WHY:
- “Timeless style, authenticity, and freedom of expression”
HOW:
- Accelerate growth and redefine distribution
- Consolidate production to a state of the art facility in Italy
- Open stores in fashion capitals to cultivate an upscale image
- Manhattan (flagship store)
- London
- Paris
- Milan
- Use new materials and sophisticated lens technology
- Lightweight carbon fiber
- Expand horizons: Bring Ray-Ban into optical business
- Prescription sunglasses
- Prescription glasses
- Personalized products
- Re-Mix: Customize glasses by mixing different frames, materials, and styles
- 220,000 different possible permutations
- Shades in new and unusual forms and materials
- Leather
- Denim
- Velvet
- Showcase the brand’s long history & revitalization
- Live performances
- Film screenings
- Art shows
- Exhibits
- Marketing: Emphasize Ray-Ban’s history of innovation and as the preferred sunglasses of the Hollywood set
- Use the latest technical advances
- Liteforce collection: super light and resistant aerospace material
- Chromance lens: color enhancement technology
- Balance technical innovation and counterculture stylishness
- "Good-looking shades that don’t try too hard to be fashion-forward"
- Celebrity publicity
- Peter Fonda
- Audrey Hepburn
- James Dean
- Marlon Brando
- Bob Dylan
- Andy Warhol
- Tom Cruise
- Johnny Depp
- Kate Moss
- Leonardo DiCaprio
- Matthew McConaughey
WHAT:
- Sunglasses & prescription sunglasses
- Eyeglasses & prescription glasses
- Custom and personalized sunglasses & eyeglasses
- Accessories
- Case
- Cleaning kit
- Clip-on
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