Has anyone read the Oakley Consumer Alert located at http://www.oakley.com/alert/0,1754,,00.html? They include a Dealer Locator and a plug for independent optical shops. What do you guys think about this kind of move on Oakley's part?
Has anyone read the Oakley Consumer Alert located at http://www.oakley.com/alert/0,1754,,00.html? They include a Dealer Locator and a plug for independent optical shops. What do you guys think about this kind of move on Oakley's part?
I think it's brilliant!
Proud OptiBoarder since 1995!
Could they have done that when we carried them?, before Luxottica bought out Sunglass Hut?
This was only a matter of time. Did anyone really think that Luxottica could keep from screwing up the Oakley relationship with Sunglass Hut once they bought the business?!
First of all, I will not sell Oakleys....the bicycle store down the street sells Oakleys!
But Oakleys will not be the only company to be screwed over by the Evil Empire.....wait till ol'Maui Jim has to bend over for the D. Brothers! Although, in Maui Jims case, it couldn't happen to a nicer bunch of guys!
Wrong place....right time.
I find it humorous how Oakley "cares" so much about its customers. If there best interest was for it's customers (not there own wallets) they would aggressively be selling there eyewear at optical retail stores, not a Foot Locker and etc. I think Foot Locker needs to keep there "expertise" at the opposite end of the body. Its amazing how Oakley doesn't reach out to our end of the industry. (Unless you are a "niche" store as they quoted it.) I guess they realize that we want to buy frames like opthalmics and turn a 200%+ profit on them. Sneaker merchants will pay top dollar to keep the styles in line with the rest of the "generation-X label *****" clothing and sports merchandising. I guess if I could sell the stuff @ wholesale for 25%-ish less than what it retails for I'd be knocking on someone's "Locker" too.
I guess Oakley is trying to rebound from its loss in the battle or arrogance with Luxottica. Marketing is marketing. Whatever strategy works. Limit access....Oakley or saturate...Luxottica.
... and the prize for the correct answer goes to ... TitaniumGSR.VMail, the twice-weekly e-mail from VisionMonday for December 13, 2001.
http://www.visionmonday.com
Luxottica, Oakley Sign New Distribution Pact for Sunglass Hut
FOOTHILL RANCH, Calif.--Five weeks after filing a patent-infringement suit against Luxottica Group (NYSE: LUX) as the latest salvo in a months-long distribution feud, Oakley (NYSE: OO) has reached a new agreement to once again sell its products through Luxottica’s Sunglass Hut chain. Luxottica, which owns the Ray-Ban sunglass brand, bought Sunglass Hut in April, then decided to stock the chain with its own products and cut orders from Oakley. Under the new three-year agreement, Sunglass Hut will again be Oakley’s largest single customer, the company said. While fourth-quarter sales have underperformed expectations because of the weak global retail environment, according to Oakley, as a result of the new agreement it now estimates 2002 revenues will be $500-550 million, up from a previous projected $475-$550 million. Oakley’s new deal with Luxottica, effective immediately, applies to Sunglass Hut stores in the U.S., Canada, the U.K., and Ireland. Oakley CEO Jim Jannard said that in addition to the restored Luxottica connection, his company will "continue to pursue our initiatives to diversify our distribution."
Oakley and Luxottica have been playing a game of chicken. First, Lux. wanted a better profit from Oakley's, to which Oakley said no. About to lose a major contract, Oakley then filed a patent infringement suit with regard to certain styles of RayBan's and Revo's. (I myself find the Killer Loop sunglasses to be most like the Oakley's). So now both sides reach an agreement and everyone's happy...
well, of course not! This IS the optical business!
Blake
It was totally a game of chicken. Oakley's suit recently had SGH pull some rather Oakley-like Ray-bans from their shelves. They were almost dead knock-offs of the fmj's. They sported blue,orange,and emerald lenses. They were also a third the price. Strangely, a disjointed selection was pulled. None of the orange lens styles were pulled. I don't understand how Oakley won a lawsuit on the basis of lens colour. Revo and others like Anarchy etc... have had blue as a lens colour for years.
Page was unavailable..Originally posted by Jo
Has anyone read the Oakley Consumer Alert located at http://www.oakley.com/alert/0,1754,,00.html? They include a Dealer Locator and a plug for independent optical shops. What do you guys think about this kind of move on Oakley's part?
oakley
There are great analogies between the three kings bearing gifts and the sunglass hut/oakley situation. Jannard and co have travelled to meet the 'EvilEmpire' in Milan and agreed to exactly the same terms they rejected last summer. See that they have issued a profit warning at the same time as this announcement (cunningly...). This way Sunglass Hut can buy what product it chooses at the new improved margins they wanted. In short, Oakley have turned up with both a begging bowl and some gifts. Do not believe the patent infringement hype - it is irrelevant. For some strange reason some US analysts that look at Oakley think this is a show of brand strength......
