1. RAY-BAN
SUNGLASSES
a consumer study in the iconic brand
t
MICHELLE CARPENTER
THERESE SMITH
BEN JOHNSON
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2. WELCOME
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3. METHODOLOGY
e PRIMARY RESEARCH
o Friend Group
o In-Depth Interviews
o Survey – 45 Respondents
o Influencer Interview
o Projective Exercises
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4. PROJECTIVE TECHNIQUES
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5. (A LITTLE MORE)
METHODOLOGY
e SECONDARY RESEARCH
o MRI+
o Market Share Reporter
o Consumer Media
o NYT + WSJ
o Lexis Nexis + Mintel
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6. THE CATEGORY
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7. KEY CATEGORY TAKEAWAYS
o Nearly $8 billion in revenues for 2011
o 834 brands in the market as of 2011, with most
(more than 80 percent) owned by massive retailers
o Major potential for growth among male population
o Most owners of sunglasses are strong brand
loyalists or not brand loyal at all
o Relatively unaffected by fluctuations in economy
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8. TRENDS AT WORK
o Live A Little
o Objectifying Objects
o Classic Is Cool
o All Things Military
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9. THE BRAND
Preferred Brand* Ray-Ban
Oakley
Maui Jim
D&G
House Brands
Other
* Source: Primary Survey, 45 Respondents
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10. KEY BRAND TAKEAWAYS
o Iconic history and product placements have many
recognizing Ray-Ban styling as ‘eternal’
o Has a rich historical story and an enduring legacy
o Products have remained relatively unchanged
o Occupies a very unique place in consumer’s mind
o Those we surveyed identified the brand with a
strong recollection of common words
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11. BUT WHAT DO CONSUMERS THINK?
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12. “
I wanted to get them because,
yeah, all my friends had them,
blah blah blah.
But once you put those mofos on,
you feel stylin.’
You feel good.
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”

13. WHO IS RAY-BAN?
ROBERT P. JOHNNY D.
MATT D.
TOM C.
JOHN M. EMMA S.
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14. PERCEPTUAL MAP
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15. ISSUES
o Owned by super-manufacturer Luxottica, which owns most of
Ray-Bans direct competitors
o Saturated market means it’s costly to acquire new customers
o Seen by some as too ubiquitous for its own good
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16. OPPORTUNITIES
o Connection to Luxottica is driving growth in emerging markets
o “It’s a good pair of glasses for a hundred bucks less than Maui
Jim’s”
o Occupy a unique spot in perceptual map and in minds of
consumers
o Accessible luxury items are trending, now and always
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17. CREATIVE BRIEF
BUSINESS CHALLENGE: CATEGORY SATURATION
+KEEPING ON TOP OF THE ZEITGEIST OF COOL.
COMMUNICATION OBJECTIVE: KEEP PEOPLE
INTERESTED IN UBIQUITOUS PRODUCT
BRAND ESSENCE: THE DEMOCRATIZATION OF
COOL
TARGET: MEN & LADIES, 24-35.
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18. THE BIG IDEA: KEEP RAY-BAN’S
UNCHANGING IMAGE FRESH.
CURRENT RESPONSE: RAY-BAN IS COOL,
HIP, MODERN, AND EVERYONE KNOWS IT.
DESIRED RESPONSE: RAY-BAN IS COOL,
HIP, MODERN, AND I CAN BE TOO.
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19. THANK YOU!
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