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Issue # 17June 4th 2015

Italia Independent on show at ExpoThe velvet effect is among the Italian innovations of “The Exhibition 2015”

Korean inspiration for Chanel

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In this issue we complete the analysis of the 10 trends listed by ZenithOptimedia for 2015.

How is brand value created?

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In the previous issue we presented the first five emerging trends that ZenithOptimedia has identified for enhancing a brand. The remaining five are discussed in this article.

5 Custom-FitMillennials tend to expect customisation and mix-and-

match products in the Consider-Buy stage.Brand actions

Audit current product and services in order to provide consumers with options to choose from.Study in-app behaviour to ensure ease and convenience for consumers when customising their needs.Quantify the value of customisation in order to streamline common customisation needs and profitability.

6 Photo ShopZenithOptimedia believes visual web sites will be a new

sales channel in 2015.Brand actions

Develop picture postcard quality visuals that speak to consumers emotionally, encourage them to find out more about the product or share it with friends.Review existing online shopping catalogue brands to find best-in-class executions for developing effective calls-to-action and easy navigation to purchase.Develop ongoing tests to identify effective call-to-action campaigns.

7 Swipe rightWith the proliferation of smartphones, certain mobile

behaviour is becoming second nature.Brand actions

Audit how recently your site or app UX was reviewed. Are they still on-trend? Are you testing new user interfaces and UX on an ongoing basis? Review or research the most popular user-interface features on your consumers’ favourite apps as part of your overall brand experience mapping.Explore opportunities to co-market, partner or integrate with category-leading apps rather than build from scratch.

8 Smart sensorsThe growth of sensors in all areas of our lives enables us

to interconnect a growing number of devices.

How is brand value created?

| Issue #17 | June 4th 2015

(part II)

Brand actionsConsider how automation can improve productivity and

efficiency for the consumer. Evaluate whether the benefit of automation outweighs the effort and cost required to set up automation.Interoperability – analyse the necessity to have your own software or to partner with existing software companies to ensure machines speak to each other in the same language.Optimise real-time data to enable machine learning for automated tasks, which will improve both efficiency and effectiveness over time.

9 Brand storytellingNew interactive technologies enable brand storytelling

to become more immersive.Brand actions

Integrate different forms of media to tell a story in a more engaging way.Adapt to rapid changes in platform technologies to give consumers more control over the narrative and perspective of the story.Explore consumer input for the actual content development process.

10 GeotainmentMany Millennials are building communities based on

shared interests and lifestyles. Brand actions

Use existing third-party geolocation apps and services to engage consumers based on location.Integrate geolocation functionality into your brand’s owned assets to gamify user experience.Incentivise consumers to use geolocation services by integrating these with reward and loyalty programmes, offers and discounts.

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| Issue #17 | June 4th 2015

AM Eyewear

New consumers all over the world can discover Adlens’ adjustable focus eyewear. The British company has signed a distribution agreement with the independent optical group Lempereur, one of the major distributors in France, Belgium and Luxemburg (it supplies over 2,000 stores), and with American optical distributor Triumph Optical, which will have exclusive distribution rights in Southern California from Bakersfield to the border in the south.

New terminals for FedonAfter Venice, Rome Fiumicino, Olbia and Milan

Malpensa airports, at the end of May Fedon opened another two flagship stores in as many terminals. The first at Caravaggio Airport in Orio al Serio (Bergamo) is located in the commercial gallery that will increase the offer of food and famous-name luxury goods. The second flagship store at the G.B. Pastine International Airport in Ciampino is in the airside departure area. Both stores offer bags, accessories and trolleys dedicated to modern travelers of good taste.

The UV Lux velvet effect awarded by the MIT Review Italy in 2014, gained Italia Independent participation in “The Exhibition 2015”, a traveling show dedicated to the most significant Italian innovations of the last 50 years. Conceived by the Make in Italy foundation which promotes the value of Italian enterprises through the FabLab network and innovators, the exhibition joined Expo 2015 in conjunction with the Telecom Italia pavilion and the Leonardo da Vinci Science and Technology Museum (where it will stay until August 26). The many innovations include the first radios by Guglielmo Marconi, the microprocessor created by Federico Faggin in 1971, Video Online (the first Italian internet provider), the Fiat diesel engine by Mario Ricco, and Programma 101 (Olivetti’s first personal computer).

Adlens: new distribution agreements

Where does the inspiration for your brand come from?My inspiration comes from love for the pure lines of the 30s’

automobile French designers and my passion for Art Déco.

What's the target of your collection?Opticians who like frames with distinctive features for customers

who want to express their personality. Our frames are accessorises for everyone who wants to build his/her own personality.

Are you satisfied with your participation at Mido's Lab Academy?Mido's Lab Academy was a very new occasion to show the

collections and we really enjoyed our participation at this innovative selection.

