EyeCare Professional’s Paul DiGiovanni, LDO, speaking with
Maurizio Marcolin, Style
& Licensing Officer, Marcolin Eyewear.
Please explain how the Marcolin family evolved into the
optical giant they are today?
Marcolin was founded in 1961 by Giovanni Marcolin Coffen
when he opened the “Crafts Factory” in Cadore, Italy. The
company quickly established a reputation for its distinctive
style and innovative design. By 1968, “Marcolin Ochhiali
Doublé” as it was now known, began to market its eyewear in
the United States. As frames were making their mark in the
1990’s as a fashion statement, Marcolin expanded their
product selection to include the sunglass market. Today,
Marcolin employs more than 1,000 employees and has a
distribution network in 80 countries.
What are the differences between the many different lines?
The Roberto Cavalli collection offers a fantasy of color,
print and style that comes together as a mirage of elegance,
refinement and sophistication, inspired by cultures far and
wide, while the Kenneth Cole line shows an accessible
designer with a conscience, inspired by people, culture and
the spirit of New York City. Tom Ford demonstrates a true
luxury brand with a reputation of being a trend setter, not
a fashion follower. Mont Blanc conveys luxury, allure and
exclusivity with attention to detail, drawing inspiration
from the colors and trends found in the Mont Blanc
Briefly describe the frames for each of these collections.
Roberto Cavalli’s optical collection offers feminine
modified rectangular shapes, along with pillow shapes, bow
tie and a few vintage ones. Sunglasses bring many oversized
recs and slightly rounded fronts in many variations. The
details and embellishments for sun and optical encompass
crystals, monogram logos, and metal decorations. Animal
prints and snake patterns are also part of the designs.
Colors range from rose, gold, bronze, gunmetal and ruthenium
for metals and black, tortoise, olive green, plums and horn
effect for acetate styles with lenses
Kenneth Cole offers mostly classic and vintage shapes for
men and women in a variety of ways: wayfarer, cat-eye,
rectangular, round, pillow and butterfly shapes to name a
few. Colors are muted with matte, brushed and a few shiny
finishes for metals. Acetates range from classic colors like
black, tortoise and browns to horn, double laminates (front
to back) and gradient shades done in a couple of ways: top
to bottom or from the bridge to the sides. Sunglasses and
optical frames mimic each other in color and design, but are
different when it comes to shapes.
Tom Ford offers true vintage shapes with an updated look for
men and women. You can find variations of wayfarer styles,
soft to extreme cat-eyes, aviators and navigators, club
masters, round, rectangles and exaggerated shapes in both
the optical sunwear lines. Metal colors vary, offering shiny
and matte metal finishes that range from rose gold and
brown, to gunmetal, ruthenium and nickel tin. Acetates
encompass true vintage shades in dark and light Havana hues,
translucent colors with pearl finishes, and special striped
and horn effect colors that are specifically developed for
The Mont Blanc collection provides classic shapes with
exclusive designs inspired by its jewelry and writing
instruments. Mostly geared towards men on the optical side,
the frames come in totally rimless, semi rimless and full
rim styles with modified rectangular shapes. Designed for
men and women alike, the sunwear styles provide rectangular
shapes, aviators, and navigator for the male audience, as
well as, large recs and modified rounded shapes for women
with the Mont Blanc star as a trademark on every design.
Specialized hinges, leather inserts, wood temples and
filigree weaving are just some of the sophisticated details
that are part of the collection.
What is the minimum purchase requirement to open an account?
The minimum purchase requirements vary depending on the
collection. For example, with Kenneth Cole the minimum
opening order is 24 pieces whereas with Tom Ford its 36
What kind of POP is available to ECPs once they purchase the
Counter cards, logo blocks and 3 piece displays are
available for each brand. In addition with some brands [Tom
Ford, Mont Blanc] we offer free standing displays. We also
offer a window display program for each brand which can be
tailored, depending on the size of the practice, but usually
contains museum mount, glass topped pedestals and a large
What is your target market for each line respectively?
While each brand has core specific demographics, we try not
to ‘define’ each brand by age demographics but rather by
lifestyle. For example, Tom Ford appeals to a customer who
is bold, classic and aware of different trends while Mont
Blanc appeals to a consumer who appreciates authentic and
well crafted styles and demands exclusive product. Kenneth
Cole on the other hand appeals to the socially aware and
politically minded looking for a sophisticated yet