Specsavers imitates H&M

september 20, 2010

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H&M surprises again and again with temporarily cooperations with famous fashion designers like Karl Lagerfeld, Viktor & Rolf and Roberto Cavalli. For this Autumn a new collection of Lanvin has already been announced. Specsavers Netherlands was probably inspired by H&M when it announced that they have asked the Dutch sisters Spijkers to design a first eyewear collection. This time not a temporarily one but one to stay. The match might at least be called remarkable. Different from H&M, Specsavers is not known for its fashion awareness. The company sometimes profiles itself as a discounter and sometimes as the self announced caretaker of the health of the eyes of Dutch consumers. The question is how many Specsavers employees will have ever heard of Spijkers and Spijkers or feel attracted to their designs and the same might be asked for Specsavers customers. The brand is rather exclusive and the sisters did not spend a lot of efforts to get known in their own country. From them as well it is remarkable that they agreed to cooperate with Specsavers. Apparently money opens doors. To attract fashion aware customers to Specsavers the company will need more than just a Spijkers and Spijkers collection. This looks like one of many attempts of discounting optical chains to upgrade but history learns that none of these attempts has ever been successful. Apparently the chains at the lower side of the market have problems to increase sales like the half year figures of HAL Holding showed already. This might be seen as an attempt to change that. The prescription frames and sunglasses are expected for the end of this year.

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