Swiss Army Brands Launches Sunglass Line

After a long search, Swiss Army Brands Inc., Shelton, Conn., has finally found the perfect point-of-purchase design. John Bergeron, general manager, says the marketers "looked at about 100 different types of displays" before finding the cherry wood and granite look that accompanied the brand's sunglass launch in March."Being a new entrant into a crowded market like sunglasses, we knew we'd need something creative and striking," Bergeron says. "We also wanted to take a leadership attitude about branding. The black cherry and granite [combination] really looks like a monument. We felt that Swiss Army was a very strong, rugged brand, and also one that is classic and timeless. So we felt that a stone monument would support that theme, and make a good impression on the consumer at the point-of-purchase."Four counter displays promote the new line that consists of six sunglass models in four colors, each retailing for between $100 and $150. The centerpiece of the launch program is a tower module that Bergeron says is unlike any other in the marketplace.The tower's main point of difference is accessibility. "There's no glass shroud around it. Most other [sunglass displays] are enclosed plexi boxes that don't allow customers to touch the product," he explains. "Security is important, but you want to be able to examine the product up close."The 19-inch-high by 7-inch-wide by 8-inch-deep tower holds six pairs of sunglasses. The front of the unit is granite-colored, while the back and top are cherry. A clear Lucite bar runs down the center in front, intersecting the glasses' nose pieces, and locking at the top. The bar prohibits removal and potential theft, while still letting consumers inspect the materials used in the frames and lenses.Bergeron says the unit was designed to be compact in order to accommodate a variety of retailers' space and inventory needs. Retailers who want a larger number of product facings can simply connect additional tower modules together. The units nestle against each other, side by side, one locking into the next."We wanted it to be modular so retailers can add on to it as they like," he says. One shop has four units connected to show all 24 variations in the line.The initial cost of the tower unit was approximately $60. The tower, like all Swiss Army P-O-P, is supplied free of charge to retailers.The sunglasses are available in sporting goods and department stores, sunglass specialty and optical shops as well as a channel labeled "diversified other" which includes duty-free shops and stores such as Sharper Image and Brookstone.The rest of the display program includes a nameplate, a six-piece tray and a one-piece glorifier. The nameplate plays up the Swiss Army name and logo shield on a block of granite-colored ABS foam. The block is held up on one end by a cherry slab, and on the other by a small piece of clear plastic. The plastic piece is not visible from the front, giving the illusion of an unsupported block hanging in space. The nameplate measures 5 inches wide by 3 inches high by 3 inches deep.The countertop tray rests on circular cherry feet, raising the sunglasses two inches above the counter. Measuring 16 inches wide by 11 inches deep, the granite-colored tray holds six frames at an angle to enhance their visibility.The one-piece glorifier is a smooth, oval-shaped stone that rests on a smaller oval block of cherry wood.Swiss Army Brands ordered 1,000 of each display initially, and expects to reorder at least three times this year. Bergeron anticipates a long life for the displays -- possibly five years or more. "We're going to carry through with the aesthetics of what we've achieved so far," he says. New pieces may be added to the program in the future.

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