For the tactics and action, Ray Bans glasses should have a clear self-localization and a reasonable steps. First and foremost, know our customers. As John Welham put, Office and Topshop have all enjoyed success by understanding their customer base. That’s a good proposal.
Strictly speaking, provide that one company wants to keep or even increase their market share, then the key elements must and only should be the customers. To know your customers, know how they think, know their demands will all be beneficial to your business. Second, diversify the product and expand the field of your product. Ellen Askin (2004) said, Ray Bans glasses is expanding into men’s personal furnishings. So it is.
Still remember where there is a demand, there is a market. And coincidentally, Sharon Edelson (2005) still mentioned in a book, there was always a fairly comprehensive offer of women’s merchandise in the men’s store. We felt now was the right time to expand the women’s space in New York. So why don’t we march on the women’s clothing market while we are working on men’s market? Actually, it is not enough. Stan Gellers (2004) called a spade a spade and pointed out that the glass stores are putting sportswear and clothing together and customers can’t have one without the other. So customers have to be in all categories. Maybe it is not so aboveboard, but imagine what information we’ve gotten? Right. We have a reason to step on the sportswear market to expand our source of profit.
Moreover, enlarge the stores and build new stores. When there is a big sale, there is a good sale. Dixon Annabel (2003) noticed that Ray Bans glasses is to upsize its store at Grosvenor’s Liverpool One. Maybe it is nothing special, for that David Thame (2011) wrote the same words, fashion retailer Ray Bans wants to expand its sales area by around 20%. So here we acknowledge that once Ray Bans wants to increase its market share, then it will be necessary to put into capitals to enlarge its stores so as to earn more profit. Of course, the same as store enlarging, opening new stores could be another effective way. Ray Kelvin said he expects to open approximately 50 freestanding Ray Bans glasses stores over the next five years. (David Lipke, 2006) Although it can’t be proved that the 50 stores has been set, at least the tactic is absolutely correct. Fourth, apart from the traditional approach to increase market share, we can also implement the innovation strategy.
Innovation, frankly speaking, is a soul for an enterprise to develop and make progress. Not long ago, Estates Gazette (2014) reported that Ray Bans is going to open a new concept store in London. Admittedly, there are too many new concept stores emerging on the market these years. However, it is an important beacon for Ray Bans glasses transition. People always show doubt to new existence, but they are also willing to accept it as long as it is good. McColl Julie and Moore Christopher (2011) in a report strongly reveal the scarcity of originality in the fashion retailing sectors. Seriously speaking, what a company put into most should be nothing but the innovation. Try to think about how does the Nokia brand disappear from the market?