Fashion Outreach

Fashion Outreach

Get to Know Eyecessorize

Eyecessorize is The Vision Council’s campaign to increase awareness of the fashion and lifestyle aspects of eyewear. By sharing the latest in eyewear trends, advances in technology and advice from eyewear experts, The Vision Council educates millions of Americans about options in eyeglasses and sunglasses. Check out the Eyecessorize new member kit to learn more about the campaign and how it can benefit your company.

A Snapshot of Your Member Benefits

  • Free coverage in the Eyecessorize trend kits, look books, e-blasts and events, all of which directly target fashion and lifestyle outlets
  • Promotion on Eyecessorize’s consumer-facing social media channels and well-read blog
  • Opportunities to participate in print, online and broadcast requests from top-tier media outlets

Events

In October, The Vision Council’s Eyecessorize campaign participated in a highly successful spring/summer 2017 press preview held by its fashion public relations firm, BWR PR, at The London NYC hotel. The event garnered more than 65 media guests from outlets like ELLE, Marie Claire, O, The Oprah Magazine, Men’s Journal, People, Cosmpolitan.com, Maxim.com, Shape.com, “HuffPost Live” and “E! News,” among many others. Eyecessorize featured eyewear and sunwear product from 50-plus Eyewear & Accessories (E&A) and Sunglass & Reader (SRD) Division members, organized according to top frame trends for the upcoming season. Attendees were encouraged to try on the frames and snap selfies in Eyecessorize’s photo booth, posting them to Instagram using the handle @Eyecessorize and hashtag #EyecessorizeSpring. Stylized posters were on display sharing written trend descriptions and corresponding model imagery, as well as details about Eyecessorize. Additionally, attendees were given takeaway cards leading them to Eyecessorize.com for further information.

Marketing Materials

Eyecessorize released its spring/summer 2017 trend kit in February to approximately 400 fashion and lifestyle outlets nationwide. 

Trend Kit

The digital kit includes an online booklet prominently featuring product from 65 members of The Vision Council's Eyewear & Accessories and Sunglass & Reader Divisions, and includes men's and women's optical and sunwear images alongside trend descriptions. Additionally, the kit offers interactive components – the media has the capability to download hi-res versions of the featured frame images and view slideshows showcasing frames in each trend.

The following members have products featured in the kit: A&A Optical, Altair Eyewear, Alternative Eyes, CalOptix, Charmant Group, Clariti Eyewear, Classique Eyewear/Kingsley Rowe, ClearVision Optical, Cliff Weil, Colors In Optics, Costa Sunglasses, Desert Sunglass of Scottsdale, Eastern States Eyewear, Europa International/State Optical Co., eyebobs, Eyeking, eyeOs, Eyewear by ROI, Face à Face, FGX International, Hilco/Jonathan Paul Eyewear, I Heart Eyewear/Ron's Optical, Icon Eyewear, ICU Eyewear, JINS, Kasperek USA Optical, Lafont, L'Amy America, Legacie/B. Robinson, Liberty Sport, Live Eyewear, Luxottica Group, Marchon Eyewear, Marcolin Group, Match Eyewear, Maui Jim, Miyagi Eyewear/Optical Exchange, Modern Optical, MODO, Mondottica, Morel Eyewear, Mountain Shades, Nouveau Eyewear, OGI Eyewear, OptiUSA, Peepers by Peeperspecs, ProDesign Denmark, Randolph Engineering, Revolution Eyewear, Safilo Group, Shwood, SMITH, SPY, TD Tom Davies, Thema, TOMS Eyewear, TURA Inc., Ultra Palm Optical, Visual Eyes, Vuarnet, WestGroupe, ZEAL Optics, Zimco and Zyloware Eyewear.

Visit Eyecessorize.com to check out the trends, or click here to view the digital kit.

Satellite Media Tour

CaroleOn behalf of The Vision Council's Eyecessorize campaign, New York Times best-selling author and reality TV star Carole Radziwill conducted a series of broadcast interviews in October focusing on the fashionable aspects and health benefits of reading glasses and sun readers.

Resulting in 30 live-to-tape interviews, the series has garnered nearly 30 million impressions and reached top outlets including "The List" TV, NBC's WFLA "Daytime," FOX's WFTX "The Morning Blend," and WCIU, The U's "You & Me," among many others, as of mid-November, with more segments slated to air in coming weeks.

