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DFS and Luxottica seek differentiation with Ray-Ban concept in Hong Kong

Luxottica says the opening of its Ray-Ban shop-in-shop at Hong Kong International is part of a strategy to differentiate the sunglasses offer in travel retail.

The company worked with DFS Group to open the first of its kind shop-in-shop in Asian travel retail at the airport’s Midfield Concourse.

The 15sq m concept features the largest range of Ray-Ban products at any airport in Asia, the companies said. There are dedicated areas for different segments in the Ray-Ban range, including Icons, Tech and Lifestyle, as well as a section for Ray-Ban Kids.

Shoppers are also being given the opportunity to experience the benefits of polarised lenses through Ray-Ban’s Polarised Tester technology.

“Ray-Ban has the brand equity, range and product innovation to sustain a dedicated shop-in-shop,” said Luxottica Head of Global Channels Francis Gros. “At a major global hub airport like Hong Kong, with a large multi-site retail footprint, it’s important to differentiate the sunglasses offer, and our new Ray-Ban shop-in-shop is part of this strategy.

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