...hints for wearers of glasses: • If you are short-sighted, the lenses will make your eyes look smaller: use light colours and avoid strong kohl lines. • If you are long-sighted, the lenses will enlarge your eyes, a magnifying glass effect: use dark colours and kohl outlines to make the eye look smaller. Apply your eye shadow colours a little more strongly as the lenses will absorb some of the intensity. This applies particularly to people who wear tinted glasses. Remember always use proper eye make-up remover, and be very gentle when you apply it and when you wipe it off. If you find mascara difficult to wear but need to intensify the lashes - have the lashes tinted. LOOKING AFTER YOUR EYES • Use sunglasses to block glare from sun, sand, sea and snow. Not only do they protect the eye itself, but stop you from squinting and causing lines. • If your eyes are prickly or bloodshot bathe them in cold water, or in cold tea (very effective). • Change focus - if you work constantly in front of a VDU, or do other close work, look up at regular intervals and focus on something long distance. Do ensure you “focus" on it. • If you are working on VDUs ensure the lighting is correct,...
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...Dupuis, grandson of the original entrepreneur. The Dupuis’ changed the business name in 1957 to capitalize on a trend in polarized sunglasses that swept the neighbouring French speaking province of Quebec. Traditionally, Raynonplus sold a wide range of generic and brand name eyewear including prescription lenses, contact lenses, frames and sunglasses; but no proprietary goods. After Gerard took over the business in 2004, he and his fashion designer wife Dominique introduced their own brand of sunglasses under the trademarked name of Ray à Porter. Initially, the brand was marketed as an alternative to lower end or generic prescription sunglasses. The demand for these sunglasses, fueled by the bold and unconventional styles and materials used by Dominique in her original designs, soon elevated the Ray à Porter brand into designer label market status. Customers from Quebec made up a large part of the target audience, accounting for 35 percent of sales. I wear my sunglasses… in France One of Ray à Porter’s biggest customers is Quebec pop sensation Zoé, an international superstar in the French speaking world. In addition to wearing them in her everyday life, Zoé incorporated custom designed Ray à Porter sunglasses as part of the wardrobe for her European concert tour. The unsolicited celebrity endorsement sparked a frenzy of demand for the sunglasses in France. Keep your vision in focus Having been a relatively small family owned business selling goods exclusively in Canada...
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...Luxottica Group Company S.p.A is known as Italian eyewear organization which generates high quality, high technically developed frames and sunglasses. Having commenced from small workshop in Agordo North Belluno, nowadays Luxottica Group maintains about 80 per cent of eyewear brand throughout the world. The history of this not well-known brand for consumers started from 1961when Leonardo Del Vecchio founded Luxottica di Del Vecchio e C. S.a.S. The brand name has changed since that time became the new joint enterprise Luxottica S.p.A. From the first collection called International Optics Trade Fair in Milan Luxottica brand switched its status from contract producer into independent manufacturer (Luxottica, 2014). The high strategy and planning encourage the company to create vertical integration is explained by direct distribution of products to target market. From 1990 the company acquired different brands such as Vogue, Persol. Also in 1999 it started to make acquisition of world’s well-known brand Ray-Ban. Due to extensive marketing campaign Luxottica encouraged the Ray-Ban company to enhance sales and grow brand recognition. Later, the company acquired several companies such as Oakley, Arnett, Alain Mikli eyewear brand. Luxottica Group distributes the goods to more than 130 countries in the world. Moreover, company makes sunglasses and frames for variety and well-known brands such as Prada, Chanel, Burberry, Stella McCartney, Versace, Miu Miu, Versace, Dolce & Gabbana...
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...LensCrafters Case Study LensCrafters has established several measures to protect their market dominance in Canada, the United States, and Puerto Rico. The company banks on product uniqueness and strategic location of stores as the primary strategies for maintaining its competitive advantage. According to Ward (2000), differentiation is characterized by offering an item or service that is unique from competitor products. LensCrafters provides a one hour administration where a client can pick a frame, select lenses, and have a whole item within 60 minutes. The labs are also strategically located, which reduces the travel time for its clients. Further, additional guarantees, such as a 30-day independent certification that allows unsatisfied clients to return or trade glasses, attract customers to their stores. This paper analyzes how operational management, value chain, and technology have increased LensCrafters' competitive advantage. Competitive Priorities The company has gained an advantage over competitors due to their client relationship administration. This approach utilizes customer data to create a knowledge base that predicts their wants and practices. The aim of this activity is to enhance service delivery by anticipating client needs. The framework incorporates sales power, client support, and examination to improve the quality of their services. For instance, in 2007, LensCrafters changed the consumer perception over its eyewear. In most cases, clients considered...
