RayBan- A journey from 1937 to 2010

Ray Ban Journey

Ray-Ban: A legend

for more than 70 years

Ray-Ban: A legend for more than 70 years

The beginning of the journey:

a turn around with Luxottica acquisition

2000

2005

1.150B€Ray-Ban Optical launch

Distribution ControlWomen introduction

Pricing

550M€

2000-2005: re-setting fundamentals

Last 4 years: implementing the brand strategic path

2007 2008 2009 2010

Re-affirm

the brand

Never Hide

The Wayfarer

2007: The Wayfarer launch – a loyal re-edition

Since 70 years Ray Ban Icons as

representatives of brand key values:

AUTHENTICITY AND COOLNESS.

first key tool to tell brand

story to consumers

The journey so far

2007 2008 2009 2010

Re-affirm

the brandConsolidation

Never Hide

The Wayfarer

Icons Family

Re-invention

FOREVER RAY BAN STRATEGY LEADS TO

ICONS RE-INVENTION in line with actual

trends

INTRODUCING COLORS IN THE CATEGORY

Product stories to communicate brand territories – coolness through COLORIZE…

Re- inventing our Iconic products

Launch of the COLORIZE trend

with a 360° marketing plan:

from product to media and P.R.

ICONS, with heritage styles like

Aviator and Wayfarer are today first

choice for edgy trend setters

The journey so far

2007 2008 2009 2010

Re-affirm

the brandConsolidation Expansion

Never Hide

The Wayfarer

Icons Family

Re-invention

Icons Colorize

Tech

… innovation, getting back to functional leadership

The brand reaching new consumers:

Specialist men looking for high quality

and function

A true leader must introduce innovation

into the category

The journey so far

2007 2008 2009 2010

Re-affirm

the brandConsolidation Expansion Deepening

Never Hide

The Wayfarer

Icons Family

Re-invention

Icons Colorize Strengthen

segmentation

Focus on

optical

opportunityTech

Keep leveraging the coolness…

From color to prints: creating a

new trend

Rare Print Special Series:

a limited in time collection for Ray

Ban lovers

In first 3 months launch 30% of

Wayfarer sales were in Rare Prints

Rare Print by Matt Moore

Matt W. Moore is the founder

of MWM Graphics, a Design

and Illustration studio based

in Portland, Maine USA.

Matt designed the graphic of

this Rare Print Wayfarer and

also created the advertising

layout.

And Establishing ophthalmic category

Optical as brand pillar:

strong business and brand equity

opportunity on the functional side

A dedicated campaign to build

Ray-Ban as a unique eyecare point

of reference for quality with

coolness

Where we are today

•INNOVATION as a must have to be a leader crossing timing and trends,

but always in coherence with original set of values

• CONSISTENCY: cross all marketing tools from product to communication

to distribution versus a unique goal.

• BRAND is not just advertising: at the end a Brand is what (product

offer) , where (distribution) and how (visibility and facing) a brand sells

NEVER FORGET ABOUT LAST MILE!

Ray Ban Bran Management: Key Success Factors

Setting brand fundamentals, VALUES AND VISIONS, to inspire all brand

journey as key starting point

Thank You