Why Visibility Matters: Julia Berger on Marketing in Optical Retail

With responsibility for marketing in Germany, France, and the Benelux, Julia works on everything from press campaigns and events to supporting sales teams and partners in the market.

“It’s a wide field of tasks,” she explains. “But that’s exactly what I love about it. It never gets boring.”

Craftsmanship at the heart of the brand

Charmant is a Japanese eyewear company, and according to Julia, that heritage plays a major role in how the brand approaches design and quality. The company originates from Sabae, the historic center of eyewear production in Japan, where craftsmanship is deeply embedded in the region’s culture.

This attention to detail is what differentiates the brand internationally and gives marketers strong stories to share with opticians and consumers.

Different markets, different tastes

Working across Europe also means understanding how design preferences differ between regions. In Northern Europe, Julia sees a preference for clean, minimalist design, often inspired by Scandinavian aesthetics. Southern Europe tends to embrace bolder colors and shapes, while Japanese consumers often prefer more playful designs. These cultural differences influence how brands are positioned in each market.

The role of trusted sales partners

Like many eyewear brands, Charmant works with sales agents who maintain close relationships with opticians. For Julia, the best agents are more than salespeople: they are trusted advisors.

Relationships matter: but successful partnerships always combine trust with strong business performance

Marketing is essential for opticians One of the biggest changes Julia sees in the optical industry is the growing importance of marketing for independent opticians. Many stores are busy with daily operations and staffing challenges, leaving little time for marketing activities. Yet according to Julia, visibility is becoming more critical than ever.

For opticians who want to strengthen their business, she suggests starting with a solid foundation. First, a well-designed and up-to-date website with clear information about opening hours, brands and services. Then, social media channels that help stores reach both local and new customers.

During the COVID years, many retailers discovered that social media allowed them to stay connected with customers even when physical visits were limited. Today, those channels remain an important way to stay visible.

Advice for young trade marketers

After nearly a decade at Charmant, Julia has one important piece of advice for marketers starting their careers in the industry.

Sharing ideas, contributing perspectives and having the confidence to participate in discussions can make a real difference. “Don’t be shy,” she says. “You can contribute.”