing was that it was wearable.

But Dior has kept pushing the boundaries since. Sarah Blair, senior vice president and divisional merchandising manager for women’s accessories and shoes at Barneys, appreciates the brand’s design innovation:

Dior pushes the boundary in the realm of sunglasses. Their designs are innovative and modern — real fashion statements. The brand has been on a major trajectory since 2014 with iconic styles as ‘So Real’ and the new ‘Split 1’ aviator driving the business.

Internationally, it’s a top selling brand because of this – even making waves here in SA.

According to Su Kim, senior vice president of merchandising and operations at Pedder Group, the brand is a favourite of shoppers:

Dior is one of the top selling eyewear brands at Lane Crawford. There has been a growth in the demand for the brand especially since the launch of the ‘So Real’ style.

And the numbers hold true. Last year, the brand generated sales of R2.8 billion across all distribution channels while its bigger competitor, Chanel, whose sunglasses are “more expensive and less broadly distributed,” generates eyewear revenues of R1.8 billion.

Delgado believes there are three elements to Dior’s sunglasses success:

Extraordinary product, extraordinary communication and extraordinary distribution.

In addition to the innovative design of the product itself, the decision to fully integrate eyewear into the broader Dior brand across a wide range of touchpoints, from its campaigns to its runway shows, has been a key driver of success. It is a holistic approach, viewing eyewear as part of the total. Across anything that is being done, eyewear is an integral part.

Unlike other brands, the Dior range is exclusively made for the brand, while others just have a plastic frame with the logo popped onto the side. This allows the brand to command the price it does, and it’s still cheaper than others. On distribution, Delgado explains:

Creating and sustaining a very desirable brand comes from increasing the quality standard of the doors. With Dior, we have entered what we call hyper-selectivity with doors. You want fewer doors, better doors, more productive doors.

The next step? According to Delgado it’s obvious: a men’s range and opticals.

Dior Homme is taking on the mantle and growing considerably and we are really, really pleased about that because the men’s category in eyewear is clearly a growing category. And then you have the third angle: optical has become a designer item and therefore optical can receive the halo effect from the sun success
We don’t just want to grow with the category, we want to lead the growth.

With glasses as iconic as Ray-Ban’s Aviators, or Wayfarers, Dior too makes its mark by celebrating difference. Sunglass Hut understands this and offers not only the Dior range (US online store), but every style you need for any occasion you might find yourself attending.

Check what they have HERE and make your collection one to die for.

[source:businessoffashion]