divya ray ban

Ray-Ban, Genuine since 1937

Prepared by:

Servansing Divya

CONSUMER BEHAVIOUR PROJECT 11.19.2008

TABLE OF CONTENTS

INTRODUCTION 4

QUESTIONNAIRES 5 INTERVIEWS 5 ASSESSING SECONDARY INFORMATION 5

ANALYSIS 6

PRIMARY HYPOTHESIS 6 RAY-BAN CUSTOMERS 6 AGE 6 GENDER 7 HOW DO CONSUMERS VIEW SUNGLASSES? 7 WHAT DO PEOPLE LOOK FOR WHEN BUYING SUNGLASSES? 8 GENERAL PUBLIC 8 RAY-BAN CONSUMERS 10 CONTEXTUAL AND SITUATIONAL FACTORS 10

BRAND IMAGE AND ADVERTISING CAMPAIGNS 11

FROM UTILITY TO IMAGE 11 THE ADVERTISING CAMPAIGNS 12

CONCLUSION 15

BIBLIOGRAPHY 16

APPENDIX 1 18

EXHIBIT 1.A - QUESTIONNAIRE EXHIBIT 1.B – QUESTIONNAIRE FRENCH VERSION EXHIBIT 1.C - INTERVIEW QUESTIONS

APPENDIX 2 21

EXHIBIT 2.A – GENERAL DATA EXHIBIT 2.B – POPULAR BRANDS OF SUNGLASSES EXHIBIT 2.C - FREQUENCY EXHIBIT 2.D – RAY-BAN ANYONE? EXHIBIT 2.E – HOW MUCH? EXHIBIT 2.F – PRODUCT CHARACTERISTICS

Introduction

Ray-Ban is one of the most popular manufacturers of sunglasses of the century. Bausch & Lomb created the brand in 1937, on commission of the United States Air Force.1 The first model was introduced under the trade name “Ray-Ban Pilots’ Glasses”. The green glasses absorbed the light from the yellow range of the spectrum – or sunlight, therefore Ray Ban. In 1999, Bausch & Lomb sold Ray-Ban to the Italian luxury group Luxoticca.

The purpose of this essay is to observe, quantify and analyse the consumption

behaviour of Ray-Ban customers. To achieve this goal, a structured research was conducted: directly addressing the customers and interviewing two salespersons. Observation and discussion with these two actors (of the process of buying sunglasses) allowed me to verify and sometimes contradict the hypothesis and perception I had of Ray-Ban customers.

Indeed being a Ray-Ban owner myself, I was naturally drawn to choosing this

product. I first discovered Ray-Ban sunglasses in a 1961 movie, “Breakfast at Tiffany’s”, starring Audrey Hepburn as Holly Golightly - a fashion forward New-Yorker – who sported a pair of Ray-Ban Wayfarers. This apparition participated to a formidable success-story, starring the Wayfarer as the best-selling style in history.

Sunglasses are a visual aid, variously termed spectacles or glasses, which feature lenses that are coloured or darkened to prevent strong light from reaching the eyes.2 There are numerous brands of sunglasses available today confirming the re-definition of sunglasses from a means of protecting our eyes to a fashion item. Ray-Ban is the creator of several sunglasses whose unique and avant-garde design gave the brand its fashion icon status. Two models, the Ray-Ban aviator and the Ray-Ban Wayfarer, are the most imitated sunglasses in the world. Available to the general public respectively since 1937 and 1953, they both symbolise a classic or vintage image, in fashion in the 1980s and enjoying a revival since the mid-2000s.

Bearing in mind the image and status of the brand, this study aims at answering the following questions: How, When, Where and Why do customers consume Ray-Ban sunglasses. These questions will be examined in the context of buying sunglasses in general, then focusing on Ray-Bans. Furthermore the factors (personal, situational and contextual) that influence consumers to buy such a product will also be studied. This essay will address the topic of Ray-Ban consumers’ profile and patterns by describing the methodology used. I shall then proceed to the findings analysis and eventually highlight the role of the brand image and advertising campaigns. 1 Ray-Ban - History of Branding, The History of Branding – Corporate Internet Branding History Identity & Logo Design 2 Sunglasses, Wikipedia, the free encyclopedia

Methodology

Questionnaires

Surveys consisted in 6 questions (Appendix 1, Exhibit 1.A) and were handed out to a diverse audience in Geneva, Lausanne and the neighbouring French village of Ferney-Voltaire. In order to maximize the number of questionnaires filled, the latter was translated in French (Exhibit 1.B). Questionnaires were handed to students at IFM, and to random people in two shopping centres and in the street. The sample analysed comprised 84 individuals, sometimes even wearing or purchasing sunglasses! The results of the questionnaire were then compiled and computed in an Excel spreadsheet to produce the tables & charts you will find in Appendix 2.

