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

New Website Launch

The Eyecessorize campaign launched its revamped website, Eyecessorize.com – which merges the pre-existing Eyecessorize.com site with the EyecessorizeBlog.com blog – in May. With the goals of improving search engine optimization and offering site and blog visitors a more user-friendly and visually appealing experience, the new site most notably includes:

  • A fresh, modern and fashion-forward look
  • A reorganized design that is easier to navigate
  • A dedicated blog
  • Seasonal trends prominently showcased on the homepage
  • Easy access to social media feeds
  • A robust member product database
  • A press page

Like the previous site, all pages are geared toward consumers, with the exception of the Media Relations page, which provides information specific to consumer-facing media.

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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 fall/winter 2016 readers look book – which will be used as a short- and long-lead pitching tool to encourage the coverage of reading glasses and sun readers – to more than 100 media outlets nationwide in May. Focusing on the top readers trends of the upcoming season for men and women, the digital look book spotlights product from The Vision Council's Eyewear & Accessories and Sunglass & Reader Divisions. Click here to view the look book.

The campaign released its fall/winter 2016 children's look book – which will be used as a short- and long-lead pitching tool to encourage back-to-school eyewear coverage – to 100 media outlets nationwide in June. Focusing on the top eyewear and sunwear trends of the upcoming season for girls and boys, the digital look book spotlights product from The Vision Council's Eyewear & Accessories and Sunglass & Reader Divisions. Click here to view the look book.

Most recently, the campaign released its fall/winter 2016 trend kit to hundreds of fashion and lifestyle outlets nationwide. The digital kit includes an online booklet prominently featuring product from 70 members of The Vision Council's Eyewear & Accessories and Sunglass & Reader Divisions, and includes men's and women's optical and sunwear frame 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, Aspex Eyewear, Avalon Eyewear, Classique Eyewear, Cliff Weil, Colors in Optics, ltd., Costa, ClearVision Optical, Desert Sunglass, Eastern States Eyewear, Etnia Barcelona, Europa, eyebobs, Eyeking, eyeOs, Eyewear by ROI, Face à Face, FGX, Groupe Logo, GUNNAR, Hilco, I Heart Eyewear/Ron's Optical, Icon Eyewear, ICU Eyewear, Imagewear by Walman, Inspecs, JINS, Jonathan Paul Eyewear, Kasperek, Kenmark Group, Lafont, L'Amy America, Legacie/B. Robinson, Liberty Sport, Live Eyewear, Luxottica, Marchon Eyewear, Marcolin Group, Match Eyewear, Maui Jim, McGee Group, Modern Optical, Modo Eyewear, Mondottica, Morel, Mountain Shades, Nouveau Eyewear, OGI Eyewear, Optical Exchange/Miyagi Eyewear, Optimate, peepers by peeperspecs, ProDesign, Randolph Engineering, Safilo Group, Shwood, Smith Optics, SPY, TD Tom Davies, Thema, TOMS Eyewear, TURA Inc., Ultra Palm Optical, Vuarnet, WestGroupe, Wiley X, 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.

As a result of its holiday trend pitching, The Vision Council’s Eyecessorize campaign secured segments in December on “Coffee with America” and “Good Day Sacramento” with beauty guru Kate De Ponte, as well as “Let’s Talk Live” with lifestyle expert Limor Suss.

On “Coffee with America” – a FOX Atlanta and nationally syndicated morning TV series, reaching approximately 2.2 million viewers – Kate highlighted holiday frame trends, like glittery accents and festive colors for women, and statement silhouettes for men, as illustrated by product from Eyewear & Accessories Division (E&A) members Lafont and Safilo Group, and Sunglass & Reader Division (SRD) member VonZipper.

On “Good Day Sacramento” – CBS local morning TV series, reaching about 37,100 viewers – Kate shared even more holiday frame trends, as illustrated by product from E&A members Altair Eyewear and ClearVision Optical, as well as SRD member Desert Sunglass of Scottsdale. The segment is also available on GoodDaySacramento.com, which garners 76,100 unique visitors per month.

Likewise, on “Let’s Talk Live” – a Washington, D.C. NewsChannel8 morning show reaching about 42,000 viewers – Limor shared eyewear styles to gift this holiday season from E&A members Classique Eyewear/Kingsley Rowe and Marcolin Group, as well as SRD member Peepers by PeeperSpecs.

Viewers were directed to Eyecessorize.com during all three segments, where hi-res imagery of the featured frames, as well as other holiday frames and purchasing information is available.

Check out video clips of the segments below.

View more Eyecessorize media placements here.

Connect with Eyecessorize

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