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RAY-BAN SUNGLASSES�

a consumer study in the iconic brand�

MICHELLE CARPENTER �THERESE SMITH �BEN JOHNSON�

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WELCOME �

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METHODOLOGY �

o Friend Group�o In-Depth Interviews�o Survey – 45 Respondents�o Influencer Interview �o Projective Exercises�

ePRIMARY RESEARCH�

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PROJECTIVE TECHNIQUES�

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(A LITTLE MORE) �

METHODOLOGY �

o MRI+ �o Market Share Reporter �o Consumer Media�o NYT + WSJ �o  Lexis Nexis + Mintel �

eSECONDARY RESEARCH�

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THE CATEGORY�

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KEY CATEGORY TAKEAWAYS�o  Nearly $8 billion in revenues for 2011 �o  834 brands in the market as of 2011, with most

(more than 80 percent) owned by massive retailers�o  Major potential for growth among male population�o  Most owners of sunglasses are strong brand

loyalists or not brand loyal at all �o  Relatively unaffected by fluctuations in economy�

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TRENDS AT WORK�

o Live A Little�o Objectifying Objects�o Classic Is Cool �o All Things Military�

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THE BRAND�

Preferred Brand*� Ray-Ban �

Oakley�

Maui Jim�

D&G �

House Brands�

Other �

* Source: Primary Survey, 45 Respondents�

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KEY BRAND TAKEAWAYS�o  Iconic history and product placements have many

recognizing Ray-Ban styling as ‘eternal’�o  Has a rich historical story and an enduring legacy�o  Products have remained relatively unchanged�o  Occupies a very unique place in consumer’s mind�o  Those we surveyed identified the brand with a

strong recollection of common words�

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BUT WHAT DO CONSUMERS THINK? �

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“I wanted to get them because, �

yeah, all my friends had them, �blah blah blah. �

But once you put those mofos on, �

you feel stylin.’ �

You feel good.�”

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WHO IS RAY-BAN? �ROBERT P.� JOHNNY D.�

TOM C.�

EMMA S.�

MATT D. �

JOHN M.�

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PERCEPTUAL MAP �

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ISSUES�

o Owned by super-manufacturer Luxottica, which owns most of Ray-Bans direct competitors�

o Saturated market means it’s costly to acquire new customers�o Seen by some as too ubiquitous for its own good��

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OPPORTUNITIES�

o Connection to Luxottica is driving growth in emerging markets�o “It’s a good pair of glasses for a hundred bucks less than Maui

Jim’s” �o Occupy a unique spot in perceptual map and in minds of

consumers�o Accessible luxury items are trending, now and always�

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CREATIVE BRIEF�BUSINESS CHALLENGE: CATEGORY SATURATION +KEEPING ON TOP OF THE ZEITGEIST OF COOL.�COMMUNICATION OBJECTIVE: KEEP PEOPLE INTERESTED IN UBIQUITOUS PRODUCT�BRAND ESSENCE: THE DEMOCRATIZATION OF COOL�TARGET: MEN & LADIES, 24-35. ���

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THE BIG IDEA: KEEP RAY-BAN’S

UNCHANGING IMAGE FRESH.�

CURRENT RESPONSE: RAY-BAN IS COOL,

HIP, MODERN, AND EVERYONE KNOWS IT.�

DESIRED RESPONSE: RAY-BAN IS COOL,

HIP, MODERN, AND I CAN BE TOO.�

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THANK YOU! �