Sunglass Hut launches global campaign in luxury market

Sunglass Hut is set to launch its first global ad campaign. The company, which has almost 2,000 stores worldwide, is seeking to position itself as the “ultimate destination for luxury, designer sunglasses”.

Moon, the Sydney-based agency, has created a campaign that focuses on the idea that accessories, especially sunglasses, can instantly transform appearance and influence personality. It has the strapline: “Put them on”.

The campaign will besupported by press ads in women’s fashion magazines including Vogue and Harper’s Magazine in May.

The advertisements will subsequently extend across the US, Australia and the Middle East. Media planning and buying is by Carat.

Milan-based eyewear manufacturer and retail group Luxottica operates Sunglass Hut worldwide. The UK arm of the business received a £1.5m cash injection in 2006 to finance restructuring. A strategic review followed, which resulted in the decision to concentrate on the sale of premium-brand sunglasses and to stop selling watches.

As part of the UK shake-up, a new store format, designed to focus on the luxury end of the market, was unveiled last year in Manchester and Kingston upon Thames.

The company is also opening a flagship store in Covent Garden, which it says is in line with its new luxurypositioning.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here