Page 8 - envision-05-2023

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L uxury is not what it used to be. Communicating brand stories has martine@bretoncom.com

PRESIDENT/PUBLISHER
Martine Breton
always been intrinsic to this sector and knowing who you are talking
to is essential.
SENIOR EDITOR
JoAnne Sommers
The consumer base of the luxury eyewear market has undergone a
Tel. 250 469-4350
significant shift in recent years with Millennial shoppers taking centre
FEATURES WRITER
stage. According to Bain & Company, a Boston-based global management joannesommers2@gmail.com
Evra Taylor
consulting company, people born between 1981 and 1996 (otherwise known as Tel. 416 458-4409
Gen Y) accounted for 85 per cent of the growth in the global market in 2017 and evrataylor@yahoo.com
that trend is expected to continue well into the future. ASSOCIATE EDITOR
Shirley Ha, B. Sc (Hons), O.D.
These consumers have different values concerning luxury consumption than SPECIAL ADVISOR, CONTACT LENSES
their parents, and they are influencing younger generations, effectively creating a Joshua Josephson, B. Sc, OD, FAAO, FACLP
“Millennial Mindset”, says Claudia d’Arpizio, a partner in the Milan office of Bain MEDIA COORDINATOR / COPY EDITOR /
& Company. RESEARCHER
Omar Chraïbi
editorial@bretoncom.com
“Consumers with a Millennial Mindset are what we call ‘post-aspirational’
in terms of their shopping in general, and luxury, in particular. They are WEB COORDINATOR
Marc Vaskelis
sophisticated and believe that they deserve the best. They do not buy products as marcv@miromedia.ca
a way of accessing a lifestyle they desire, but as a way of expressing their passions SUBSCRIPTION INFORMATION
and interests,” d’Arpizio adds. envision@bretoncom.com
GRAPHIC DESIGN
Millennial Mindset buyers share a variety of characteristics – ranging from their Marco Gagnon
attitude to convention and their views on time and money, to the importance they design@bretoncom.com
ADVERTISING
attach to experience and their concerns for the planet. Sustainability, authenticity Martine Breton
and corporate social responsibility matter to them, so luxury brands need to build martine@bretoncom.com
1 888 462-2112
those considerations into their brand stories. Tel.: 450 629-6005
Fax: 514 360-6523
“For eyewear, I believe that rethinking the marketing and the communications CIRCULATION / CLASSIFIED ADVERTISING
could be even more important than rethinking the product,” say d’Arpizio. Omar Chraïbi
“Obviously, creativity and innovation have to be at the centre. But I think the key is editorial@bretoncom.com
PRINTING
the conversation, the ‘Wow’ effect, and giving people reasons to visit your website Miromedia
or to enter the store.”
Published six times a year
Our feature story on luxury eyewear provides Evra Taylor’s perspective and a Legal deposit
survey of brand name products that are sure to please. National Library of Canada
ISSN 1925-8801 (Print) | ISSN 1925-881X (Online)
Elsewhere in this magazine, you’ll find Taylor’s designer story about Woodys Canadian Publication Mail Product
Eyewear and Shirley Ha’s summary of current research on 3D printing Convention NO 40021196
innovations by the Waterloo-based Centre for Ocular Research & Education Postage Paid in Quebec
Any reproduction, in whole or in part, of the herein
(CORE). The developments are expected to have wide-ranging effects, including publication, is strictly forbidden, without the written
the ability to hasten pharmaceutical research and development, the creation of authorization of the publisher.
biodegradable contact lenses, and the creation of drug delivery systems. Printed in Canada
Please recycle
We hope you enjoy the issue and the coming months. See you in July! n
E
6 / MAY - JUNE 2023 / www.ENVISIONMAGAZINE.ca /