Luxottica Group is the world's leading designer, manufacturer, and distributor of luxurious and designer eyeglass frames and sunglasses. In 1995, Lenscrafters became part of the Luxottica Group. Lenscrafters is now the leading optical retail brand in North America. Lenscrafters pride themselves on offering a wide selection of high-fashion frames and great customer service.
Lenscrafters is considered a specialty store within the optical retail market. Lenscrafters product mix consists of eyeglass frames, sunglasses, lenses, manufacturing, and accessories for their products. Lenscrafters largest and product category is eyeglass frames. Lenscrafters not only offers a wide variety of high-end brands and fashion, but also offers house brands and styles to better fit the needs and wants of their customers. The following information will focus on the different brands which Lenscrafters carries and how they are positioned in their retail store. The information regarding the various brands and layout of the retail store has been acquired from the Lenscrafters located in the Crossroads Mall in St Cloud, Minnesota.
Lenscrafters product position in the retail stores is set-up based on brand, fashion, price, function. The Lenscrafters store in St Cloud, Minnesota has a layout set up in the shape of a horseshoe. The brand name of the eyeglass frame is the main component of where the product is positioned within the horseshoe. Brand names are kept together in sections with the exception of mid to low brand name sunglasses. The brand names are kept together to create a strong brand statement to attract customers to the brands offered. The horseshoe starts with the high-end fashion brand name eyeglass frames which have the highest cost, and ends with the low-end fashion brand name eyeglass frames which have the lowest cost. Versace is the highest brand of eyeglass frames carried in the Lenscrafters store. Versace eyeglass frames are high-end fashion frames...
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