According to Luxottica, its parent company, Oakley is expected to book double-digit growth this year, partly because of its presence at the Olympic Games in London, where it will be worn by 600 athletes from more than 30 countries. As the sponsor of Team USA at the Olympics, it started to market a line of Team USA clothing last November. The sungless banr will also continue to roll out its Oakley Custom Program, relying on its growing online business. It will launch a sports-specific line of prescription frames and strengthen its collections for emerging markets. The management is particularly bullish about Brazil, which could become its second-largest wholesale market following the recent acquisition of the biggest local player, Tecnol. Brazil has become a success story for Oakley, representing 2.5 percent of the brand's global sales. It has become an all-around lifestyle brand there, with a notoriety rate between Adidas and Louis Vuitton, thanks to the expansion of its local range of clothing, which represents one-third of its sales in the country (more in EyeWear Intelligence).

Topics