Be Part of our Family

UNITED KINGDOM
IRELAND
NETHERLANDS
BE PART OF OUR FAMILY

INTRODUCTION
This module aims to bring you inside our brand world. We want you to experience
the passionate culture that drives everyone in the Sunglass Hut, Luxottica and
OneSight family. Our brand culture is an experience of life. Understand how our
internal culture shapes the experience we create for our Customers and becomes the
foundation of our brands. Understand the role you play in building this culture in your
store. Any time a group of people comes together and shares a space or works toward
a common goal, you have a culture. This group of people could be a family, a
community, a club, a country, or in our company like Sunglass Hut.
Culture is the set of values or beliefs that guides how the group behaves, interacts, and
communicates with each other and with people outside of the culture. Culture is what
binds groups together. It can evolve over time and change based on the needs, desires,
and goals of the people within the culture. So in essence…
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FEEL THE
ENERGY,
EMOTIONALLY
CONNECT,
AND LIVE THE
BRAND!

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INDEX:
LUXOTTICA: HISTORY & HERITAGE 3
LUXOTTICA: A WORLDWIDE PRESENCE 6
roduction
Distribution
LUXOTTICA: THE 4 BRAND CHARACTERISTICS
SUNGLASS HUT: HISTORY & HERITAGE
SUNGLASS HUT: THE BRAND CULTURE
You Are the Connection!
The Brand Mission on Our Customers
SUNGLASS HUT CULTURE
ONESIGHT: OUR CHARITY FOUNDATION
ONESIGHT: A CHANCE TO MAKE A DIFFERENCE
SUMMARY
YOUR TRAINING CHECKPOINT: THE APPLICATION
6
9
10
13
15
15
16
17
25
27
29
31
QUIZ
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BE PART OF OUR
FAMILY
The four sections of this guide help you to deeply understand what
means being part of the awesome Luxottica, Sunglass Hut, and
OneSight family.
SECTION
1
LUXOTTICA
This section introduces you to the life and passion of our
corporate brand Luxottica.
SECTION
2
SUNGLASS HUT
In the second section you will discover the amazing, real, and unique
experience of living our Sunglass Hut brand culture.
SECTION
3
ONESIGHT
The third section gives you a strong and touching perception of
our charity Foundation of vision care, research, and educational
programs.
SECTION
4
YOUR TRAINING CHECKPOINT
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01
LUXOTTICA
PAGE 1

HISTORY & HERITAGE
1961
What is Luxottica? What does it mean being part of the
Luxottica Group? When was Luxottica founded? Where are
Luxottica sunglasses being made?
With net sales reaching 7,6 billion euro in 2014, over 75,000
employees and a strong global presence of approximately more
7100 optical and retail stores, Luxottica Group is a leader in the
design, manufacture, distribution and sales of premium, luxury
and sports eyewear.
FOUNDATION
Luxottica Group originated in 1961, when Leonardo Del Vecchio set up Luxottica di Del Vecchio e C. S.a.S., which
subsequently became a joint-stock company under the name of Luxottica S.p.A. Having started out as a small workshop,
the Company operated till the end of the ‘60s as a contract producer of dies, ferro-tagli, metal components and semifinished
goods for the optical industry.
Leonardo Del Vecchio gradually widened the range of processes until he had an integrated manufacturing structure capable of
producing a finished pair of glass. 1969 SAW THE CRUCIAL TURNING POINT, THE LAUNCHING OF THE FIRST
FRAMES UNDER THE LUXOTTICA BRAND: the contract producer became an independent manufacturer. Shortly
afterwards, the presentation of its first collection, at Milan’s MIDO (an international optics trade fair), made the brand a
definitive success.
THE ‘70s
EXPANSION IN WHOLESALE DISTRIBUTION
In the early ’70s, the Company sold its frames exclusively through wholesale dealers. In 1974, after five years of sustained
development of its manufacturing capacity, Del Vecchio understood the importance of directly controlling distribution and
started to pursue a strategy of vertical integration. This aimed to distribute frames directly onto the market. International
expansion began in the ‘80s with the acquisition of independent distributors, the opening of branches and in a number of cases
the forming of joint-ventures in the main foreign markets.
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THE ‘80s
EYEWEAR: A NEW FRONTIER OF FASHION
In the meantime, Luxottica continued to invest in its products. But it wasn’t till the end of the ’80s that spectacles, till then
perceived as mere sight-correcting instruments, underwent the crucial evolution into “eyewear”. Continual aesthetic focus on
everyday objects and interest on the part of designers in the emerging accessories segment put prescription and sunglasses in
a new light.
