ANNUAL REPORT 2004 - Luxottica Group
ANNUAL REPORT 2004 - Luxottica Group
ANNUAL REPORT 2004 - Luxottica Group
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DISTRIBUTION<br />
focused on the relationship between price and quality.<br />
This optical store format offers consumers with the<br />
convenience of taking care of their optical needs in the<br />
same place where they regularly shop for other goods.<br />
Partnering with these leading U.S. retailers allows<br />
<strong>Luxottica</strong> <strong>Group</strong> to extend its distribution network to<br />
reach this new customer base.<br />
The product offering at these stores mainly consists of<br />
private label products.<br />
All three chains are extremely active in promoting their<br />
image, though in different ways: Sears Optical mainly<br />
concentrates on TV ad campaigns in America’s<br />
largest states; Target Optical focuses on regional<br />
campaigns with magazine inserts; and BJ’s Optical<br />
uses its BJ’s Journal, a monthly promotional<br />
publication sent to BJ’s Wholesale Club members.<br />
In North America, <strong>Luxottica</strong> <strong>Group</strong> operates a total of<br />
1,327 licensed brand store locations, of which 853<br />
Sears Optical, 255 Target Optical stores, and 138 BJ’s<br />
Optical stores. In Canada the licensed brands division<br />
operates 81 Sears Optical Canada stores.<br />
LAB NETWORK<br />
The network of optical labs controlled by <strong>Luxottica</strong><br />
<strong>Group</strong> in the U.S. expanded considerably with the<br />
recent Cole National acquisition.<br />
With close to 1,200 in-store LensCrafters and Pearle<br />
Vision optical labs and eight central labs, <strong>Luxottica</strong><br />
<strong>Group</strong> now manages one of the largest networks of<br />
optical manufacturing labs in the U.S., enabling the<br />
<strong>Group</strong> to continually enhance the quality of its<br />
products and services through the use of advanced<br />
technology.<br />
SUNGLASS HUT<br />
Sunglass Hut, synonymous with sport, fashion and the<br />
latest trends, is the largest specialty sun retailer with<br />
1,858 stores, 1,584 of which are in North America.<br />
Launched in 1971, initially located inside major<br />
department stores, Sunglass Hut has always<br />
22<br />
distinguished itself with a young, active, fashionable<br />
image. Since its acquisition by <strong>Luxottica</strong> <strong>Group</strong> in<br />
2001, Sunglass Hut has started to more fully realize its<br />
potential thanks to increased focus on fashion<br />
eyewear, keeping it more closely aligned with trends in<br />
the sun segment.<br />
Over the last few years, the connection between<br />
fashion and sunglasses has become increasingly<br />
important. In order to capitalize on this trend, in 2003<br />
Sunglass Hut began to reposition its brand identity,<br />
emphasizing the fashion element and culminating in<br />
the <strong>2004</strong> campaign “Spontaneous Expression”. With<br />
this new positioning Sunglass Hut increases its appeal<br />
with fashion-minded consumers seeking to satisfy<br />
their personal sense of style.<br />
The program included restyling and repositioning<br />
stores as well as improving customer service. In fact,<br />
<strong>2004</strong> was the second year of measuring customer<br />
service through the Mystery Shopper program. Twothirds<br />
of stores rated met 78% of targeted goals and<br />
3% scored 100%.<br />
Among the most important advertising campaigns of<br />
<strong>2004</strong>, Sunglass Hut collaborated with “Rolling Stone”<br />
magazine for the 50 years of Rock and Roll<br />
celebrations, sponsoring a special section in which<br />
musicians wore <strong>Luxottica</strong> <strong>Group</strong> sun frames such as<br />
Ray-Ban and Revo.<br />
In <strong>2004</strong> various initiatives were carried out to<br />
strengthen the sunglasshut.com website and its links<br />
to other sites such as those of the Ray-Ban, Revo and<br />
Versace brands in particular, in order to expand its<br />
reach in the on-line market. Sales results have been<br />
very positive in this respect.<br />
In terms of product, Sunglass Hut continued to benefit<br />
from the strength of the <strong>Group</strong>’s brand portfolio. Over<br />
50% of units sold in <strong>2004</strong> were <strong>Luxottica</strong> <strong>Group</strong><br />
products.<br />
In <strong>2004</strong> Ray-Ban, Arnette and Revo launched a large<br />
selection of new models and Revo enjoyed 50%<br />
growth in sales at the chain. Fashion collections such<br />
as Chanel, Prada and Versace also showed excellent<br />
results. Thanks in part to the film Starsky & Hutch, the