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...LensCrafters LensCrafters is an international retailer of prescription eyewear including prescription sunglasses. They are the largest optical chain in the United States, with about 90 stores just in California alone. It was founded in 1983 in the U.S. by E. Dean Butler, a manager with Procter & Gamble. Butler sold the company to the United States Shoe Corporation in 1985 and remained as President until 1987, when Bannus (Ban) Hudson replaced him. It was the very first optical retailer to promise eyeglasses ready in an hour. LensCrafters, has subsequently expanded to over 850 stores located in Canada, the United States, Puerto Rico and Hong Kong. They were able to expand by bringing on site independent doctors of optometry, the optical laboratory and a wide selection of frames all under one facility. The company has its corporate headquarters in Mason, Ohio, near Cincinnati. LensCrafters, Sunglass Hut International and Pearle Vision are all wholly owned subsidiaries of the Italian-based Luxottica, the largest eyewear company in the world. LensCrafters Mission is focused on being the best by creating customers for life by delivering legendary customer service, developing and energizing associates and leaders in the world’s best work place, crafting perfect-quality eyewear in about an hour, and delivering superior overall value to meet each customer’s individual needs. LensCrafters Customer Benefit Package consists of their goods and services, the accurate eye exams and one...
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...According to Marc Benioff a sales force CEO, “The secret to successful hiring is this: look for the people who want to change the world.” This quote is closely aligned with the philosophy of the co-founders of Warby Parker. Subsequently, when Neil Blumenthal, David Gilboa, Andrew Hunt and Jeffery Raider went through their hiring process one of the components that had to be met was a devotion to the company’s social mission. For instance, one of their core values was “Take our work and our impact seriously, but not ourselves.” Warby Parker is an innovative player in the fashion space. The company offers high quality, classically crafted eyewear at remarkably low prices, avoiding traditional overhead costs with direct interaction between customers and the elimination of high industry markups. The company was founded in 2010 by four friends, Neil Blumenthal, David Gilboa, Andrew Hunt and Jeffery Raider. The four attended college together at Wharton business school. The concept of their business Warby Parker was developed because David Giloba and Raider had found themselves appalled with high retail cost of designer eyewear. In addition, Neil Blumenthal’s was the former director of a non-profit that delivered eye glasses in developing countries. Consequently, he witnessed first- hand the gap between the eyewear industries manufacturing cost and retail prices. They quickly realized a feasible way to solve this tangible consumer pain point. Their solution was to provide eyewear...
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...Fantasies, something we all have, allow us to indulge our greatest desires and live in our perfect world. Writer Joan Didion shares with her us her rather peculiar at times fantasy of what she thought her life as an eight year twenty-four year old would be like in the piece “In Sable and Dark Glasses”. Didion’s use of imagery, details and diction effectively portrays her desire to become worldly, independent, and sophisticated adult. Didion’s desire to be older and sophisticated is addressed right off the bat which the author carries out through her use of imagery. Wishing to be “followed by paparazzi” or standing on the steps of an Argentinean Court house disguised in dark sunglasses paints the picture of life that is worldly and glamourous, something that’s extremely hard to do as an eight year old. She further adds to his by recounting the memory of her family traveling on a cross continental train to see her father perhaps where her desire to travel began. Added descriptions of her domineering ways show her desire to be independent and not be controlled but the other sex, hence why her fondest fantasy is on the steps of a court house after getting a divorce. The use of diction further adds to the point, with references to things such as “sable, moor, and schubert alley,” all of which are very sophisticated and not known to many eight year olds gives another indication of her desire to be an adult. These words also show her desire to live in luxury being that sable coat...
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...We chose 5 of the best tanning goggles for this review. When choosing your tanning glasses or “sunnies,” you'll want to make sure you're picking ones that are protective, comfortable, and snug around your eyes. Tanning Goggles Modern Peepers Eyewear These Modern Peepers from California Tan have been around for ages, but this is a design that they've updated with new colors. They're FDA approved like all UV protection should be. The goggles have a high bridge on the nose, so you won't end up with a tan line between your eyes. No raccoon eyes for you! Features of the Goggles High bridge Individually wrapped FDA approved Black strap included There are assorted colors that come with these protective goggles. Whether it's hot fuscia or understated gray, you'll be able to switch these out based on what you feel like wearing at the moment. It might also depend on what you can find in your tanning bag when you head to the salon or gym. https://www.amazon.com/Tanning-Goggles-Peepers-Eyewear-California/dp/B074HHTFY7/ref=sr_1_30_s_it?s=beauty&ie=UTF8&qid=1519490664&sr=1-30&keywords=tanning%2Bgoggles&th=1 Text Podz – Tanning Goggles These come in a variety of colors, but there's only one per purchase. You'll have to choose the color you want when ordering. We adore these goggles because they come with a little tote. You'll be able to hook this tiny tote on your bag or purse. It'll never be in the way, and when you take spontaneous trips to the gym, you don't have to worry about making...
