Infinit: strategy based on product identity
The eyewear industry can grow if more people are aware about eye health. Convinced of this is Gabriel Hanfling, creative director at Infinit, who is presenting at the current edition of Mido at Fiera Milano a series of new products in line with a corporate strategy centered on good value for money.
“Yes, our strategy centers on good value for money and on product identity. Frames convey strategic messages and therefore make a brand recognizable. Products fully represent the identity of Infinit”.
Hanfling grew up among eyewear, and not only metaphorically speaking (“My father is an optician. When I was a boy, he had an optical store and then be bought a company. So I can say that eyewear has always been an integral part of my life”), so he has good reason to express an opinion about the future of eyewear: ”I think that the eyewear industry has the potential for growth; the problem is that people are not very aware about eye health. Many don’t know that eye care is an important factor in life. People who suffer from sight problems can’t fully enjoy life and sometimes they can’t enjoy it at all. There are various reasons why people should start to take an interest in eye health and how to protect their sight. And there are different steps they can take to prevent vision defects and the associated problems. The first step is knowing how to keep eyes in good health and then follow the guidelines for protecting sight”.
At this edition of Mido and general expectations apart (“We want to meet clients and distributors from all over the world who are interested in our work”), Infinit is presenting vision and sun frames which Hanfling describes as follows: “Our vision frames have a vintage style. We have analyzed the aesthetic models of unforgettable personalities in culture, music, journalism and also show-business from all over the world. Unique models that are a blend of history, trends and colors. For sunglasses, our models differ greatly from one another; our products represent the identity of the brand thanks to certain details like color or metal applications. The main models presented in the collection are oversize: Aviatore and Occhi di gatto”.
Hanfling hasn’t chosen just one color for next season (“In my opinion, the main trend is color, all colors”) but has very clear ideas about his favorite models among those proposed by Infinit: “Vision frames: Margot and Dimitri. Sun frames: Wine. I chose these frames because they perfectly express the identity of the brand”.
To finish, a personal insight. What is your philosophy? “Live life to the full every day”. How would you describe yourself in one word? “Inquisitive”.
