1
WHAT’S IN LE NAME Utilizin its distinctive red, white and blue loo and drop-dead sexy advertisin, Le Specs commanded a powerul media presence in the eihties, enjoyin an unprecedented level o brand reconition. Le Specs’ success was testament to its provocative stylin and its ability to keep up with current trends, while at the same time maintainin an aesthetic all o its own. The Le Specs name arnered a cult ollowin not only as the must-have eyewear accessory, but as a true trend-setter in the wider ashion world. Dened by the reinvention o classic shapes, Le Specs has ored a position in the marketplace as the leadin youth-driven, ashion-orward brand. brand. In addition to desin, the ocus has been on creatin a Le Specs liestyle throuh its ad campains and alinment with ‘all thins summer’.
Now stocked iN leadiNg fashioN retailers throughout australia, New ZealaNd, swedeN, JapaN, chiNa, caNada, Belgium, germaNy, usa aNd the uNited kiNgdom. the le specs JourNey coNtiNues.
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SINCE 1979 For anyone born prior to 1985, Le Specs was a household name. Le Specs ast became synonymous with everythin ‘Euro Chic’ and the sunlass brand du jour to own or every beach combin eihties Australian. Re-launched in 2006 ater a 20 year vacation,
DESIGNER PROFILE
“It was about creatin a collection that was aordable, but didn’t compromise in quality or detail. No other ashion brand in the market was oerin cool on-trend product at an aordable price.” explains Tame.
Le Specs desiner Hamish Tame has drawn upon his passion or sunlasses and vintae eyewear to create a brand synonymous with youth ashion.
Tame lives in the beachside suburb o Bondi where he is surrounded by a meltin pot o sun, sand, sur, the perect locale to nd inspiration or a lobally reconised eyewear brand.
At the ae o 21 and despite no ormal trainin in ashion, Tame’s startin point or re-launchin the iconic brand was creatin looks that he and his riends could wear everyday rom Bondi Beach to summer music estivals.
“lauNchiNg iNterNatioNally iNto regioNs such as scaNdiNavia aNd the uk has allowed us to draw oN wider iNflueNces, whilst stayiNg true to our cheeky yet sexy styliNg.”
the iconic sunlass label once aain became renowned
or
its
ashion-orward
and
innovative desins at an aordable price.
with the uBiquitous tag liNe ‘le specs, le tough’, the le specs BraNd Became aN icoN for its time iN the mid 1980’s - the suNglasses were uNBreakaBle aNd the product uNmistakaBle.
3
1 98 4
2 006
2 007
2 00 8
2 009
2 01 0
SINCE 1979 For anyone born prior to 1985, Le Specs was a household name. Le Specs ast became synonymous with everythin ‘Euro Chic’ and the sunlass brand du jour to own or every beach combin eihties Australian. Re-launched in 2006 ater a 20 year vacation,
DESIGNER PROFILE
“It was about creatin a collection that was aordable, but didn’t compromise in quality or detail. No other ashion brand in the market was oerin cool on-trend product at an aordable price.” explains Tame.
Le Specs desiner Hamish Tame has drawn upon his passion or sunlasses and vintae eyewear to create a brand synonymous with youth ashion.
Tame lives in the beachside suburb o Bondi where he is surrounded by a meltin pot o sun, sand, sur, the perect locale to nd inspiration or a lobally reconised eyewear brand.
At the ae o 21 and despite no ormal trainin in ashion, Tame’s startin point or re-launchin the iconic brand was creatin looks that he and his riends could wear everyday rom Bondi Beach to summer music estivals.
the iconic sunlass label once aain became renowned
or
its
ashion-orward
and
innovative desins at an aordable price.
with the uBiquitous tag liNe ‘le specs, le tough’, the le specs BraNd Became aN icoN for its time iN the mid 1980’s - the suNglasses were uNBreakaBle aNd the product uNmistakaBle.
