Last June, I shared the story of thePrivé Revaux Eyewear brand and their ability to disrupt what would seem like an industry that was beyond mature. And, they used celebrities like Jamie Foxx and a retail giant like Amazon to boost their disruption. Additionally, two of the top stylists in Hollywood, Rob Zangardi and Mariel Haenn, are partners and co-creative directors for the brand, helping to elevate the look and feel of the sunglass line.
Now, it's a new year for the brand with new plans to further the disruption it started.
New Disruptions In The Works
The past year has delivered phenomenal growth for the eyewear brand. They are now parlaying that into disrupting another area of their industry. This time, the brand is taking on the prescription sunglass and optical frames niche by offering a low-cost, high-quality alternative to the other available brands in this market. It was an obvious next step, according to David Schottenstein, Founder and CEO Privé Revaux Eyewear.
"Giving our customers a low-cost option for prescription sunglasses and optical frames is a no-brainer. We stand for delivering value so why limit that to sunglasses only? This is a market that desperately needs disruption in this area specifically, and we are doing just that.”
Breaking Down The Stigma Of The Low-Cost Brand
Numerous brands, including Target and its partnership with well-known designers, have eliminated the low-cost brand stigma and developed trust with their customers. For some industries, they still have a larger stigma to overcome. As Schottenstein explained, "There has always been a stigma when it comes to low-cost eyewear. Frankly, that's because low-cost eyewear has always been garbage. That's where we have really been able to win because of changing the game and delivering a brand that people are proud to own. When people buy our brand, they are wearing the same product that the top influencers in the world are wearing. Plus, they are showing off their fiscal sensibility. Thanks to the shift brought on by millennial thriftiness, the ability to save money is a badge of honor."
Taking that low-cost, high-quality model to the prescription eyeglass and sunglass world furthers that point. As actress and partner in the brand Ashley Benson pointed out, "Prescription lenses are so insanely overpriced. Therefore, being part of something that is changing that without making people sacrifice brand, style, and quality is really exciting for me.”
Academy-award winning actor/entertainer Jamie Foxx, who is also a partner, feels the same way.
"All my friends who have fallen in love with the brand keep asking me when we’re going to start doing prescription lenses, so I have no doubt it’s going to be big. And, the prices, that just blew me away.”
Having celebrities, who can essentially afford to pay full price but are choosing to wear Privé Revaux has had a huge influence on consumers who are no longer concerned if people know they are wearing a less expensive brand. And it's not just the celebrity partners who are wearing the brand. Jennifer Lopez, the Hadid sisters, LeBron James, Odell Beckham Jr and Nick Jonas are among many celebrities who love the brand but are not being paid to wear them. It seems like every day there is a new addition to the brand’s celebrity fan base.