Interviews Two salespersons were interviewed in order to find more information about the context in which consumers were buying sunglasses and an external view on Ray-Ban customers (as neither of them owns or owned this product). They both chose to remain anonymous for personal reasons. The first sales-lady works at “Visilab” (Balexert), an optician’s shop that retails full range of Ray-Ban sunglasses amongst others. The second interviewee works in a shopping centre in the United-States of America (USA), - similar to “Globus” in Switzerland - that also retails various types of sunglasses. Their expertise and different working experience brought additional information about consumers and the product itself.

Assessing Secondary Information The last technique used to gather information used throughout this document, was to research several websites, books and other material (short videos for the advertising campaigns). Examining this secondary source of information was more complicated as selecting relevant information amongst the company’s history and financial situation, the brand’s marketing strategies, and fashion articles was more complicated than I expected. Moreover studies/surveys carried out on Ray-Ban are not easily available (nor free of charge).

Analysis

Primary Hypothesis

Sunglasses are a means of protecting our eyes from sunlight and glare (UV rays, etc.). However nowadays sunglasses are more than ever a crucial item in fashion. In many fashion magazines, it has often been reported that a pair of sunglasses can define a whole look or enhance an outfit! Ray-Ban is no exception to this statement. It is a historical brand whose position has evolved since the creation of the first pair of Aviators. Indeed Bausch & Lomb, founders of Ray-Ban, manufacture mainly eye care products (contact lenses, medicines, implants for eye diseases). The first pair of sunglasses was developed specifically for pilots and was used by the military.Today Ray-Ban has an inherited image of classic/vintage elegance, and fashion-forward innovator. This could be associated to cultural symbols in the sense of cultural icon. So the Ray-Ban customer is likely to be a medium fashion-conscious individual, aged between16-393.

Ray-Ban Customers

The questionnaire was addressed to every one regardless of whether they were Ray-Ban customers or not. This enables a better comparison to the rest of sunglasses consumers. Nonetheless a cross-section analysis of the results will allow an analysis of consumption patterns specific to Ray-Ban. Here Ray-Ban consumers account for ± 62 % of the sample. In other words, 52 out of the 84 people questioned own or have owned a pair of Ray-Bans.

Age The scale of age was divided into 5 parts: 16-21; 22-29; 30-39; 40-54; 55 and over. Age is an important item in defining the customers’ lifestyles and degree of interest in fashion. As shown on the graph below, most of Ray-Ban consumers were aged 16-39 (± 77%).

3 “To coincide with their 70th birthday, Ray-Ban sought to reinforce the brand as a cutting edge fashion leader amongst people 16-39”, Communication Objective, http://www.mcn.com.au/Resource/CaseStudyDetail.aspx?IdDataSource=47

Gender

40

30

44

22

0

5

10

15

20

25

30

35

40

45

50

Total RayBan

Consumer Group

Male

Female

Gender Gender analysis shows that Ray-Ban customers are mainly male (± 57.7%); although generally speaking a sunglasses customer would tend to be female (± 52,4%).

How do consumers view sunglasses?

According to the sales-lady from “Visilab” sunglasses are very popular especially in spring. “People tend to buy their sunglasses in the prospect of the summer holidays”, she said, “That’s why most of the brands deliver their new collection around April-May”. According to both salesperson there are several almost equally popular brands namely Ray-Ban, Tom Ford and Vogue Eyewear (very popular especially in the USA for the past 2 years).

However Ray-Ban has been a popular brand consistently (amongst the top 3

best-selling brands) for the past 5 years. Compared to other brands Ray-Ban is very successful with men and women. “Many Ray-Ban models are in fact unisex” as the American sales-man, pointed out in our interview.

