The global eyewear market is experiencing a remarkable surge in growth, reportedly driven by the increasing prevalence of vision disorders as well as shifting consumer preferences that have led to treating eyewear as a fashion product. Market research from Technavio estimates that the eyewear market will grow at a CAGR of 7.9% between 2022 and 2027, with the size of the market forecasted to increase by $76 billion.
Stiff competition in the market is compelling vendors to adopt various growth strategies, such as promotional activities and spending on advertisements to improve the visibility of their services. Amidst this burgeoning industry, Vision Express emerges as a standout player propelling its growth through innovative marketing campaigns and strategic initiatives.
An eye-catching animated campaign
In 2022, Vision Express began laying the groundwork for innovative campaigns that would allow it to stay ahead of the curve. That year, Vision Express launched an animated advertisement featuring the brand’s mascot, Marvin the Mole, visiting a Vision Express practice. At the eye doctor’s office, Marvin has his eyes tested by Vikita, who is modeled after a real Vision Express optometrist. Through the ad’s simple explanation of thorough eye exams at Vision Express, the company’s retail director Steve Worboys, hopes to extend awareness of the importance of eye tests and, ultimately, eye health.
To build on the success of its advertising, Vision Express sought to collaborate with an equally creative PR agency. In 2023, after a seven-way competitive pitch process, PR agency Hope&Glory came out on top. Working closely with Vision Express, Hope&Glory will be delivering more creative campaigns promoting the opticians and optical retailer’s range of glasses, sunglasses, and eyecare products to UK consumers.
Advertising backed by quality products and services
Since opening its first practice in 1988, Vision Express has been committed to blending mass appeal with premium offerings that epitomize quality and desirability. With a strong presence both online and offline, the company is making its range of premium eyewear accessible to a wider audience. At brick-and-mortar stores, customers can expect to receive great care at the hands of trained opticians and optometrists.
Meanwhile, its online retail channel offers the same high-quality products. Vision Express offers customizable prescription sunglasses that come with 100% UV protection, as well as eyeglasses to address different vision needs. Purchases can be made at any time at the customer’s convenience. Customers simply have to add items to the online shopping basket, and all orders placed before 6 pm will be delivered the next working day.
Through the Vision Express website, customers can also book eye tests, OCT 3D eye scans, and contact lens appointments. Moreover, purchases made online entitle customers to free 100-day returns, free lifetime servicing, and breakage and loss protection with designer glasses.
Stepping back to look at the bigger picture, Vision Express’s dedication to being a pioneer in the eyewear industry shouldn’t be a surprise. After all, its parent company, EssilorLuxottica, is no stranger to visionary practices. In December 2023, it launched a four-day workweek trial for its production employees in Italy, where half of the French-Italian group is located. Once implemented, workers will be able to work from Monday to Thursday for part of the year, all without losing a cent in wages, cementing its reputation as an industry leader.
As Vision Express continues to expand its presence and influence in the eyewear market, its commitment to innovation and customer-centric approaches remains a solid foundation. With a focus on delivering quality eyewear solutions and promoting eye care awareness, Vision Express is reshaping the eyewear industry and solidifying its position as a leading provider.