This document provides a 3 minute quiz to test the ability to identify fashion designers based on their eyewear designs. It presents 10 pairs of eyewear images and asks the user to select which designer each pair is from out of 3 options provided. After submitting answers, it provides the correct designer identifications. It then asks for a discussion on how difficult it was to identify designers based on eyewear alone and whether eyewear can truly capture a designer's distinctiveness or if brands are too easily "slapped" onto eyewear. It suggests joining an online community to further discuss these topics.

1. SPOT THE DESIGNER!
How to tell a designer by his product. Play with us in this 3 minutes quiz
Match #1: Eyewear
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2. SPOT THE DESIGNER!
every fashion brand, every designer has his own style,
licensed products are asked the critical task to stay true to it,
maintaining the same mood and relevance
this activity is generally known as “brand extension”.
a poor brand extension is generally known as “brand slapping”
with this in mind we tried to test the distinctiveness
of some eyewear models, logos have been censored
to get things easier, 3 designers per model are suggested, only 1 is true
ready?

3. Tom Ford
Olivers Peoples
1
Paul Smith

4. Laura Biagiotti
Emporio Armani
2
Tiffany & Co.

5. Paul Smith
Giorgio Armani
3
Emporio Armani

6. Michael Kors
Ray Ban
4
Emporio Armani

7. Dolce & Gabbana
Chloe
5
Tiffany & Co.

8. Giorgio Armani
Olivers Peoples
6
Gucci

9. Emporio Armani
Tiffany & Co.
7
Paul Smith

10. Ray Ban
Calvin Klein
8
Giorgio Armani

11. Paul Smith
Tiffany & Co.
9
Emporio Armani

12. Tory Burch
Emporio Armani
10
Dolce & Gabbana

13. 1. Paul Smith
2. Emporio Armani
3. Paul Smith
4. Emporio Armani
5. Tiffany & Co.
6. Olivers Peoples
7. Tiffany & Co.
8. Giorgio Armani
9. Tiffany & Co.
10. Emporio Armani
SOLUTIONS

14. DISCUSSION
How did it go?
We are in the brand extension business since 12 years, yet we did not get the half of
right answers
Some provocations to start a discussion:
-
is eyewear business luxury or mass market?
a “slapped” brand is enough to create relevance and distinctiveness to a fashion
product?
one Giorgio Armani frame can possibly be alike as one Tiffany, or as one Emporio
Armani?
let’s discuss
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