Safilo wants practices to focus on the brand

Brand management is set to become a major focus for Safilo and its education programme for optical practices as the economy recovers.

Speaking at the launch of Safilo's autumn/winter 2010 collections managing director Marco Patalano said the way in which brands were retailed and merchandised would take greater priority as Safilo worked with its customers to help create differentiation in the market.

'Longer term as a company we are starting a number of projects on the marketing side aimed at training customers on the brands and merchandising the brands. As a supplier it has become more necessary because there is a lot more competition and we need to create a difference.'