Pearle Vision Launches Major National Re-Branding Campaign

MASON, Ohio—After more than half a century "caring for eyes," one of the most iconic names in optical retail, Pearle Vision, a division of Luxottica Retail (NYSE: LUX), is in the process of redefining its brand identity. The new branding includes a new logo, website, which are now active, and a multimillion dollar television advertising campaign, to launch on Monday, April 22, to be translated this year to all of its more than 600 corporate and licensed locations. Later this summer, two new redesigned prototype Pearle Vision eyecare centers, will debut as well, executives said.   "It really is a new day at Pearle," Doug Zarkin, VP, marketing, told VMail, emphasizing that "Pearle is not changing; this is an evolution." He explained that the company is re-establishing its focus on "eyecare first, glasses second" created by Stanley Pearle, OD, when he founded the company in 1961. The objective is to present each Pearle Vision location as being a part of the "neighborhood, vested in me as a person and as a patient," he said. The new Pearle Vision logo reflects the theme "Genuine Eyecare" and reinforces the history of the brand, established in 1961, and takes on what Zarkin describes as "almost an apothecary" message in its eyeglass graphic.   Read the article on VMail