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