During the interviews, Carole stressed style doesn't have to be sacrificed to see clearly, showing off her favorite readers for fall from the following Eyewear & Accessories (E&A) and Sunglass & Reader (SRD) Division members: eyebobs, eyeOs, FGX/Corinne McCormack, I Heart Eyewear, Safilo Group and OGI Eyewear. Carole encouraged viewers to start a collection of readers to switch up their looks, highlighted the top seasonal readers trends, shared face-fitting tips and directed viewers to eyecessorize.com for further information.

Outfitted in frames from E&A member Kenmark Group, Carole also published two Instagram posts to her page – which has almost half a million followers – during and after the taping promoting Eyecessorize and sharing top-level industry messaging. Combined, the posts received 10,000-plus "likes."

Media Placements

With the goal of positioning eyeglasses and sunglasses as must-have fashion accessories in the media, Eyecessorize communicates the latest eyewear trends, lifestyle options and so much more to consumers, while simultaneously generating publicity for products from members of The Vision Council. Throughout the year, the campaign works with online, print and broadcast media outlets, fulfilling requests for projects they are working on and proactively pitching the stylish aspects of eyewear.

'Arizona Midday' Flaunts Spring Specs and Sunnies

The Vision Council also secured a spring eyewear and sunwear trends segment for its Eyecessorize campaign that aired Friday, March 3rd, on "12 News: Arizona Midday", an afternoon lifestyle show that has an estimated audience of 38,493 viewers. Presented by beauty, fashion and lifestyle expert, Jamie Krell, the segment is also available on 12news.com garnering 1.5 million unique visitors per month.

Jamie highlighted springtime trends as illustrated by product from Eyewear & Accessories Division members Etnia Barcelona and Kasperek USA Optical, as well as Sunglass & Reader Division member eyebobs. Viewers were directed to eyecessorize.com, where hi-res imagery of the featured frames and purchasing information is available.

View a video clip of the segment below.

'Daytime' Debuts Springtime Eyewear

The Vision Council secured a spring eyewear and sunwear trends segment for its Eyecessorize campaign that aired Friday, March 24th, on "Daytime", a nationally syndicated lifestyle show that has an estimated audience of 2,209,570 viewers. Presented by beauty and lifestyle expert, Kate De Ponte the segment is also available on wfla.com garnering 1.4 million unique visitors per month.

Kate featured springtime trends like rosy hues for women and unexpected details for men as illustrated by product from Eyewear & Accessories Division members Altair Eyewear and Modo, as well as Sunglass & Reader Division member Icon Eyewear. Viewers were reminded to pick up a new pair of sunnies to protect from harmful ultraviolet (UV) rays this spring and summer, and were directed to eyecessorize.com, where hi-res imagery of the featured frames and purchasing information is available.

View a video clip of the segment below.

View more Eyecessorize media placements here.

Blogger Initiatives

The Vision Council's Eyecessorize campaign partnered with five fashion and lifestyle bloggers for a "New Year, New You" initiative promoting the importance of an annual eye exam and snagging fresh frames to kick off 2017. The bloggers published blog and Instagram posts featuring top-level eye health messaging as illustrated by product from Eyewear & Accessories (E&A) members TURA Inc. and Face à Face, and Sunglass & Reader Division (SRD) member VonZipper, tagging @Eyecessorize and the showcased eyewear brands. Collectively, the posts stemming from this initiative resulted in more than 187,000 impressions. Check out the blogs at: TheGirlswithGlasses.com, TheLookSmith.com, FrancisKenneth.com, and AmongOtherThings.com.

nyny

This year for New York Fashion Week (NYFW), Eyecessorize teamed up with fashion and lifestyle blogger Christie Ferrari in an effort to promote fashion-forward eyewear and sunwear, and the sentiment that consumers should start a collection of frames to complement their ever-changing wardrobes. Throughout the week, Christie posted six times to Instagram and shared her posts on Facebook and Twitter, tagging @Eyecessorize as well as the featured brands, which included E&A members Marchon Eyewear, DeRigo REM, Kingsley Rowe and Lafont, and SRD member TOMS Eyewear. At the end of NYFW, Christie posted a round-up blog post on ChristieFerrari.com explaining how she styled each ensemble and linking out to the eyewear brands' sites. During the week, Christie was also featured wearing the eyewear in media outlets such as HarpersBazar.com, PopSugar.com, ShopStyle.com and Aol.com. Combined, the posts resulted in over 105.7 million impressions.

NYFW

 

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