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Sravanthi Challapalli

According to Ms Dutt, Oakley adopts a "reverse marketing" approach. It wants consumers to approach it rather than the other way round.

Chennai , Nov. 6

OAKLEY, the American brand of eyewear marketed by Eternity Lifestyle, seeks to grow through minimum advertising `pull' tactics. The brand, which is about a year old in the country and available in 60 stores in the larger cities and towns, is adopting a two-pronged distribution strategy.

The products, which are priced between Rs 4,500 and Rs 7,500, are available through eyewear dealers and opticians as well as in multi-brand outlets and retail stores, including certain branches of Shoppers' Stop.

Speaking to Business Line, Ms Babita Nandra Dutt, National Business Development Manager, Eternity Lifestyle, said the brand now sought to enter specific boutique shops in the metros. It was also approaching cricket and golf shops to stock the brand there.

According to Ms Dutt, Oakley adopts a "reverse marketing" approach. It wants consumers to approach it rather than the other way round. Though it is used by some of the most famous people in the world including Tom Cruise, Michael Jordan, Sachin Tendulkar, Saurav Ganguly, Rahul Dravid and Wesley Snipes, it does not rely on advertising or celebrity endorsements to sell. It was the brand that had to take centre-stage and not the personality, she said.

Oakley is positioned as a lifestyle and performance eyewear brand, Ms Dutt said, adding that it had surpassed the standards set by the American National Standards Institute even for industrial eyewear.

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