The result of my questionnaire also confirms the leading position of the brand. To the question “In general, which brand(s) of sunglasses would you buy out of the following?” (8 brands were listed), 40% answered Ray-Ban.

Which brand(s) would you consider buying?

Ray-Ban40%

Gucci20%

D&G12%

Tom Ford11%

Oakley7%

VogueE7%

Guess3%

HugoBoss0%

Ray-Ban Gucci D&G Tom FordOakley VogueE Guess HugoBoss

Surprisingly, Ray-Ban is followed by Gucci (20%) and Dolce & Gabbana (12%) - none of the brands mentioned by the salespersons I have spoken to. One of the salesperson I’ve interviewed after computing the results of the questionnaire explained that her answer was based on the sales figures which she couldn’t disclose. She also added that these brands are more expensive and more fashion oriented than Ray-Ban.

What do people look for when buying sunglasses?

General public

The last question of my survey was meant to evaluate the importance of different characteristics of sunglasses for people. I listed the following

− Design: the aesthetic − U.V. Protection: the practical − Price: the practical − Reputation: the advertising or image − Robustness: the practical − Previous Experience: personal factor − Peers’ Advice: personal factor.

The importance given to these criteria helps to define a consumer profile. Here are the results:

In general people strongly agree with the Design (±71%) and the U.V. protection criteria (±57%). It clearly highlights the importance of the aesthetic but also shows that customers are still conscious of the primary utility of sunglasses. The practical aspects of buying sunglasses are important but do not come forward as a critical decision criterion.

"What price range would you consider when buying sunglasses?”

35% would consider a middle price range (100-299 CHF) however 34% chose the two highest price ranges (300-350 CHF; 350+ CHF).

Importance of the product

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Design U.V. ProtectionPrice Reputation Robustness PreviousExperience

Peers' Advice

Product Chara

Strongly di

Disagree

Agree

Strongly Ag

What price range would you consider?

350+17%

300-35017%

100-29935%

100-26%

No answer5%

Ray-Ban Consumers

I also analysed the same characteristics valuation with Ray-Ban consumers, compiled a similar chart.

Ray-Ban Consumers P

40

26

814 14

18

8

12

26

3628

24

24

22

0 0

6 1010

6

18

0 02

04

24

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Design U.V.Protection

Price ReputationRobustnessPreviousExperience

Peers' AdviceOther

Characteri

Strongly disaDisagreeAgreeStrongly Agr

Ray-Ban consumers also value the aesthetic and the U.V. protection as very important or important.

However they are more price-conscious as 44 out of 52 people strongly agree or agree when asked if price was important to them. Most of the people questioned preferred a medium price range (100-299CHF) when asked to select a price range (±41%). Reputation is also decisive when buying sunglasses, ±81%, against ±79% for the general public.

Contextual and Situational factors

So how are Ray-Ban consumers influenced by situational and contextual factors? The contextual factors are defined as the physical (localisation, lighting, music, etc.) and social (to be accompanied, interaction, salesperson, etc.) environment4 when buying sunglasses. At “Visilab”, in the shop Ray-Bans are displayed as any other brands. The logo is displayed on top of the shelving area and on the optician’s website and other publications. In the American mall, Ray-Bans have a predominant place in the shop as they offer the widest range of models, thus there location is indicated with bright signs and references across the shop and the mall’s publications. Does it have an impact on the buyers? According to the “Visilab” sales-lady, it does not really affect the buyer. Based on her own estimation, only 30% of the clients would go directly to the Ray-Ban corner without looking at 4 Principes de Marketing: Polycopié officiel 2007, Prof. Dr.: B. Müller, J-E. Denis & J-C. Usunier, Université de Lausanne (Faculté des HEC)

other brands before or being guided by a salesperson. However the American salesman has a different view. The Ray-Ban corner is almost never empty during prime shopping hours and people often ask for advice on the Ray-Bans before any other brands. The situational factor denotes the consumers’ anterior state of mind, physical condition, money available when buying and a temporal perspective (period of the day/season, time passed since the last purchase, etc.)5. This was difficult to assess, as you have to question people while they are buying their sunglasses.

