Top Story


Home >> Marketing >> Article

Can RayBan pierce deeper into the high-end segment?

Font Size   16
Can RayBan pierce deeper into the high-end segment?

RayBan Sun Optics India Ltd—part of the $3-billion Luxottica Group of Milan—is now aggressively targeting the upper-end sunglasses market: with products priced between Rs 2,000 and Rs 20,000. It wants to position RayBan Sun Optics as a premium designer sunglasses company, RayBan Sun Optics India Ltd managing director Harsh Chopra told FE.

On the company’s new plans, said Mr Chopra: “We have recently started marketing 10 new brands through 1,000 retail outlets across the country. The brands include entry-level ‘Killer Loop’ priced between Rs 2,000 and Rs 3,500 positioned as a street brand for young people with an active lifestyle, ‘Vogue’ priced between Rs 4,000 and Rs 5,000, ‘Versace’ priced between Rs 6,000 and Rs 9,000, ‘Ferragamo’ priced at

Rs 10,000 and top-end ‘Bulgari’ priced between Rs 15,000 and Rs 20,000.”

Apart from this, Luxottica has recently entered into a global licensing agreement for marketing ‘Brada’, ‘Miumiu’ and ‘Donna Karan’ sunglasses and these brands may be promoted in India too.

According to Mr Chopra, the move is in sync with the emerging trend in international markets where a major trend of multiple ownership has emerged in the optical market. Upper middle-class customers have multiple sunglasses in their wardrobe. “By marketing 10 new brands through 1,000 outlets, we aim to meet the evolving needs of customers,” he added.

RayBan sunglasses were launched in India in 1992. The Luxottica Group of Milan took over RayBan Optics in October 2000.

Luxottica is the biggest optical retailer in North America with 2,500 optical superstores across two chains, Sunglass Hut and Lens Crafters.

According to Mr Chopra: “We refresh our sunglasses collection twice a year. Besides, we have also installed a high-end IBM computer and uplinked its order entry system in Italy. This has improved the range of models on offer and the speed of delivery.”

There has been an upgradation in retail ambience in the last two years. Optical chains such as Lawrence and Mayo, GKB and Bonton among others have all opened new stores in priced locations to meet this growing designer eyewear demand.

However, RayBan Sun Optics is not planning to open any exclusive RayBan outlet. In such a scenario, it remains to be seen whether RayBan Sun Optics’ new strategy will work for the company.


Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.