In 1988, Luxottica embarked on its first collaboration with the world of fashion, entering a licensing agreement with Giorgio
Armani. The Company followed up that initial experience (terminated in 1993) with numerous others, gradu-ally building a
world-class brand portfolio featuring names like Bvlgari (1996), Salvatore Ferragamo (1998), Chanel (1999), Prada, Versace
(2003), Donna Karan (2005), Dolce & Gabbana, Burberry (2006), Polo Ralph Lauren (2007)
and Tiffany (2008). As for house brands, the Company slowly expanded in the sun segment by buying “Vogue” (1990)
and the famous Persol (1995), a brand with a glorious tradition and a middle/high-end positioning.
THE ‘90s
FINANCIAL MARKETS AND RETAIL DISTRIBUTION
In 1990, Luxottica obtained ADS (American Depository Shares) listing on the New York Stock Exchange, thus raising its public
profile and speeding up its growth. In 2000, Luxottica’s stock was listed on Borsa Italiana’s electronic share market and admitted
to Italy’s top 30 equities index.
In the ’90s, the Company continued to develop its distribution network by opening new commercial subsidiaries, the Japanese
Mirari being the most significant. In 1995, Del Vecchio once again broke the mould, by acquiring US Shoe Corporation, owners
of LensCrafters, North America’s biggest retail optical chain. LUXOTTICA THUS BECAME THE WORLD’S FIRST
EYEWEAR MANUFACTURER TO ENTER THE RETAIL MARKET.
In 1999, Luxottica definitively claimed global leadership status by acquiring Ray-Ban, the world’s best known sunglasses and
upgraded its portfolio with brands like Arnette, REVO and Killer Loop.
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THE ‘00s
A DECADE OF STRONG GROWTH
On the retail front, the Company gained world leadership in just a few years
by acquiring chains all round the world, including Sunglass Hut (2001), the
world’s biggest distributor of premium sunglasses, OPSM
Group (2003), the no. 1 optical player in the Asia-Pacific region and owner of
the OPSM, Laubman & Pank and Budget Eyewear chains, and finally Cole
National (2004), bringing with it North America’s no. 2 operator, Pearle Vision,
and an extensive licensed brand store business. In 2005, the Company started
up in China, where LensCrafters immediately became the leading brand in the
high-end market thanks to a number of acquisitions followed by renaming of
stores. In the meantime, the ground was prepared for expansion in high potential
markets like the Middle East, South Africa, Thailand and India.
In its wholesale business, prestigious new licensing agreements were backed up by an increasing commitment to research,
product quality and manufacturing excellence, whilst distribution developed in the direction of further Customer
segmentation and emerging sales channels, such as large shopping centres and travel retail.
In 2007, Luxottica acquired California-based Oakley, the world’s leading sports optical brand, for 2.1 billion dollars. The
potential of this operation was exceptional: integration of Oakley in record time confirmed Luxottica’s world leadership and
laid the foundation for a major new process of longterm growth.
THE ‘10s
STILL GROWING
In 2011, Luxottica started its optical retail expansion in Latin America by
completing the acquisition of Multiopticas Internacional, a leading retailer in
Chile, Peru, Ecuador and Colombia operating under the Opticas GMO,
Econópticas and Sun Planet retail brands and by expanding Sunglass Hut’s
activities in Mexico and Brazil.
In 2012, Luxottica acquired 100% of Grupo Tecnol, the leading Brazilian eyewear player, and its excellent,
vertically integrated manufacturing, sales and distribution platform. As a result of this acquisition, Luxottica
increased service levels to customers and its presence in the high-potential Brazilian market.
In 2013, Luxottica strengthened both its luxury brand portfolio and prescription offerings through the
acquisition of Alain Mikli International, a French luxury and contemporary eyewear company, which owns
the Alain Mikli brand and the Starck Eyes licence.
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LUXOTTICA:
A WORLDWIDE
PRESENCE
Luxottica Group is present all over the world with production
plants and distribution centers both for wholesale and retail
divisions. They are located in North America, Asia-Pacific,
China, South Africa, Latin America and Europe. The main
production is focused in Italy.
PRODUCTION
Luxottica started out in 1961 as a contract manufacturer of eyewear components,
with 14 employees. Nowadays, the Group’s products are designed and manufactured
at its six manufacturing plants in Italy, two wholly-owned plants in China, one plant in
Brazil, one plant in the United States, and a small one in India.
