BUSINESS Transitions Optical Modernizes Brand Through Influencer Partnerships By Jamie Wilson Monday, February 11, 2019 12:28 AM RELATED CONTENT Social Influencers Arian Fartash, OD, Paves the Way for ECP Influencers Optician Sheena Taff on How Industry Insiders Affect Consumers’ Decisions Darryl Glover, OD, Believes in the Power of Authentic Dialogue The continued growth of influencer marketing has enabled Luxottica to target specific talents and tap into their engaged followers. Through these relationships and a valued sense of authenticity in each campaign, followers have grown to genuinely support the company’s brands. “Each Luxottica brand embodies a different lifestyle; influencer marketing has allowed us to convey those unique messages through the lens of brand-aligned personalities that consumers look up to,” Chiara Bernardi, vice president of marketing, Luxottica Wholesale North America said. As this marketing strategy generally continues to grow, it has also found its place within the optical category highlighting an important concept that optical frames can also be a stylish accessory. Bernardi continued, “Influencers help showcase optical frames as an accessory that is folded into their lifestyle, reinforcing the message that you can have the vision correction you need with the style that you want. Influencers have the power to position optical as not only a medical necessity, but as a style-driven accessory that consumers want to purchase.” However, influencer marketing is a strategic concept that involves different layers. Bernardi explained that the key to influencer marketing is to work with talents who are authentically aligned with the brand’s DNA, messaging and product. “Does this product or message seem like a natural extension of the individual, or does it seem forced? It’s all about harmony,” she said. When it comes to reaching a target demographic Bernardi also mentions that Millennials and Gen Z look to social media more than traditional marketing routes which has changed the ways that Luxottica markets its products. “Influencers can bring their own personality and voice to a specific campaign or product launch in a way that resonates with their engaged audience. For example, Ray-Ban’s holiday campaign focused on feeling ‘proud to belong.’ Partnering with influencers who were able to tell their own unique stories about belonging expanded on the brand’s messaging to create a more authentic dialogue,” she said.