LensCrafters 2007 Annual Report Download - page 20

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STRATEGY | 19 <
including in Thailand. In Australia, there is further opportunity to strategically segment the market
through the integration of the Bright Eyes sunglass chain, which was acquired with Oakley;
• will continue to build on the successful launch of the LensCrafters brand in China and further
strengthen the overall business structure with which the Group operates in that country;
• intends to monitor markets in the region to identify further medium term opportunities, including
the potential for expansion within China.
OTHER MARKETS
The Group believes it has excellent opportunities in the sun segment, where it has the advantage
of operating the only truly global brand, Sunglass Hut.
WHOLESALE
BRAND PORTFOLIO
With the launching of the Burberry, Polo Ralph Lauren and Tiffany collections and the scheduled
expiration of other licensing agreements, Luxottica considers its work on optimizing its brand
portfolio substantially completed. By combining excellent, constantly available pre- and post-sale
services, the Group satisfies customer expectations and market demands in the best possible way.
House brands
Ray-Ban continues to be one of the great strengths of the Group’s brand portfolio, given its
excellent growth potential in both established and emerging markets. At the start of 2007, it
launched a new strategic platform and a global advertising campaign for Ray-Ban - Never Hide -
to support new growth objectives for what is already the most important eyewear brand in the
world. Other house brands the Group considers key are: Persol, a brand with a rich history and
strong appeal, Vogue, Arnette and Revo. A new priority will be the Oakley brand, acquired in 2007,
which will have a big opportunity at the 2008 Beijing Olympics.
Licensed Brands
Any new licensed brands will have to be very strong in markets strategically important for the
Group or cover segments of the market that would enhance the present portfolio. In the meantime,
the Group’s focus will be to achieve maximum growth with recently acquired brands but also with
brands that entered the portfolio some years ago and still have significant growth potential.
DISTRIBUTION
Despite its presence in 130 countries, Luxottica sees further potential both in markets where it
already operates and in new markets. An area of focus will be emerging markets, which already
produced very good results in 2007. Growth rates and margins are expected to remain higher in
emerging markets than in consolidated markets.
MANUFACTURING
Luxottica will continue to stand for “Made in Italy” eyewear thanks to the quality and style of its
products, which enjoy leadership status in the premium segment. It will continue to invest in new
technology, production systems and research and development in order to maintain the high value