...LensCrafters LensCrafters is an international retailer of prescription eyewear including prescription sunglasses. They are the largest optical chain in the United States, with about 90 stores just in California alone. It was founded in 1983 in the U.S. by E. Dean Butler, a manager with Procter & Gamble. Butler sold the company to the United States Shoe Corporation in 1985 and remained as President until 1987, when Bannus (Ban) Hudson replaced him. It was the very first optical retailer to promise eyeglasses ready in an hour. LensCrafters, has subsequently expanded to over 850 stores located in Canada, the United States, Puerto Rico and Hong Kong. They were able to expand by bringing on site independent doctors of optometry, the optical laboratory and a wide selection of frames all under one facility. The company has its corporate headquarters in Mason, Ohio, near Cincinnati. LensCrafters, Sunglass Hut International and Pearle Vision are all wholly owned subsidiaries of the Italian-based Luxottica, the largest eyewear company in the world. LensCrafters Mission is focused on being the best by creating customers for life by delivering legendary customer service, developing and energizing associates and leaders in the world’s best work place, crafting perfect-quality eyewear in about an hour, and delivering superior overall value to meet each customer’s individual needs. LensCrafters Customer Benefit Package consists of their goods and services, the accurate eye exams and one...
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...According to Marc Benioff a sales force CEO, “The secret to successful hiring is this: look for the people who want to change the world.” This quote is closely aligned with the philosophy of the co-founders of Warby Parker. Subsequently, when Neil Blumenthal, David Gilboa, Andrew Hunt and Jeffery Raider went through their hiring process one of the components that had to be met was a devotion to the company’s social mission. For instance, one of their core values was “Take our work and our impact seriously, but not ourselves.” Warby Parker is an innovative player in the fashion space. The company offers high quality, classically crafted eyewear at remarkably low prices, avoiding traditional overhead costs with direct interaction between customers and the elimination of high industry markups. The company was founded in 2010 by four friends, Neil Blumenthal, David Gilboa, Andrew Hunt and Jeffery Raider. The four attended college together at Wharton business school. The concept of their business Warby Parker was developed because David Giloba and Raider had found themselves appalled with high retail cost of designer eyewear. In addition, Neil Blumenthal’s was the former director of a non-profit that delivered eye glasses in developing countries. Consequently, he witnessed first- hand the gap between the eyewear industries manufacturing cost and retail prices. They quickly realized a feasible way to solve this tangible consumer pain point. Their solution was to provide eyewear...
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...Fantasies, something we all have, allow us to indulge our greatest desires and live in our perfect world. Writer Joan Didion shares with her us her rather peculiar at times fantasy of what she thought her life as an eight year twenty-four year old would be like in the piece “In Sable and Dark Glasses”. Didion’s use of imagery, details and diction effectively portrays her desire to become worldly, independent, and sophisticated adult. Didion’s desire to be older and sophisticated is addressed right off the bat which the author carries out through her use of imagery. Wishing to be “followed by paparazzi” or standing on the steps of an Argentinean Court house disguised in dark sunglasses paints the picture of life that is worldly and glamourous, something that’s extremely hard to do as an eight year old. She further adds to his by recounting the memory of her family traveling on a cross continental train to see her father perhaps where her desire to travel began. Added descriptions of her domineering ways show her desire to be independent and not be controlled but the other sex, hence why her fondest fantasy is on the steps of a court house after getting a divorce. The use of diction further adds to the point, with references to things such as “sable, moor, and schubert alley,” all of which are very sophisticated and not known to many eight year olds gives another indication of her desire to be an adult. These words also show her desire to live in luxury being that sable coat...
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...hints for wearers of glasses: • If you are short-sighted, the lenses will make your eyes look smaller: use light colours and avoid strong kohl lines. • If you are long-sighted, the lenses will enlarge your eyes, a magnifying glass effect: use dark colours and kohl outlines to make the eye look smaller. Apply your eye shadow colours a little more strongly as the lenses will absorb some of the intensity. This applies particularly to people who wear tinted glasses. Remember always use proper eye make-up remover, and be very gentle when you apply it and when you wipe it off. If you find mascara difficult to wear but need to intensify the lashes - have the lashes tinted. LOOKING AFTER YOUR EYES • Use sunglasses to block glare from sun, sand, sea and snow. Not only do they protect the eye itself, but stop you from squinting and causing lines. • If your eyes are prickly or bloodshot bathe them in cold water, or in cold tea (very effective). • Change focus - if you work constantly in front of a VDU, or do other close work, look up at regular intervals and focus on something long distance. Do ensure you “focus" on it. • If you are working on VDUs ensure the lighting is correct,...
