Vision Y: Shaping the future of eyewear industry through the eyes of the Millennial consumer

This paper sets out how Luxottica, the eyewear company, used a 360-degree research program in seven countries to connect with Millennial consumers and drive its future brand strategy.

Vision Y: Shaping the future of eyewear industry through the eyes of the Millennial consumer

Simona Sbarbaro and Giuseppe Tonolini Luxottica Group and The Marketing Lab

Introduction: Getting ready for the meeting

Another study on Millennials?

The Millennial target has been over-researched over the recent years. Articles and studies have multiplied not only about Millennials' values and habits but also on ways of targeting them to market products. So why another study on Generation Y? Is it all about looking cool and up to date?

In reality, there are some important reasons why the Millennial target is...

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