BRAND PRESENTATION. BUZZ WORDS: Tradition, feeling, simplicity, everyday luxury.

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Abigayle Gibson
5 years ago
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1 Full collection F/W 2016

BUZZ WORDS: Tradition, feeling, simplicity, everyday luxury. EYEWEAR COLLECTIONS: The eyewear is characterized by high quality in both materials and craftsmanship.

The Lexington design aesthetics are easy to recognize and the frames unisex concept fits both men and women.

2 BRAND PRESENTATION Lexington is a Swedish lifestyle brand which designs, develops and sell products inspired by the American east coast. Together with her husband and some friends Kristina Lindhe started the brand Lexington in With Kristina Lindhe s previous experience in the sector, her well-known reputation and a strong belief in the brand, it was already a success from the start. The brand stands for a classic and relaxed everyday luxury that has become more of a lifestyle than a brand, the famous Lexington stile is called New England. BUZZ WORDS: Tradition, feeling, simplicity, everyday luxury. EYEWEAR COLLECTIONS: The eyewear is characterized by high quality in both materials and craftsmanship. It also means that their eyewear collection is made of the best materials, design as well as the performance and the packages, are well thought through. The Lexington design aesthetics are easy to recognize and the frames unisex concept fits both men and women. All products from Lexington breathe tradition and contain a sense of natural simplicity combined with a casual elegance. CUSTOMER PROFILE: Lexington targets a broad customer profile, where several generations simultaneously can find products that appeal to them. They are looking for the highest quality of both materials, design and workmanship.

GENUINE - F/W 2016 COLLECTION This autumn Lexington is returning to its origin which is filled with classical shapes and materials. The new collection is fittingly named Genuine.

This is visible though the neutral colors, the more coarse feel of the materials and in the contrast between dim and shiny surfaces.

The brands products are well-known to have a unisex style that finds inspiration from the American east coast.

3 GENUINE - F/W 2016 COLLECTION This autumn Lexington is returning to its origin which is filled with classical shapes and materials. The new collection is fittingly named Genuine. In this genuine collection there are less details and it has a simplified feel compared to previous seasons. This is visible though the neutral colors, the more coarse feel of the materials and in the contrast between dim and shiny surfaces. Similar to Lexingtons apparel and interior collections the eyewear collection addresses a wide clientele consisting of multiple generations that might go shopping together. The brands products are well-known to have a unisex style that finds inspiration from the American east coast. This is visible in the frames through the star details and the usage of the logotype in the design. Amongst this autumns frames you will find the traditional blacks, lovely brown havanas and layered acetates. Layered acetates consist of multiple layers in different colors and/or patterns. The names of this season s models are inspired by the word Genuine and the journey back to Lexingtons origins.

4 NEWS f/w 2016 August 4209 Joy, size NEW 001 Black 202 Dark Havana 214 Havana brown 604 Rose 4208 Genuine, size NEW 001 Black 033 Gunmetal 403 Dark blue 717 Shiny gold 4207 Calm, size NEW 045 Silver 210 Brown 315 Green 717 Shiny gold

5 NEWS f/w 2016 August 4206 Prime, size NEW 001 Black 024 Dark grey 202 Dark havana 318 Olive 4205 Serene, size NEW 001 Black 210 Brown 238 Amber 424 Blue 4204 True, size NEW 045 Silver 210 Brown 516 Purple 717 Shiny gold

6 COLLECTION f/w 2016 August 4202 Sand, size Shiny gold 440 Turquoise 210 Brown 045 Silver 4201 Coral, size Red 424 Blue 210 Brown 001 Black 4200 Surf, size Crystal 315 Green 214 Havana brown 001 Black

7 COLLECTION f/w 2016 August 4199 Shell, size Satin Gold 601 Rose 210 Brown 045 Silver 4198 Pier, size Green 238 Amber 214 Havana brown 001 Black 4195 Tartan, size Silver 5501 Black 5301 Green 5206 Light brown

8 COLLECTION f/w 2016 August 4194 Glencheck, size Black 9301 Green 9201 Brown 9101 Blue 4192 Pinpoint, size Black 9401 Red 9301 Green 9201 Brown 4191 Pinstripe, size Black 9401 Red 9201 Brown 9101 Blue

9 COLLECTION f/w 2016 August 4190 Lily, size Turquoise 9201 Brown 9408 Pink 9501 Black 4189 Fern, size Dark brown 5206 Gold 5501 Black 5509 Gun 4187 Rose, size Turquoise 9201 Brown 9408 Pink 9501 Black

10 COLLECTION f/w 2016 August 4183 Chicory, size Brown 5206 Gold 5501 Black 5504 Silver 4182 Jackie Kennedy, size Brown 9401 Red 9501 Black 4181 Mick Jagger, size Gun 4178 Liz Taylor, size Blue 5201 Brown 5401 Red 5514 Greyish brown

11 COLLECTION f/w 2016 August 4175 Andy Warhol, size Brown 9301 Green 9501 Black 4171 Napeague, size Blue 5201 Brown 5501 Black 4169 Sagaponack, size Brown 5401 Red 5501 Black 4168 Amagansset, size Brown 9401 Red 9501 Black 4167 Shadmoor, size Brown 9401 Red 9501 Black

12 COLLECTION f/w 2016 August 4163, size Brown Hemmingway, size Dark brown 9501 Black 4158 Miller, size Brown 9202 Light brown 9501 Black 4150 Wright, size Light brown 9501 Black

13 SUN f/w 2016 August 4314 Shade, size NEW 033 Gunmetal 717 Shiny gold 4313 Dunes, size Gold 5504 Silver 4312 Janis 5504 silver 4310 James 5206 Gold 5504 Silver 4307 Johnny 9201 Brown 9501 Black

14 SUN f/w 2016 August Burgundy 9501 Black Light brown 9501 Black Light silver Brown 9501 Black

15 Marketing and promotion materials Lexington case & cloth, Optical Lexington case & cloth, Sun Marketing material Framed posters A4 Art.no Size A ,7cm / 0,032x0,046 Desk display, large Art.no Size 55x31cm / 0,085x0,048 Desk display, small Art.no Size 15x15cm / 0,023x0,023

no Product Comments Stock 99611 Lexington set of 4 towels Promotion 2 99616 Promotion Lexington Set of 4 mugs 4 Lexington Mugs Buy at

16 Marketing and promotion materials 9611 Promotion Lexington Set of 4 towels 4 Lexington Towels size 50x70cm Value customer 780 SEK Buy at least 20 frames and get a Lexington set of four towels free of charge. Valid while supplies last Art.no Product Comments Stock Lexington set of 4 towels Promotion Promotion Lexington Set of 4 mugs 4 Lexington Mugs Buy at least 20 frames and get a Lexington set of four mugs free of charge. Valid while supplies last Art.no Product Comments Stock Lexington set of 4 mugs Promotion 5

17 Scandinavian Eyewear AB Box 1025 SE Jönköping Sweden web: web store: Customer Support Phone: +46 (0)

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