FIELMANN

Brand Strategy


Fielmann, a long-standing market leader in the optician industry, faced increasing competition from new brands offering aggressive pricing and design-focused products. The challenge was to modernize the brand’s perception while retaining its core identity of individualized care and expertise. The strategic solution shifted the focus from products to the people behind the glasses, reinforcing emotional connections and enhancing Fielmann’s positioning as both eyewear experts and caring people experts, ensuring their continued market leadership.