Luxury eyewear giant Luxottica reported a significant uplift in sales for its Oakley and Ray-Ban brands in the last six months, after partnering with retailer Dufry on a series of marketing promotions across global airport locations.
Including eye-catching installations at Lisbon Airport, Mexico City International Airport, Puerto Rico Airport and Jorge Chavez International Airport, the merchandising personalisations have resulted in a major sales return for both Ray-Ban and Oakley sunglasses. The impact of the marketing effort has seen both brands continue to implement the approach throughout the first quarter of 2017, increasing the number of airports and stores featuring prominent Luxottica brand promotions.
The same marketing strategy has also been applied to Dufry’s in-house eyewear concept ‘Sun Catcher’, with the most prominent promotion at Zurich Airport in Switzerland and Rio de Janeiro International Airport in Brazil. At the former location, the Sun Catcher departures store features over 350 frames and areas wholly dedicated to different entries in both the Oakley and Ray-Ban ranges, including both new and classic collections.
Speaking about the impact of the promotions, Luxottica head of global channels Francis Gros said:
“Investment in space and visibility for the [Oakley and Ray-Ban] brands, such as those implemented with Dufry, are delivering immediate and significant boosts to store penetrations and sales.”
With competition in the luxury eyewear market continuing to increase, merchandising personalisations such as those delivered by Luxottica and Dufry beautifully demonstrate the impact and importance of traditional marketing, alongside digital marketing across a range of social, search and retail channels.