Mok says this is a problem that plagues all eyewear brands because their niche position doesn't allow them the brand history that other luxury companies in jewellery or apparel have.
The interview, sponsored by The Financial Times, addresses the fact that high-end materials are used to make Alain Mikli glasses, but consumers don’t always recognise these components in their purchases, and for that, Mok tries to educate buyers so they understand what makes the brand so exclusive.
“I think right now the most challenging part is the brand recognition for us because, in terms of eyewear, we are short on history,” he says. “It’s not just Alain Mikli – the eyewear industry is short on history all around the world compared with watches, jewellery or any apparel.”
Alain Mikli has found it necessary to launch a second, less-expensive line of glasses that cater to a larger crowd of consumers, allowing the brand to dip into a larger revenue pool without losing the high-end, brand exclusivity of its premium products.
“In order to fulfil the whole market, which means some younger consumers… we have a line called Mikli, which is younger. We maintain the philosophy of the products; it’s just the fabrication that’s more simple,” he says.
The series has previously featured interviews with Shanghai Tang executive chairman Raphael le Masne de Chermont, Fabergé's CEO Mark Dunhill and managing director of BMW Asia Johannes Seibert.
To see previous MediaTV interviews, click here.
To see MediaTV interviews as soon as they come out, sign up for Media's email bulletins.
The interview, sponsored by The Financial Times, addresses the fact that high-end materials are used to make Alain Mikli glasses, but consumers don’t always recognise these components in their purchases, and for that, Mok tries to educate buyers so they understand what makes the brand so exclusive.
“I think right now the most challenging part is the brand recognition for us because, in terms of eyewear, we are short on history,” he says. “It’s not just Alain Mikli – the eyewear industry is short on history all around the world compared with watches, jewellery or any apparel.”
Alain Mikli has found it necessary to launch a second, less-expensive line of glasses that cater to a larger crowd of consumers, allowing the brand to dip into a larger revenue pool without losing the high-end, brand exclusivity of its premium products.
“In order to fulfil the whole market, which means some younger consumers… we have a line called Mikli, which is younger. We maintain the philosophy of the products; it’s just the fabrication that’s more simple,” he says.
The series has previously featured interviews with Shanghai Tang executive chairman Raphael le Masne de Chermont, Fabergé's CEO Mark Dunhill and managing director of BMW Asia Johannes Seibert.
To see previous MediaTV interviews, click here.
To see MediaTV interviews as soon as they come out, sign up for Media's email bulletins.
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