Luxottica Group is conducting a pre-launch of its latest Prada Linea Rossa’s sunglasses with China Duty Free Group (CDFG) at Sanya International Duty Free Shopping Complex in Haitang Bay.

 

The pre-launch takes place in ‘a key strategic location for Luxottica’ in line with its focus on the Chinese consumer. To generate interest and awareness, the launch is being supported by an omnichannel program running from now until September.

 

The Prada Linea Rossa sunglasses are now sold exclusively in all CDFG’s stores and its e-commerce platform, and will be available worldwide from October.

 

Enrico Destro, Global Travel Retail Director at Luxottica, commented: “China Duty Free Group is a long-standing partner of Luxottica and we are really proud to introduce this avant-premiere pair of sunglasses from our luxury Prada Linea Rossa range alongside them.

 

PRE-TRIP COMMUNICATION

“This launch is a reflection of our commitment to offering fresh and exciting products for our Chinese consumer.

 

 

“Being able to showcase these sunglasses at such a prominent location in travel retail is a privilege and we are glad to work with CDFG towards recovery, for not just the sunglasses category but for the entire travel retail channel.”

 

To create awareness and interest among pre-trip consumers and visitors at Haitang Bay, the launch of the Prada Linea Rossa sunglasses is supported by an omnichannel strategy.

 

Appearing online on CDFG’s Weibo, the campaign directed consumers to CDFG’s Sanya e-commerce platform where they could make their purchase. Offline, the product launch is boosted by eye-catching window displays at highly visible store locations from June to July.

 

As part of a new series, the luxury sunglasses feature ‘a modern shape’ with advanced spring hinge technology. “The double-beam metal line highlights the comfortable urban style and the overall pursuit of high comfort and leisure,” said the group.

 

The sunglasses are now exclusively available in a classic, polarised gradient lens in size 62.