The Synsam journey
Jimmy Engström, Chief Commercial Officer, began by presenting Synsam's vision and mission, and then explained their core values: customer focus, innovation, and responsibility. He continued by looking back at how Synsam was in 2015 and described how they conducted a market analysis to find key areas for improvement, all aimed at strengthening the brand and introducing their subscription-based glasses model. Finally, he talked about the construction of their own factory in Östersund, which has made just-in-time (JIT) production possible, helped them respond faster to trends, and reduced inventory levels.
Marina Kereklidou, Creative Director and fashion icon, then spoke about Synsam's design journey and how creativity has played a big role in shaping the brand. She finished by giving examples of how the geometric shapes of glasses are a crucial design element and how the layout of stores is planned to maximize sales.
Thank you Synsam for presenting your story and the way forward!
Emilio Martinez, Key Account Manager, Synsam Retail Club
