Braynard 1
Kent State University
Luxottica
Marketing
Corrine Braynard
Fundaments of Marketing Technology
Professor Casto
4/25/17
Braynard 2
Leonardo Del Vecchio, Founder and Executive Chairman of Luxottica, started his
company in 1961, in Agordo, Italy. Since then, the headquartered location has moved from
Agordo, Italy to Milan, Italy. Del Vecchio started his career by using his creativity and
metalworking skills to build eyeglass frame parts. In 1971, the first eyewear collection, with the
Luxottica brand, was presented at the International Optics Exhibition in Milan. Luxottica’s
success officially marked the transformation from an external supplier to eyewear manufacturer.
Three years later, in 1974, Del Vecchio bought a wholesale distribution company named
Scarrone. In 1981, the company’s first international subsidiary was set up in Germany, which
was the leading market for manufacturing eyeglasses. Seven years later, in 1988, Del Vecchio
landed his first licensing deal with designer Giorgio Armani. Officially joining the New York
Stock Exchange in 1990, and Italian Nation Stock Exchange in 2000, helped his company raise
enough money to use the company’s stock shares to acquire other brands. Luxottica’s marketing
mix, marketplace, marketing strategies, and environmental influences are all important factors to
its success. Now, just how successful are their efforts in the world of eyewear?
Recent Luxottica news recognizes a partnering with Google, a change in organizational
structure, and merging with Essilor. Luxottica and Google’s partnership was announced in
March of 2014. Google had created a product called Google Glass.
“Google Glass is an optical head-mounted display designed in the shape of a pair of
eyeglasses. It was developed by X (previously Google X) with the mission of producing
a ubiquitous computer. Google Glass displayed information in a smartphone-like hands-
free format. Wearers communicated with the Internet via natural language voice
commands,” (Google Glass, Wikipedia).
Braynard 3
Shortly after Google Glass released a prototype, they received negative comments about
concerns with safety and privacy.
“On March 24, Google struck a deal that may quell, for the time being, some of the
nervousness concerning Glass. The company said it was joining forces with Luxottica,
a quiet giant in the eyeglasses world… The financial terms weren’t disclosed. Nor were
prices or release dates. But the basic idea is that Luxottica will help integrate Glass into
its products and sell the device through its wholesale and retail outlets,” (Stone, “Google
to De-Dorkify Glass in Partnership with Ray-Ban Maker Luxottica”).
Not only was the partnership a positive impact on Google, but on Luxottica as well. Later that
year, on the first of September, Luxottica announced a new organizational structure which
consisted of two co-CEO’s. One of the CEO’s would focus on market development and the other