THE CHINESE PLANTS
They concentrate on the more labour-intensive product lines. The
Dongguan plants, in China’s Guangdong province, make both plastic
and metal frames.
THE ITALIAN PLANTS
They specialize in products with a high level of value-added warranted by their “Made in Italy”
status. These turn out around 30 million units a year, which is around 74% of its total
production worldwide. Plastic frames are made in the Agordo, Sedico, Pederobba and Lauriano
facilities, while metal frames are produced in Agordo and Rovereto. Certain metal frame parts
are produced in the Cencenighe plant. The Lauriano facility also makes crystal and
polycarbonate lenses for sunglasses.
THE FOOTHILL RANCH FACILITY IN CALIFORNIA
It manufactures or assembles most of Oakley’s eyewear products, while Oakley’s second
manufacturing centre in Dayton, Nevada, produces the frames used in its X Metal®
eyewear products.
BRAZILIAN PLANT
The manufacturing facility in Campinas (Brazil) produces both plastic and metal
frames for the Brazilian market.
INDIAN PLANT
There is also a small plant in India serving the local market.
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The “Made in Italy” feature of Luxottica products
represents the “culture of quality” that has been
central to the whole organization.
A GLOBAL QUALITY
PRODUCTION
QUALITY
The focus on quality has recently become a system in itself, and the system covers the entire organization: quality is applied
to product development, procurement, distribution network, analysis of processes and uniform and measurable performance
management in the plants.
In a market as competitive and global as eyewear, the satisfaction of wholesale clients and retail consumers is without
doubt a primary, indeed indispensable, objective.
Most of the manufacturing equipment used is specially designed and adapted for the manufacturing processes
to respond more quickly to Customer demand and adhere to strict quality-control standards. Quality and process control teams
regularly inspect semi-finished products during all the various phases of production, verifying the feasibility of prototypes in the
design phase, controlling standards across the spectrum of products in the production phase, and subsequently checking for
resistance to wear and tear and reviewing optical properties in relation to type of use. The manufacturing processes and materials
used by primary suppliers are also controlled and certified.
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MADE IN ITALY
The defining feature of “Made in Italy” at Luxottica is the “culture of quality” that has been the company’s hallmark value
since its early days and is shared by everyone who’s part of the company, whether in offices or production departments.
It’s the underlying principle applied, almost obsessively, in every process involved in creating eyewear, even downstream of
packaging. After the glasses are put in their boxes, yet another quality control is carried out on a sample: all it takes is one single
model that doesn’t perfectly match the required quality characteristics and the tests are extended to the entire production
batch. This means all sunglasses meet the following TECHNICAL REQUIREMENTS:
• PERFECT COUPLINGS BETWEEN TEMPLE AND FRAME;
• FRAMES THAT ENSURE LENS STABILITY;
• LONG LASTING EYEWEAR;
• UNDEFORMABLE EYEWEAR WITH MINIMUM NEED FOR ADJUSTMENT AND ENSURING
LONG LASTING COMFORT;
• CORROSION AND WEAR RESISTANT COATINGS;
• FRAMES THAT MAINTAIN COLOUR QUALITY OVER TIME.
One of the reasons for Luxottica’s uniqueness is its special relationship with the local territory, based on the fullest respect
for the environment.
THE AGORDO VALLEY
The Agordo facility is the heart of the Group. It’s where our living legend
started, in 1961. Leonardo Del Vecchio has often said that his biggest piece of
luck was being able to invest in the Agordo area and count on local skilled
labour. This valley, whose famously beautiful landscape somehow adds to
Luxottica’s uniqueness, has seen the unfolding of an extraordinary story in
which a pair of glasses became an icon of “made in Italy” excellence.
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DISTRIBUTION
LUXOTTICA DISTRIBUTION NETWORK IS ASSURED
BY BOTH WHOLESALE AND RETAIL NETWORKS.
WHOLESALE DISTRIBUTION
The wholesale distribution structure covers more than 130 countries, with nearly 50 direct operations in the major
markets and approximately 100 independent distributors in other markets. The Group is currently seeking to penetrate
emerging markets and is exploring new channels of distribution such as department stores, airports and railway stations.
Customers of the wholesale business are mostly retailers of mid to premium-priced eyewear, such as independent
opticians, optical retail chains, specialty sun retailers and duty-free shops.
RETAIL DISTRIBUTION
Luxottica Group is a leader in the prescription business in North America with its LensCrafters and Pearle Vision retail
brands, in Asia-Pacific with OPSM and Laubman & Pank, in China with LensCrafters and in Latin America with GMO.
