Annual Report 2017

Global consumer megatrends

From a growing demand for fashionable products through to an increased awareness of health and lifestyle, to personalization as status symbol – consumer attitudes and purchasing decisions have been evolving and reshaping the eyewear industry.

Growing demand for fashionable products

Aesthetics have become a strong determinant in consumer preferences. With the emphasis moving from eye care to eye wear, and despite the medical considerations in this category, more purchases are moving to fashion-related channels. GrandVision responds to this trend through its portfolio of Exclusive Brands. This recently included the launch of the new ‘Mask it up!’ collection; a product that combines optical frames and sunglasses in one.

Health, lifestyle and awareness

The global health and wellness trend has permeated almost every consumer industry, and eyewear is no exception. As a result, consumers have become more proactive about preventive eye care. As GrandVision strengthens its market position as a global platform in every aspect of eye care, it is using its channels to promote eye health and conduct community initiatives that educate and create awareness about eye care. For example, our UK brand, Vision Express, has a dedicated area for eye health and eye care on its website and gives practical advice and educates about how to take proper care of your eyesight.

Premiumization

Premiumization is a major driver in today’s global eyewear market. As technological advances and innovation drive growth, the quality and features of eye wear products are notably increasing. With this trend has come a growing demand for premium lenses, contact lenses and sunglasses. GrandVision therefore offers different types of lens packages with varying levels of performance; from the latest technological developments and tailor-made options for the best possible vision, to great value ranges that are suitable for all budgets – available in both single vision and varifocal versions.

Single vision lenses have one prescription across their entire surface and are suitable in all scenarios. Whether as glasses for driving, working or reading, they can include scratch-resistant coating, an anti-reflection or anti-reflection plus blue coating, or be significantly thin and light. In every case, our clear in-store communication and optical specialists provide expert recommendations to find the best lens solution for each customer.

Shopping reinvented

As economic and technological realities evolve, our way to shop is also changing. Nowadays, consumers purchase products and inform themselves across multiple platforms, which makes it necessary that retailers be prepared to engage them at every opportunity. Our simple, safe and honest customer journey complemented by an omni-channel retail strategy ensures that we capture the customers’ needs and expectations across multiple channels, transmitting consistent brand values and experience, and building a long-term relationship with our customers. Our retail banners are present on social media, and use increasingly digital marketing. This includes search engine optimization, paid listings, social media marketing, pay-per-click advertising and e-mail marketing.