Zeno Grup Optik
Rising Power
Silmo Istanbul is a vital platform for the Turkish optical industry. We have exhibited in the fair every year since our first exhibition and we have been welcomed with great interest every time.
Hello Ms. Selin. Could you introduce yourself to our readers and tell us about when and how you became a member of the optical industry?
Hello, I am Selin Kılıç. I was born in 1989 in Istanbul and graduated from Marmara University Faculty of Communication in 2012. Since my graduation, I have worked in Communication Consultancy, Social Media Expertise, Advertising and Public Relations departments for various brands. I have provided these services in many sectors, especially tourism, food and fashion. I have been working in the optical industry for about 2 years. The dynamic structure of the sector and its openness to innovations have always excited me. Of course, I can say that being an eyeglass user since a very young age has also contributed greatly to my interest in the sector.
Could you tell us about how your path crossed with Zeno Grup Optik and your role in the company?
I actually knew Zeno Grup as someone from the optical industry. At an event, I met Mr. Ömer, one of the founders of Zeno Grup. We realized that we were on the same line in terms of vision and mission. I joined the company as Brand Communication Manager and since then I have been working on the promotion of the brand, communication strategies and strengthening its position in the sector.
Could you tell us about Zeno Grup Optik’s core values that have enabled it to take a solid and successful stance in the sector despite being established only three years ago?
Zeno Grup Optik’s core values are based on innovation, customer focus and quality. We aim to provide the best service to our customers, to bring them together with pioneering solutions by following the innovations in the sector and to strengthen the optical stores, which are the most important body of the optical sector, and to provide and create the maximum benefit to the awareness and growth of the sector in favor of the user. As we always take our steps in this direction, our success graph is gradually increasing.
Could you tell us about the brands within the company and their unique features?
There are many prestigious brands within our company. One of them, Morlin Bron, stands out with its minimal designs and high quality standards. When creating Morlin Bron models, innovative designs are tested on facial anatomy at every stage and worked on until they are brought to the most accurate ergonomic form. At Morlin Bron, we offer the richest creations of all time with thousands of models that we constantly renew. Our other brand Reacher appeals to young audiences with its vibrant colors and bold designs. With each of our brands within Zeno Grup Optik, we offer collections with a unique character and customer base.
As a company open to growth and development, do you plan to add new ones to your brands?
Yes, we are definitely considering adding new brands to Zeno Grup Optik. For this purpose, we are constantly conducting market research. One of our main goals is to create brands that are recognized both locally and internationally and offer innovative and quality products. We can even inform 4 your eyes readers that we are planning to launch several new brands in the coming year.
As the Brand Communication Manager, what kind of strategy do you implement to strengthen the awareness of Zeno Grup Optik brands and their position in the sector?
Our strategy is based on using digital and traditional media marketing actively and effectively. We also find it important to organize campaigns and experience-oriented events that provide one-to-one interaction with our customers. Thanks to these experience-oriented events we organize, we both increase the awareness of our brands and further consolidate our position in the sector.
We know that you collaborate with famous names in your promotion and marketing projects. Should we expect such surprises from Zeno Grup Optik in the new season?
Yes, working with famous names has been a very effective strategy for us. Choosing Italian Chef Danilo Zanna, who is very popular in our country with his respectable and sympathetic stance, as the face of the campaign we presented for Morlin Bron with the slogan ‘We are so eye catching’ played a very important role in strengthening the awareness of the brand. For this reason, we will continue such collaborations in the new season. There are a few projects we are currently working on and we are very excited about them. As Zeno Grup Optik, we like to surprise our customers, so we recommend them to stay tuned.
How does Zeno Grup Optik expand its distribution and sales network?
In order to expand our distribution and sales network, we primarily aim to strengthen the cooperation with our existing sales points and make agreements in new regions. We also plan to increase our presence in different cities and regions by meeting with potential new customers. We will continue to further increase the awareness of our brand through in-store promotions and exhibiting at fairs.
We know that you have offices in Russia and China. What would you like to say about this? Are you planning to open offices in other countries?
Our offices in Russia and China have been a big step for us. We made these investments to provide better service to our customers there. We are planning to open offices in Europe and the Middle East in the future. As Zeno Grup Optik, we stand for continuous development and progress without compromising our core values. We will continue our confident steps towards becoming a global brand by making more progress every year.
Do you follow international fairs? What are your thoughts on the contribution of fairs to the sector?
Yes, we follow international fairs closely. International optical fairs are important platforms for showcasing innovations and technological developments in the sector. These events enable global collaborations between brands and professionals, introduce new products and identify market trends. They also provide networking and business development opportunities for industry representatives. They are also very important for promoting our brands to a wider audience.
As a company participating in the 11th Silmo Istanbul Optical Fair, which will be held for the 11th time with its new and larger service area, how would you evaluate the fair since its inception?
Silmo Istanbul is an important platform for the Turkish optical sector. We can say that the fair has gained a great momentum for the sector since its inception. With the number of visitors and exhibitors increasing every year, Silmo Istanbul plays an important role in the development of the optical industry in the region. The expanding service area and growing organizational structure provide companies with more visibility and create new business opportunities. This platform, which keeps its finger on the pulse of the sector, allows companies to introduce their innovative products and establish global collaborations. In this context, Silmo Istanbul provides us, as Zeno Grup Optik, with the opportunity to meet both local and international customers. We have exhibited in the fair every year since our first participation and we have been welcomed with great interest every time. We look forward to exhibiting in the fair with our innovations this year.
Thank you very much for this exclusive interview. Finally, what are your views on the evolution of our magazine 4 your eyes into digital publishing?
Digitalization has become inevitable in today’s world. I consider the transition of your magazine to digital publishing as a very appropriate step. I think you have gained the opportunity to reach a wider audience and establish a more interactive communication with your readers. We would like to thank you for this precious interview and wish your team continued success.
October 2024
