Luxottica Essay

Luxottica is a sun glasses and frames manufacturer, with many subsidiary companies and brands under their control. Producing frames and sunglasses for a large majority of the sunglass brands in the industry. Many well-known brands are manufactured or owned by Luxottica. The brands that are owned by Luxottica are; Alain Mikili, Arnette, Eye Safety systems, Oakley, Oliver Peoples, Persol, Ray-Ban, Sferoflex, and Vogue Eyewear. These are just the brands that are owned by the company. These brands create great diversity and have many different marketing strategies, characteristics, and styles. Luxottica also manufactures many labels; Giorgio Armani, Brooks Brothers, Bulgari Burberry, Chanel, Coach, Dolce & Gabban, DKNY, Michael Kors, Polo Ralph Lauren, Paul Smith Spectacles, Prada, Ralph Lauren, Starck Eyes, Tiffany & Co., Tory Burch, and Versace. Luxottica, is the licensing manufacturer and sometimes designer for some of labels and brands of eyewear. Luxottica also owns numerous Large retail chains and store fronts; Sunglass Hut International, Apex by Sunglass Hut, LensCrafters, Pearle Vision, Sears Optical, Target Optical, OPSM, ILORI, EyeMed Vision Care, Optical Shop of Aspen, Laubman & Pank, GMO, …show more content…
The firm can set prices and product availability with their ownership over retail stores and other organizations and companies on the supply chain. With this position and diversity of brands, Luxottica can offer their products to a wide range of price points and to different market segments. With this market share, the Luxottica firm heavily influences prices of frames and eyewear. With the organizational reach, they can manipulate prices to some degree. Prices are manipulated because of their positioning both in the retail space and with the manufacturing of the products. Price models encompass luxury, high-end, moderate, and cheap pricing strategies with their wide range of