In 2000, Ray-Ban generated 252 million euros for Luxottica, or 10% of
company sales. By 2014, that had risen more than eightfold to 2.065
billion euros, or 27% of Luxottica sales. Ray-Bay now commands 5% of the
global eye wear market, and is the largest sunglasses brand, according
to Euromonitor International data.
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Convenience stores and gas stations are not the best avenues for
cultivating an upscale image. So Luxottica made the painful decision to
exit 13,000 points of sale in the early 2000s, sacrificing revenue in
the short term in the belief that would pay off later.
--
Ray-Ban has also moved into personalized products. In 2013, it launched
Re-Mix, allowing customers for the first time to customize their glasses
themselves by mixing different frames, materials and styles in 220,000
different possible permutations. Re-Mix now generates 40% of the brand’s
online revenues.
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