Since the acquisition of Sunglass Hut in 2001, Luxottica has become the WORLD LEADER IN THE SUN RETAIL
BUSINESS. The Group operates over 2,700 retail locations in North America, Latin America, Asia-Pacific, South Africa,
Europe and the Middle East, mainly through the Sunglass Hut brand.
OAKLEY
The Oakley brand provides a powerful wholesale and retail presence in the sports
channel through a chain of flagship “O” stores. In these stores, the Group offers a
variety of Oakley-branded products, like clothes, footwear, backpacks and other
accessories, in addition to the Oakley sunglass styles.
Oakley-branded products include men’s and women’s apparel, footwear and
accessories designed for surf, winter sports, golf, motorcycling, cycling and other
athletic lifestyles.
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LUXOTTICA: THE 4
BRAND
CHARACTERISTICS
A capacity to imagine other possible worlds, to express passion
and energy, to achieve success by capturing the essential and
acting on it rapidly are characteristics that Luxottica
encourages and rewards.
Luxottica people are recognizable by their professionalism
and high potential, qualities that are carefully cultivated by
development programs that strengthen shared identity whilst
enabling individual talent to prosper.
MAKING
IT REAL!
Which one of the 4 brand
characteristics stands out and
means the most to you?
IMAGINATIVE
PASSIONATE
We continuously look ahead and think of new ways to
serve and inspire our Customers and each other.
Innovation, quality and creativity are the foundation of our
success and the way we work.
We love what we do and we care about our people. We
do believe our work makes a difference to everyone’s
lives wherever they are. That’s what inspires us to
constantly improve ourselves and our work, by engaging
the hearts and minds of others.
ENTREPRENEURIAL
We are pioneers of change. We see opportunities that
others don’t and understand the value
of taking risks so that we continue to be the
innovators of our industry.
Respect, accountability and transparency model the
way we lead.
SIMPLE AND FAST
We see the essence and focus on priorities that
matter most.
We strive for simplicity and value being
straightforward, uncomplicated and accessible so
that we can quickly drive change to deliver results
and quality.
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02
SUNGLASS
HUT
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PAGE 12

HISTORY &
HERITAGE
When did the fantastic journey of Sunglass Hut start? Which were the most
incredible moments for the Sunglass Hut family? Why Sunglass Hut is the best
sunglass retail chain in the world?
1971
WHEN IT ALL STARTED
Sunglass Hut International, Inc. was founded in 1971 by Sanford Ziff in Miami, Florida. Ziff, an optometrist at the time, had
decided that the people in Miami could benefit from protective eye wear in the Florida sun, while he could capitalize on the
popularity of sunglasses as a wardrobe accessory. He opened a freestanding kiosk in an aisle of Miami’s Dadeland Mall, called it
the “Sunglass Hut,” and sold his fashionable frames at price points of $20 and more. His idea was an almost immediate success,
and he found that, for the most part, Customers were willing to give in to impulse shopping when it came to accessories.
He opened more kiosks, and later, actual stores, Ziff’s wife Helene took on a role as the director of personnel. He continued to
handle the purchasing and daily operations of the new company, while she dealt with the employees that were hired to staff the
stores. As the business continued to expand, the Ziffs’ son, Dean, began to handle business aspects related to the company’s
growth and expansion into new areas.
80s & 90s
THE BOOM YEARS
The Sunglass Hut business continued in that fashion for the next decade, slowly and steadily adding store location and entering
new market areas in a calculated and yet ambitious manner. By the time Sunglass Hut celebrated its 15 year anniversary in
1986, it was composed of more than 100 store units. The Company’s management continued to push forward with the
aggressive expansion and acquisition phase.
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1994
&
1998
GOING PUBLIC & THE E-COMMERCE
In 1993 Sunglass Hut becomes a public company. Sunglass Hut continued to open new store units rapidly in 1995,
everywhere from airport terminals to outlet centres and leased spaces in department stores, in addition to its traditional
stores in malls and on city streets.
In 1998, Sunglass Hut enters the ecommerce world, giving Customers the ability to buy sunglasses on its US website,
sunglasshut.com.
WE SELL
FEEL
GOOD
2001
LUXOTTICA ACQUISITION AND WORLDWIDE CELEBRATION
The Luxottica Group acquires Sunglass Hut in 2001. The Group becomes the worldwide indisputable authority on
fashion sunglasses, in an ever-changing marketplace. With more than 2000 stores worldwide, we offer our Customers
the most desirable brands, making them LOOK GOOD AND FEEL GOOD!
