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wherever possible, though limitations can arise small enough, with around 2,000 employees, to
with factors like colour or texture. For example, maintain close communication globally. The key
black injection plastic is now fossil fuel-free. By is consistent dialogue, and the long-tenured staff
the end of the year, around 50% of our products helps maintain continuity.
will feature sustainable materials, a commitment
that applies across all product lines. TIO: In an age of rapid digital consumption
and shorter attention spans, how do you create
TIO: How does Marchon secure its competitive marketing campaigns that resonate and stand
edge in the luxury eyewear market and out in a crowded marketplace?
consistently renew its brand lineup?
TB: Eyewear campaigns often don’t have
TB: My role is to ensure we keep our global the same budgets as industries like beauty, so
priority brands, like Ferragamo, consistently we often collaborate with parent brands. For
evolving in design and quality. We also bring instance, when Calvin Klein signed Jeremy Allen
in fresh brands, such as Victoria Beckham and White, we worked with the fashion house to
Canada Goose, to keep the lineup exciting. include eyewear in their Fall ad campaign to
While some brands may not be globally relevant, maximise the impact. Our primary focus is on
we ensure they align with market needs. For point-of-sale communication, where impactful
example, we’ve had success with Paul Smith, a imagery is key, as consumers have limited time
luxury menswear brand. It’s about choosing the to make decisions. We also leverage celebrity
right brands that complement our portfolio and partnerships and product showcases to make
resonate with specific markets. an immediate visual impact. Additionally, social
media campaigns with influencers have been
TIO: How do you see the role of artificial highly successful in driving traffic.
intelligence or data-driven decision-making
in the future of global brand marketing? How KP: With increased digital investment and
are you currently using data to influence brand data, we’re moving towards more personalised
strategy? campaigns. I believe AI will play a significant role
in optimising these efforts, helping us create
TB: We’re currently using AI in supply chain customised messages that would be difficult to
operations for demand planning and inventory develop manually.
management. By analysing sales data, we can
optimise product distribution. Additionally, TIO: How can retailers foster and sustain
AI is improving marketing efficiency, such as business growth?
generating image backgrounds instead of TB: Both need to clearly define their market
travelling for shoots. However, we’ve decided role. Independent retailers often excel by
not to use AI-generated people in ads, as we competing on service and brand selection, as
prefer to feature real faces. For now, we focus on they can't match the prices of larger chains.
maintaining authenticity in our campaigns. Imitating chain stores isn’t a sustainable strategy.
TIO: Managing large-scale teams across For chain stores, customers value quick
different geographies must come with unique transactions or specific types of value, and they
challenges. How do you ensure effective thrive on offering that consistency.
communication and execution of global
strategies, especially when working with local In the past decade, the eyewear industry has
markets and agencies? evolved from being a medical necessity to a
fashion retail experience. Consumers now expect
TB: It’s about constant communication, often eyewear shopping to be as enjoyable as buying
across multiple time zones. I spend a lot of time clothes or shoes, with well-lit, attractive stores and
in meetings, especially with teams in Asia and diverse selections. Both chains and independents
Europe, using technology to bridge the distance. who embrace this shift will see benefits.
I hold regular regional meetings and monthly
business reviews for each area. Our company is
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