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This excerpt taken from the LUX 6-K filed Jun 4, 2008. North America
In 2007, despite the slowdown in the economy in North America and a perceptible shift in the role of managed vision care affecting consumer choices in the North American optical category, the total comparable store sales increased for the year. 2007 was a very positive year due in part to heavy investments enabling LensCrafters to capitalize on favorable trends in the North American market but also on its internal potential, on which future development will focus.
LensCrafters continued in 2007 to roll out the new fashion store design that debuted in 2006. At the year end, there were 140 LensCrafters stores featuring the sleek and inviting new look. Comparable store sales in locations with the new design continue to outpace the rest of the chain by 3% in their first year after re-model. The new format, characterized by refined, exclusive looking interiors and a high degree of product personalization, openly addresses customers with sophisticated tastes who are very demanding in terms of quality of service (a clientele that is becoming increasingly important as a result of LensCrafters advertising campaigns targeting the American consumer). For example, the new store concept was forcefully backed by the “Make an Appearance” campaign.
Very positive performance was also recorded by stores that hadn’t undergone restyling but continued to benefit from development initiatives undertaken in the past.
While the new store design and positioning make LensCrafters the destination for top eyewear collections from designers such as Burberry, Dolce & Gabbana, Polo Ralph Lauren, Prada, and Versace. LensCrafters also broadened its selection of conservative and classic frames and Oakley products to meet male customer demand.
Sales of prescription frames and sunglasses produced by Luxottica Group, particularly its fashion and luxury brands, accounted for around 57% of total LensCrafters sales in 2007, up 9% over the prior year. In 2008, LensCrafters looks forward to introducing customers tth important new brand Tiffany & Co., and a full line of Oakley prescription and sun products.
Lenses are another important dimension of LensCrafters offering and expertise. Sales of Anti-Reflective lenses continued to grow at 13% in 2007, fueled by an 18% increase in sales of LensCrafters premium AR lenses and FeatherWates Complete? lenses made with Scotchgard?
Protector. In 2007, LensCrafters introduced the Advanced View Progressive? lens, a new type of progressive lens that allows a more natural transition between near and far distances. With new, state-of-the-art digital surfacing technology, this lens is providing a very welcome development for customers used to standard progressive lenses.
In addition to its offerings of fashion products and high technology in lenses, LensCrafters launched a pilot program aimed at setting a new standard in the industry and transforming eyeglass shopping into a positive experience for all customers. The program generated significant growth in sales, traffic and conversion of customers notwithstanding the weak economy situation. The program will be extended to many other stores in the network in 2008.
LensCrafters also embarked on a new marketing mission in 2007 to “shatter perceptions” commonly held of optical eyewear and LensCrafters itself. In April 2007, the brand launched a campaign entitled “Open Your Eyes” centering on the concept of never underestimating the importance of having good sight. The long-term objective is to change customers’ attitudes to optical eyewear and the personalized service that LensCrafters provides to ignite their personal style.
Alongside the TV and magazine campaign, the marketing program targeted customers with high profile fashion media. One such initiative was the sponsorship of a special issue of TIME Style & Design magazine, in which LensCrafters was the sole advertiser with more than 20 “Open Your Eyes” ads. In addition, LensCrafters completed its third consecutive sponsorship of Conde Nast Magazine Group’s “Fashion Rocks” during New York’s Fall Fashion Week.
Also in 2007, the new Lenscrafters.com web site complemented the new store concept. The new site now accelerates the path to eyewear purchase, while reflecting a more fashion-oriented look and knowledge of eyewear trends. The site now features the entire product range and puts new emphasis on LensCrafters service and expertise. The site experienced a 27% increase in average monthly site visitors and a 35% increase in time spent on the site. Also very successful is the new feature of booking eye exams on-line, with nearly 100,000 exams booked in its first year.
This excerpt taken from the LUX 6-K filed May 25, 2007. North AmericaEvery year, the program offers free eye exams and new eyeglasses to tens of thousands of people in the United States and Canada. Since its beginnings in 1988, Give the Gift of Sight has helped around three million adults and children in North America. Luxottica Group-affiliated optometrists and volunteers provide in-store help to recipients identified by charity organizations as being in financial and vision need in their stores. Other work is done through community outreach. The Group-affiliated opticians, ophthalmologists and volunteers may assist recipients in nursing homes, shelters, schools or see them in specially-fitted Vision Vans or through other programs. Another type of aid involves distributing vouchers enabling the needy to receive discounts or free eyewear. | EXCERPTS ON THIS PAGE:
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