LensCrafters 2006 Annual Report Download - page 33

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Each of these brands, which offer consumers the convenience of taking care of their optical needs
where they shop, has a precise market positioning. Sears, a department store with a vast and
heterogeneous customer base, has further improved the services that were launched in 2005. In
2006, Ray-Ban was introduced in all 941 stores. In general, sales growth in Sears Optical stores was
higher than that of Sears’ total sales.
In 2006, Target Optical, which appeals to customers who enjoy fashion and novelty, reported
improved performance in its 264 Target stores, which are mostly in big urban centers. Efforts were
focused on improving service and consulting by the sales personnel, who adopted a new “take it
and try it” sales method, as well as on strengthening its fashion positioning by offering brands such
as Vogue and Ray-Ban.
There are 153 BJ’s Optical stores inside BJ’s Wholesale Club establishments in the eastern and
southern United States. Sales in 2006 improved from the previous year.
OPSM, Laubman & Pank and Budget Eyewear
In Australia and New Zealand, Luxottica Group operates three brands, which are specialists in the
prescription segment: OPSM, Australia’s top eyewear brand for luxury and fashion-minded
customers; Laubman & Pank, a provider of high-quality eye care and services; and Budget
Eyewear,which is focused on price-conscious consumers. The three brands operate in all of
Australia’s states, primarily in larger cities. In New Zealand, OPSM operates in the main urban areas.
Results in 2006 were very positive due to a brand positioning strategy, which included a product
assortment geared to the fashion segment, an innovative store format, called the Accelerated
Fashion Program which highlighted its fashion positioning, and personnel training. Luxottica Group
consolidated its leadership in the Australian market despite the weakness of the retail sector
generally.
In the prescription segment, the objective was to differentiate the positioning of the three brands in
order to cover complementary segments with product offerings catering to the needs of different
consumer categories. In 2006, customer communication was upgraded thanks to the launch of our
customer relationship management program. Improved understanding of customers and initiatives
helping customers perceive eyewear as fashion accessories helped OPSM achieve a significant
increase in sales and consolidate its role as the best-known brand in the Australian market.
Laubman & Pank’s recognition as an optical fashion brand increased from 37% to 44%. Research
showed that the brand was perceived as having a special focus on eye health, thanks to a series
of initiatives, including TV campaigns and the Lauby’s EyeMobile national screening program, which
conducted eye tests for 9,000 children in 2006.
Budget Eyewear managed to extend its product offerings while remaining the preferred destination
for customers who want quality eyewear at lower prices.
SUN
Sunglass Hut
Sunglass Hut is the world’s largest specialty sun retailer, with 1,502 retail locations in North America,
224 in Australia, New Zealand and Singapore, and 92 in Europe. In the eyes of consumers,
Sunglass Hut increasingly represents fashion and the latest trends. Founded in 1971, initially only