Oakley as the Worlds Greatest Renowned Eyewear Corporation - Research Paper Example

Oakley Oakley Oakley Inc. is one of the world’s greatest renowned eyewear corporation. Oakley Inc. is a high-performance eyewear designer, producer, and distributor whose brand are driven to conflagrate imagination by the unification of science and art. It was founded in 1975 by Jim Jannard with its base in California’s Foothill Ranch. The company’s investment in innovation has seen it emerge as a market leader in optical technology. In addition to its success in sunglasses, goggles and prescription frames and lenses manufacturing, Oakley has flourished in apparel, watches, accessories and footwear. The brands quality is evidenced by celebrity endorsing it, particularly by the athletes. For instance, Lance Armstrong chose to wear Oakley products in the Winter Olympics in 2006. Also, in 2010, the miners who got trapped in a mine for seventeen days in Chile were offered Oakley sunglasses to protect their retinas after reaching the ground during the saving pursuit. The military, Hollywood stars, and royalties are also among the users of Oakley products. Eldridge (2011) asserts that, Oakley products are not only worn for fashion purposes, but owing to the quality thereof. Indeed the fusion of science with art has enabled athletes redefine what is thought to be impossible physically. The exclusive research and technology as evidenced by the ideal balance 3-point frames, which are calculated at providing the user with optimum optical alignment, comfort and stability makes the Oakley brand stand out. The pressure points inherent in ordinary frames are obviated from Oakley frames while facilitating an accurate and sharp vision. Much emphasis is paid on the clarity and sharpness of the image that the prospective user should acquire, as such; the Oakley products have High Definition Optics (HDO) lenses. Oakley lenses also ensure that no harmful ultraviolet or blue light penetrates to the eyes of the user (Eldridge, 2011). The lenses are designed is such a way that the harmful rays get filtered into the lens as opposed to a mere coating that can run out with the passage of time. Oakley offers a variety of options for the prospective user in terms of color and style. For instance, there are iridium and polarized lenses, whereby iridium refers to a coating with the ability of cutting some light and enhancing others, whereas polarized lenses prevents bouncing light from other surfaces from reaching the eye. The SwitchLock feature enables users to vary the lenses promptly in order to grant optimum visibility in various situations. The XYZ Optics enable clear visibility across contours on the lens and protects against the sun and the wind from the side (Eldridge, 2011). The availability of a wide range of styles and cuts that suit everyone’s taste makes Oakley glasses look appealing to both women and men. Oakley eyewear contains a hydrophobic coating which is meant to bar seating and rain from ramping up on the lenses. It also creates a blot-resistance shield against dust, sunscreens, skin oils and lotions (Eldridge, 2011). The HDO lens, as a technological feature, also helps in preventing moisture and dust from sticking on the lenses. The company has employed different brand-building strategies in order to increase the company’s products perceived value. After staying successful in the industry for a long period of time, Oakley has been successful in establishing loyal customer relationship with various product users. As Noiboonturm (2009) asseverates, it has turned out to be an ordinary thing for a consumer to spend as much as a hundred dollars in purchasing a pair of Oakley sunglasses. She recalls buying her first pair of spectacles at a hundred and thirty dollars despite the cheaper alternatives available. Her decision was based on the product’s total value against its cost. It is evident that her perceived value of the product exceeded the cost, hence the purchase. Unfortunately, she accidentally cracked the flame after sitting on the sunglasses. Her dilemma was how to replace the expensive product. However, she was advised to contact the Oakley’s customer assistance centre who solved her problem by sending her a new replacement frame for a subsidized price of twenty five dollars. Noiboonturm represents a huge number of first time Oakley customers who become loyal from the kind of treatment they acquire from the company. Although the Oakley Company is not at fault for damaging the glasses, it is the