Allison: many new products and big supporting events
Many new products and many events to support them. Lucio Lozza, Senior Vice-President Marketing, Licensing & Product at Allison S.p.A., talks about the major new products for next season and expectations for Mido 2011.
“There are many new products and I’ll begin by describing the main ones”, he said. “In the MOSCHINO line, we have launched Moschino Teen, 8 vision and sun models for bright and trendy girls of 9-12 years. In the MISSONI line, for the first time we presented M Missoni, a young line that combines exclusive, effervescent colors and trendy shapes. The collection includes sun and vision models. For Gianfranco Ferré we have launched the Luxury Capsule Collection, a special edition comprising 8 sunglasses with gem details, designed initially for the Middle East, but because they were so successful we decided to offer them to other markets as well. Going on to BENETTON Kids, we have proposed a series of models in titanium to complete a collection that is already the largest on the market. For Zero RH we have presented the new RH 740 Formula, the only eyeglasses with photochromic lenses that will also function under a helmet visor. Last but not least, the TRY line has new temples and colors for TRY CHANGE and two new TRY STAR models in both vision and sun versions with interchangeable temples and cool young colors and graphics”.
-What colors and materials will feature next season?
“Among the neutral and natural colors, sand, hemp, cream and dove gray; white is the inevitable color for summer, but various shades of green, blue and cyclamen will also be popular. Havana and shades of brown will always be among the bestsellers. Proposals will also include transparent, shaded colors, different crafting of acetate, and two-color versions that will leave some space for solid colors. Classic black will also be matte or satin as will galvanized metals and decorations. Gem eyewear will again be popular with stones, Swarovski crystals and embellishments to make it more feminine and refined. There will also be a big comeback of mirrored and shaded lenses. As for the materials, milled plastic will still be predominant in vision and sun models for all Latin American markets. There will be more use of rubber, also in precious and elegant eyewear, and leather inserts in a large variety of textures and colors”.
-Which brands are you counting on the most for 2011?
“We are counting on all our collections because they have been developed with the same energy and enthusiasm, but we have not said much about the house brands for which there will be many new additions and changes in communication in 2011.For TRY STAR and in collaboration with Liberi Pensatori, throughout 2011 we will link communication to important artists and personalities in the Italian and international music scenes. The innovative aspect of our project is that the artists will be taken to stores in a quarterly magazine prepared by the artists themselves and in a new display tower with videos and music that in the future can be downloaded at the optician’s store and from the WEB. Zero RH is following up the success of the sports apparel with the most avant-garde products, lenses and materials, not only for the sports sector but also for casual everyday sportswear. Naturally, we’ll be counting a lot also on the new brand to be launched in 2011!”.
-The next major international appointment is Mido March 4 through 6. Obviously, you’ll be there. Will you present all the new products to the public and sector operators during Mido?
“We’ll be in the Fashion District in pavilion 13, Stand L01-M03, with a totally new exhibit and numerous guests with links to our new TRY STAR initiatives and our sports brand, Zero RH. For TRY STAR, we’ll be launching an innovative project prepared with the Liberi Pensatori agency that combines eyewear and music. We will have many guests also from the showbiz world. For the new Zero RH Formula model, Simoncelli will be there with Hiroshi Aoyama, his new MotoGP San Carlo Honda Gresini teammate, and two important names in the world of cycling: Petacchi and Cunego”.
