Tura Celebrates 75 Years by Re-Launching Tura Brand
|February 12, 2013 12:33 AM
Quick Take: Tura Inc. is celebrating its 75th anniversary by re-launching the Tura Brand. In January, the brand began releasing new eyewear styles across seven distinct design sub-groups, as well as new marketing materials that incorporate its American design sensibility, while highlighting its handcrafted details and heritage of innovation.
Wearer: Each style falls within a curated Tura Brand sub-group: Intricates, Infinity, Elements, Mosaic, Simply Tura, Lotus and Brilliance. While each sub-group appeals to a different consumer, all pieces blend Tura’s craftsmanship, distinctive jewelry-inspired detailing, graceful lines and unparalleled American style.
Specifics: The re-mastered Tura Brand includes optical and sun frames in acetate and metal for women and men with multiple color variations.
Selling Points: Tura was founded in 1938 as “The House of Levoy” on Madison Avenue in NYC by Monroe Levoy. Levoy believed that eyewear was just one element of a fashionable wardrobe and promoted the concept of “wardrobing” eyewear to match color schemes in clothing. “While the Tura Brand has evolved over 75 years, we remain committed to designing quality eyewear that’s fashionable and distinctive in a way that enhances individual style,” said Scott Sennett, president and CEO of Tura Inc. “The best way to celebrate our heritage is to re-invigorate our signature collection. This refreshed brand identity reflects Tura’s timeless yet innovative product design in a way that’s relevant to today’s dispenser and customer.” Finely wrought roping, genuine crystals, enamel inlays and textured patterns are a few details that are integrated into the refreshed Tura Brand. To highlight the latest frames, Tura has launched a multi-faceted marketing campaign that includes a revamped logo and brand colors. It will be incorporated into all marketing collateral such as catalogs, advertising, and point of purchase displays.
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