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Sunglass Hut and Vogue partner with UC DAAP in the Design Thinking Challenge!

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Luxottica has partnered with students from the University of Cincinnati Design, Art, Architecture and Planning (DAAP) program to host another Design Studio competition.


Luxottica and UC DAAP held the first design studio, sponsored by LensCrafters, in 2013. This time, Sunglass Hut and Vogue joined forces to collaborate on the project. We interviewed Linda Martin, Sr. Manager- Sunglass Hut Buying and Vicki Yorio Sr. Director – Product Development to learn more about this year’s project.

This Fall, Sunglass Hut and Vogue joined forces to sponsor a design studio competition at the prestigious Design, Art, Architecture and Planning (DAAP) college at the University of Cincinnati. Five teams of students have been on a 15-week journey to build a capsule collection for the Vogue brand targeted towards the Millennial female. These students conducted market research, brainstormed concepts, developed designs and created 360 marketing and merchandising plans for each of their collections.


The goal was to focus on how to reach the millennial female from a 360-degree perspective. Winners were chosen by a 7 person panel from cross-functional disciplines within the SGH brand team and Product Development team.

The winning team’s project was titled “Curated Chaos by Vogue” and their concept closely linked key ideals of the millennial customer: transparent, intrinsic and defiant. Each member of the winning team received a $1000 scholarship and presented their winning concept to the SGH brand team here at the CSC.

This is the first year that SGH has been a part of this program but we are already looking at ways we can continue this rewarding partnership in the future with additional studios. In addition to the insight we gained on the Millennial consumer, it was a great way to connect with future talent and introduce them to the world of Luxottica. This helps to drive demand for Co-op opportunities so we can get a preview of participants as an associate.

It was fascinating to see the innovative designs the teams came up with and how each related back to their concepts. Our goal now is to take these insights and make them actionable to better reach these consumers and ultimately drive sales for Vogue and Sunglass Hut!

Winning team photo Curated Chaos[1]

(Competition winners pictured above: Patrick Dierker, Aubrey Krekeler, Terese Ostendorf, Kristin Rohrkasse and Doug Cushing)

To learn more details about the competition, be sure to check out this article from the Babson blog:

To learn more about the Luxottica MBA program and how you can get started, click here:


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