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Sunglasses - Time to shine
Category Management Workshop
Cannes, 21st October 2009
Introducing
Sunglasses
Category
Management
Francis Gros Group Travel Retail Director,
Luxottica
“With my sunglasses on I am Jack Nicholson,
without them I am fat and 60.”
Jack Nicholson
Introducing Sunglasses Category Management
• Why us? Why now?
• Introducing the fundamentals of
Sunglasses Category Management
• Achieving the growth
Why us?
• The world’s leading eyewear company
• Sales turnover 2008: €5.2 billion
• Completely vertically integrated
• Own top 2 biggest Sunglass brands in the world
• Retail division operates over 6,250 eyewear shops
Why now?
Why now?
Why now?
Travel retail category
rankings 2008
The perfect product for Travel Retail
RELEVANT EXCLUSIVE
NEW FUTURE SAFE
Why now?
Why now?
FOOTFALL
DRIVER
HIGHLY
PRODUCTIVE
Indexed
Introducing Sunglasses Category Management
Key word: Differentiation
1. Segmentation
2. Range and assortment
3. In-store environment
4. Display and merchandising
5. Communication, promotions
and events
6. Sales staff
Segmentation in travel retail
Sub-segmentation in travel retail
Lifestyle
Segmentation in travel retail
Premium Fashion Luxury
Range and assortment
The right balance by segment
Range and assortment
Use the range to position as category-expert
Credibility Best sellers
Authority Status models
Credibility + Authority = Category-expert
In-store environment
Display and merchandising
Basics
Signal brands Open sell
Display and merchandising
Basics - Showcase the most defining features
Display and merchandising
Do not display by supplier
Logos
Display and merchandising
Do not display by fashion house
Display and merchandising
Catwalk Couture Lifestyle - Diffusion Fashion
Do not display by fashion house
Communicate as a category
Highlight the latest trends and new launches
Communicate as a category
Advise the consumer at point of sale
• Part of category-expert positioning.
Promotions and events
Lots to say and lots to show
• Newness
• Seasonal trends
• Segment and sub-segment promotions
• Cross-category opportunities
Empower your sales staff
The more your staff
know about sunglasses
the better they will sell
Achieving the growth
Differentiation: 4 steps to success
1. Easy to find 2. Easy to choose 3. Easy to promote 4. Easy to buy
Sunglasses Category Management