Christian Hafner new Brand Director at Silhouette

Hafner: "I consider my new position to be the ideal combination of creativity and strategy"

Strategic branding is a factor of success as well as a challenge for Silhouette International, the eyewear producer that operates at international level from its base in Linz, Austria. For almost fifty years, this family-run company currently headed by the second generation, has been making and marketing top-quality eyewear with its own label in addition to adidas eyewear. Ophthalmic frames and sunglasses are sold by specialist stores in more than 100 countries in all parts of the world. Among the company's primary goals are the continual development and consolidation of the Silhouette brand and the creation of increasingly exciting products.


The position of International Brand Director went to a real professional in the brand management field, Christian Hafner (37). In addition to having a background in economics, he also boasts considerable experience in strategic and global branding thanks to his almost ten-year collaboration with Swarovski. He is also one of the pioneers of mobile marketing, something he has been working on since the beginning of this century.


"I consider my new position to be the ideal combination of creativity and strategy", Hafner stated. His main task will be to plan and manage the Silhouette brand and supervise product management, market research and communication at all levels and in all channels.


Hafner works with a marketing and product management team at Silhouette International's headquarters in Linz and reports directly to Arnold Schmied, co-owner and president who heads the company's marketing, sales and planning divisions.


"We were looking for a professional for the further development of our brand and... we found him! Christian Hafner possesses the all-round vision required to boost a modern brand aimed at an increasingly heterogeneous target. Skillfully combining tradition and innovation is important for us and this also means using conventional communication channels as well as those of the future. But first and foremost, it's about ensuring that the Silhouette brand arouses enthusiasm and strong emotions", Arnold Schmied underscored.