The De Rigo Vision group is seeking to enter a new market niche with a customized eyewear project whereby the client chooses certain features according to his or her tastes. With the help of the optician, customers can choose between three of four combinations of temples and bridges for eight basic models – five acetate and two metal frames. The customer selects one of the basic frames, which are handcrafted in Italy, and then finalizes the elements to find the best combination, with the assistance of the optician.
The idea is being marketed under a historic house brand, Lozza, first produced in Cadore in 1878. It will be called Lozza Sartoriale to indicate that the optician acts as a sort of tailor, crafting an item of made-to-measure wear. The collection will be overseen by Barbara De Rigo, marketing manager for De Rigo Vision's house brands.
The models were showcased at Silmo at a dedicated booth and the sale of Lozza Sartoriale is currently in a testing stage. The line can currently be purchased at 40 selected opticians in Italy, at four General Optica stores in Spain and one Boots store in the U.K. It will retail between €245 and €360 depending on the materials used.