•Ray-Ban is an Italian owned brand of sunglasses founded in 1937 by Bausch & Lomb. They were introduced for the United States Army Air Corps. Ray-Ban has popularized the aviator sunglassess and now creates sunglasses to suit everybody. •In 2007, Ray-Ban re-introduced the original Ray-Ban Wayfarer design, but expanded the colour options beyond the traditional palette to include patterns like checks and camouflage and colours like navy, white, turquoise, red, and blue. •You can see people staring at you with Ray Ban sunglasses when you opened up your fashion magazine. •There’s not a generation alive that can't remember owning (or wanting to own) a pair of these iconic sunglasses. o Presidents
o movie stars
o rock stars
o fashion designers
o runway models
•We found from our questionnaires that Hipsters are quite fashionable people who want to make a statement about themselves with their unique style. We also found that the majority of Hipsters ages range from 16-28. Therefore we aim to create a modern style of glasses that this age group will find attractive •Hipsters can live in various households and generally we found that marital and family status had little effect on their reason if they were to buy the product. Hipster mostly composed of young generation teens who are still studying so their income is greatly limited. Furthermore they mostly live with their parents and we realize that we have to make it affordable for this market as this is the baulk of the hipster market. We also realize that their families are mainly middle class from urban areas. •Furthermore the research reveals that macro environmental forces. In particular Demography, Culture, Geography, Economic and Natural environment factors will have a significant impact on the Hipster behaviour.
oTo gain more new customers a month as well taking market share from competitors to increase customer base omaintain our current...