This document discusses changes in the luxury sunglasses market and Sunglass Hut's strategy to adapt. It notes the democratization of luxury, new types of consumers, and the massive growth in designer fashion brands in the eyewear category. It outlines Sunglass Hut's move from a predominantly male and sport/active brand to dominate the high-end luxury market. The document proposes a new brand essence and values, and a strategic plan to create a consistent global store design and experience through flexible formats, interactive displays, and presenting sunglasses and celebrity brands through expert associates.

1. June 4th , 2010

2. A very dinamic enviroment
 Democratization of Luxury
 Ultraluxury
 New money - new mindsets
 50 is the new 30, 12 is the new
21: 3 generations ‘trading up’
 ‘Celebrity living’ - buying into
the lifestyle
 Emerging starting consuming
luxury

3. Turnover in local currency
Category on fire!!!
 Massive entry of designer
fashion brands and overall
explosion of total number of brands
in the category
From pure function to fashion
accessory: new game, new rules,
new retail environment
Eyewear key strategic lever for
Luxury and Fashion brands

4. Yesterday it was a sunny Hut
 acquired by Luxottica in 2001
 beach and 3S heritage
 predominantly male skus, 18-25 core target
 sport-active and functional positioning
 head-quarters in Miami

5. PREMIUM
FASHIONFUNCTION
MASS
Mass
Department
Stores
Moving from a leading position…
Premium
Department
Stores

6. PREMIUM
FASHIONFUNCTION
Mass
Department
Stores
…to dominate the richest area of the market
MASS
Premium
Department
Stores

7. Turnover in local currency
Brand Essence
SUNGLASS HUT
makes it easy for you
to be in style and find your cool
Brand Essence

8. Turnover in local currency
Brand Values

13. Turnover in local currency
Here goes the new Sunglass Hut logo

14. VM Strategic-Operational Platform 14
A truly global Brand NY Flagship

15. VM Strategic-Operational Platform 15
With a truly global Presence London Flagship

16. Turnover in local currency
THE
STORE

17. Sunglasses are
an IMPULSE category!
It is all about offering
the right experience
It is all about
creating emotions
and energy
Turnover in local currency

20. Theatrical
Multilayer
combination of
graphics and
product display
that can be
changed
regularly to
create exciting
new product
stories.

21. Flexible
• Merchandising
system built to
allow for flexing
up and down on
product
assortment
• A variety of
visual
merchandising
tools developed to
help build fun and
engaging
product/trend
stories

22. Interactive,
taking profit
of last technologies
and
digital and
social media
opportunities

23. Consistent and
recognizable,
therefore inviting
• A consistent
store design
through all the
regions
• Created by a
global team
• Adaptable to
every space and
format
UK

24. Presenting
Sunglasses
as only an
expert can do!

25. Celebrating Sunglasses Category as only an lover can do!

26. Connecting Brand to Products

27. Animating the
assortment
and
educating
consumer on
the way

28. Very Flexible Formats Department Stores

29. Travel Retail London Heathrow T5

30. Travel Retail London Heathrow T4

31. Turnover in local currency
BRANDS AND
PRODUCTS

32. THE MOST SIGNIFICANT BRANDS
We have the most desirable and
iconic, authentic and designer
brands, both Luxottica brands and
non Luxottica brands, to suit sports,
classic and fashion consumers.
THE HOTTEST TRENDS
We know what’s cool and what’s not,
we always have the newest and latest
styles in our stores. We want people
to view Sunglass Hut as the authority
on trends.
WE’RE FAST AND FLEXIBLE
We continually edit our brand
selection and style assortment to
present a clear and focused selection,
and reflect a strong point of view on
current trends.
Our Products are what consumers want

33. Ray-Ban Rare Prints Matt W. Moore
Our Philosophy: Leveraging Luxury and Fashion brands
in a win-win game!

34. Creating 360°Brand Stories
Ray-Ban Rare Prints Matt W. Moore
Versace Vanitas
Bulgari Serpenti Jasmine
PRODUCT EXCLUSIVES
ASSOCIATES TRAINING
Ray-Ban Tech
ASSOCIATES ENGAGEMENT:
FYI magazine

35. PASSION FOR FASHION
Our people have found their cool. They have an eye for fashion, take pride in
knowing what’s cool, who’s wearing what, and they have an instinct for what
styles and shapes look good on people.
Our Service makes the difference
SUNGLASS JUNKIES
We are leaders in our field, our people are
experts on all aspects of sunglasses, their
history, how they are made, their design and
form, how to care for them, repair them: they
would happily be pain in sunglasses!
PEOPLE PEOPLE
Our people like people. They enjoy making
customers look and feel fantastic, they go out
of their way to give the best possible service.
They take care to be friendly, approachable
and un-intimidating.

36. Turnover in local currency
THE NEW
COMMUNICATION
PLATFORM

37. LET’S FOCUS ON CONSUMER BENEFIT THAT
MOTIVATE THEM TO PURCHASE !
LET’S CALL THEM TO ACTION

39. Thank You!