Bridge lines allow patients to taste the luxe life of their favorite labels at an affordable price.
For the first-time brand consumer, entry- or mid-level frame collections-known as bridge lines-offer the caché of a high-end line without the high price tag. Luxury brands become accessible to more patients and sales options increase for dispensaries.
These lines also offer consumers a way to try out a brand before making a major investment. Among the primary consumers in this demographic are Millennials who are on the road
to success–but not quite there yet.
Luxottica’s Giorgio Armani offers rich materials and timeless classic design, targeting those who are secure in their fashion sense. Bridge lines from Armani include two brands: Emporio Armani, which offers the style DNA of the main brand but with more avant garde variations in materials, colors and details, as shown in EA4059 and EA4062, and Armani Exchange, which is urban, trendy and edgy-a big hit with younger consumers.
Marcolin’s Just Cavalli brings Roberto Cavalli fans an option that marries elegance with sportiness-a winning combination for many younger wearers. This bridge line’s contemporary designs feature bright splashes of color, as seen in JC0709. This model has a cat-eye-meets-butterfly look, with double acetate layers.
ALL ABOUT THAT EDGE
Known for her chart-topping music, edgy style and her funky brand L.A.M.B., Gwen Stefani has been on the pulse of creative designer looks for more than a decade. So it’s no surprise that the bridge line for her eyewear, gx by Gwen Stefani, brings her distinct look to the masses-and with a name inspired by her actual style of signing correspondence: a lower-case g followed by an x, which signifies love. Styles such as GX006, with its combination of green coloration and an abstract horn pattern, successfully embody Stefani’s vibe.
Described as “modern, directional and sexy with an urban edge,” the brand formerly known as ck Calvin Klein has been rebranded as Calvin Klein platinum. Marchon rolls out seven styles for spring 2016. “This contemporary bridge line is strategically positioned between the ‘halo’ brand, Calvin Klein Collection and the more youthful, provocative brand, Calvin Klein Jeans,” said Dan Leonardi, senior director, global brand manager. With its use of color blocking, muted colors and flat metal temples, ck1214S certainly fits this bill.
Described by the company as a “spirited young American collection,” the JOE Joseph Abboud Collection from Altair offers laser-cut detailing, stain-milled stainless steel and handmade acetates. Another classic Americana label, Polo by Ralph Lauren, brings wearers understated fine design. Key styles include 4105, 4106 and 4107 (all suns), as well as 2146, 2149 and 2150.
The internationally recognized designer, Vera Wang, whose name is synonymous with high-end bridal gowns, now has her moniker on ready-to-wear apparel and accessories. The Vera Wang Core line from Kenmark launched three distinct styles. All full-rimmed, style V377 is an oversized acetate, V378 has a flat metal front with acetate temples while V381 brings contrasting colors to the table on an acetate frame.
Miuccia Prada, who first made a name for herself in the handbag world, is an icon of Italian design. In the eyewear space, Luxottica’s Prada frames come in innovative styles made with premium materials. The Prada Group’s bridge lines include Miu Miu, geared toward the runway-focused fashionista (MU 01RS, MU 02RS and MU 04RS) and Linea Rossa (PS 51S, PS 52RS and PS 53RS), which is targeted
to the more sporty, active consumer.
Bridge lines are an excellent way to bring a variety of designer brands to your patients without giving them a case of sticker shock.
Sharon Leonard, LDO, ABOC-AC, FCLSA, is a licensed optician and contact lens practitioner in the Syracuse, NY, area.
Rachel Bozek is a freelance writer who includes the optical field as one of her areas of expertise.
WHERE TO FIND IT:
Marcolin USA 800.345.8482 • marcolin.com