“lauNchiNg iNterNatioNally iNto regioNs such as scaNdiNavia aNd the uk has allowed us to draw oN wider iNflueNces, whilst stayiNg true to our cheeky yet sexy styliNg.”
5
SUNSHADES EYEWEAR With over 40 years experience, Sunshades Eyewear is the larest supplier o sunlasses to
Australia
and
New
Zealand’s
leadin
department stores and ashion boutiques. The Sunshades desin team spends over 100 days overseas every year travellin Europe, the USA and Asia seekin inspiration, researchin trends and visitin actories. Sunshades employs a team o 32 merchandise manaers and 30 sales representatives and aents, who represent 4000 ashion and eyewear specialist stores in Australia and New Zealand. Sunshades also achieves worldwide sales via international distributors in key reions.
le specs is maNufactured aNd distriButed gloBally By suNshades eyewear – the largest australiaN privately owNed eyewear compaNy, with a turNover iN excess of 3 millioN frames per year iN australia aNd New ZealaNd.
5
SUNSHADES EYEWEAR With over 40 years experience, Sunshades Eyewear is the larest supplier o sunlasses to
Australia
and
New
Zealand’s
leadin
department stores and ashion boutiques. The Sunshades desin team spends over 100 days overseas every year travellin Europe, the USA and Asia seekin inspiration, researchin trends and visitin actories. Sunshades employs a team o 32 merchandise manaers and 30 sales representatives and aents, who represent 4000 ashion and eyewear specialist stores in Australia and New Zealand. Sunshades also achieves worldwide sales via international distributors in key reions.
le specs is maNufactured aNd distriButed gloBally By suNshades eyewear – the largest australiaN privately owNed eyewear compaNy, with a turNover iN excess of 3 millioN frames per year iN australia aNd New ZealaNd.
7
THE CUSTOMER Always conscious o the latest brands and trends, the Le Specs customer seeks unique stylin to express their personality. They mix hih-end pieces with aordable brands like Le Specs - with such an accessible price they can aord to have a ew pairs o sunnies each season. Youn in ae or youn at heart, the Le Specs customer is both male and emale, and the rane oers them unisex styles that can be worn anywhere rom music estivals to lazy days at the beach.
the le specs customer experieNces the BraNd through a heavily driveN media campaigN, frequeNt editorials iN iNterNatioNal press, music festivals, eveNts aNd social NetworkiNg.
7
THE CUSTOMER Always conscious o the latest brands and trends, the Le Specs customer seeks unique stylin to express their personality. They mix hih-end pieces with aordable brands like Le Specs - with such an accessible price they can aord to have a ew pairs o sunnies each season. Youn in ae or youn at heart, the Le Specs customer is both male and emale, and the rane oers them unisex styles that can be worn anywhere rom music estivals to lazy days at the beach.
the le specs customer experieNces the BraNd through a heavily driveN media campaigN, frequeNt editorials iN iNterNatioNal press, music festivals, eveNts aNd social NetworkiNg.
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warmiNg up wiNter chills with the sexiNess of summer, the le specs alpiNe collectioN is desigNed with the europeaN climate iN miNd. the alpiNe collectioN is a series of uNisex frames that iNcorporate heavy mirrored aNd polariZed leNses which iNcrease colour coNtrast aNd elimiNate glare.
9
warmiNg up wiNter chills with the sexiNess of summer, the le specs alpiNe collectioN is desigNed with the europeaN climate iN miNd. the alpiNe collectioN is a series of uNisex frames that iNcorporate heavy mirrored aNd polariZed leNses which iNcrease colour coNtrast aNd elimiNate glare.
11
PRODUCT FEATURES All Le Specs sunlasses are comprehensively tested and comply with strict Australian and International standards or sunlasses. Every Le Specs sunlass is supplied with a one year warranty aainst all manuacturin deaults.
