Safilo moves Smith from Idaho to Italy - struggle to pump up in-house brands begins!

[Moss]

The potential lack of designer brands to license has evidently spurred Safilo to focus on its portfolio brands.

http://theeyewearblog.com/safilo-mov...-domino-falls/

How does Smith do for those who carry it?

[opty4062]

Plenty of looky lous, not enough buyers, we are moving it out. :)

[Boldt]

Agreed, if it's the center brand it's ok. If it has to compete with Oakley, Maui, or even Rayban it flounders at best.

[Uilleann]

Their 'in-stock' rations are appalling. But apart from that, they make a decent enough product. Just about the only viable Rx snow goggle option in town. And here, that's a big deal. They do completely spank Oakley on every level in terms of quality and design.

[Moss]

So then you'd say the problem is marketing rather than the product itself or whatever synergies Safilo mentioned in the article?

[opty4062]

TBH we were sold (promised) on us having their exclusivity to our area and their frame warranty 18-24 mos ago. Then they popped up at a competitor 3 miles away. Then the looky lous were using us to try them on before they bought online (or so it seems). So in spirit we are done and moving on...

[kcount]

I carry the Forecast and Suncloud lines in a sunglass retail shop and do well with both lines. Admittedly they are also significantly less costly than the named brand.

[Moss]

What I'm wondering is whether moving the design studio to Portland and running operations from the Italian Alps will address whatever issues anyone has with stocking the brand?

How much of the lack of expansion is due to weak branding and how much is due to other issues?

[kcount]

The modern buyer has changed in the last decade. Where once people identified themselves with the brands they wore, today they identify themselves with a style they choose and the activities they participate in. Rarely do I have people walk in looking for the Prada, Armani, Calvin Klein, etc. Instead they ask, "Do you have hipster glasses?".

Todays consumer (at least from my perspective) has evolved as a result of a decade of recession. Brand names are going to have a harder time selling to the masses on a name alone. instead they will have to create a defined concept of "Why" they are doing what they are doing. Toms shoes is a great example of this. Everything about their company is to promote a concept of social responsibility. Warby Parker followed this concept by creating a program of giving product to groups. My own office donates services and materials to local children in need of vision care. We do this because it is inline with our "Why". Name brands such as Smith, Prada, Channel have a hard time defining a why that resonates with today's market. Where they are made/produced/operated from is moot.

[drk]

Interesting. A shift in marketing focus from "Look at me, me, me" to "Make me feel better about me, me, me". (Cynical, I know, but that's the heart of the matter.)