De Rigo CMO Barbara De Rigo Advocates Brand Consistency Over Trends in Premium Eyewear

In an October 1, 2026 interview with 20/20 Europe, De Rigo Chief Marketing Officer Barbara De Rigo stated that the company prioritizes brand consistency over short-lived trends to sustain growth in the premium eyewear market. She argued that consumers increasingly value craftsmanship and heritage, viewing eyewear as a tool for self-expression rather than a purely functional accessory. De Rigo emphasized maintaining distinct identities across its portfolio, which includes licensed partners Chopard, Roberto Cavalli, Porsche Design, Philipp Plein, and Rodenstock. The strategy involves tailored collections that respect each brand’s aesthetic DNA while avoiding homogenization. By balancing family-owned agility with international execution capabilities, De Rigo aims to enhance point-of-sale presence and support opticians in differentiating their offerings through targeted content and training programs.