Oliver Peoples : An American Luxury Eyewear Brand

Warby Parker target customers are people with a concern for style and a high quality eyewear that is at the same time affordable. Similarly, by adding a social component, the company appeals to customers that are motivated to help others and the environment. Warby Parker is well aware that some customers, especially nowadays, prefer to shop online from the comfort of their home. That is why Warby Parker implemented its convenient home try-on program designed especially for this kind of customers. Meanwhile, Warby Parker keeps gaining access to customers uncomfortable with purchasing eyewear online by taking advantage of the power of physical storefronts to promote brand awareness.

The Luxottica Group is an Italian eyewear company founded in 1961 by Leonardo Del Vecchio. Luxottica is the leading designer, manufacturer, and distributor of luxurious and designer eyewear controlling over 80% of the world 's designer eyewear brands. Luxottica has become a leader in the prescription eyewear business in North America with retailers that include LensCrafters and Pearle Vision brands, Asia-Pacific with OPSM and Laubman & Pank brands, and in South America with the GMO brand. Luxottica also operates points of sale for its retail licensed brands in North America under the Sears Optical and Target Optical brands.

Globalization is the process of integration arising from the interchange among people, ideas, and culture. Globalization shows that international trade between other countries has impacted the way the U.S is now. Most of the products we use today is made in other countries such as China, Indonesia, and South Korea. As beneficial it may sound to have products made cheap in other countries and sold in the United States at a much higher price. This is also known to have a problem to the factory workers.

Louis Vuitton “was established in France in 1854 by Louis Vuitton and became known as one of the oldest French luxury fashion houses” in the industry (Pearce & Robinson, 2013, p. 14-2). The firm’s products range from high quality “leather goods, handbags, trunks, shoes, watches, jewelry, and accessories”; manufactured by highly skilled and expensive laborers in France (Forbes.com, 2016). In addition, Louis Vuitton market their products “in 50 countries with more than 460 shops and generates more than €7-billion ($9.5-billion U.S.) in annual sales” (Wendlandt, 2013).

Lululemon’s grass roots marketing approach is very community-based and store-centric. The company builds brand loyalty through local initiatives like its ambassador program which promotes brand visibility throughout the community. The products of Lululemon are limited and not diversified. The company has been able to gain a sustainable competitive advantage — “providing buyers with superior value compared to rival sellers or offers the same value at a lower cost to the firm” —because of the complementary products which is produced by other companies dealing in sporting

LensCrafters operations strategy is to provide high quality eye care services to customers throughout the US, Canada and Puerto Rico. LensCrafters is known for the ability to perform eye exams, prescribing sunglasses and eyeglasses, and production of the glasses on the premises for each customer.

I would recommend Warby Parker to provide the progressive and bifocal lens glasses. They will have a new product line which will sell the eyewear directly to the customers at brick and mortar stores. The reason is that there are lots of people require progressive and bifocal lens glasses so there is a huge potential growth for the progressive and bifocal lens market for Warby Parker. Also, the profit margin of progressive and bifocal lenses is higher than normal lenses that Warby Parker is providing now. Mostly, older people like to use progressive and bifocal lens glasses, and they are less likely to get LASIK, so they are a stable target market.

Lens Crafters believes in the theory that one of the best ways to a capture a customer’s attention is through its heart and for that they work very hard to meet that principle. Lens Crafters ability to offer unique products and services to the market compared to other companies that provide similar products and/or services gives them a company competitive advantage over its competitors. Lens Crafters has managed do this in different ways. This includes; offering a 90 day guarantee unconditional return policy. They also have a doctor on site that offer comprehensive eye examinations to all of its customers. Last but not least the company has an onsite lab

For 50 years, Ralph Lauren 's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. However, in 2015, they reported a 5.3% drop in revenue from June 2014 to June 2015 (O 'Brien, 2015), and since then, the shares began a downward trend.

Jerome Robbins was born on October 11, 1918 in New York City to Harry Rabinowitz and Lena Rips. His father, Harry Rabinowitz was a shoe keeper in Manhattan until he moved the family to Jersey City to start the Comfort Corset Company. When Robbins was young, there was already a spark of interest for music, dancing, and theater. However, he intended to study chemistry or journalism in college. This was never fulfilled due to the Great Depression and the financial struggles placed on his family. Robbins decided then to find employment in show business rather than working at the family company. This was the start of his dance and choreographing career. He is now a world renowned choreographer of ballets, theaters, and movies.

Oliver peoples was starting founded in 1987 by Larry Leight in the central of West Hollywood, California (Oliver Peoples Home, 2015). Oliver peoples is an American luxury eyewear brand (Sandison, 2015) in high-end of the market (Luxottica Annual Report, 2010). In 1989, the company succeeded to the top of optical retailers in this industry (Oliver Peoples Home, 2015). Currently, the company’s main retail stores are located in The United States and Japan. The Oliver people eyewear designs were inspired by the estate collection of vintage. Additionally, it provides handmade details that are distinctive and unique to customers (Oliver Peoples Home, 2015). All eyewear of Oliver Peoples is handcrafted from the finest quality materials, whether frames, colors and so forth (Luxottica Annual Report, 2010). The eyewear can be found in a variety of notable fashion boutiques, department stores and online stores throughout the world (Oliver Peoples Home, 2015). However, Oliver peoples has plenty competitors in the eyewear business. It includes Lenscrafters, Pearle Vision, Sears Optical, Target Optical, Sunglass Hut, Ray-Ban, Oakley, Vogue, Persol, Arnette and REVO (Luxottica Annual Report, 2010). As it mentioned above, these rival companies illustrate that they provide the same type of products or services to the same target group. In addition, the product might be sold in the same place, such as in eyewear department stores and online shops (Luxottica Annual Report, 2010). Nevertheless,

When consumers are buying makeup they want to know the value of the product. A consumer knows that when buying a product from a drugstore it is cheaper so this way all the products are each under twenty dollars. However , they might be cheaper but the fragrance might not always smell the best. Not only is the fragrance not the best, but the packaging is not always pretty. On the contrary, consumers also know that buying from a higher end brand and store the prices are dramatically higher but know it is worth it. Unlike drugstore makeup, the fragrance and packaging smell and look elegant. For people who love makeup, most agree that paying for “luxury beauty items” are willing to pay extra money because they know it’ll be worth it .Due to this obvious fact, most of the consumers do not care for how much it is as long as they know the value of the product is very high in satisfaction, they will invest in the product.

The global eyewear market is anticipated to continue to grow in the next six years due to an increased number of people experiencing visual deficiencies and also as the general population continues to age (Grand View Research, 2014). Eyewear consumers

1. A brief history of the brand: origins, key stages in its growth , etc.

The word ‘brand’ is derived from the Old Norse word brander, which means to ‘burn by fire.