Mainz Daily Photo

>Brille? Fielmann! – #235

>If there was ever a German marketing success story in recent years, it has to be that of Fielmann, the chain opticians.

Up until 1981, there were exactly 8 different (plastic) spectacle frames that the health insurance would pay for.

And were they UGLY….!!!.

Günther Fielmann was an optician in Cuxhafen and figured that there was a market for stylish, inexpensive frames, so he did a deal with one of the health delivery organisations and designed 90 models in 640 permutations.

Today, he sells 50% of all frames sold in Germany and has a 21% market share and all this with 5% of the number of outlets.

The advertising slogan is “Glasses? Fielmann!” and it’s become firmly anchored in the culture.

The stores are stylish, staffed with personable qualified opticians – 15% of his 10,000 or so staff are apprentices – and he plants a tree a year for each employee.

800,000 and counting.

Of course they’ll try and flog you all sorts of extras, but they’re not pushy and if you say that you don’t want the special insurance against meteorite impact, they’re quite happy to let it go.

Coming to a country near you…..

This entry was published on 7 October, 2007 at 06:27. It’s filed under Uncategorized and tagged , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

2 thoughts on “>Brille? Fielmann! – #235

  1. >Sounds like a good idea. I go through glasses like there’s no tomorrow.

  2. >i love this photo, a row of glasses 🙂

Leave a reply - you don't need to enter your email address, but I moderate new visitors to avoid getting murdered by spam.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: