Hip-Hop Revolutionises Eyewear Giant's Brand Identity
Milaan, donderdag, 3 juli 2025.
Essilor-Luxottica is making a bold strategic shift by appointing hip-hop artists A$AP Rocky and Travis Scott as the faces of Ray-Ban and Oakley. This unconventional marketing approach marks a significant transformation in brand positioning, replacing traditional communication methods with a dynamic, culturally relevant strategy. By selecting influential music artists with billions of streams and strong streetwear connections, Essilor-Luxottica demonstrates an innovative ambition to reach young, urban consumers and fundamentally redefine brand perception.
Strategic Brand Repositioning
Essilor-Luxottica has introduced a remarkable marketing strategy by appointing A$AP Rocky and Travis Scott as brand ambassadors for Ray-Ban and Oakley respectively. This approach marks a significant shift in brand identity, replacing traditional communication strategies with a more culturally relevant approach [1][2].
Hip-Hop as a Marketing Instrument
Travis Scott’s appointment as ‘visionary in chief’ at Oakley follows his years-long association with the brand, including the incorporation of Oakley products in his wardrobe. His album Utopia reached 4,000 billion streams, underlining his cultural influence [1].
Brand Evolution
The strategic shift fits into a broader transformation where Essilor-Luxottica is renewing the brand identity of Ray-Ban and Oakley. The company seeks to connect with urban fashion and music culture to appeal to a younger, more dynamic target audience [2][3].