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Rayban, from 1937-2010 Brand strategy and innovation of RayBan a Luxottica product over the years.
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Ray Ban Journey
Ray-Ban: A legend
for more than 70 years
Ray-Ban: A legend for more than 70 years
The beginning of the journey:
a turn around with Luxottica acquisition
2000
2005
1.150B€Ray-Ban Optical launch
Distribution ControlWomen introduction
Pricing
550M€
2000-2005: re-setting fundamentals
Last 4 years: implementing the brand strategic path
2007 2008 2009 2010
Re-affirm
the brand
Never Hide
The Wayfarer
2007: The Wayfarer launch – a loyal re-edition
Since 70 years Ray Ban Icons as
representatives of brand key values:
AUTHENTICITY AND COOLNESS.
first key tool to tell brand
story to consumers
The journey so far
2007 2008 2009 2010
Re-affirm
the brandConsolidation
Never Hide
The Wayfarer
Icons Family
Re-invention
FOREVER RAY BAN STRATEGY LEADS TO
ICONS RE-INVENTION in line with actual
trends
INTRODUCING COLORS IN THE CATEGORY
Product stories to communicate brand territories – coolness through COLORIZE…
Re- inventing our Iconic products
Launch of the COLORIZE trend
with a 360° marketing plan:
from product to media and P.R.
ICONS, with heritage styles like
Aviator and Wayfarer are today first
choice for edgy trend setters
The journey so far
2007 2008 2009 2010
Re-affirm
the brandConsolidation Expansion
Never Hide
The Wayfarer
Icons Family
Re-invention
Icons Colorize
Tech
… innovation, getting back to functional leadership
The brand reaching new consumers:
Specialist men looking for high quality
and function
A true leader must introduce innovation
into the category
The journey so far
2007 2008 2009 2010
Re-affirm
the brandConsolidation Expansion Deepening
Never Hide
The Wayfarer
Icons Family
Re-invention
Icons Colorize Strengthen
segmentation
Focus on
optical
opportunityTech
Keep leveraging the coolness…
From color to prints: creating a
new trend
Rare Print Special Series:
a limited in time collection for Ray
Ban lovers
In first 3 months launch 30% of
Wayfarer sales were in Rare Prints
Rare Print by Matt Moore
Matt W. Moore is the founder
of MWM Graphics, a Design
and Illustration studio based
in Portland, Maine USA.
Matt designed the graphic of
this Rare Print Wayfarer and
also created the advertising
layout.
And Establishing ophthalmic category
Optical as brand pillar:
strong business and brand equity
opportunity on the functional side
A dedicated campaign to build
Ray-Ban as a unique eyecare point
of reference for quality with
coolness
Where we are today
•INNOVATION as a must have to be a leader crossing timing and trends,
but always in coherence with original set of values
• CONSISTENCY: cross all marketing tools from product to communication
to distribution versus a unique goal.
• BRAND is not just advertising: at the end a Brand is what (product
offer) , where (distribution) and how (visibility and facing) a brand sells
NEVER FORGET ABOUT LAST MILE!
Ray Ban Bran Management: Key Success Factors
Setting brand fundamentals, VALUES AND VISIONS, to inspire all brand
journey as key starting point
Thank You