Alongside the house brands, which now account for over 60% of all units sold following the acquisition of Oakley, the portfolio has over 20 license brands, including some of the best known and most prestigious names in the global fashion and luxury industries.
With its manufacturing know-how, capillary distribution and direct retail operations supported by well-calibrated advertising and deep understanding of international markets, Luxottica is the ideal partner for fashion houses and stylists seeking to translate their style and values into successful premium quality eyewear collections, all the while differentiating each designer's offering as much as possible, meticulously segmenting it by type of customer and geographical market, to produce a broad range of models capable of satisfying the most diverse tastes and tendencies and to respond to the demands and characteristics of widely differing markets.
Another big priority is the continual improvement of the product mix to guarantee coverage and differentiation of the entire premium market and minimize the risk of brand dilution.
The Luxottica portfolio is a dynamic reality in continual evolution.
Its make up is gradually modified by the acquisition of new brands, the stipulation of new licensing agreements and the renewal of existing ones and the withdrawal of brands no longer deemed strategic, but the long-term objectives remain the same: to focus on leader brands, balance house and license brands, avoid brand dilution, and lengthen the average term of licensing agreements.
In 2008, the Group renewed its important partnership with Chanel, whose eyewear has always been made by Luxottica, ever since its first licensing agreement in 1999.
The new agreement will make it possible to take up new opportunities offered by this prestige brand, whose exclusivity and positioning in the eyewear market are guaranteed by Luxottica's ongoing commitment.
Meanwhile, the license portfolio has been enriched by the emerging Stella McCartney brand, whose first sun collection, manufactured and distributed exclusively by Luxottica, launched onto the market in summer 2009.
The Stella McCartney license, running for six years and renewable for a further five, also helped Luxottica extend the average term of its licenses, which is now approaching ten years.
Such long-term partnerships with maisons and stylists mean improved investment planning and fuller realization of the value of collections.