RAY-BAN OPENS SHOP-IN-SHOP
By Adnews Staff
New York-based Bausch & Lomb launched the first shop-in-shop outlet for its Ray-Ban sunglasses brand at a Toronto Bay store last week. Bausch & Lomb plans to extend the Ray-Ban shop-in-shop concept globally, including outlets in Vancouver and Montreal-area Bay stores. The new store carries the entire line of Ray-Ban sunglasses and will introduce apparel and accessories carrying the Ray-Ban logo. Ray-Ban's history as the first sunglasses created specifically to help U.S. Army Air Corps pilots overcome sun glare is featured prominently in the shop. Jennifer Lawrence, Bausch & Lomb Canada's eyewear business manager, told Adnews the store-in-store concept will reinforce the Ray-Ban brand by taking an advertising message directly to consumers. Bausch & Lomb has long-term plans to roll the shop-in-shop concept out to other retailers, she said. Ray-Ban's traditional advertising mix, which will continue to run, includes a combination of outdoor and print. The ads are created by Ray Ban's U.S. agency and are adapted for Canada by Scott Thornley & Company Inc. of Toronto. Optimedia, also of Toronto, handles media buying in Canada.