ALPINE STYLES REVO MIRROR COATING Reduces lare and UV 0.75 TAC POLARIZED LENS Eliminates refective lare POLYCARBONATE FRAME Lihtweiht and impact resistant MOLDED NOSEPADS Desined or comortable t
LE FINE STYLES NYLON FRAME Lihtweiht fexible material, impact resistant POLYCARBONATE LENS Lihtweiht and shatterproo MOLDED NOSEPADS Desined or comortable t SIGNATURE FLAG STRIPE Oriinal iconic desin rom 1979
METAL STYLES POLYCARBONATE LENS Lihtweiht and shatterproo NICKEL SILVER FRAME Allery ree coatin ADJUSTABLE NOSEPADS For tailored and comortable t SPRING HINGES For increased comort
PLASTIC STYLES SIGNATURE PRINTS Desined exclusively in house POLYCARBONATE LENS Lihtweiht and shatterproo MOULDED NOSEPADS Desined or comortable t CELLULOSE PROPONATE FRAME Smooth double polished nish
11
PRODUCT FEATURES All Le Specs sunlasses are comprehensively tested and comply with strict Australian and International standards or sunlasses. Every Le Specs sunlass is supplied with a one year warranty aainst all manuacturin deaults.
ALPINE STYLES
METAL STYLES POLYCARBONATE LENS
REVO MIRROR COATING Reduces lare and UV
Lihtweiht and shatterproo NICKEL SILVER FRAME
0.75 TAC POLARIZED LENS
Allery ree coatin
Eliminates refective lare
ADJUSTABLE NOSEPADS
POLYCARBONATE FRAME
For tailored and comortable t
Lihtweiht and impact resistant MOLDED NOSEPADS
SPRING HINGES For increased comort
Desined or comortable t
LE FINE STYLES
PLASTIC STYLES SIGNATURE PRINTS
NYLON FRAME
Desined exclusively in house
Lihtweiht fexible material, impact resistant
POLYCARBONATE LENS
POLYCARBONATE LENS
Lihtweiht and shatterproo
Lihtweiht and shatterproo MOLDED NOSEPADS
MOULDED NOSEPADS Desined or comortable t
Desined or comortable t SIGNATURE FLAG STRIPE
CELLULOSE PROPONATE FRAME
Oriinal iconic desin rom 1979
Smooth double polished nish
13
RETAIL PARTNERS & POS Le
Specs
communicates
its
unique
and
distinctive personality in every marketin endeavour. All point o sale material adheres to Le Specs core values, belies and imae, and is produced to maximise customer interaction and perception o the brand. Le Specs has created oriinal and eye-catchin xtures that allow customers to interact with the product, and retailers to easily manae inventory and promote sell-throuh. Active and attentive merchandisers and sales teams ensure that retail partners are supported in sellin the brand to its potential, both on a lobal and local scale. The broad appeal and diversity o Le Specs is evident throuh its extensive retail partners.
selliNg through departmeNt stores such as david JoNes | youth fashioN retailers such as urBaN outfitters aNd geNeral paNts | specialty suNglass stores | surf retailers such as sds aNd Beach culture | Boutique fashioN stores throughout australia aNd arouNd the world such as graNdpa & iNcu | oNliNe fashioN retailers such as asos
13
RETAIL PARTNERS & POS Le
Specs
communicates
its
unique
and
distinctive personality in every marketin endeavour. All point o sale material adheres to Le Specs core values, belies and imae, and is produced to maximise customer interaction and perception o the brand. Le Specs has created oriinal and eye-catchin xtures that allow customers to interact with the product, and retailers to easily manae inventory and promote sell-throuh. Active and attentive merchandisers and sales teams ensure that retail partners are supported in sellin the brand to its potential, both on a lobal and local scale. The broad appeal and diversity o Le Specs is evident throuh its extensive retail partners.
selliNg through departmeNt stores such as david JoNes | youth fashioN retailers such as urBaN outfitters aNd geNeral paNts | specialty suNglass stores | surf retailers such as sds aNd Beach culture | Boutique fashioN stores throughout australia aNd arouNd the world such as graNdpa & iNcu | oNliNe fashioN retailers such as asos
15
ADVERTISING Polished, proessional, sexy and aspirational liestyle
imaery
is
the
sinature
o
Le
Specs. Campains are used to transcend the marketplace and communicate the look and eel o the Le Specs liestyle to the customer. Althouh aordability and attainability are key eatures o Le Specs, campains ocus on the desirability and aspiration o the product. They
are
promoted
throuh
traditional
and new media channels and set the scene or the evolution o the brand every year.
the le specs advertisiNg campaigNs have Become as syNoNymous with the BraNd as the product itself.
