Ray-Ban global launch traps interest ‘from click to store’

By Luke Barras-hill |

Ray-Ban-Marshal-mainLuxottica Group has collaborated with DFS Group to unveil two world-first models for popular sunglasses label Ray-Ban.

Available exclusively at DFS’ airport and downtown T Galleria stores until February, the Ray-Ban Marshal collection has employed a clever online and offline marketing campaign to target consumers from pre-departure to arrival in store.

Both frames have featured prominently on DFS’ social media channels such as WeChat, Weibo, Facebook and Instagram in the past couple of months, including a WeChat competition aimed at Chinese travellers that invited them to share social media images of their purchases to win an iPhone X.

In tandem, interactive photo booth pop-ups were installed at visible locations instore during September and October, supported by key visual cues and sales staff.


The Marshal model features a double bridge and flat upper bar and temples in two DFS exclusive colours: a silver frame with a brown gradient and brown mirror silver lens; and a gold frame with a brown gradient and brown mirror pink lens.

Jason Blejwas, Global Merchandising Director Fashion, DFS Group said: “Lifestyle is the largest segment within the sunglasses category globally and DFS is delighted to partner with Luxottica to deliver our first worldwide exclusive.

“The DFS exclusive Ray-Ban Marshal launch underlines both companies’ shared mission to bring unique products and experiences to DFS shoppers through engaging, wide-reaching social media campaigns and brought to life in-store in an impactful activation platform.”

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