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...Dupuis, grandson of the original entrepreneur. The Dupuis’ changed the business name in 1957 to capitalize on a trend in polarized sunglasses that swept the neighbouring French speaking province of Quebec. Traditionally, Raynonplus sold a wide range of generic and brand name eyewear including prescription lenses, contact lenses, frames and sunglasses; but no proprietary goods. After Gerard took over the business in 2004, he and his fashion designer wife Dominique introduced their own brand of sunglasses under the trademarked name of Ray à Porter. Initially, the brand was marketed as an alternative to lower end or generic prescription sunglasses. The demand for these sunglasses, fueled by the bold and unconventional styles and materials used by Dominique in her original designs, soon elevated the Ray à Porter brand into designer label market status. Customers from Quebec made up a large part of the target audience, accounting for 35 percent of sales. I wear my sunglasses… in France One of Ray à Porter’s biggest customers is Quebec pop sensation Zoé, an international superstar in the French speaking world. In addition to wearing them in her everyday life, Zoé incorporated custom designed Ray à Porter sunglasses as part of the wardrobe for her European concert tour. The unsolicited celebrity endorsement sparked a frenzy of demand for the sunglasses in France. Keep your vision in focus Having been a relatively small family owned business selling goods exclusively in Canada...
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...Luxottica Group Company S.p.A is known as Italian eyewear organization which generates high quality, high technically developed frames and sunglasses. Having commenced from small workshop in Agordo North Belluno, nowadays Luxottica Group maintains about 80 per cent of eyewear brand throughout the world. The history of this not well-known brand for consumers started from 1961when Leonardo Del Vecchio founded Luxottica di Del Vecchio e C. S.a.S. The brand name has changed since that time became the new joint enterprise Luxottica S.p.A. From the first collection called International Optics Trade Fair in Milan Luxottica brand switched its status from contract producer into independent manufacturer (Luxottica, 2014). The high strategy and planning encourage the company to create vertical integration is explained by direct distribution of products to target market. From 1990 the company acquired different brands such as Vogue, Persol. Also in 1999 it started to make acquisition of world’s well-known brand Ray-Ban. Due to extensive marketing campaign Luxottica encouraged the Ray-Ban company to enhance sales and grow brand recognition. Later, the company acquired several companies such as Oakley, Arnett, Alain Mikli eyewear brand. Luxottica Group distributes the goods to more than 130 countries in the world. Moreover, company makes sunglasses and frames for variety and well-known brands such as Prada, Chanel, Burberry, Stella McCartney, Versace, Miu Miu, Versace, Dolce & Gabbana...
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...LensCrafters Case Study LensCrafters has established several measures to protect their market dominance in Canada, the United States, and Puerto Rico. The company banks on product uniqueness and strategic location of stores as the primary strategies for maintaining its competitive advantage. According to Ward (2000), differentiation is characterized by offering an item or service that is unique from competitor products. LensCrafters provides a one hour administration where a client can pick a frame, select lenses, and have a whole item within 60 minutes. The labs are also strategically located, which reduces the travel time for its clients. Further, additional guarantees, such as a 30-day independent certification that allows unsatisfied clients to return or trade glasses, attract customers to their stores. This paper analyzes how operational management, value chain, and technology have increased LensCrafters' competitive advantage. Competitive Priorities The company has gained an advantage over competitors due to their client relationship administration. This approach utilizes customer data to create a knowledge base that predicts their wants and practices. The aim of this activity is to enhance service delivery by anticipating client needs. The framework incorporates sales power, client support, and examination to improve the quality of their services. For instance, in 2007, LensCrafters changed the consumer perception over its eyewear. In most cases, clients considered...
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...F A S H I O N C O M M U N I C A T I O N ! ! ! ! ! PUBLICITY AND PUBLIC RELATIONS: Assignment - 1 INDIA! ! REPORT PRESENTED BY:! Shalini Mohanty! 9th November, 2013! ! ! ! 2 4 t h O c t o b e r, 2 0 1 3 • Raffles Design International, Mumbai Table of Contents! ! Table of Contents! Indian Luxury Retail Market! Introduction! i! The Indian and the Global Luxury Market! 2! ! 2! i! i! Publicity and PR: Successes! Case Study - HUGO BOSS! 3! Case Study - Charles & Keith! Case Study - Ray-ban! ! 7 6! 3! PR & PUBLICITY: Failures! Case Study 1 - BVLGARI! Case Study 2 - FCUK!10! 10! 10! Why did BVLGARI and FCUK fail?! The Indian Customer! 1! 1 Indian customers value…! 12! 11! Demographics of Indian Luxury Customer - Typically a 25 - 45 year old entrepreneur. ! 12! Learning Points.! 13! Fashion Communication! ! "i Assignment 1! Publicity & PR: India Indian Luxury Retail Market! ! Introduction! Currently, India is the second fastest growing market in Asia Pacific region and is expected to be the 2nd largest economy in the world by 2040. She is currently the second fastest growing luxury market in the world with a predicted growth rate of 25% over the next 5 years.! At the moment, the Indian Luxury Market is valued at $4.8 billion where apparel, jewellery and personal are are the largest sectors in market. Although it forms only 2% of global share, it shows...
