Luxottica’s Chief Marketing Officer, Stefano Volpetti, recently spoke with Fortune about how the company returned luster to the iconic brand and what its doing to keep the momentum going.Cheap Ray Bans.The Ray-Ban brand first emerged as a major player in eyewear in 1929 when the Air Force asked Bausch & Lomb to develop a new kind of eyewear that would protect pilots’ eyes from glare without compromising how well they could see.Fashion Ray Bans Outlet. In 1936, Ray-Ban sold the resulting glasses, Aviator-style shades, to the public for the first time, and an American icon was born.Replica Ray Bans.The ethos of coolness and technical innovation was what Luxottica was looking to revive when it bought Ray-Ban. But first it had to clean up the brand.
When Luxottica bought Ray-Ban, it says, the brand’s frames fell apart four times faster than those of Luxottica’s other brands. In 2000, Luxottica consolidated production of Ray-Ban sunglasses from four outdated facilities in different areas of the world to a state of the art facility in Italy, where Luxottica manufactured other brands in its portfolio.Cheap Ray Bans Store. Northeast Italy is known as a hub for premium eyewear, with the added benefit of proximity to quality parts suppliers.Discount Ray Bans.In 2000, all of Ray-Ban sales were for non-prescription sunglasses. Luxottica, tapping its core strength in the prescription-sunglasses area, brought Ray-Ban into its “optical” business three years later.Fake Ray Bans. Fast forward to 2015, and some 30% of Ray-Ban revenues come from prescription glasses, which are generally pricier and more profitable.
Convenience stores and gas stations are not the best avenues for cultivating an upscale image. So Luxottica made the painful decision to exit 13,000 points of sale in the early 2000s, sacrificing revenue in the short term in the belief that would pay off later.Ray Bans Wayfarer Outlet. The company was making eyewear for luxury names like Bulgari, Chanel and Armani, so it already had ins with high-end stores.Cheap Replica Ray Bans sunglasses. By 2004, Luxottica was able to leverage the improved reputation of Ray-Ban to command higher prices again, selling the shades at Neiman Marcus and Saks Fifth Avenue. And by 2009, as Ray-Ban started using newer materials like lightweight carbon fiber and more sophisticated lens technology.”We needed to clean the market of many pieces of low-quality, old Ray-Bans and clean up the distribution,” says Volpetti.