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...Daniel E. Gill until early 1990s. Specifically, in 1978, B&L’s revenues were just $442 million , but over a decade its sales reached $1.5 billion. However, in early 1990s, B&L’s growth started to slow in the U.S and Europe. B&L was surpassed by rival Johnson & Johnson. Also, to boost the sales, several managers tried to extend the longer credit terms which, in return, increased receivables by 25% in 1993 to hit $ 506 million. B&L’s shares which reached 58 in 1991 dropped to about 30 in 1994. However, the biggest problem came from B&L’s Asia-Pacific division in Hong Kong where Y.H. Chan was the president. He raised sales by selling sunglasses in gray markets where the price was 10% o 30% cheaper than prices in the U.S and Europe. When the receivables hit the roof, B&L auditors started to probe and they found out that a half-million sunglasses stored in a rented warehouse. Those glasses were returned by customers and also a result of fake sales. (2) Why did such things happen? There are several causes leading to these problems but one of the most obvious cause is “Gill’s own bonus plan : 30% depended on sales growth, 30% on earnings growth, and 30% on return on equity, another earnings-related measure. Improvement in customer satisfaction rated just 10%”. This plan stimulated the greed of managers to boost the sales in any ways to anyone. They allowed longer credit terms, they distributed a huge amount of stocks to distributors and assured that the distributors wouldn’t...
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...SunglassesInformative Speech on the history, creation, and increasing popularity of sunglasses. Everyone who is anyone has once in their lifetime wore a pair of sunglasses over their eyes. Has anyone ever thought about how lens were first used to block sunrays, was it accidental or was it an idea? There are also many sunglasses companies from decades ago that have all changed the way we see sunglasses, also what and how we see out of them. There are many types o of sunglasses that aren’t directly available to the masses, one pair can range from $5 to $5,000. I personally enjoy wearing my sunglasses for many reasons and in this speech I will go into detail of the reasons why humans love sunglasses. During ancient times in Roman history there was an emperor named Nero. In these times they would hold events in stadiums as the emperors watched in skyline luxury seats. It is said that Nero is the first to ever have any use of lenses to protect his eyes from the glare of the sun. During events of Roman times he was known for using an emerald to view the stadium and prevent glare from the sun, emerald sunglasses. Nero reigned emperor from 54 to 68. Centuries would go by before another sunglasses discovery, the Chinese were the next in line to tamper with the idea however it wasn’t for blocking sun rays or protecting your eye sight. Chinese judges used to wear smoke-colored quartz lenses to shield their eyes from anyone in court, that way their expressions could never...
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...Abstract LensCrafters Company started in 1983 a process of having eyeglasses made with an hour. Show great customer service with doctors, laboratory technician and eyeglass frames in store locations. In this case study characteristics of LensCrafters will be reviewed on many levels. The topics of chose range from Customer Benefit Package (CBP), strategy and competitive priorities, service delivery system design, and service encounter design. In the readings below, the write has developed an analogy on LensCrafters. The analogy is based on LensCrafters’ case study from textbook and other resources. Introduction: History A subsidiary of Italy's Luxottica SpA, U.S.-based LensCrafters Inc. is the world's leading retailer of eyewear. Celebrating its 15th anniversary in 1998, the company was a pioneer of the "super optical" segment. Its’ phenomenal growth under U.S. Shoe in the 1980s culminated in Luxottica's 1995 acquisition. With over 700 outlets across the United States, Canada, and Puerto Rico, the chain boasts a seven percent share of the domestic retail eyewear market. The company was expected to cross the $1 billion sales mark in 1997, a tripling of revenues from 1987's $305 million. LensCrafters was founded in 1983 by Dean Butler, a 38-year-old who had previously worked at Procter & Gamble. Butler, whom also came up with the idea, frames ready within an hour. Strategy and Competitive Priorities LensCrafters’ mission statement is focusing on the customers...