THE '10
STILL GROWING
In 2010 Sunglass Hut simultaneously opens 1st Flagship stores in New York City and London,
in 2011 Sunglass Hut expands into Brazil and Mexico.
In 2012 Sunglass Hut acquires retailers in Spain and Portugal, the next year Sunglass Hut
opens the largest flagship store in Sydney.
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MAKING
IT REAL!
How does the level of Customer service you
provide shape your Customer’s shopping
experience, and therefore their perception
of Sunglass?
YOU ARE THE
CONNECTION!
You have a powerful influence over our brand. The way you serve your
Customers will help them walk away with a good feeling about Sunglass Hut.
There is a lot of responsibility, but you’re up for the challenge or you wouldn’t
be working here in the first place. It is not hard and best of all – you can have
fun! Creating an amazing experience for someone is really cool. That’s what
our company culture is all about – helping Customers find their cool. And it’s
our culture that will help shape our brand.
SO WHERE DO YOU START? LOOK AT THE FOLLOWING PILLARS HOW THEY
TIE TOGETHER.
OUR BRAND
Our brand is supported by a culture in our stores.
OUR CULTURE and OUR DELIVERY
Our culture shapes our actions and impacts how we deliver service to our Customers.
CUSTOMER EXPERIENCE
The service our Customers receive creates an experience for them.
CUSTOMER IMPRESSION
Our Customers walk away with an impression of Sunglass Hut based upon their experience in the store, which begins
from the brand in their minds.
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THE BRAND
MISSION ON OUR
CUSTOMERS
As we pointed out earlier, the Customers ultimately decides what our brand is,
but there are things we can do to influence it. The first thing we can do is to
establish a solid mission so that everyone in the company is on the same page
about why we’re here.
OUR VISION
Our Vision is to create loyalty beyond reason though consistently delivering our
brand experience, leaving our customers surprised and delighted.
OUR MISSION
Our Mission is to be the premier shopping and inspiration destination for the top
brands, latest trends and exclusive styles of high quality fashion and performance
sunglasses.
OUR PROMISE
"FIND YOUR COOL"
Our brand promise is a single statement that encapsulates the soul of our brand, its
DNA. This is the internal compass we use to guide the development of our brand and
culture.
·Funcional benefits
Sunglass Hut brings you the widest choice of authentic and designer brands – and a
clear and passionate point of view on what’s hot, what’s not, and what suits you best.
·Emotional benefits
Sunglass Hut makes you feel cool and confident in your style, helps you express your
personality, and makes you feel proud and excited about how you look.
TARGET CUSTOMER
The Target Customer is a 20-25 fashionista is fun-loving and experience-driven, she
seeks out unique moments which she can share with friends and her social networks.
When it comes to fashion, latest-and-greatest looks, products, and brands elevate her
status and help her turn heads. Fashion is a key form of self-expression through which
she communicates her individuality. For the TC, sunnies are as much an ingredient for
self-expression as they are functional accessories. They help to enhance the persona
that she aims to portray through fashion – it’s the final piece of the puzzle of an artdirected
outfit.
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SUNGLASS HUT CULTURE
A company’s CULTURE represents a set of values and behaviors that contributes to create a unique social and working
environment of an organisation.
An organisational culture is based on shared attitudes, beliefs, customs, and written and unwritten rules that have been
developed over time.
Anyone spending time with Sunglass Hut can identify that there is a real PEOPLE atmosphere intertwined with Sunglass
Hut’s business. Our business can’t succeed without our great people; they are the heartbeat of the brand, our greatest
asset and strongest brand ambassadors.
In order to identify Sunglass Hut values, we set out a research to deepen our understanding of the CULTURE, with the
idea that our findings could guide us in many areas of interest, risk and growth; we felt the needs to share these milestones
with our Associates around the word.
There are values and beliefs behind our sustained success. Our CULTURE represents all the little things we do every day,
it’s every action we take to support our mission of establishing Sunglass Hut as the authority and key destination of
fashion, style and premium sunglasses. It’s the way we live our promise of helping our Customers to FIND THEIR COOL.
Creating a Culture is a never ending process. There’s always more to go, and there’s always more you can do. It may feel
exhausting but it keeps your job dynamic, exciting, and fresh!
While working in the store, remind yourself of our promise, it will guide your actions and focus your ENERGY! We call our
internal Values: KEY COOL INDICATORS (KCIs), they are what makes us so special!
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2 3 4
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OUR KEY COOL INDICATORS
Our CULTURE is based on 5 milestones we call them KEY COOL INDICATORS; they are the filters of the way we do, if we
follow them in everything we do, we can be sure we won’t have any issues and sales will flow!
