How has Snob changed over the years? 
Our brand has always stayed true to itself, particularly in terms of style, but it has evolved significantly in terms of technical content, construction, and components. Initially, Snob began almost as a lark 10 years ago and has grown with its customers. Today, it appeals to a more discerning clientele who prioritise product quality. Compared to the beginning, our typical customer is now willing to spend a bit more but is increasingly demanding. 

How did you adapt to this evolution? 
The change was quite natural. Previously, we primarily targeted a younger audience with sunglasses and injected plastic. Now, 80% of our turnover comes from optical glasses, and our customers are seeking more innovative solutions. Significant turning point for us was introduction of the clip-on in 2017, an accessory on which we are now recognised as leaders in the eyewear sector, with growing trust from opticians. This success is also due to the technical collaboration we began in 2018 with Zeiss.

What is your communication strategy? 
Initially, the name ‘Snob’ was sufficient; it was fun and conveyed a sense of lightness. Today, we need more. To grow, we must focus on successful lines, communicate them effectively, and promote them through significant collaborations that act as showcases. For example, last year we launched a model in collaboration with the Milanese jewellery brand Nove25, well-known in our city and popular among nationally famous rappers. However, we must continually invest in the technical evolution of our products.

What are the new releases for the upcoming season? 
The most exciting new product is a model called ‘Indy,’ which best represents the evolution of our journey. It features a titanium front milled from a single piece and includes a Zeiss clip-on option. We are offering it to the public at around 300 euros. In total, we will present 7 new plastic models, 3 in titanium (including ‘Indy’), and 2 ‘Biolux’ models, which have a bio- nylon front and beta-titanium temples. 

In which countries do you achieve the best results? 
Italy still represents 50% of our market, but the other half is developing internationally in countries such as Greece, Turkey, the Netherlands, Portugal, and France. However, the country giving us the most satisfaction is Germany, which is particularly appreciating our new titanium products. Currently, 70% of our titanium models are sold outside Italy, with Germany being the leading country.