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...Ray-Ban is a manufacturer of sunglasses, founded in 1937 by Bausch & Lomb. Ray-Ban sunglasses............The World's Finest Sunglasses. In the late 1920's, the U.S. Army Air Corps approached Bausch & Lomb with an urgent request for an optical glass that would help fliers overcome the brutal glare of the sun. Responding to this need, Bausch & Lomb created the first Ray-Ban glass, which not only met, but far exceeded the exacting Air Corps standards. Today, Ray-Ban sunglasses are still manufactured to standards that produce the same level of excellence. Each pair provides full glare protection while preserving peak visual acuity. Ray-Ban sunglasses also provide 100% protection from the harmful effects of UV rays. Their finely ground and polished lenses are free of the waves, blemishes and other defects that can distort vision. The frames too are produced under the same code of quality. Each Bausch & Lomb Ray-Ban lens has been made from an absorptive glass that has been scientifically formulated to provide proper glare protection and light control. These glasses also provide 100% protection from ultraviolet rays and reduce the level of infrared light. USA B&L Ray-Ban lenses are of precision optical quality. They are made from optical glasses, noted for their purity, and are ground and polished so that they're surfaces are of the same high quality as fine eyewear lenses. The lenses are completely free of eye-straining waves or distortion. USA Bausch & Lomb is a professional...
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...Running head: LENS CRAFTERS ANALYSIS Lens Crafters Analysis Rhonda Polak Principles of Operations Management – BUS 430 January 29, 2012 Lens Crafters Analysis Identifies three key characteristics of LensCrafters at each of the following three levels (for a total of nine). a. CBP, strategy and competitive priorities b. Service delivery system design, and c. Service encounter design LensCrafters’ mission statement is focused on being the best by creating customers for life by delivering legendary customer service, developing and energizing associates and leaders in the world’s best work place, crafting perfect-quality eyewear in about an hour, and delivering superior overall value to meet each customer’s individual needs. (Evans, 2011 second ed) LensCrafters is committed to loving eyes by being: * Passionate-Truly love taking care of people’s eyes * Progressive-Strive to constantly improve every aspect of the vision care experience * Personal-Put the customer first, and seek to connect with them on a long-term relationship basis * Straightforward-Being honest, transparent and upfront with you. Their Customer Benefit Package Design Configuration is the integrated set of goods (eyewear) and services (accurate eye exam and one-hour service) are of equal importance. LensCrafters is a trusted household name across North America, known for providing convenient access to eye exams, a wide choice of frames and lenses, one-hour service, attractive prices...
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...Individual case study report Luxottica: Internationalisation and Expansion Introduction Luxottica was established as a limited partnership with Del Vecchio as one of the establishing partners in Agordo, Italy in 1961. Luxottica’s recognition started from 1971 with its internationalisation strategy merging global acquisitions of retail chains and robust brand development. The founder of Luxottica Leonardo Del Vecchio took part in the Milan optics, optometry and ophthalmology international exhibition. Thats when Del Vecchio saw the significance of having direct control over distribution and started distributing directly in Europe and US. This was the turning point for the increasing exports, beginning of joint ventures and partnerships through local distributors in Europe and North America. The first subsidiary setup in Germany in the eighties, the first step to international expansion. Then a different growth strategy was developed for distribution. The move to a more direct strategy from an exported strategy was followed both to obtain local wholesale distributors and to directly setup distribution networks where essential. This change was determined by identifying the sharp change in consumer’s perception of glasses. Eyewear products were transformed with the profound promotion using famous celebrities, sports and movie stars. Eyewear products were no longer just medical product to improve eye sight or protect from sunlight. It had become a fashionable trend that was no longer...