SHARED
WINS
Success is what we owe each other.
That’s why every achievement, by every individual only propels us to reach further.
What does SHARED WINS mean at Sunglass Hut?
At Sunglass Hut we love winning. That might not be that different than every other group of people in
the world, but what makes it special here is that we LOVE WINNING TOGETHER. We find wins and
we celebrate all the people involved. We know our wins are not just individual efforts, and we love to
celebrate that.
Who wants to celebrate alone? No one at Sunglass Hut. SHARED WINS is an incredibly powerful
essence of life, it means relatedness and support for each other, not letting anyone down or behind in
the team. As a result, we SHARE EACH OTHER’S SUCCESSES.
How can you SHARE WINS at Sunglass Hut?
We are genuinely happy and proud to see and contribute to everyone’s achievements. We celebrate
success together. We know one’s accomplishment is everyone’s as we work all together, each one
adding a new piece to the final masterpiece. Also, in the career growth process, we help each other to
move up and progress, becoming leaders all together. Your success is everyone’s success.
Success is what we owe each other. That’s why every achievement, by every individual, only propels us
to reach further. Shared wins benefit our business, real money, because the values beneath it enhance
ethical behavior and trust when we are working in a caring environment. We find that people keep trying
for more because the team needs them. These are great motivating forces.
Collaboration is the key for success of all team members, sharing results and sales, to get ALL OF US
to win!
FUN
FUN is the measure of our passion. Because everyone puts our hearts into it, working together is like
playing together. And when we win, celebrating together, there is no better party on earth.
What does FUN mean at Sunglass Hut?
Fun is the measure of our passion because we put our hearts into it, working together is like playing
together. And when we win, celebrating together, there is no better party on earth. Fun doesn’t really
happen when you are alone; it’s a TOGETHER THING. It’s an energy build. It is a positivity charge
that we are shooting off; it crashes into everything. It’s your passion and your enthusiasm for your
work that makes the difference.
How can you live FUN at Sunglass Hut?
At Sunglass Hut, we don’t just enjoy being together, we find all the way to make it happen. If there is
music on, it doesn’t take long before someone starts dancing. When everyone would simply,
composedly clap, we instead give a standing ovation.
We sell ENERGY and FEEL GOOD therefore we must feel good every day at work. If you love
your job and you are happy and proud of it, you will have achieved the following:
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1. Customers will see and feel the positive vibe in the store and will be attracted by,
willing to walk in;
2. Your team will be stronger and happier, and you’ll have created a positive and
energetic workplace.
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RELATIONSHIPS
We are who we are thanks to the genuine relationships we build.
Trust comes first when we do business with each other and our Customers.
What do RELATIONSHIPS mean at Sunglass Hut?
Our Culture is based on Relationships. That’s why, when we feel a little under
pressure, we have an even bigger desire to care for each other because we are
such a tight ‘in group’. At Sunglass Hut, relationships are not built because it
is efficient; they exist for reasons beyond profit. Relationships are built to feel
good and enhance connections, empowering us to REACH OUR BEST; the
trust that comes with relationships motivates us to accomplish more for our
Customers, for ourselves and for each other.
We are who we are thanks to the genuine relationships we build. Trust always
comes first within our Customers and our team.
How can you inspire a sense of RELATIONSHIPS at Sunglass Hut?
We put trust in each other. We build strong relationships that last for years
and overcome problems and share best successes. Some of us have spent so
much time together that feel as a part of a FAMILY. We can read each
others’ thoughts and work together at our best, nothing can damage a strong
and genuine trustworthy relationship. We share our feelings with our team
and Customers. All of this makes relationships flourish and grow at Sunglass
Hut, becoming real, meaningful and part of our Culture.
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DRIVE
We set our ambitions high, driven to learn and achieve. We love setting big goals. If you were in
you are in.
What does DRIVE mean at Sunglass Hut?
At Sunglass Hut, we have ambition to achieve BIG THINGS. We set high goals to prove
ourselves, as we know we will accomplish them. We believe in drive and potential, giving
everyone the opportunity to show their best. We set our ambitions high, driven to learn and
achieve.
How can you DRIVE at Sunglass Hut?
People at Sunglass Hut want to have big goals and, entirely, passionately, commit to ACHIEVE
them.
It’s a real DRIVEN business, driven from inside. Once we reach our daily goal, we know it’s just
the beginning to go and double it! We want more and we are hungry for exceeding goals and,
most of all, we know how to do it.
