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Repositioning a Brand: Taking Sunglass Hut from Function to Fashion

Sunglass Hut (SGH): With almost 2,000 locations around the world, Sunglass Hut is one of the leading sun specialty retailers in the world. 

Situation Analysis: When most people think “Sunglass Hut,” they think of kiosks in the mall.  In 2008, the parent company decided to evolve dramatically from kiosks to fashion-forward boutiques with high-end merchandise and knowledgeable stylists. As a result, Sunglass Hut needed a PR program to tell this story.

Strategy: To convey the new brand repositioning, SGH selected Miami, Los Angeles and New York for special events. In each market, Sunglass Hut hosted fashion shows, developed “Trend Reports” and special collections, aligned with celebrity spokespeople, and created consumer-friendly events where they gave away discount cards. The PR team set up one-on-one appointments for prominent media with Sunglass Hut stylists so that the press could experience the new store’s look and feel and shop for their ideal pair, which they were given for free.

Resulting Media Coverage (included, but was not limited to): Associated Press, Blackbook Magazine, Star Magazine, OK! Magazine, First for Women Magazine, Brentwood Magazine, Woman’s Wear Daily, Miami Herald, PerezHilton, DailyCandy, E! Network, TV Guide Fashion Team, CW-NY, Deco Drive (Fox-MIA), KIIS-FM