Police Eyewear recently held a pre-launch preview of their Spring/Summer Collection 2016 exclusively for optical retailers at the Al Habtoor Grand Hotel, JBR Dubai on the 9th to 13th of June along with a Gala Dinner on the 11th of June 2015
The Italian origin Police Eyewear last launched its Spring/Summer Collection 2016 in a pre-booking event of its collection. The collection that will hit the market in early November 2015 will see an array of classic and vintage inspired theme running in a daring contemporary look. Described as ‘retro futuristic’, the eyewear range is a perfect mix of past and future of Police that looks for an authentic rebel style. Explaining this, the collection is an assertive emphasis on the success story of Police till date and interprets the constant innovativeness of the brand that keeps inventing new style statements.
Targetting age groups 20 to 45 years, both men and women, usage of Duo lenses (Neymar) and the floating lenses will be seen more in this collection. In terms of material, a pretty well balanced mix of plastic and metal styles are used that makes it unique along with including textured linen, an inspiration taken from textile environment but specifically from nature. And for the colour palette, matte and semi-transparent inspiration has been incorporated and as for shapes, there is still a good offering of panthos and oval shape, both of which are quite trendy.
Maintaining consistency of always having a wide range of eyewear, the upcoming collection also displays a range of solid international offering and adding some customised products pertaining to markets like the UAE, this being a result of the growing demands from the end consumers to have variety from colour, to the bridges and the types of materials used in spectacle making.
Some of the prominent guests in the event were Mr. Michele Aracri, Managing Director Derigo; Stefano Bozzo, Police brand and licensing Director along with major optical chain retailers and independent opticians.
Speaking about the key role player of this collection, the distribution partner, Derivision, the brand representatives expressed that Police has been under the Derivision portfolio of distribution from 2013, and since then have observed the business doubled, POS increased and a consistent pace of marketing activities which has further increased the brand visibility, equity and sales.
Derivision, in particular is rolling out special styles for ME market, twice annually with affordable pricing; this in turn helps retailers in increasing the product assortment where the style, shape, fit, colours and materials match to the likes and tastes of middle eastern consumers. Derivision, over the years has built a strategic relationship with key retailers of this region, together with their classic distribution strategy with independent opticians where the brand is well merchandised and communicated in all the point of sales. With a dedicated brand manager, Mr. Melvin Moras and his young team under the visionary leadership of the general manager Mr. M. S. Reddy are confident on achieving the coveted status of numero uno lifestyle brand in Middle East.
The much anticipated Police Eyewear collection of 2016 will hit the market by early November this year and will speak to the styles of an authentic person, an audience who choose Police because of its different, innovative and unique style.