Growth and change require hard work and determination. Every day we prove ourselves over and
over. We are not afraid of challenges and we love working hard. Dreams are real targets for us
and ambitions propel our daily achievements.
If you are in, you are in.
INCLUSION
Individuality thrives here.
We feel good about our differences, because they energize our teams and refresh our thinking, so
we stay ahead in the world.
What does INCLUSION mean at Sunglass Hut?
We talked a lot about the similarities that make us feel part of the same Culture.
The way we do things requires some common threads or we will head quickly towards
inefficiency. Still, we need to keep our IDEAS FRESH and innovative, through new
perspectives, and individual TALENTS.
Sunglass Hut is a tangible people’s atmosphere built on individual voices with the ability to bring
and share simple solutions. It’s about YOU.
How can you promote a real sense INCLUSION at Sunglass Hut?
We ask everyone to put themselves into the game, to make emotional connections with
Customers in their own personal way. When we share and celebrate, everyone shines.
Individuality thrives here. We feel good about our differences, because they energize our teams
and refresh our thinking, so we stay ahead in the world.
Every day we have the chance to meet and interact with MANY DIFFERENT PEOPLE, this
connection is our treasure. We promote DIVERSITY and BEING YOURSELF, we are ready to
listen and are open to a wide variety of personalities.
1
2 3 4
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MAKING
IT REAL!
KEY COOL INDICATORS:
Share your personal story.
What do they mean to you?
To which one you can relate the most? Why?
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OUR BRAND VALUES
You’ve been exposed to what it means for you being part of Sunglass Hut. OUR MISSION, OUR PROMISE, THE TARGET
CUSTOMER, and our KEY COOL INDICATORS.
We want you to live our Culture and connect to our Customers: anytime you are in the store, you are representing the
Sunglass Hut brand. Your behaviours influence not just your team, but also our Customers.
Now that we have understood who we are and which are the internal drivers of behaviors, we should focus on how we are
percieved externally.
That's why we distinguish between our KCIs and Our Brand Values. The first represent the way we live internally the brand,
while Our Brand Values describe how we would like our Customers to think of us.
Our Brand Values are unique and special attributes which portray our external, customer-facing personality. FEEL THEM !
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03
ONESIGHT
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OUR CHARITY
FOUNDATION
Onesight is a pubblic non profit organization providing sustainable acess to quality
vision care and eyewear in underserved communities worldwide.
WHY ONESIGHT EXISTS AND WHAT IT DOES
According to the World Health Organization, 733 million people worldwide
suffer from poor vision simply because they do not have access to or cannot
afford care. In some countries, a pair of eyewear costs a month’s salary. Poor
vision negatively affects a child’s ability to learn in school and robs an adult of
independence, mobility and quality of life. OneSight was founded on the belief
that basic vision care is a human right, not a privilege and is committed to
providing quality care and eyewear for those in need.
Each year, OneSight volunteers travel to countries around the world to handdeliver
free vision care and eyewear to thousands of adults and children.
OneSight works closely with local governments, health care officials and
independent doctors of optometry to ensure each Clinic runs smoothly and
local recipients receive the best possible care. While the majority of eyewear
distributed during these Clinics is recycled, new eyewear is manufactured on
site to help fill more complex prescriptions.
WHAT IS ONESIGHT
Since 1988, charitable efforts have provided free vision care and eyewear to
more than 8,5 million people in need around the world and have granted millions
of dollars towards optical research and education. For more than 25 years,
OneSight has been committed to providing clear vision to millions in need
through the hand-delivery of primary vision care and eyewear. We also donate
millions of dollars to fund research towards the prevention of optical diseases.
WHY LUXOTTICA IS BEHIND ONESIGHT
PROGRAMS
Luxottica is one company, made up of a family of 75,000 Associates on 6
different continents, in 130 different countries, speaking 55 different languages.
Every day, every Luxottica Associate around the world is focused on delivering
the best eyewear and vision care for their Customer. OneSight allows us to apply
our global reach, business strengths and vision expertise to make a significant
difference in the world for people in need.
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MAKING
IT REAL!
Think about OneSight and try to
understand which is the real impact
of our Foundation in the world.
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ONESIGHT A
CHANCE TO MAKE
A DIFFERENCE
Find out about how you and our Customers can help make a difference and
improve the vision of millions of people around the world. Invite our
Customers to contribute. What better way for our Customers to feel good
about Sunglass Hut than by showing them how we help others and by
inviting them to help out too?
WHAT’S IN IT FOR ME?
