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Centre stage: An outpost for best-selling sunglasses brand Ray-Ban at Singapore Changi Airport features plasma screens |
INTERNATIONAL. Luxottica Travel Retail, a division of Italian eyewear giant Luxottica Group, has rolled out two innovative marketing initiatives designed to embrace passengers beyond the store.
Capitalising on its portfolio of leading luxury eyewear brands, Luxottica Travel Retail has implemented temporary stores and outpost promotions at a number of key airport locations worldwide throughout 2008.
The high-impact temporary store, as seen at Taipei and Hong Kong International Airports, uses large concourse areas to showcase a wide range of sunglasses brands from the Luxottica portfolio, while also acting as a point of purchase. Brands on display include Ray-Ban, Prada, Bvlgari, Dolce & Gabbana and Burberry.
The outpost promotions are smaller, with brand-specific displays that are designed to emphasise the latest brand experiences through best-in-class merchandising, large graphics and plasma screens. Recent examples include Ray-Ban at Singapore Changi Terminal 2, Bangkok Suvarnabhumi and the Venetian hotel in Macau; Bulgari at Milan Malpensa Terminal 1; and Dolce & Gabbana at DFS Galleria Sun Plaza Hong Kong and Zurich Airport.
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Clockwise from top left: A Ray-Ban outpost at the Venetian hotel in Macau; a Ray-Ban outpost at Bangkok Airport; a temporary store at Hong Kong International Airport; and a Dolce & Gabbana outpost at DFS Galleria Sun Plaza Hong Kong | |
Elsewhere, Luxottica Travel Retail has used Ray-Ban’s sponsorship of the Honda Racing Formula 1 team to bring entertainment to the Departures lounge. During July, Luxottica Travel Retail ran a Ray-Ban promotion at Brussels Airport featuring a Honda Formula 1 car and an original Honda Racing Formula 1 suit that belonged to Jenson Button on display.
Passengers could examine and photograph the car, and were encouraged to participate in a competition to win the same racing suit by having a photograph taken wearing Ray-Ban sunglasses. At the end of the promotion, a prize draw was conducted with Jenson Button’s suit (Jenson not included) being delivered to the winner’s home.
Both the temporary store and outpost promotions have proved huge points of attraction and interest for travellers, promoting the sunglasses category and driving sales, Luxottica said, adding: “The open-sell displays are fundamental to this success, as customers can approach the area and freely try on the sunglasses – a direct response to findings of Luxottica’s research that a customer is significantly more likely to make a purchase, if they can try on the sunglasses. Each promotion is manned by trained sales associates, who encourage customers to interact with the product, talk them through the collections and provide advice on the latest sunglass fashion trends.”
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Clockwise from top: A Dolce & Gabbana outpost at Zurich; a temporary store at Taipei; and a Bvlgari outpost at Malpensa | |
With a dedicated global team, Luxottica Travel Retail says it is seeking to maximise the huge potential that exists for the sunglasses category in travel retail through working in partnership with retailers and airport authorities. “Sunglasses generate very strong average transaction values, profitability and return per square metre, while providing passengers with instant access to the world’s most desirable fashion brands,” it said.
Luxottica concluded: “In order to achieve new levels of customer penetration and sales, Luxottica Travel Retail, as category leader, is dedicated to creating the greatest possible exposure and presence for sunglasses in airports and other travel retail locations, making travel retail an increasingly high-profile and compelling opportunity to find and buy sunglasses.”
About Luxottica Group
Luxottica Group has a strong eyewear brand portfolio that includes Ray-Ban, the best-selling sunglasses brand in the world, as well as, among others, licensed brands Bvlgari, Burberry, Chanel, Dolce & Gabbana, Donna Karan, Polo Ralph Lauren, Prada, Salvatore Ferragamo and Versace, and key house brands Oakley, Oliver Peoples, Vogue, Persol, Arnette and Revo, and over 6,000 optical and sun retail stores in North America, Asia Pacific, China, South Africa and Europe. In addition to a global wholesale network that spans 130 countries, the group manages leading retail brands. The group’s products are designed and manufactured in six Italy-based high-quality factories and in the only two China-based plants wholly-owned by a premium eyewear manufacturer. For fiscal year 2007, Luxottica Group posted consolidated net sales of €5 billion.
MORE STORIES ON LUXOTTICA GROUP
Luxottica names Justin Ng as Area Manager for Asia – 10/04/08
Luxottica looks to the future – 20/11/07
Luxottica Group develops travel retail team – 18/10/07
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