D&A to reveal refreshed image

Britain's oldest optical chain, Dollond & Aitchison is to change its brand image, according to a report in the advertising press. Marketing (January 16) has reported that image building group Fitch:London is 'refreshing' store design, giving more prominence to its Styleyes digital imaging service which aims to help patients choose the most appropriate frame for their face. The report states that D&A chief executive Russell Hardy has decided to refocus marketing efforts on the brand, rather than direct-mail strategy and 'customer relationship management' previously favoured, and that the changes coincide with a £3m national press campaign.