Brand Image and Advertising Campaigns

The Ray-Ban customer as well as the random sunglasses customer clearly proves that this item went from utility to image. This section will investigate what image does the Ray-Ban customer look for and how does it influence the branding and advertising of Ray-Ban or vice-versa.

From utility to image

Sunglasses became fashionable on a massive scale in Europe in the 1920’s: when outdoors sports like tennis, sailing, mountain climbing and so on became widespread symbols of athletic prowess, success and healthy living6. Yet it was still used as a means of protection replacing hats and parasols not practical in these activities. The advent of sunglasses as a way of presenting oneself in an attractive light, took place in the 1950’s when Hollywood celebrities were shown wearing “Foster Grant” sunglasses, or jumbo-sized multi-coloured frames in the 1960’s.

Sunglasses obviously acquired an extra function as a sign of identity. When

questioned on this statement the American salesman replied today it’s the number one function of sunglasses even more important than the U.V. protection especially amongst younger generation. “It seems like brand names added value to the life of ordinary people”, he added. I also came across an interesting fact in my research: when Ray-Ban launched the Pilots’ Glasses (more commonly called Aviators), it was the first time that sunglasses were launched as a brand name6.

Ray-Ban also brought upon another revolution in fashion with the introduction

of the Wayfarers transformed into a “cult object” by Marilyn Monroe6. However it was in 1961 movie “Breakfast at Tiffany’s”, when Audrey Hepburn wore the Wayfarers that they turned into a legend accessory. In the 1980’s “Ray-Ban is said to 5 Principes de Marketing: Polycopié officiel 2007, Prof. Dr.: B. Müller, J-E. Denis & J-C. Usunier, Université de Lausanne (Faculté des HEC) 6 How lifestyles product became rooted in the Finnish consumer market – Domestication of Jeans, Chewing gum, Sunglasses and Cigarettes, Visa Heinonen, Jukka Kortti, Mika Pantzar, National Consumer Research Center

have experienced difficulties in meeting demand, following a sudden 50% rise in its sales”7, the year following the release of the movie “Risky Business”, in which Tom Cruise sports the classic Wayfarer model.

As fashion took over utility it is interesting to observe the change in the need of sunglasses in the Hierarchy of needs by Maslow. The original need of sunglasses could be related too Safety needs as protection of one’s eyes. Today it can also be classified as Belonging needs. People wear sunglasses to look a certain way thus belonging to a certain group depending on one’s fashion interests. However celebrities who use sunglasses to hide (many celebrities have been photographed wearing

several models of Ray-Bans) could be qualified as a return to utility and Safety needs. I then asked myself what is the importance of the advertising in discovering Ray-Ban sunglasses.

The Advertising Campaigns

Recurrent placement is what made Ray-Ban sunglasses famous (as mentioned above): “Ray-Ban now places its glasses in 160 films and TV shows each year”8. Since the mid-2000s Ray-Ban has been increasing its advertising spending. The different campaigns first aimed at the promotion the other models of the Ray-Ban range.

It then focused on the icons and the re-edition of these models.

In tune with the return of '80s-influenced fashions, Luxottica reissued the original Wayfarers, in black and tortoise, in late 2006.

7 Branded Entertainment, Jean Marc Lehu (p78) 8 Visual Intelligence, Ann Marie Seward Barry (Advertising Images p263)

Then in July 2008 it launched the “Project Colorized” for the re-edition of coloured Wayfarers.

The most important and interesting one though was the “Never Hide” campaign. Launched in March 2007 and still going strong worldwide. It features people, everyone from the celebrities to regular Ray-Ban consumers on pictures of the campaign or videos. The best pictures are selected from Ray-Ban’s website and displayed in Times Square in New York.

The success of Never Hide relied on the fact that it promoted the creativity of every user via pictures, short videos and a music contest.

So are Ray-Ban customers more sensible to the image or advertising? In my survey two questions addressed this matter. Question n°4 “How did you discover this product?” addressed only Ray-Ban owners.

The majority did not discover Ray-Ban via advertisement but simply on the shelf of a shop (18 out of 52 owners). However the number of users having discovered Ray-Ban through media (Newspaper/Magazine, TV ad, Movie/TV) amount to 38,5%. Surprisingly no one discovered his or her Ray-Bans on the Internet. So the product placement does have an influence and Ray-Ban’s

communication strategy is key to not only discovering its models but also buying them, since this question were only addressed to Ray-Ban owners.

