LensCrafters 2011 Annual Report Download - page 49

492.7 DISTRIBUTION
OLIVER PEOPLES
Luxottica operates nine luxury retail stores under the Oliver Peoples brand. The Oliver Peo-
ples brand retail stores only offer Oliver Peoples, Mosley Tribes and Paul Smith products.
Two Oliver Peoples retail locations are operated under license in Tokyo and Los Angeles.
DAVID CLULOW
In Europe, Luxottica operates David Clulow, a premium optical retailer operating in the
United Kingdom and Ireland, predominantly in London and the South East of the United
Kingdom. The brand emphasizes service, quality and fashion. Its marketing is targeted to
reinforce these brand values and build long-term relationships with customers. In addition
to operating optical stores, David Clulow operates a number of sunglass concessions in
upmarket department stores, further reinforcing its position as a premium brand in the
United Kingdom. As of December 31, 2011, David Clulow operated 84 locations.
OAKLEY STORES AND VAULTS
As of December 31, 2011, the Group operated 185 Oakley “O” Stores and Vaults world-
wide, offering a full range of Oakley products including sunglasses, apparel, footwear
and accessories. These stores are designed and merchandised to immerse consumers in
the Oakley brand through innovative use of product presentation, graphics and original
audio and visual elements. In the United States, Oakley “O” Stores are in major shop-
ping centers. Oakley’s retail operations are also located in Mexico, Europe and the Asia-
Pacific region.
E-COMMERCE
Another important sales channel is E-commerce, including the Oakley, Ray-Ban and Sun-
glass Hut websites which are complementary to Luxottica’s retail operations and interna-
tional distribution. The websites allow consumers to purchase products efficiently, increas-
ing awareness of brands, improving customer service and communicating the brands’
values and essence.
Oakley.com, the Group’s most mature site, conducts E-commerce across multiple markets
including the United States, Canada, Australia, Japan and 16 countries in Europe.
Through the acquired expertise in 2009, Ray-Ban.com was launched in the United States
and began selling to online consumers.
The E-commerce strategy is to enter additional markets as the business matures. For ex-
ample in China, strategic partnerships have been formed to open both Ray-Ban and Oak-
ley stores within TaoBao, the largest local online mall.
Over the last two years, SunglassHut.com has become the digital destination for consum-
ers looking to find the latest trends and hottest products in premium sunwear.