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.

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