Put The Cheap Ray Bans UK Back In Fashion

Cheap Ray Ban sunglasses: Superstitious, or attached to his roots, Leonardo Del Vecchio insisted on keeping intact the house where he built the foundations of his empire. The building, which does not look, has not changed since the 1960s. The decor, though. It is now surrounded by the factories and throne, incongruous. In the middle of a parking lot where park every day the 4,000 employees of the Agordo factory, a village in the Italian Dolomites. When he comes to the site, “always welcomed as the Messiah” tells a frame, it is here that he spends the night. Far from the splendor of its homes in Milan, Monte Carlo, Beaulieu or Chamonix.

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In France, his name does not evoke much. This “padre” is the second fortune of the country (20 billion according to Forbes) behind the widow Ferrero. In fifty years, he has quietly built the world’s leading eyewear group: Luxottica. Owner of the brand Ray Ban, he also manufactures, under license, all the most beautiful binocles Chanel, Prada, Burberry, Versace or Armani. In France, he holds a steady hand half of the cheap Ray Ban sunglasses market. In the United States, he built a virtual monopoly in the distribution of fake Ray Ban sunglasses.

Everywhere, it is essential for opticians. This means that his marriage to French Essilor, world leader in corrective lenses, weighs heavily. Between them, they will reach nearly 15 billion euros of turnover. And can boost their margins already buxom: around 10% net, like luxury. “He controls everything, the frames, the distribution and now the glasses,” says Alain Afflelou, between admiration and fear.

This is the story of an Italian miracle. That of a child placed in the orphanage by a penniless mother who, from the age of 26, has become self-employed. At the time, Agordo was far from the valley of the telescope where hundreds of craftsmen worked in small workshops. He settled there because the land was offered. This isolation has been his strength. Far from the suppliers, he immediately made his mounts from A to Z. Above all, he had the idea of ​​genius – that was not easy – to make a prosthesis for bigleux a fashion accessory. Applying the Armani logo in 1988, his first license, he made his sales take off.

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He put the cheap Ray Bans UK back in fashion

Wanting to control everything, he then built his distribution network, creating subsidiaries in 50 countries and then, in 1995, buying the first chain of opticians in the United States. The acquisitions of optical chains and prestigious brands are chained. “When I arrive at Agordo by helicopter, I’m still amazed at the bazaar I created,” he says in a 50-year anniversary video of the company.

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Its jewel is first high quality fake Ray Bans that generates 27% of its turnover, or 2.4 billion euros. When he bought the brand back in 1999 at Bausch & Lomb’s, Audrey Hepburn’s books in Diamonds on Sofa (Wayfarer model) or Tom Cruise in Top Gun (Aviator) still had some prestige. But then they flowed into 13,000 points of sale, totally unmarked. Del Vecchio closed everything, improved the frames and added polarized lenses. The price of the Aviator has thus increased, in fifteen years, from 50 to more than 150 euros. Nice upscale.

The lesson did not go unnoticed by luxury claws, attracted by its unique expertise. Today, in Agordo’s design offices, where Capital has had the privilege of penetrating. Luxottica employs an army of 160 “stylists” grouped by brand, and 300 researchers, prototypers and designers. These creatives release 2,000 new models a year, and at a steady pace. Three to four months are enough to go from the stroke of the pen to the final model of cheap Ray Bans, when competitors put the double.