Challenge: Transform a brand perceived as a discount retailer into a trend setting purveyor of stylish specs for fashionistas and people looking to make a fashion statement by wearing optical eyewear to create a desired “look.”
Insight: 
• Appoint style guru Lloyd Boston as the company’s first “Chief Style Officer”
• Place the LensCrafters brand in high-fashion events (New York Fashion Week)
• Build credibility among key fashion editors and influencers through in-store editor events
• Appoint style guru Lloyd Boston as the company’s first “Chief Style Officer”
• Place the LensCrafters brand in high-fashion events (New York Fashion Week)
• Build credibility among key fashion editors and influencers through in-store editor events
Action:
• Utilized stylist Lloyd Boston as LensCrafters “Chief Style Officer” by having him give eyewear makeovers on ABC’s The View and co-host WE Women’s Entertainment Television offering fashion and style commentary during the Oscars
• Launched the LensCrafters 5th Avenue flagship store at 45th and 5th in Manhattan
• Built the “Eye On Style Transformation Station”– a mobile replica of the 5th Avenue LensCrafters flagship store to allow consumers to “eye-cessorize” with LensCrafters luxury brands. The Transformation station was present at numerous New York Fashion Week events
• Utilized stylist Lloyd Boston as LensCrafters “Chief Style Officer” by having him give eyewear makeovers on ABC’s The View and co-host WE Women’s Entertainment Television offering fashion and style commentary during the Oscars
• Launched the LensCrafters 5th Avenue flagship store at 45th and 5th in Manhattan
• Built the “Eye On Style Transformation Station”– a mobile replica of the 5th Avenue LensCrafters flagship store to allow consumers to “eye-cessorize” with LensCrafters luxury brands. The Transformation station was present at numerous New York Fashion Week events
Outcomes:
• Wall Street Journal front-page article positions LensCrafters as leading the charge in optical glasses as the latest “must-have” trend in fashion accessories
• The New York Times front-page article on LensCrafters flagship store opening
• Provided over 300 editors and fashion influencers with designer frames during New York Fashion Week
• Celebrities like Jamie Foxx, The Pussycat Dolls and Denise Richards were all gifted with designer eyeglasses
• Wall Street Journal front-page article positions LensCrafters as leading the charge in optical glasses as the latest “must-have” trend in fashion accessories
• The New York Times front-page article on LensCrafters flagship store opening
• Provided over 300 editors and fashion influencers with designer frames during New York Fashion Week
• Celebrities like Jamie Foxx, The Pussycat Dolls and Denise Richards were all gifted with designer eyeglasses
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