Through OneSight, all employees not only have the opportunity, but are
encouraged to volunteer during work hours. According to Nicola Pelà,
Luxottica Group Global Human Resources Director, “Giving back is a
fundamental component of Luxottica’s core values. We value not only
giving to those in need, but also how the act of giving positively impacts
our employees and fosters the team spirit that is a big part of the way
we do business.”
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WHAT’S IN FOR OUR CUSTOMERS?
Today’s consumers are passionate about giving. And, they expect the same from brands
they buy. According to a recent survey:
• 80% believe it’s important that companies can have a major impact;
• 91% say companies should tell them about their charitable support;
• 85% have a most positive image of a company with a cause;
• 79% are likely to switch to a cause-related brand when price and quality are similar.
HOW CAN I GET INVOLVED?
Give your voice:
• Talk to Customers about OneSight and encourage them to donate in store.
Give your time:
• Volunteer for a Regional Clinic (your OneSight Lead will send out applications).
Give your money:
• Consider making a monthly payroll donation to OneSight. Ask your OneSight lead for details.
Give your loyalty:
Make OneSight a charity of choice. Your loyalty will help keep us top of mind when talking
to others and considering your donation.
HOW CAN I INVOLVE MY CUSTOMERS?
Conversation starters:
1. “Did you know 733 million people worldwide suffer from poor vision; in some
countries, glasses cost more than a month’s wages…”
2. “Did you know we support OneSight, a global charity dedicated to providing clear vision
and sun protection for millions in need?”
3. “One of the cool things about working at Sunglass Hut is that we get to volunteer for our
charity, OneSight. You can help too!”
4. Share stories about your OneSight experience. If you don’t have a personal
experience, share one from an associate you know.
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SUMMARY
YOU HAVE NOW ALL THE INFORMATION NEEDED TO BE PART OF OUR GREAT SUNGLASS HUT
FAMILY. YOU LEARNT THE MOST IMPORTANT ASPECTS OF OUR PARENT COMPANY LUXOTTICA AND
ITS GREAT HISTORY. YOU CAN NOW REALLY UNDERSTAND WHAT IT MEANS BEING PART OF SUCH AN
AMAZING GROUP. PASSIONATE PEOPLE DRIVING AND LIVING THE BRAND. YOU HAVE ALSO GOT IN
TOUCH WITH THE LUXOTTICA AND SUNGLASS HUT BRAND CHARACTERISTICS: THEY ARE THE
ESSENCE OF OUR SPIRITS. MOREOVER, YOU ARE NOW ABLE TO REALISE OUR COMMITMENT ALL
OVER THE WORLD FOR THE PEOPLE WHO SUFFER FROM POOR VISION PROBLEMS THROUGH THE
ONESIGHT FOUNDATION. YOU CAN MAKE THE DIFFERENCE!
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IT'S YOUR CHANCE
FEEL IT,
LIVE THE
BRAND!
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04
YOUR
TRAINING
CHECKPOINT
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THE APPLICATION QUIZ
1. Think about the Luxottica history. Which were the most important steps that defined the growth of the Group as the worldwide
indisputable leader in sunglasses?
2. Tell me about our production quality. Select a pair of sunglasses in your store and talk about some of the main reasons that define
them as a premium product. What would say about our “Made in Italy”?
3. What are the 4 Luxottica characteristics? Provide me with an example for each of them of some behaviors that represent them in
your store.
4. Think about our Sunglass Hut brand attributes. What do they mean to you? Our customers determine the Sunglass Hut brand. What
behaviors and attributes you can demonstrate to best represent our brand? How do you think they can influence how our customers
perceive it?
5. How does Sunglass Hut portray each attribute through products & service? Provide an example.
6. What is your role in making the Sunglass Hut brand attributes come to life? How can you encourage your team to live them every
day?
7. Observe your fellow colleagues at work with our customers. How are they helping them to find their cool? List me a few actions and
behaviors you spot on.
8. How can you contribute to the life of the Sunglass Hut culture within your team?
9. What is your favorite store to buy clothing? Why do you shop there? Is there anything related to how you are treated by the
associates?
10.Tell me something about our target customer. Do you think is there any customers we can’t serve? Why?
11. Take a stab at what you think your favorite store mission is. How would relate it to our brand? Think about how you might want to
contribute to OneSight, and write down any thoughts that come to your mind. Be sure note any questions you have about the
organisation and ask your Manager to clarify for you.
12. The best way to connect a customer to OneSight is to create a personal connection to what OneSight is and does for the world.
Think about what OneSight means to you and how you would communicate it to a customer. Please write down your thoughts.
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