Ch. 14 - Marketing Channels and Retailing

Luxottica is the worlds first eyewear manufacturer to enter the retail market industry. In 1995 they acquired LensCrafters' parent company, The United States Shoe Corporation, which led LensCrafters to being the largest optical retail chain in the United States. Luxottica's global vision allowed for opportunities abroad in other major market locations such as China. Luxottica's continuance in growing and expanding its market share by acquiring developing and aspiring companies is what sets it apart and allows the company to hold the crown in the leadership position in the retail market. Luxottica's retail business has reached more than 7,000 stores world wide in recognition to leading brands such as Pearle Vision, Sunglass Hut, LensCrafters, OPSM, and Laubman & Pank. Luxottica's portfolio of retail businesses definitely make them a category killer in the eye wear market.

Recently Luxottica opened up a flagship store for Sunglass Hut in New York City's Time Square. Luxottica calls it “its most technologically advanced store”.

The store features many things you wouldn't find in many other sunglass shops.

They have a new service called “Eye Candy” which is a vending machine for sunglasses. What makes it more special than your traditional vending machine is that it has a touch screen that allows you to utilize the built in camera to virtually try on any pair you may find interest in. If the “virtual” thing isn't your taste they also have what they call the “Sunglass Bar” that is “a one of a kind interactive social space where they can try on sunglasses [and] purchase them through SunglassHut.com". Visually, the store is eye candy (pun intended). The store keeps up with the traditional Time Square lighting.

   The store features many led lighting features and a huge led screen that illuminates in sequence with the current beat of the music playing. The wall colors are black, which allow the colorful racks and the 1,600 pairs of sunglasses to catch your attention.