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...Principle of marketing Individual assignment Brief introduction and history of RAYBAN INTRODUCTION Ray-Ban is a brand of sunglasses and eyeglasses founded in 1937 by American company Bausch & Lomb. The brand is best known for their Wayfarer and Aviator styles of sunglasses. The founder of the RAYBAN is Lester Belisario. It’s headquarter is in Milan, Italy and formally Rochester, New York, USA. The owner of the RAYBAN is Luxottica group. In 1999, Bausch & Lomb sold the brand to the Italian Luxottica Group for a reported $640 million. HISTORY The history of the Ray-Ban Aviator dates back to the 1930s, when new airplanes allowed people to fly higher and farther. Many US Army Air Service pilots were reporting that the glare from the sun was giving them headaches and altitude sickness. In 1929, US Army Air Corps Lieutenant General, John MacCready asked Bausch & Lomb, a Rochester, New York-based medical equipment manufacturer, to create the sunglasses that would reduce the headaches and nausea experienced by pilots, which are caused by the intense blue and white hues of the sky and then a new kind of glasses were introduced. The model was created in 1936 and it was known as ‘Anti-Glare’ which had plastic frames and green lenses that could cut out the glare without obscuring vision. The sunglasses were again remodeled with a metal frame and rebranded as the ‘Ray-Ban Aviator’. On May 7, 1937, Bausch & Lomb took out the patent, and the Aviator was born. In 1939...
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...Dupuis, grandson of the original entrepreneur. The Dupuis’ changed the business name in 1957 to capitalize on a trend in polarized sunglasses that swept the neighbouring French speaking province of Quebec. Traditionally, Raynonplus sold a wide range of generic and brand name eyewear including prescription lenses, contact lenses, frames and sunglasses; but no proprietary goods. After Gerard took over the business in 2004, he and his fashion designer wife Dominique introduced their own brand of sunglasses under the trademarked name of Ray à Porter. Initially, the brand was marketed as an alternative to lower end or generic prescription sunglasses. The demand for these sunglasses, fueled by the bold and unconventional styles and materials used by Dominique in her original designs, soon elevated the Ray à Porter brand into designer label market status. Customers from Quebec made up a large part of the target audience, accounting for 35 percent of sales. I wear my sunglasses… in France One of Ray à Porter’s biggest customers is Quebec pop sensation Zoé, an international superstar in the French speaking world. In addition to wearing them in her everyday life, Zoé incorporated custom designed Ray à Porter sunglasses as part of the wardrobe for her European concert tour. The unsolicited celebrity endorsement sparked a frenzy of demand for the sunglasses in France. Keep your vision in focus Having been a relatively small family owned business selling goods...
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...Daniel E. Gill until early 1990s. Specifically, in 1978, B&L’s revenues were just $442 million , but over a decade its sales reached $1.5 billion. However, in early 1990s, B&L’s growth started to slow in the U.S and Europe. B&L was surpassed by rival Johnson & Johnson. Also, to boost the sales, several managers tried to extend the longer credit terms which, in return, increased receivables by 25% in 1993 to hit $ 506 million. B&L’s shares which reached 58 in 1991 dropped to about 30 in 1994. However, the biggest problem came from B&L’s Asia-Pacific division in Hong Kong where Y.H. Chan was the president. He raised sales by selling sunglasses in gray markets where the price was 10% o 30% cheaper than prices in the U.S and Europe. When the receivables hit the roof, B&L auditors started to probe and they found out that a half-million sunglasses stored in a rented warehouse. Those glasses were returned by customers and also a result of fake sales. (2) Why did such things happen? There are several causes leading to these problems but one of the most obvious cause is “Gill’s own bonus plan : 30% depended on sales growth, 30% on earnings growth, and 30% on return on equity, another earnings-related measure. Improvement in customer satisfaction rated just 10%”. This plan stimulated the greed of managers to boost the sales in any ways to anyone. They allowed longer credit terms, they distributed a huge amount of stocks to distributors and assured that the distributors wouldn’t...
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...SunglassesInformative Speech on the history, creation, and increasing popularity of sunglasses. Everyone who is anyone has once in their lifetime wore a pair of sunglasses over their eyes. Has anyone ever thought about how lens were first used to block sunrays, was it accidental or was it an idea? There are also many sunglasses companies from decades ago that have all changed the way we see sunglasses, also what and how we see out of them. There are many types o of sunglasses that aren’t directly available to the masses, one pair can range from $5 to $5,000. I personally enjoy wearing my sunglasses for many reasons and in this speech I will go into detail of the reasons why humans love sunglasses. During ancient times in Roman history there was an emperor named Nero. In these times they would hold events in stadiums as the emperors watched in skyline luxury seats. It is said that Nero is the first to ever have any use of lenses to protect his eyes from the glare of the sun. During events of Roman times he was known for using an emerald to view the stadium and prevent glare from the sun, emerald sunglasses. Nero reigned emperor from 54 to 68. Centuries would go by before another sunglasses discovery, the Chinese were the next in line to tamper with the idea however it wasn’t for blocking sun rays or protecting your eye sight. Chinese judges used to wear smoke-colored quartz lenses to shield their eyes from anyone in court, that way their expressions could never...
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