Optical Shop rejigs as fashion retailer

International eyewear company Luxottica Group has rolled out LensCrafters in Hong Kong, rebranding the Optical Shop and shifting its business strategy in what is a global first for the group. Led by a migration to the LensCrafters brand - which currently includes 6,000 stores worldwide - the Hong Kong initiative includes redesigning its 30 outlets with a 'fashionable' feel. The company's business strategy has also evolved to include a significant focus on two core propositions: fashion and professional. "We are taking a totally new perspective, so that we are now not an optical shop, we are a fashion retailer," said Gilman Too, LensCrafters marketing manager. "It is the first for LensCrafters in any part of the world." The new stores feature three key zones: the free-browsing Aspiration Your Service (fashion), Service (fashion/professional) and Eye Care (professional), which includes facilities for eye health check-ups. According to Too, fashion was a logical step. "People underestimate how eyewear can affect your look, but if we can change that, we believe our business can double," he explained. Too said the LensCrafters brand would also be rolled out in China later this year, along with consumer awareness and thematic campaigns.

by | 06/28/2006

International eyewear company Luxottica Group has rolled out LensCrafters in Hong Kong, rebranding the Optical Shop and shifting its business strategy in what is a global first for the group.

Led by a migration to the LensCrafters brand â€” which currently includes 6,000 stores worldwide â€” the Hong Kong initiative includes redesigning its 30 outlets with a 'fashionable' feel.

The company's business strategy has also evolved to include a significant focus on two core propositions: fashion and professional.

"We are taking a totally new perspective, so that we are now not an optical shop, we are a fashion retailer," said Gilman Too, LensCrafters marketing manager.

"It is the first for LensCrafters in any part of the world."

The new stores feature three key zones: the free-browsing Aspiration Your Service (fashion), Service (fashion/professional) and Eye Care (professional), which includes facilities for eye health check-ups.

According to Too, fashion was a logical step. "People underestimate how eyewear can affect your look, but if we can change that, we believe our business can double," he explained.

Too said the LensCrafters brand would also be rolled out in China later this year, along with consumer awareness and thematic campaigns.