Linda Farrow, a renowned eyewear brand, has managed to carve out a successful niche for itself in an industry dominated by large conglomerates. The brand’s revival can be credited to the discovery of a warehouse filled with vintage Linda Farrow sunglasses in 2003 by Simon Jablon, the son of the brand’s founder. By leveraging this treasure trove of eyewear, Jablon has successfully revitalized the brand and restored its former glory.
Initially, Linda Farrow was a fashion designer who revolutionized the eyewear industry by treating glasses as a sophisticated accessory. Her designs graced the runways of top designer brands in Milan and Paris. However, after Farrow retired, the brand lost momentum, and it was up to Jablon, a design enthusiast, to breathe new life into it.
Today, Linda Farrow eyewear is sold in approximately 500 high-end, exclusive boutiques and operates its own chain of upscale stores. By comparison, designer brands often have a presence in over 20,000 retail locations. Linda Farrow has managed to maintain its niche status through unique strategies, particularly in its approach to wholesale clients.
In terms of design, Linda Farrow eyewear is known for its classy and highly directional aesthetics. The glasses are meticulously crafted in Japan using premium materials such as titanium and nickel, which contribute to their higher price point (often exceeding 1,000 euros). Despite the luxury price tags, the brand’s eyewear stands out with their striking lines and graphic punch, exuding a sense of opulence and elegance.
However, as a privately-owned brand in an industry dominated by massive players like Luxottica, LVMH, and Kering Eyewear, Linda Farrow faces challenges from intense competition. In a recent interview, Simon Jablon, CEO and son of Linda Farrow, discussed how the brand manages to navigate this landscape.
Jablon explained that the revival of Linda Farrow was motivated by a desire to honor his mother’s legacy and reimagine the brand for the modern market. He mentioned stumbling upon the brand’s forgotten archives, which contained designs from prestigious fashion houses like Balenciaga and Yves Saint Laurent. Leveraging these vintage designs, Linda Farrow caught the attention of luxury retailers like Harvey Nichols and Browns, leading to significant orders.
When defining the DNA of Linda Farrow, Jablon emphasized its British roots and the influence of London’s vibrant and creative scene in the 1970s. The brand’s customer base stretches from Mayfair to Shoreditch, representing a diverse range of individuals who appreciate the brand’s heritage and design.
Regarding distribution and pricing strategy, Jablon revealed that Linda Farrow is selective about its wholesale accounts, focusing on approximately 500 exclusive partners. The brand aims to maintain its high-end positioning, with prices ranging from 500 to 1,000 euros. Linda Farrow has established strategic partnerships with renowned department stores like Selfridges and Harrods, as well as operating concessions in select international locations.
In terms of production, Linda Farrow prioritizes quality and excellence by manufacturing its eyewear in Japan. Jablon compared this approach to creating a suit in Naples, highlighting the technical expertise and attention to detail of Japanese artisans. While the production process may be longer, with some frames taking up to 12 months to manufacture, the brand’s commitment to product excellence remains unwavering.
To differentiate itself from competitors such as Kering Eyewear and LVMH Thelios, Jablon emphasized the importance of establishing a distinct brand voice and providing a unique customer experience. Linda Farrow strives to excel in design and agility, with a particular focus on its special boutiques like the flagship store on Mount Street in London, which showcases the brand’s heritage and design ethos.
In addition to its successful retail and wholesale operations, Linda Farrow has gained a reputation for its collaborations with influential designers, earning it the title of “Godfather of Collabs.” Notable collaborations with Jeremy Scott, Eley Kishimoto, Bernhard Willhelm, and Dries Van Noten have significantly contributed to the brand’s turnover, with collaborations accounting for 20% of yearly sales.
Despite the challenges presented by the COVID-19 pandemic, Linda Farrow managed to double its business this year by implementing changes across various aspects of the brand, including packaging, product development, and trade show booths. Jablon sees this period of disruption as an opportunity for growth and transformation.
In terms of marketing, Linda Farrow’s advertising campaigns reflect the brand’s values and heritage. For the latest season, the brand chose St Tropez as the backdrop, showcasing a concept centered around a strong, empowered woman. This aligns with Linda Farrow’s ethos as a brand that appreciates and celebrates femininity.
With a team of 40 employees in London and additional retail and external sales teams worldwide, Linda Farrow continues to thrive as a distinctive and highly sought-after eyewear brand. Thanks to the vision and dedication of Simon Jablon, the brand’s revival has been nothing short of remarkable. From its rediscovered archive to its collaborations and exclusive distribution, Linda Farrow exemplifies the power of heritage, design, and individuality in the ever-evolving world of fashion.
Useful links:
– Official Linda Farrow Website
– Vogue UK Article on Linda Farrow
