703 KB - Luxottica

A key pillar: a flexible cost structure
Wholesale
Brand management
Reducing styles as well as samples
Optimizing the presence of each brand among channels and geographic regions
Eliminating three low-performing brands
New commercial organization already in place
70% of staff on variable packages
Revolutionized approach to top 30% of clients
Reorganized geographic regions and brand approach
Advertising spending
Reduced by 10%, after four years of continuous brand build-up
More activities on the ground and in the stores
> More training, product placements and PR activities
> More attention to in-store product display (where customers make decisions)
G&A
Back office reorganization
Big push for extranet web-based ordering
Return policy and spare parts management revised
> Easier for clients, faster supply chain, better service segmentation
Identified efficiencies of almost €30 million
Winning through the cycle
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