Luxottica Marketing
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Luxottica Group is the worlds leading designer, manufacturer, and distributor of luxurious and designer eyeglass frames and sunglasses. In 1995, Lenscrafters became part of the Luxottica Group. Lenscrafters is now the leading optical retail brand in North America. Lenscrafters pride themselves on offering a wide selection of high-fashion frames and great customer service.
Lenscrafters is considered a specialty store within the optical retail market. Lenscrafters product mix consists of eyeglass frames, sunglasses, lenses, manufacturing, and accessories for their products. Lenscrafters largest and product category is eyeglass frames. Lenscrafters not only offers a wide variety of high-end brands and fashion, but also offers house brands and styles to better fit the needs and wants of their customers. The following information will focus on the different brands which Lenscrafters carries and how they are positioned in their retail store. The information regarding the various brands and layout of the retail store has been acquired from the Lenscrafters located in the Crossroads Mall in St Cloud, Minnesota.
Lenscrafters product position in the retail stores is set-up based on brand, fashion, price, function. The Lenscrafters store in St Cloud, Minnesota has a layout set up in the shape of a horseshoe. The brand name of the eyeglass frame is the main component of where the product is positioned within the horseshoe. Brand names are kept together in sections with the exception of mid to low brand name sunglasses. The brand names are kept together to create a strong brand statement to attract customers to the brands offered. The horseshoe starts with the high-end fashion brand name eyeglass frames which have the highest cost, and ends with the low-end fashion brand name eyeglass frames which have the lowest cost.
Versace is the highest brand of eyeglass frames carried in the Lenscrafters store. Versace eyeglass frames are high-end fashion frames characterized by unconventional sensuality and cutting-edge design. Versace is positioned at the beginning of the horseshoe layout. This product is also positioned where potential customers can view the product when walking past the store front in the mall. Versace creates a strong brand image not only with the placement of the product, but also by the graphics and the arrangement of the specific eyeglass frames. All Versace eyeglass frames are placed on a fixture for an easy visual of the selection. Also, the eyeglass frames are organized by the style and material of the frame. The placement and statement of the Versace brand attract customers to Lenscrafter highest-end brand of eyeglass frames from the moment they walk into the store.
Dolce and Gabbana, Prada, and D&G are also three of Lenscrafters high-end fashion eyeglass frames. These brands are placed after the Versace brand in the horseshoe layout of the store. Dolce and Gabana, like Versace, are placed and arranged to create a strong brand name, and to give the customers an easy visual at the selection of high-end fashion eyeglass frames. Lenscrafters also places graphics to enhance the fashion statement of the Dolce and Gabanna brand. Again, Prada and D&G are both considered high-end fashion eyeglass frames, but the brand name is not enhanced by graphics. Prada and D&G still make a visual statement about the high-end fashion brands by the product being place on fixtures at the customers eyelevel. These two brands also have more variety and selection compared to the Versace and Dolce and Gabbana brand.
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