WE LOOK AT OUR LUXURY BRANDS AS A WELL-BALANCED PORTFOLIO IN WHICH EACH EYEWEAR BRAND HAS A UNIQUE POSITIONING.”

and the approach of consumer associates. The consumer experience through the curation of sales, brand activations and events is something the company partners focus on.

Notably, emotion through brand storytelling at the point of sale is critical to help consumers make an emotional connection with the brand and their pair of glasses. Consumer associates are trained to become brand ambassadors and build special moments throughout the selling experience such as branded shopping bags or inviting consumers to exclusive discovery events.

EssilorLuxottica’s luxury line strategies share a unique brand identity, seen with the success of its luxury designer brands such as Prada, Tiffany & Co. and Versace coherently building value proposition, aesthetics and alignment with the brand codes themselves. Communication strategies are greatly tailored for brand partners to curate a recognizable brand image that stands out amongst its competitors.

The company’s “Made in Italy” and “Made in Japan” manufacturing capabilities both promote and encompass eyewear traditions, craftsmanship and reputation of product heritage renowned globally. And in catering to a variety of lifestyles, EssilorLuxottica is committed to making luxury products accessible and available for every lifestyle.

“In the eyewear category specifically, our luxury brands represent an entry point for consumers – especially Gen Z – who can’t yet afford the Prada bag but become a lifelong brand loyalist after their first pair of Prada frames,” said Mariani. “Often, the moment of entry takes place within the optical experience. The consumer is looking to purchase a product that will sit on their face for up to 18 hours a day, a product that will be the first thing people see when they look at you. If ever there was a luxury item to invest in, this should be it.”