The events took place over three weeks at three appropriately trendy venues in line with the brand’s reputation for being a trend pioneer, continually at the forefront of fashion. The roadshow started on 14 June in Cape Town at a converted church, moved next to Durban’s Institute of Fashion and Art on 21 June and wrapped up at a retro warehouse in Johannesburg on 28 June.

At each event, guests arrived to a total sensory experience of the Ray-Ban brand. They were invited to walk around, watch the current promotional NEVER HIDE videos, and most importantly, try on and view the product in a fun interactive way. A showcase of the massive product variety offered by Ray-Ban was laid out exhibition-style and the various collections, including the latest product, were displayed with
guests encouraged to connect with the different frames, and experience the quality up close.

Highlights of the display included the Icons – Ray-Ban’s signature designs – exhibited with plaques to tell each of their stories, and the Hall of Frames (frames that have been customised by local Ray-Ban musos).

Guests were then formally welcomed by the celebrity MC’s - brand ambassadors, Gareth Cliff (in Johannesburg) and Colin Moss (in Durban and Cape Town). The presentation segment of the day included an overview from the Ray-Ban team on the business side of the brand, facts and figures; as well as exciting marketing activity that continues to create demand and drive sales for Ray-Ban in the market. The day ended with an inspirational talk from visionary businessman, Patrick Coetzee, who gave valuable insight into realising one’s full potential as a retailer. His passionate presentation style hit the mark and achieved the aim of inspiring the attendees of the event; with the aim for them to go back to their stores
and inspire their staff to sell through on the world’s most sought-after eyewear brand.

Guests left with a generous goodie bag, as well as a renewed sense of inspiration and enthusiasm, and a greater understanding of the brand – with retailer feedback confirming the success of this hands-on approach to building relationships. Since the events Luxottica South Africa has seen a substantial growth in both Ray-Ban sun and optical sales, a local trend that Ray-Ban is confident will continue well into the future.