Mido Lab AcademyThree questions to... Vue Dc

Italia Independent among innovators at The Exhibition

Chris Brown, designer of Vue Dc

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| Issue #17 | June 4th 2015

Drew Barrymore never stops. Already a successful actress, author, and beauty maven, she can now add another accomplishment to her résumé. She is launching a line of eyewear available at over 2,750 Walmart Vision Centers across the United States. The collection consists of 36 pairs of prescription lenses and sunglasses that stay true to Drew’s commitment to affordability, ranging between $39 to $88. The line is an extension of her current Flower beauty brand, which offers high quality, low priced products for all women alike.

I. Jeffrey O. Gustafson. Licensed under CC BY-SA 3.0 via Wikimedia Commons.

Turn over

During the Monte Carlo Gran Prix, L.G.R began a partnership with the Yacht Club de Monaco designed by Norman Foster in 2014. The YCM collection by L.G.R is available in the Club’s boutique and is composed of models Mauritius, Nairobi, Reunion, Reunion flap, Asmara, Keren and Keren cm, all engraved with the prestigious Club’s monogram. There is also a customized edition of the case: black leather with the YCM logo in gold within a navy blue box with two crossed flags.

L.G.R. for Yacht Club de Monaco

Salvatore Ferragamo by Marchon

Andrew Alcorn Chairman Superior VisionNicholas Di Paolo Board of Directors President Foot LockerRebecca Dunn Director of sales-eastern region TuraJony Ive Chief Designer Officer ApplePaolo Manuzzi Global General Manager VibramMarcel Ostwal Senior Vice President of men's design Michael KorsAnthony Senander Membership Services Manager OD ExcellenceRollie Stenson Director of sales OD ExcellenceJerry Warner North America President Coopervision

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The international network of the model management company Elite World has signed an exclusive agreement with the Optic 2000 chain for distribution to over 1,200 outlets in France and Switzerland. The first collection of Elite Models’ Fashion sun frames made by Key Optical Europe is dedicated to women between 15 and 40 and includes 20 models in materials ranging from marble-effect or simple acetate to plain or satin-finish metal, with large mirrored lenses. Shapes range from round to ultra-vintage pilot with neutral or transparent textures and animal prints in blue and Marsala or in black and white.

Elite Models' Fashion distributed in France and Switzerland

Drew Barrymore Launches 'Flower' Eyewear

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The Fashion as Social Energy exhibition - from May 29 through August 30 at Palazzo Morando, Milan – is dedicated to the relation between art and fashion understood as forms of social energy and catalysts for today’s desires, anxieties, needs, obsessions and pressures. The exhibition presents the work of fourteen international artists, in which fashion conveys current experiences and activates creative and social energies, driving forces that demolish habits, challenge conventions and generate new visions and possibilities. Fashion as Social Energy is intended to be a platform for in-depth reflection on our present and possible future.

There is a fine line between design and art. Proving this is the exhibition “Pro Lumen Light Transmutation” by Stefano Russo – eyewear designer for Prada, Miu Miu and Louis Vuitton – which will be open until June 13 at the Spazio Tadini in Milan. The exhibition is a test of vision perception and optical illusions by means of real machines that accompany the spectator. Every room stimulates the sense of sight in different ways and continues as far as real and metaphorical light. Russo’s machines enter the psyche to reveal a thought nerve center on which to work to find renewed harmony with the universe.

The futuristic Dongdaemun Design Plaza (DDP) in Seoul, a design museum created by the architect Zaha Hadid, hosted Chanel’s Crociera 2015/16 collection. The palette of sparkling colors, delicate freshness and structured silhouettes conveyed the perfect blend of Korean inspiration and the atelier’s style. Karl Lagerfeld reinterpreted “local” culture in general terms: from the traditional dress (the hanbok) to the acidic aesthetics of K Pop, the entire collection was imbued with energy and avant-garde accents. Eyewear was also among the main players at the fashion show.

Design, fashion & lifestyle | Issue #17 | June 4th 2015

French artist Miguel Chavelier creates carpets of light. The geometrical patterns change shape when stood on and constantly renew the surrounding environment. His works are interactive thanks to the use of infrared sensors: new compositions emerge when they are disturbed by spectators walking on them. His latest work, “Pixels Wave”, is a gigantic carpet of light to be installed on

the ground in front of the new parliament building designed by architect Renzo Piano. Visible in July during the Malta Arts Festival, the installation also refers to the island’s history by adopting graphic shapes, like the Maltese Cross, that are linked to the past.

Pixels Wave goes to Malta

From eyewear to art

Maria Papadimitriou, The Costume of Yorgos Maga. Photo: Matthew Monteith. Courtesy Dest

Chanel inspired by Korea

Fashion as Social Energy

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