Scott Sorensen has been named director of the Quantum Lifestyle/Sun Brands division at FGX International in Smithfield. He will be responsible for the Anarchy, Angel and Gargoyles brands, as well as several of FGX’s licenses, including Body Glove and Levis-Strauss. Sorensen spent the last 13 years as the director of marketing and branding for Dragon Optical. He has a B.A. from California State University San Diego.
PBN: What are you looking forward to in your new position at FGX International?
SORENSEN: All three primary brands at Quantum Optics have a tremendous opportunity for growth and success. Anarchy, Angel and Gargoyles are brands with great assets that just need to be leveraged the right way. With the right understanding and approach these brands could develop together into more actualized consumer products. I am looking forward to the challenge of bringing these product lines at FGX International into a new chapter of relevance.
PBN: How important is a Web presence for branding and identity?
SORENSEN: Consumers are changing their viewing habits and spend a lot of time online, whether or not they spend a lot of time on one specific Web site. So the dedication of a branded company to make their Web site distinct should be a Herculean effort. Online, people are looking for news, developments and ideas; they are looking to connect with other people and to define identity and ways to express themselves. There is a captive audience. The trick is to engage them on a level that they feel connected to.
PBN: What are some of your future plans at FGX/Quantum?
SORENSEN: Our immediate plans for the Quantum brands are to build strong customer and consumer relationships. It is very important to fortify trust in your brand and products while building brand equity. To support this we have launched the new Gargoyles Web site, and the new Angel and Anarchy sites are right behind it with a launch in August. We are also midyear in our new branded advertising campaigns. Our primary mission is to get these three brands up and firing on all cylinders and then look to the next steps for Quantum Optics. •