Anybody out there joined up in the OPD prgramme ? What do you think of Oakley now ?:drop:
Oakley has not yet won the court battle on the color of a lens yet! Lux just can't sell them in the U.S. for now. If Oakley does not win they will be back! Also they can sell these products outside of the U.S.
I'm just mad I did not think of putting a patent on pink or silver. I could sue everybody!!!!!
I wonder how the people feel who purchased all these extra Oakley' base on the fact they were not in the Hut! (They were to be preferred accounts!)
When I worked in our family store we had Oakley! The ski shop near buy got mad that we had them so they shut us off. I thought that was ****! It's not like the ski shop was going to give them up!!
Anyone care to comment on these testing results on Oakley's website?
http://oakley.com/product/shootout/
We were seriously comtemplating carrying Oakleys again. The rep had actually returned our phone calls w/ in a few hours. (Big switch from 4 years ago.) Now that the Evil Empire (thanks Eyeman Fla) is back in the picture, we'll live without them for awhile longer.
Hey, guys Oakley are doing what it has to do to survive with the big guys.
We all know what a cut throat business we are in. My company carries Oakley, and the store I work out of sell 180 pieces a month. Oakley is very easy sale. No introductions, no stroking for 2 hours, just bag it and tag it.
Ari,
It is a fact that Oakleys have always been an easy sell, but that is one of the only reason we carried them. We used them as a traffic builder. On the downside, they have the the lowest profit margin of any sun line we carry. Sure, you might sell a few more, but your tying up more $$$ in stock that migh be better spent elsewhere, plus, you don't have to compete w/ the shoe store donw the street w/ your other lines.
Johns,
I totally agree with you. With a two time mark you really can’t make a living. But on the other hand if you can sell the product quickly who cares about the two time mark up. Granted the location I’m talking about caters to about 75% tourists helps. I do notice that the Oakley customers are well educated about the product due to Oakley’s web site. I mean they walk in to your establishment and ask for the model, color, and lens type. You as a sales person can not ask for more. That’s what I mean about bag them and tag them.
Here in Seabrook, TX 3rd largest marina area in the USA, we can see million dollar yachts from our front window. We surveyed about 3 dozen local lifestyleniks on what the best names were to carry. Maui Jim and Oakley were definitely on the list. We put the lines in and it attracts. It also makes Calvin, DKNY,NIKE,Armani, etc. sell well cause those names were also on the list.
The neuvo riche like the names. The older money seems to like Sils and Neos and Caviars. We did what the consumer wanted us to do. Its so much easier to make people happy that way.
I judge no one with the bucks any more. The owners of the million dollar yachts are in their 50's on up and having fun on their big boats wearing Maui and stuff, and at the rear of the yacht is their 20 -year -old chickypoo with Oakleys on and not much else!
To them its bon voyage. To me its bon voyeur with a PD stick!
EyeManFla
If your going to continue to blast the D's at least get it right. They are not brothers, they are Father and Son!
Do Maui Jims use Marchone flexon frames?
What do they have together?
Hi,
We brought in Oakleys to our office about 2 months ago and have had quite a few responses from their board and by word of mouth. Our office has sold sunglasses, Rx sun eyewear and their Rx eyewear. We were told originally they were pulling from Sunglass Hut because of discounts being given and because of the lawsuit. We were told we could not offer the eyewear with any discounts or insurance programs since Oakley is an exclusive product. We were told by the rep. that if it was found that we were discounting- then the line would be pulled.
Unfortunately now it seems that we receive phone calls asking if we will honor discounts from other optical shops (coupons) and insurance programs. To say the least we are not too pleased with Oakley at the moment.
We went through the same thing. Oakley pricing is supposed to be the same or more expensive wherever you shop. In Canada I guess the reps territory is rather vast and we do not price police. In the past we have matched competitors prices on Oakley. We just verify it on the phone and make a note of it. We were never questioned about it but if we were, we had a list of names and numbers. It was totally cut throat. Still is I guess.
I bet if you asked around, almost half of the people with Oakley frames didn't pay full price for them. I know a guy who bought 10 pairs from a rep for 60% off and it seems that anyone who has a friend who knows a guy whos brother runs a sports store can get them at half price. Not to mention Cosco.
We've had Oakley in our store for 4+ years and no other sun sells better or more consistently. Instead of looking at the pricing by Oakley as being bad, we use it as a benefit - Oakley sets the price so our patients know they don't have to shop around for it - it's the same price everywhere. Anything that keeps em from heading to the mall is fine with me.
Oakley customers not only know their products, making for an easy sale, but they are loyal.
What kind of markup are you all using on your sunglasses? plano, that is?
I 2nd that.URL not found.sandeepgoodbole said:
Page was unavailable..
Intelligence has its limits, but stupidity knows no bounds.
You're not going to find the Consumer Alert anymore - Sunglass Hut and Oakley struck a deal, as previously mentioned.
There are currently 1 users browsing this thread. (0 members and 1 guests)
Posting Permissions
Reply With Quote
Bookmarks