Question n°6 addressed this indirectly as it gauged the importance of Ray-Bans reputation and the purpose of the field “Other: _ _ _” was to see whether people would add advertising from their own initiative.

Based on the chart in the section above “Ray-Ban Consumers’ Preferences”, a new information emerged. We can fairly say that people do trust Ray-Ban’s reputation and many added (question nn§4) that they discovered Ray-Ban through other people. The “Other people” category also comprises of people who were offered Ray-Bans as a gift. Consumers value the “word-of-mouth” method.

Conclusion Ray-Ban is more than a brand of sunglasses. Over time Ray-Ban grew into a fashion icon. Countless have said or say they add a touch of retro and yet avant-garde style. Many would say they define your personality. When you choose a Ray-Ban you are often choosing an image shaped by history and strong personalities (or for some merely by a clever communication strategy).

While carrying this survey, I asked people who own Ray-Bans why they bought their sunglasses. Most of them simply answered that they liked them and would not exchange them with another, except with another Ray-Ban! I have to agree with that statement. Furthermore this survey confirmed that Ray-Ban is a staple in one’s accessory collection.

However I also encountered some issues while doing my research. It was difficult for me to modify my questionnaire when I realized it did not allow me to gather detailed information about the consumer’s lifestyles or preferences. Quantifying this type of information also would have also been a challenge - a very time-consuming one!

Overall my findings confirmed my primary hypothesis about Ray-Bans as the age group, type of interest in fashion and price considerations coincided. But these results are based on a small sample and have a limited significance.

I enjoyed doing this project and appreciate Ray-Ban even more now. My own pair is waiting for me in its casing in my shelf. Although the sun is scarcely out during this season I will take them out for a little stroll in the city!

Bibliography Books:

1. Mapping Consumer Behavior, Prof. Dr. Panayotis Zamaros, 2008

2. Principes de Marketing: Polycopié officiel 2007, Prof. Dr.: B. Müller, J-E.

Denis & J-C. Usunier, Université de Lausanne (Faculté des HEC)

E-books:

3. Branded Entertainment - Jean Marc Lehu (p78) http://books.google.ch/books?id=h9kBo37JI0C&pg=PA78&lpg=PA78&dq=RayBan+studies+on&source=web&ots=LcJVo524w3&sig=Ic84GPgfkQ8vQTvzAD03oSjaK4&hl=en&sa=X&oi=book_result&resnum=10&ct=result#PPP1,M1

4. Visual Intelligence - Ann Marie Seward Barry ( Advertising Images p263)

http://books.google.ch/books?id=ZiTpRxkTMwUC&printsec=frontcover&dq=Ray-Ban+studies+on&hl=en&source=gbs_summary_s&cad=0

Websites:

5. Ray-Ban Official Website, Ray-Ban company website http://www.rayban.com

6. Ray-Ban, Wikipedia, the free encyclopedia http://en.wikipedia.org/wiki/Ray-Ban

7. Sunglasses, Wikipedia, the free encyclopedia http://en.wikipedia.org/wiki/Sunglasses

8. Ray-Ban - History of Branding, The History of Branding – Corporate Internet

Branding History Identity & Logo Design http://www.historyofbranding.com/rayban.html

9. How lifestyles product became rooted in the Finnish consumer market – Domestication of Jeans, Chewing gum, Sunglasses and Cigarettes, Visa Heinonen, Jukka Kortti, Mika Pantzar, National Consumer Research Center http://www.kuluttajatutkimuskeskus.fi/files/4573/WORKING_PAPERS_80_2003_howlifestyleproducts.pdf

10. Case Study - Ray Ban (Preview), MCN Multi Channel network, http://www.mcn.com.au/Resource/CaseStudyDetail.aspx?IdDataSource=47

Appendix 1

Exhibit 1.A - Questionnaire ABOUT YOU: Gender: Female Male Age Group: 16-21 22-29 30-39 40-54 55 and over YOUR SUNGLASSES:

In general, which brand(s) of sunglasses would you buy out of the following?

Oakley Dolce & Gabbana Tom Ford Guess Ray-Ban Gucci Hugo Boss Vogue Eyewear

How often do you buy sunglasses?

