Rayban, from 1937-2010 Brand strategy and innovation of RayBan a Luxottica product over the years.

1. Ray Ban Journey

2. Ray-Ban: A legend
for more than 70 years

9. Ray-Ban: A legend for more than 70 years

11. The beginning of the journey:
a turn around with Luxottica acquisition
2000
2005
1.150B€
Ray-Ban Optical launch
Distribution Control
Women
introduction
Pricing
550M€
2000-2005: re-setting fundamentals

12. Last 4 years: implementing the brand strategic path
2007 2008 2009 2010
Re-affirm
the brand
Never Hide
The Wayfarer

13. 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

15. The journey so far
2007 2008 2009 2010
Re-affirm
the brand
Consolidation
Never Hide
The Wayfarer
Icons Family
Re-invention

16. FOREVER RAY BAN STRATEGY LEADS TO
ICONS RE-INVENTION in line with actual
trends
INTRODUCING COLORS IN THE CATEGORY

17. 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

19. The journey so far
2007 2008 2009 2010
Re-affirm
the brand
Consolidation Expansion
Never Hide
The Wayfarer
Icons Family
Re-invention
Icons Colorize
Tech

20. … 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

21. The journey so far
2007 2008 2009 2010
Re-affirm
the brand
Consolidation Expansion Deepening
Never Hide
The Wayfarer
Icons Family
Re-invention
Icons Colorize Strengthen
segmentation
Focus on
optical
opportunity
Tech

22. 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

25. 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.

26. 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

32. Where we are today

35. •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

36. Thank You