15
ADVERTISING Polished, proessional, sexy and aspirational liestyle
imaery
is
the
sinature
o
Le
Specs. Campains are used to transcend the marketplace and communicate the look and eel o the Le Specs liestyle to the customer. Althouh aordability and attainability are key eatures o Le Specs, campains ocus on the desirability and aspiration o the product. They
are
promoted
throuh
traditional
and new media channels and set the scene or the evolution o the brand every year.
the le specs advertisiNg campaigNs have Become as syNoNymous with the BraNd as the product itself.
17
THE EVENTS Le
Specs
is
a
brand
desined
to
be
experienced and enjoyed as well as admired, and these principals have been applied to the way the brand is marketed. Involvement in relevant social & cultural events throuh sponsorship and ambient marketin activities have been a hallmark o the brand’s re-birth and rowth.
a seNse of play is fuNdameNtal to the BraNd’s marketiNg techNiques. le specs playfully iNteracts with its loyal customer iN a variety of settiNgs - from workiNg with retail partNers to fiNd the Next “Bum of le specs” to spoNsoriNg australia’s largest music festival, Big day out.
17
THE EVENTS Le
Specs
is
a
brand
desined
to
be
experienced and enjoyed as well as admired, and these principals have been applied to the way the brand is marketed. Involvement in relevant social & cultural events throuh sponsorship and ambient marketin activities have been a hallmark o the brand’s re-birth and rowth.
a seNse of play is fuNdameNtal to the BraNd’s marketiNg techNiques. le specs playfully iNteracts with its loyal customer iN a variety of settiNgs - from workiNg with retail partNers to fiNd the Next “Bum of le specs” to spoNsoriNg australia’s largest music festival, Big day out.
19
COLLABORATIONS Durin its history, Le Specs has collaborated with
leadin
ashion
brands,
publications,
music events and retailers to create limited edition pieces. 2011 marks the release o the hihly anticipated Henry Holland or Le Specs collaboration.
Produced in conjunction with
leadin British ashion desiner Henry Holland, the collection eatures 19 trend-settin pieces. The Henry Holland collection is desined or premium department stores, hih-end youth ashion retailers and ashion boutiques.
“i chose to work with le specs after meetiNg with the team aNd fiNdiNg myself amoNg like miNded creative professioNals who love their work aNd are passioNate aBout what they do. i really liked the idea of le specs’ heritage aNd campaigNs, aloNg with its irrevereNt aNd cheeky philosophy.” heNry hollaNd
19
COLLABORATIONS Durin its history, Le Specs has collaborated with
leadin
ashion
brands,
publications,
music events and retailers to create limited edition pieces. 2011 marks the release o the hihly anticipated Henry Holland or Le Specs collaboration.
Produced in conjunction with
leadin British ashion desiner Henry Holland, the collection eatures 19 trend-settin pieces. The Henry Holland collection is desined or premium department stores, hih-end youth ashion retailers and ashion boutiques.
“i chose to work with le specs after meetiNg with the team aNd fiNdiNg myself amoNg like miNded creative professioNals who love their work aNd are passioNate aBout what they do. i really liked the idea of le specs’ heritage aNd campaigNs, aloNg with its irrevereNt aNd cheeky philosophy.” heNry hollaNd
21
PRESS Le Specs is represented by leadin PR specialists lobally and eatured alonside leadin ashion and luxury brands in maazines and online around the world. Promotin the brand throuh PR and celebrity placement is instrumental in keepin the brand relevant and the product proressive.
workiNg with key stylists has BeeN iNtegral to le specs’ success highlightiNg fashioN elemeNts of the BraNd, aNd receiviNg frequeNt placemeNts iN high fashioN puBlicatioNs.