Once per year Twice per year More often When you really need a new pair (seldom)

Do you own or owned a Ray-Ban pair of sunglasses? (If your answer is “No”, please proceed to question n° )

Yes No

How did you discover this product?

Newspaper/ Magazine TV advertisement Internet Movie / TV show On the shelf of a shop Other: _ _ _ _ _

What price range do you consider when buying sunglasses? (In CHF)

350 and over 300-350 100-299 100 and less

How important are the following when buying your sunglasses? Strongly Agree Disagree Strongly Agree Disagree

Design

U.V. Protection Price Reputation Robustness Previous Experience Peers’ Advice Other: _ _ _ _ _ THANK YOU FOR SPARING THE TIME TO COMPLETE THIS QUESTIONNAIRE.

Exhibit 1.B – Questionnaire French Version DONNEES GENERALES: Genre : Homme Femme Âge : 16-21 22-29 30-39 40-54 55 et plus VOS LUNETTES DE SOLEIL:

De manière générale, quelle(s) marque(s) de lunettes de soleil, parmi les suivantes, achèteriez-vous?

Oakley Dolce & Gabbana Tom Ford Guess Ray-Ban Gucci Hugo Boss Vogue Eyewear

À quelle fréquence achetez-vous des lunettes de soleil?

Une fois par an Deux fois par an Plus souvent Lorsque vous avez besoin d’une nouvelle paire

(rarement)

Possédez-vous, ou avez déjà possédé une paire de Ray-Ban? (Si votre réponse est Non, veuillez procéder à la question n° )

Oui Non

Comment avez-vous découvert ce produit?

Journaux/Magazines Télévision (publicité) Internet Film/Emission télévisée En magasin Autre: _ _ _ _ _

Quelle fourchette de prix considériez-vous lors de l’achat de vos lunettes de

soleil ?

350 ou plus 300-350 100-299 100 ou moins

Quelle importance ont les critères suivants lors de l’achat de vos lunettes de soleil ? Très Important Peu Pas du tout

important important important Esthétique/Design Protection U.V. Prix Réputation Durée Expérience précédente Conseils d’amis (Tierces personnes) Autre: _ _ _ _ _ MERCI D’AVOIR REPONDU A CE QUESTIONNAIRE !

Exhibit 1.C - Interview Questions Are Ray-Ban Sunglasses popular? Have you seen a change in the interest for

Ray-Ban products in the past 5 years?

How do people qualify Ray-Ban as a brand and Ray-Ban products? Could you give adjectives?

Do you think consumers are influenced by the Ray-Ban’s advertising strategy?

Appendix 2

Exhibit 2.A – General Data

Sample Gender M / F 40 44 47.6190476 52.3809524

Age Group 16-39/Over 66 18 78.5714286 21.4285714

GENERAL DATA Number Percentage (%)84

Exhibit 2.B – Popular Brands of Sunglasses Question n�1

Ray-Ban 47Gucci 24D&G 14Tom Ford 13Oakley 8VogueE 8Guess 4HugoBoss 0

Most popular brands (In decreasing order)

Exhibit 2.C - Frequency

Once Twice More SeldomNumber 10 8 6 60

% 11.9047619 9.523809524 7.142857143 71.42857143

Question n�2How often do you buy sunglasses?

Exhibit 2.D – Ray- Ban anyone?

Question n�3

Yes NoNumber 52 32

% 62 38

Question n�

188

TV ad 668 Other people 60

(In decreasing order)

Shelf

Do you own or owned a Ray-Ban pair of sunglasses?

How did you discover this product?

Newspaper/Magazine

Movie/TVOtherInternet

Exhibit 2.E – How much? Question n�5

350+ 300-350 100-299 100- No answerNumber 14 14 30 22 4

% 16.66666667 16.66666667 35.71428571 26.19047619 4.76190476

What price range do you consider when buying sunglasses? (In CHF)

Exhibit 2.F – Product Characteristics Question n�6

60 22 0 248 34 0 222 40 16 418 52 14 034 40 10 026 40 14 410 38 26 10

Design U.V. Protection

PriceReputation

How important are the following when buying your sunglasses?

Strongly Agree

Agree Disagree Strongly disagree

RobustnessPrevious Experience

Peers' AdviceOther

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