Why Dita has been so successful?
When asked why Dita has been so successful, they simply say that everything is passion (well, their response is typically American, I grant you). Or more accurately, they have always been extremely meticulous about details and their vision of the product.
For example, all the glasses are assembled in Japan and for each different model, the bracket is designed from scratch (they do not reuse the same frame from one model to the other, except for some models such as variations Flight.004 and Flight.005).
Besides, why do manufacture in Japan? John and Jeff explain why the Japanese are attention to detail they have never been able to find elsewhere. Some workers of their factory have more than 20 years of experience. In addition, they specialize in small production volumes of high quality ( ” low volumes for high quality “). Exactly what Dita wanted.
Even their acetate has a history. If the Italian acetates are used predominantly (the world leader is Mazzucchelli ), Dita uses Japanese acetates because they are denser, which facilitates polishing and limit the distortions. And again, polishing acetate uses a special technique : the bamboo by polishing.
Usually on trademarks with large volumes, it is a step that must be the fastest and least expensive as possible. Dita prefer however to its branches in a kind of barrel which rotates with many pieces of bamboo cut by hand.
This is important because it helps to have pieces of different shapes and sizes that will contact acetate and give this particular polished, feature Dita. Visually, it is quite difficult to explain, gloss polish is more dense and “deep”.
Among the characteristic details of the brand, we find the famous engraved diamond pattern. Then come the hexagonal rivets, which visually bring a little more compared to normal rivets.
They also are strong supporters of the use of titanium for the glasses because it is a hypoallergenic metal, light, and above all: that does not retain heat! Convenient for sunglasses…
The high-end positioning of Dita
I sometimes mentioned, the global market of eyewear is a big cake shared by three major players:
- the huge Luxoticca, which manufactures including brands Ray Ban and Persol but Oaxley and Oliver Peoples ! They are present in all price ranges. Their market share is so important that they are regularly under the spotlight because of US antitrust laws.
- Marcolin, which for example the license lighthouse Tom Ford .
- Safilo, which makes the glasses Dior, Hugo Boss, etc.
Therefore, Dita’s strategy has always been to get out of offering the best possible quality. In fact, given that the market is an oligopoly, supply is quite standardized.
This is roughly the same price for the same quality everywhere, be it sunglasses Tom Ford, Chanel or Dior. And paradoxically, it is an opportunity that opens to whoever would like to propose something better.
Funny thing, the brand received a “celebrity wear” pretty huge. For example, only on the model Midnight Special, these are Usher, 50 Cent, Diddy, Jamie Foxx or even Nicolas Cagew ere seen with. In fact, legend has it that Dita has ever offered pairs all these celebrities…
This is ironic, because to maintain exclusivity effect, Dita is no advertising campaign is not advertiser in fashion magazines (= no press inserts) and carefully avoids opticians too “mass market”. She also took care to make several very specific collaborations with Japanese brands:
Dita also produces eyewear collections Thom Browne with a vintage inspiration mountaineer!
Dita x Neighborhood, sharp Japanese brand quickly became cult.
Dita x Visvim. The color acetate is truly unique!
What are these premium sunglasses?
If you absolutely want a pair of eyewear that makes the consensus around you, with a very wise design, no risk, no waves, and if you are the type to find any pair of high-end solar “too ostentatious: Dita is maybe not brand you.
There will always be someone to find that they are too big, too browned (in the case of gold colors), too “weird” or too expensive.
That said, if you want a stronger design, daring, with a real bias in the lines and volumes, I believe the brand can interest you a lot.
Usually, I usually advise high-end shopping if you like beautiful objects , if you are sensitive to fine materials and finishes, in short, a product that can not be better designed and produced. Buy, but have the best of the best.
In the case of sunglasses, it’s a little different. If a shirt from Zara and a shirt over 200 € with a shoulder mounted by hand, the novice will not so much the difference, and comfort will be virtually the same.
But between solar range and high-end input, the differences are even more marked, and justify a higher price, especially for Dita. In addition to the finishes and materials that are a good notch above, there are two points that we do not necessarily think that make the difference:
We’ll see how it translates on two models: the Midnight Special and the Union.
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