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.

“DFS constantly strives to offer shoppers something exceptional and new and they have been very supportive of our vision to make travel retail the expert channel for sunglasses.”

DFS Group Director Merchandising for Sunglasses, Fashion Jewelry, and Watches Jason Blejwas commented: “Sunglasses continues to be a strong category for DFS and we are committed to bringing our customers the products they love in an engaging and enticing environment.”