Silhouette: Concrete By Habit

Silhouette: Grounded in substance, driven by a vision of global perspective on product excellence and quality, placing the optician at the forefront of exceptional service and ultimate customer satisfaction. An interview with the Leaders of the esteemed Austrian brand.

Mido, as always, stands as a distinguished arena for meaningful encounters, the deepening of relationships, and the vibrant exchange of ideas and proposals.

Silhouette, a name synonymous with innovation and quality, is no exception to this cherished tradition. Our initial impression is of a stand that exudes both beauty and meticulous order; a welcoming space where the diversity of nationalities is truly remarkable.

It’s clear that from any corner of the globe – a reality consistently affirmed at MIDO – one can find the ideal representative, someone adept at identifying the most compelling collections among the wealth of offerings, each upholding the highest standards of quality.

We were granted the distinct privilege of meeting with the individuals whose roles within the company are most pertinent to the themes we wished to explore: Mr. Michael Schmied, CMO of the Silhouette Group, and Mrs. Anja Strejcek, Head of PR and Communications at Silhouette.

Our first point of curiosity delved into the company’s rich history, its unwavering commitment to sustainability, and its dedicated pursuit of materials with a minimal environmental footprint.

“Indeed,” Mr. Schmied affirmed, his voice carrying a note of conviction, “Silhouette was founded in 1964 with a clear vision: to create a product that stood at the pinnacle of quality. The founding family is Austrian, and certain inherent values are deeply ingrained in our DNA. If anyone aspires to build an enduring legacy, quality, design, and materials must be of the highest level.

Our primary choice, therefore, has been to create products that are as timeless as possible, utilizing materials with exceptional environmental sustainability – which, in our case, also means CO₂ neutrality through compensation. One of the latest milestones in this journey is the development of SPX® Green+, a new bio-polymer material that combines long-term dimensional stability with a bio-based composition. It represents a forward-looking approach to responsible innovation in lightweight frame design.”

In a crowded world, how does Silhouette shine? Strategies for enduring recognition. Silhouette navigates a highly competitive landscape where standing out is no small feat. What strategies have you embraced to ensure Silhouette’s distinct recognition in the eyes of the end consumer?

Mr. Schmied leaned forward, a spark of consciousness in his voice. “When you take a closer look at our products, their distinct design identity immediately stands out. Fashionable elements may be present, but they are never the focal point. They emerge only after the eye has registered the underlying integrity of the design. Our eyewear is intentionally crafted to defy the ephemerality of trends. It embodies a timeless aesthetic, offering the market something far more meaningful: enduring design value.”

He continued, “This value is centered on the individual, on those who recognize in our creations not only elegance, but the quiet confidence that comes from wearing a meticulously crafted, never ostentatious accessory. Beneath this refined exterior lies exceptional engineering precision and an ergonomic fit we often describe, with pride, as ‘like a glove.’ Silhouette’s design ethos is built around the creation of objects with intrinsic value through superior materials, purposeful form, and functional excellence”.

Let’s explore the commercial and communication strategies. On one side, we have the inherently global reach of e-commerce; on the other, communication that demands a keen sensitivity to capture and interpret the nuances of local markets. Could we perhaps frame this as “glocal communication”?

“Over the years,” Mr. Schmied began, his tone thoughtful, “we have cultivated an increasingly distinctive communication style. This has evolved through a communication channel specifically tailored for opticians, one deeply rooted in a sense of ‘family feeling’ or, if you prefer, the unwavering reliability of our solutions, our models, and our comprehensive pre- and after-sales support. This is because we firmly believe that opticians are the vital nerve centre connecting Silhouette to the global market, the very embodiment of our brand’s spirit.

The clearest illustration of this lies in the eyewear sales process, our model for engaging with the end customer: it’s a holistic, 360-degree approach that meticulously considers every element influencing the initial assessment of eyewear, culminating in highly personalized customer service. This empowers the customer to make a truly informed decision and to embark on a significant relationship that we hope will lead them to choose a Silhouette product time and again in the future.”

You’ve characterized opticians as ‘your brand ambassadors’: could you illuminate this crucial concept for us?

Ms. Strejcek responded with earnestness, “We firmly believe that selecting the right eyewear is far more than a simple purchase. It is a refined, consultative process that demands attention to key elements: a flawless fit, exceptional comfort, the precise choice of lenses, full compliance with the corrective prescription, and most importantly, the trusted expertise of a qualified optician. This professional guidance is not optional; it is fundamental.

While eyewear can certainly be sold in a more transactional, less specialized manner, doing so substantially increases the risk of poor outcomes for the customer. The optician and the optical centre are indispensable to the entire experience. They are not just intermediaries; they are experts in visual health who play a vital role in securing long-term customer satisfaction and loyalty. Their deep knowledge and personal consultation transform the eyewear journey into one of trust and care. For us, this professional commitment is at the heart of what defines an optician. At Silhouette, we are fully aligned.”