Product innovation at Luxottica: a journey through the use of materials and the study of a proper fit.

Abstract

Eyeglasses have become an irreplaceable object in our daily life. They are used as a protection/eyesight correction tool, but also as an essential accessory to express personal style. Even if at first glance they seem very simple tools, they went through a long historical socio-technological evolution as their shapes and materials evolved to adapt to people’s needs and tastes thanks to the introduction of the most advanced technologies. A complex study is hidden behind every new model as it represents a combination of tradition and innovation, where the historical heritage of the fashion houses and the know-how of the eyewear companies are melted with science and technology. This work examines the evolution of the eyewear inside the multinational company Luxottica focusing the attention on two of the key elements that have contributed the most to its continuous improvement: the study of a proper fit and the use of materials. To understand how this artifact has guided the company towards continuous growth, eight interviewees have contributed to trace the main steps of the product evolution. This research has demonstrated that innovation is not only a key pillar at the base of Luxottica’s strategy, but the firm has been able to use historical narratives to create an internal culture and an organizational identity based on the pursuit of continuous improvement. Moreover, it has been proven that product development doesn’t follow a linear process, but it is influenced by various actors, among which customers cover one of the most influential positions. That means that the collection of customers’ reactions and the forecast of future desires have become indispensable to meet their expectations and reduce the possibility of failure. As the interviewees revealed that in the last fifteen years investments in innovation are constantly growing, should we expect the company to follow its historical innovation strategy, or is it going to take more risks?