As luxury shoppers become more selective, De Rigo is betting on consistency over the latest craze. 20/20 Europe speaks with chief marketing officer Barbara De Rigo on what keeps consumers investing, balancing heritage with innovation and why chasing trends is rarely a recipe for staying power.
Quick Take
De Rigo is doubling down on brand consistency and heritage over fleeting fashion trends as luxury consumers become increasingly selective with their spending. Chief Marketing Officer Barbara De Rigo emphasizes that the company's strategy focuses on 'staying power,' balancing modern innovation with the traditional values that drive long-term consumer investment.
Why It Matters
In a tightening luxury market, the shift from 'fast fashion' to 'investment pieces' has significant implications for optical retail inventory. Practice owners and opticians need to recognize that high-end patients are moving away from transient crazes in favor of brands that offer recognizable heritage and longevity. Aligning frame board selections with this 'long game' approach can help maintain high-margin luxury sales even as consumer habits become more cautious.
Key Details
Practice Implications
Optical staff should consider curating luxury collections that emphasize timeless design and brand history rather than just current seasonal hype. When presenting high-end frames to patients, focusing on the durability of the style and the heritage of the manufacturer may be more effective than highlighting trend-specific features.
Who's Affected
AI-generated summary — always read the original source for full context
No comments yet. Be the first to share your thoughts.
