rayban- a journey from 1937 to 2010
DESCRIPTION
Rayban, from 1937-2010 Brand strategy and innovation of RayBan a Luxottica product over the years.TRANSCRIPT
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Ray Ban Journey
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Ray-Ban: A legend
for more than 70 years
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Ray-Ban: A legend for more than 70 years
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The beginning of the journey:
a turn around with Luxottica acquisition
2000
2005
1.150B€Ray-Ban Optical launch
Distribution ControlWomen introduction
Pricing
550M€
2000-2005: re-setting fundamentals
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Last 4 years: implementing the brand strategic path
2007 2008 2009 2010
Re-affirm
the brand
Never Hide
The Wayfarer
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2007: The Wayfarer launch – a loyal re-edition
Since 70 years Ray Ban Icons as
representatives of brand key values:
AUTHENTICITY AND COOLNESS.
first key tool to tell brand
story to consumers
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The journey so far
2007 2008 2009 2010
Re-affirm
the brandConsolidation
Never Hide
The Wayfarer
Icons Family
Re-invention
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FOREVER RAY BAN STRATEGY LEADS TO
ICONS RE-INVENTION in line with actual
trends
INTRODUCING COLORS IN THE CATEGORY
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Product stories to communicate brand territories – coolness through COLORIZE…
Re- inventing our Iconic products
Launch of the COLORIZE trend
with a 360° marketing plan:
from product to media and P.R.
ICONS, with heritage styles like
Aviator and Wayfarer are today first
choice for edgy trend setters
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The journey so far
2007 2008 2009 2010
Re-affirm
the brandConsolidation Expansion
Never Hide
The Wayfarer
Icons Family
Re-invention
Icons Colorize
Tech
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… innovation, getting back to functional leadership
The brand reaching new consumers:
Specialist men looking for high quality
and function
A true leader must introduce innovation
into the category
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The journey so far
2007 2008 2009 2010
Re-affirm
the brandConsolidation Expansion Deepening
Never Hide
The Wayfarer
Icons Family
Re-invention
Icons Colorize Strengthen
segmentation
Focus on
optical
opportunityTech
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Keep leveraging the coolness…
From color to prints: creating a
new trend
Rare Print Special Series:
a limited in time collection for Ray
Ban lovers
In first 3 months launch 30% of
Wayfarer sales were in Rare Prints
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Rare Print by Matt Moore
Matt W. Moore is the founder
of MWM Graphics, a Design
and Illustration studio based
in Portland, Maine USA.
Matt designed the graphic of
this Rare Print Wayfarer and
also created the advertising
layout.
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And Establishing ophthalmic category
Optical as brand pillar:
strong business and brand equity
opportunity on the functional side
A dedicated campaign to build
Ray-Ban as a unique eyecare point
of reference for quality with
coolness
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Where we are today
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•INNOVATION as a must have to be a leader crossing timing and trends,
but always in coherence with original set of values
• CONSISTENCY: cross all marketing tools from product to communication
to distribution versus a unique goal.
• BRAND is not just advertising: at the end a Brand is what (product
offer) , where (distribution) and how (visibility and facing) a brand sells
NEVER FORGET ABOUT LAST MILE!
Ray Ban Bran Management: Key Success Factors
Setting brand fundamentals, VALUES AND VISIONS, to inspire all brand
journey as key starting point
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Thank You