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Luxottica Targets Cultural Change in China

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How do you sell sunglasses to a culture where hiding your face is not nice?

Put Luxottica spokesman Dario Scagliotti together with a tech reporter and most of the talk will be ecommerce and omnichannel and balancing technology with the human element. But Scagliotti took a moment in one recent interview to ponder a unique marketing challenge with which the designer-glasses giant is currently wrestling. “A lot of Asian people wear glasses, but in China’s culture wearing sunglasses specifically means that you are hiding your face, and this is not nice,” he said. “It’s part of their culture not to wear sunglasses. So it is a huge market, as we all know. And we want to find a way to break the ice and sell sunglasses to China.”


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