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...Case Studies CASE 2 RAY-BAN SUNGLASSES: SELECTING THE TARGET AUDIENCE AND THE COMMUNICATION OBJECTIVES Objectives The case has been prepared to help you to appreciate the following: What is an agency brief and what are its various components To profile the market Segments and select the most attractive by carefully analysing the interpreting consumer data Selection of communication objectives and development of a communication strategy to achieve a desired response. Structure 2.0 2.1 2.2 2.3 2.4 2.5 Objectives Introduction Agency Brief The Need Communication Strategy Discussion Questions 2.1 INTRODUCTION In this case an attempt has been made to help you to appreciate the campaign planning process. This case is in two parts. The first part is the agency brief, in which the company has tried to analyze the marketing problem. The company feels that because Ray-Ban is technologically superior in quality, and recognized by the consumer as such, a product change is not required. The brand is seen as expensive, but the same consumer does pay as much of a premium for top-end brands in other product categories. Therefore there is a need. for the communication to change this consumer perception. The second part of the case is on communication strategy as proposed by the advertising agency, has analyzed and described the complete `planning cycle'. 2.2 THE AGENCY BRIEF Ray-ban was launched in India in mid-1992. Today the brand is doing reasonably well, but still has...
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...Table of Contents Certificate 2 Acknowledgment 3 Executive Summary 6 Chapter 1: Introduction 7 Eyewear industry in India 7 Chapter2: Literature Review 9 Objectives 12 Chapter 3: Research Methodology 14 Research Design 14 Chapter 4: Results and Analysis 15 Chapter 5: Conclusion and Suggestions 24 Conclusion 24 Suggestions 25 Limitations 26 Annexure 27 About Vision Spring 27 References 32 Questionnaire 34 List of figures Figure 1 Gender distribution of the respondents…………………………. 17 Figure 2 Age of the Respondents……….………………………….……… 18 Figure 3 Pair of eyeglasses people own………………………………..…. 19 Figure 4.Number of retailer customers shopped around…...................... 19 Figure 5 Location…………………………………………………………..…. 20 Figure 6 - The influence of the optician…..………………………………… 21 Figure 7- Influencing factors………………………………………………… 21 Figure 8- Costumers buying online……………..………………………….. 22 Figure 9- satisfaction level of online purchase…………………………….. 23 Figure 10- Reasons behind buying eyewear…………...…………………. 23 Figure 11 discounts/promotions……………………………………………. 24 Figure 12 online use of discount or promotion……………………………. 26 Figure 13 gender and influencers……………………...…………………....26 Executive Summary This project on “Study of Indian Consumers Preferences towards Eyewear” aims at studying the eyewear industry in India and the consumer preferences in this industry. VisionSpring is an eyewear company that works to ensure affordable access to eyewear...
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...Selecting a snazzy pair of sunglasses isn’t as simple as it might appear. In addition to trends, budget and personal taste, shoppers must consider a wide array of factors when eyeing a new set of shades. Below, the eye wear experts at Optics Eyewear in High Point, NC outline some tips and tricks to help you find the perfect pair. Frame Size Shopping for sunglasses is similar to shopping for a pair of jeans – the better they fit, the better they look. As such, it’s important to determine your frame size before hitting the racks. If you have a pair of glasses – whether prescription or another set of sunglasses – that fit you, get the sizing and go from there. In most cases, you can find the frame size on one of the inside arms. Face Shape...
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...F A S H I O N C O M M U N I C A T I O N ! ! ! ! ! PUBLICITY AND PUBLIC RELATIONS: Assignment - 1 INDIA! ! REPORT PRESENTED BY:! Shalini Mohanty! 9th November, 2013! ! ! ! 2 4 t h O c t o b e r, 2 0 1 3 • Raffles Design International, Mumbai Table of Contents! ! Table of Contents! Indian Luxury Retail Market! Introduction! i! The Indian and the Global Luxury Market! 2! ! 2! i! i! Publicity and PR: Successes! Case Study - HUGO BOSS! 3! Case Study - Charles & Keith! Case Study - Ray-ban! ! 7 6! 3! PR & PUBLICITY: Failures! Case Study 1 - BVLGARI! Case Study 2 - FCUK!10! 10! 10! Why did BVLGARI and FCUK fail?! The Indian Customer! 1! 1 Indian customers value…! 12! 11! Demographics of Indian Luxury Customer - Typically a 25 - 45 year old entrepreneur. ! 12! Learning Points.! 13! Fashion Communication! ! "i Assignment 1! Publicity & PR: India Indian Luxury Retail Market! ! Introduction! Currently, India is the second fastest growing market in Asia Pacific region and is expected to be the 2nd largest economy in the world by 2040. She is currently the second fastest growing luxury market in the world with a predicted growth rate of 25% over the next 5 years.! At the moment, the Indian Luxury Market is valued at $4.8 billion where apparel, jewellery and personal are are the largest sectors in market. Although it forms only 2% of global share, it shows...
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