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a new position. a new identity.
Tri Star Optical, a boutique manufacturer of high-end eyewear, sought to reposition their flagship brand, Ito Nakamura. The Ito Nakamura frames go through a rigorous and lengthy process of manufacturing making them unique to the US. The special hand painted frames can take up to 3 days to complete.
With stiff competition from brand name eyewear manufacturers, Tri Star Optical sought to increase brand recognition, and develop a new strategy to break into the market.
Our solution was to take a radical deviation from the tradition industry “rules”. We designed a new marketing and public relations plan, prices were slashed in half, and a fixed return policy was created. Promotional materials that were standard to high volume orders were sent to low volume orders. New promotional materials sought to appeal to the line’s core demographic, 25-40 year old working women.
Retail eyewear took notice. With the ability to purchase high-end eyewear at middle range costs, and a full kit of promotional materials for their office, a new customer base was built.
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