Luxottica Global Channels and Dufry Group have hailed the performance of a series of brand personalisations with Ray-Ban and Oakley at selected international airports.
The partners noted double-digit sales increases for the brands and increased sales across the sunglasses category.
The personalisation programme included a Ray-Ban window display at Dufry’s Terminal 2 store in Mexico City International Airport in March and a Ray-Ban ‘wall’ at Lisbon Airport in April. Dufry also added branded displays to its store at Lima Jorge Chávez International Airport.
At Puerto Rico Airport space for the sunglasses category was increased from 31sq m to 45sq m and included a personalised Ray-Ban and Oakley column in March. Sales doubled as a result, Luxottica reported.
At Dufry’s in-house Sun Catcher concept at Zürich Airport, a 35sq m Ray-Ban shop-in-shop displayed 350 frames, with dedicated areas for different segments in the Ray-Ban range, including Icons, Tech and the New Collections.
A personalised Ray-Ban and Oakley column, also under Dufry’s Sun Catcher, was a feature at Rio de Janeiro International Airport Arrivals in June.
Luxottica Head of Global Channels Francis Gros said: “Ray-Ban and Oakley consistently prove to be an effective anchor for the sunglasses category and investment in space and visibility for the brands, such as those implemented with Dufry, are delivering immediate and significant boosts to store penetration and sales. Our partnership projects continue to support a vision of growth for the sunglasses category.”
Dufry Global Category Manager Sunglasses Silvia Morris added: “The sunglasses category continues to be a key focus and growth area for Dufry, and our partnership with Luxottica adds a high level of creative energy to the whole retail experience. We are delighted with what we have achieved together so far in 2016, both in terms of the quality of in-store customer experience and corresponding growth in retail sales.”