21
PRESS Le Specs is represented by leadin PR specialists lobally and eatured alonside leadin ashion and luxury brands in maazines and online around the world. Promotin the brand throuh PR and celebrity placement is instrumental in keepin the brand relevant and the product proressive.
workiNg with key stylists has BeeN iNtegral to le specs’ success highlightiNg fashioN elemeNts of the BraNd, aNd receiviNg frequeNt placemeNts iN high fashioN puBlicatioNs.
23
WHY LE SPECS? the uNique propositioN of aN aspiratioNal fashioN BraNd at a value price fashioN-forward desigN with wearaBle appeal stroNg BraNd recogNitioN through a heavy preseNce iN fashioN editorial BeiNg high fashioN with regular releases, le specs is a high stock-turN BraNd supported By the eNtire suNshades exteNded family,, Both locally aNd iNterNatioNally family a suNglass specialty BraNd with icoNic appeal a low risk, high returN BusiNess
23
WHY LE SPECS? the uNique propositioN of aN aspiratioNal fashioN BraNd at a value price fashioN-forward desigN with wearaBle appeal stroNg BraNd recogNitioN through a heavy preseNce iN fashioN editorial BeiNg high fashioN with regular releases, le specs is a high stock-turN BraNd supported By the eNtire suNshades exteNded family,, Both locally aNd iNterNatioNally family a suNglass specialty BraNd with icoNic appeal a low risk, high returN BusiNess
25
WE WELCOME YOU TO THE WORLD OF LE SPECS.
SUNSHADES EYEWEAR
EYE RESPECT
AUSTRALIA
UNITED KINGDOM
SALES ENQUIRIES Ph: +61 283 037 300
IRELAND
[email protected]
FRANCE SPAIN PORTUGAL
NEW ZEALAND
BENELUX
SALES ENQUIRIES Ph: +64 930 216 35
CANARY ISLAND
[email protected]
DOM TOM
A-STYL FASHION AgENCY
SALES ENQUIRIES Ph: +44 796 261 8054
SWEDEN
SALES ENQUIRIES Ph: +46 (0) 708 558 384
[email protected] P_MANN FASHION AgENCY GERMANY
SALES ENQUIRIES ChRIStoPh PöhLmANN Ph: +49 (0) 221 998 2571
[email protected]
CANADA
[email protected] SOURCE CHINA
SALES ENQUIRIES Ph: +86 215 404 4708
[email protected] WYLD FASHION AgENCY SINGAPORE
SALES ENQUIRIES PH: +65 851 886 20
[email protected]
25
WE WELCOME YOU TO THE WORLD OF LE SPECS.
SUNSHADES EYEWEAR
EYE RESPECT
AUSTRALIA
UNITED KINGDOM
SALES ENQUIRIES Ph: +61 283 037 300
IRELAND
[email protected]
FRANCE SPAIN PORTUGAL
NEW ZEALAND
BENELUX
SALES ENQUIRIES Ph: +64 930 216 35
CANARY ISLAND CANADA
[email protected]
DOM TOM
A-STYL FASHION AgENCY
SALES ENQUIRIES Ph: +44 796 261 8054
SWEDEN
SALES ENQUIRIES Ph: +46 (0) 708 558 384
[email protected] P_MANN FASHION AgENCY GERMANY
SALES ENQUIRIES ChRIStoPh PöhLmANN Ph: +49 (0) 221 998 2571
[email protected]
[email protected] SOURCE CHINA
SALES ENQUIRIES Ph: +86 215 404 4708
[email protected] WYLD FASHION AgENCY SINGAPORE
SALES ENQUIRIES PH: +65 851 886 20
[email protected]
