Recently Luxottica opened the largest and most spectacular Sunglass Hut store until now at Sydney. The store is about 300 m2 and has several different “lifestyle” corners. The “Luxury Room” hosts the more exclusive (Luxottica) brands but you can have a look as well in the “Sport & Lifestyle Room”. Eyecatcher in the store is the large chandelier made of hundreds of recycled aviators. Although you can choose from as many as 1400 styles, the offer looks less massive as you might think, thanks to the smart segmentation. Today, segmentation is important for every optical store in order to inspire a varied group of customers. The young trendy skateboard dude looking for the coolest pair of sunglasses demands a different approach as the older man or woman searching for a nice optical frame. The choice for one particular segment is a perfect option as long as this choice is consequently executed in both the store as the communication. Not choosing at all, thinking the old school optical store will do for another ten or twenty year, is definitely not an option!
