Titan Eye+ has launched ‘Switchers’ range of specs, which for the first time has transformed the brand from eyecare to eyegear. They have launched themselves firmly in the ‘eyecare as fashion accessories’ space. And the best part – they have done this by perfectly understanding what the consumer wants!
Watch the launch commercial below:
Some comments on this:
1. Pulse on the Consumer heartbeat – connect with the youth:
Eyecare, both in the forms of contact lenses as well as specs has been projected as a fashion accessory for a couple of years now. Remember the following Zeiss campaign which tried to achieve a connect with the youth? (What’s on your eyes man!!)
Note: I felt the campaign was good, but the expected improvement in brand recall was not there (which was more effectively achieved through the retailers’ push for the brand across the counter). The campaign tried to send two parallel messages – connect with youth and style, and projecting the Zeiss logo as a mark of identification. The problem, in my view was that the brand logo was talked about as the style identifier, while it would have served better as a quality identifier much like the hallmarks on gold jewelry)
With the launch of Eye+ Switchers, it is clear that Titan has realized that while the youth have already been convinced of the fashion potential, they face problems because having multiple specs/lenses is both expensive, impractical and cumbersome. So they provide an easy option to their user, to switch their accessory for a new look by simply changing the frame sides. Makes the entire accessory all the more easy to use and show-off
2. The youth connect is decent, leaves a reasonable brand recall. Interestingly, the ad copy is not talking directly about fashion accessories. It is an off-track way to say that looks can change radically with eyewear, and promotes experimentation. And experimentation is the key to success of anything remotely associated with fashion.
On an assumption that the switching is mechanically an easy process, and that the colors range is attractive enough, this should be a success. And the success would be a perfect example of ‘meeting customer needs profitably‘ as Monsieur Kotler would say 🙂
Ref: A contrary view of the use of Brand marks by Zeiss, interesting points: http://marketingpractice.blogspot.com/2008/12/zeiss-we-make-it-visible.html