How market research helped Luxottica understand and collaborate with their target audience.
By Luxottica, world’s largest leader in eyewear, owner of brands such as Ray-Ban.
Reach a new consumer group
Luxottica decided to focus on Millennials, the generation of people born between 1980 and the mid -2000s, to shape and inform its vision for the future, due to their purchasing power.
Quantitative survey and Ethnographic interviews
Luxottica conducted the research in 7 countries: USA, Brazil, France, Italy, Turkey, India and China, using a number of complementary research methods, in order to provide a 360° vision on the subject group.
A quantitative research survey was used with 10.500 respondents, including millennials, but also generation X and baby boomers. Alongside this, ethnographic interviews were carried out, including digital diaries to screen-out respondents shop-alongs, and accompanied eye-exam visits. The objective: to go in-depth into millennials’ feelings and motivations, shopping habits and attitudes towards eyewear.
Understanding of consumer motivation and shopper journey: redefining of brand strategy
The results demonstrated millennials’ relationship to brands and their own appearance, and the journey that millennials go through with their prescription glasses, from seeing them as a hindrance to becoming a part of their visual identity and an accessory.
The results redefined Luxottica’s brand strategy, resulting in the creation of a more holistic and personalized experience. The research also inspired the creation of a follow-up online platform, the Ray-Ban Envisionner Community, made up of ‘cool hunters’ from 10 mega-cities who spot new trends and give quick feedback on new ideas.
More than anything else, this research has highlighted the status, and importance, of millennials as a new segment of consumers who expect more proximity and openness from the brands, and demand interaction and engaging experiences when purchasing.