Variables such as the passage of time (four years between the claim's first uncited appearance in Forbes and its reiteration in the September 2016 video), ongoing increases in e-commerce, and the difficulty of establishing a baseline against which to compare Luxottica's market share versus those pf innumerable small competitors made verification problematic. Without additional documentation it was difficult to authenticate the claim that Luxottica controls "80 percent of glasses and sunglasses brands," as both cited Forbes pieces were published by contributors and not the magazine itself. More than 500 million people don Luxottica’s products and CEO Andrea Guerra insists that “customers have the brand choice for their lifestyle,” and that it’s prevalent in their offering: “Luxottica has been able to deliver eyewear collections faster, enriched with more sophisticated decorations and innovative materials, to stores.” If you owned 80% of the high-end eyewear market and were doing what any CMO desires - achieving brand growth, relevance and revenue - you’d say that too, right? Products exist in the mind and brands live in the heart: Luxury brands conjure up lifestyle interpretations we want to buy into. That blog post cited a 2012 Forbes, which in turn offered up the statistic without citation: The video's primary claim was that Luxottica controls 80 percent of the eyeglass market, which was supported by reference to a 2014 Forbes blog post. ![]() Unlike most videos of this nature, Adam Ruins Everything provides links to sources for their statements. On 14 September 2016, the College Humor web site published a segment of popular truTV debunking show Adam Ruins Everything about "The Conspiracy Behind Your Glasses," describing how the Luxottica conglomerate owns 80 percent of eyeglass brands, most optometry chains, and the second-largest vision care insurer in the United States: Whether Luxottica controls 80 percent of the entire eyeglass and sunglass market.
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