“Through the revamp, the website was completely
redesigned for visual purposes,” says Ruhe.
“The Eyecessorize.com website and pre-existing
EyecessorizeBlog.com website were merged into
a single entity to better align our messaging and
audience; the navigation was re-organized; and
the website offerings were expanded.”
“The Eyecessorize team utilizes WGSN – a trend
forecasting service – to help determine what the
seasonal eyewear trends will be based on their
trend reporting,” says Ruhe.
Additionally, the team conducts member meetings
at International Vision Expo conferences,
attends many members’ press events throughout
the year and closely observes what products
members are releasing to stay in tune with those
eyewear trends that are in the pipeline.
“The campaign primarily reaches consumers
directly through its website, blog and social media
channels, while targeting consumer-facing media
through its eyewear trend kits and lookbooks,
e-pitches and events.”
It is designed to position specs and sunnies as
must-have style accessories.Eye care professionals
and consumers who are on the hunt for a specific
pair of glasses can take advantage of the website’s
gallery of eyewear and sunwear images. Users can
filter their search to gender, product, retail price,
frame material, colour, style and face shape.
Eyewear 101, a menu item on the website, helps
take the guesswork out of selecting glasses. Users
can find tips on discovering the best eyewear for
themselves or a client depending on their
lifestyle and needs.
The original Eyecessorize.com website launched
approximately 10 years ago but underwent a
complete revamp in June 2016.
Optical Prism | September 2017 37