Friday, 28 January 2011

Any colour so long as it's black

Henry Ford famously noted in his autobiography that "Any customer can have a car painted any colour that he wants so long as it is black". Today, bombarded by advertising for thousands of different products, most of us hardly realise that this perception of choice is often artificial.

Have you ever heard of Luxottica? Probably not, even though it is worlds largest eye-wear company with $5.1 billion a year in revenues. We all like to have choice and the corporations have long ago figured that out. Luxottica own's the following brands:
  • Arnette
  • Eye Safety Systems
  • K&L
  • Luxottica
  • Mostley Tribes
  • Oakley
  • Oliver Peoples
  • Persol
  • Ray-Ban
  • Revo
  • Sferoflex
  • Vogue
If that wasn't enough, they also create eyewear under license for designer labels such as:

  • Anne Klein
  • Brooks Brothers
  • Bulgari
  • Burberry
  • Chanel
  • Chaps
  • Club Monaco

  • D&G
  • DKNY
  • Donna Karan eyewear
  • Miu Miu
  • Polo Ralph Lauren
  • Prada
  • Ralph Lauren Purple Label
  • Salvatore Ferragamo
  • Tiffany & Co.
  • Tory Burch
  • Versace
  • Versus
Companies like Luxottica work very hard on their brands, each being marketed for different demographic. Brands let people have an illusion of individuality that we all crave.

So you can have any brand of glassed and sunglasses you want, as long as it's Luxottica.