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
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DKNY is positioned in the middle of the high-end fashion and high cost brand names and the mid-end fashion and average cost frames. DKNY eyeglass frames are place both on fixtures and on pull out trays. The positioning places the most fashionable DKNY eyeglass frames on fixtures where customers can easily view the different styles. The DKNY eyeglass frames which are not considered high-fashion are kept in the pull out trays underneath the fixtures. The eyeglass frames positioned in the pull out trays are still visible, but do not show off the style and frames as they would if they were placed on a fixture. Again, the brand is a good in-between barrier from the high-end brand names and products to the other brand names and products carried in the Lenscrafters store.
Vogue, Anne Klein, Adrienne Vittadini, and Rayban are all brands exclusive to Luxottica Group. These four brands are carried in every Lenscrafters retail store, and are carried in various optical retail stores owned by the Luxottica Group. Vogue, Anne Klein, Adrienne Vittadini, and Rayban are all position in that order within the horseshoe layout according to price. The position of the eyeglass frames within the brand is organized by style and material. Also, the eyeglass frames are placed on both fixtures and pull out trays. Vogue, Anne Klein, Adrienne Vittadini, and Raybay eyeglass frames are of high quality and are mid-range priced compared to all brands carried in Lenscrafters.