company’s policy to give replacements to customers at a relatively low price, in its pursuit to build up long customer relationships. A customer is compelled to buy Oakley products not only for its technological features and quality, but also owing to the positive reputation the company has with previous customers. Oakley has also strengthened its customer loyalty through sponsorships. As Noiboonturm (2009) avows, Lance Armstrong’s battle with cancer was backed by Oakley’s sponsorship since he was one of the elite athletes. Having no health insurance at the climax of his cycling career, Lance was relieved by Oakley’s persistent plea for its corporate insurance agent to cover Lance in spite of him not being an employee. Noiboonturm states that her loyalty to the brand was reaffirmed after reading this story. The long-term relationship that Oakley has built with its customers has seen it grow over the years and its emergence as the top brand in its sphere can be attributed to customer loyalty. Since the eyewear business is lucrative, Oakley faces stiff competition from other eyewear corporations. However, its myriad exclusive features of its products make Oakley an all-time favorite of the masses. As by the postulation of Sheft-Ason (2011), Kaenon is the major competitor of Oakley which specializes in luxury performance eyewear. Kaenon uses a self-invented polarized material for the lens called SR-91. TR-90 frames and metal alloys are imported from Italy for use in its headquarters in Newport Beach, California. The frames are usually curved so as to cater for the various functions that the brand produces; Kore, lifestyle and luxury performances. Although the Kaenon brand has numerous advantages ranging from lightness to the comfortable visions offered, the Oakley brand surpasses as the best since it has the SwitchLock feature that enables the removal of the lenses to suit different settings, a unique hydrophobic pen that is used to coat the glasses and a snug fit. In addition, the Kaenon brand is not suitable for high performance because of its fit. Wiley X is also Oakley competitor which majors in the manufacturing of protective eyewear for the veterans apart from the tactical gloves the brand produces. Wiley X continues to provide protection for the soldier’s visions in order to enhance their performance in various settings. Wiley X brand ensures a maximum UV light protection, RX-ready models and a vision that is free of distortion for the soldiers. The brand is also fit for high performance given its snug fit, just like the Oakley brand (Freeman, 2013). However, Covenant (2012) substantiates the Wiley X brand is prone to sweat and fog building up on the lens to bar clear vision. The lenses for light adjusting are not functional since they stay clear always. In a veteran setting, nothing should be left for chances. The soldiers should be fitted with the best eyewear like the Oakley brand that overcomes all the shortcoming of the Wiley X brand. Conclusion Oakley Inc. is one of the world’s greatest renowned eyewear corporation. Its innovation-driven nature has helped it provide the users with 3-point flames, HDO lenses that contain a hydrophobic coat and a variety of colors and styles for the consumers to choose from. In addition, the strong long-term relationship building strategy employed by the company has helped in loyalty creation and customer satisfaction. Despite the stiff competition, the best will always be at the top, as Oakley is doing. References Covenant, J. (2012, May 30). Wiley X Product Description (msg 13). Message posted to http://www.mtbr.com/cat/mtb-apparel-and-protection/eyewear/wiley/x-protective-optics-rebel/prd_351179_118crx.aspx Eldridge, M. (2011, November 7). 10 Reasons to Choose Oakley Sunglasses and Safety Glasses. Safety Glasses USA. Retrieved from http://blog.safetyglassesusa.com/safety-tips/10-reasons-to-choose-oakley-sunglasses-and-safety-glasses Freeman, M. (2013, November 11). Wiley x®, inc. Honors and Recognizes Our Nation’s Veterans As It Protects The Vision Of Today’s Military. Tactical news. Retrieved from http://www.wileyx.com/tactical/news.aspx Noiboonturm, P. (2009, March 9). Oakley Creates Value, Satisfaction and Customer Loyalty( msg 1). Message posted to http://forum.belmont.edu/business/2009/03/09/oakley-creates-value-satisfaction-and-customer-loyalty/ Sheft-Ason, J. (2011, January 8). Best luxury sunglasses by Oakley, Revo and Kaenon. Forbes. Retrieved from http://www.forbes.com/sites/jessicasheft-ason/2011/08/01/83/ Read More