De Rigo launches Yamamay for Sting
De Rigo Vision S.p.A. and Inticom S.p.A. have announced the finalizing of a co-marketing agreement for the global launch of the Yamamay for Sting exclusive line of sunglasses. The synergism stems from a profound mutual respect between the two companies, the leaders of the optical and lingerie sectors, respectively, and from a precise market study which revealed particular similarity between the two brands’ values and referent targets.
The youngest of the three brands owned by the De Rigo group, Sting was created in the Eighties as a line of unisex sunglasses. Feisty and original, Sting eyewear developed as an increasingly sophisticated fashion accessory and in recent years acquired a wide range of female consumers attentive to trends and the creative combination of different accessories.
Inticom operates in the retail sector with the Yamamay brand of lingerie, pajamas and beachwear sold in its chain of franchised or wholly-owned monobrand stores. Launched in 2001, in just a few years the brand achieved incredible success thanks to its unmistakable mischievous, sexy, bubbly style that expresses joie de vivre and a carefree attitude.
Yamamay for Sting sunglasses are designed and produced by De Rigo Vision in collaboration with Yamamay’s style office. They feature sophisticated acetate frames that recreate the evocative patterns of the 2009 swimsuits and beach coordinates to complete the most attractive summer look with an amusing accessory and this season’s must-have.
The three models in the collection come in four hot colors and they are inspired by a marvelous beach: Ipanema, Goa and Venice Beach. Glamorous vintage, extra-large shapes, witty temples with white polka dots for a young diva look, shaded lenses and plays of color for seductive eyes. The logo, which connects both brands, is applied to the temple by a Seventies-style vintage tag embellished with two small rhinestones in matching colors.
The new line of eyewear will be distributed to a selected network of optical stores and to the Yamamay flagship stores in Italy and abroad at a retail price of 79 euro. Available end March 2009, the eyewear collection is backed up by a specifically-created, powerful advertising campaign that conjures up the sun, the ocean and exotic beaches.
Outlet displays with coordinated tropical graphics, amusing boxes, dedicated cases, window posters and other POS material, complete the Yamamay for Sting project with an evocative and impactful visual communication aimed at the end consumer.
The new synergism between Sting and Yamamay provides an extraordinary opportunity for enhancing the strong points and the successes of the two brands and for offering a younger target the excellent quality of a sophisticated product that is also accessible.
