2010s

In the 2010s, Ray-Ban built upon its resurgence by diving headfirst into the digital, tech-infused era and catering to the growing consumer desire for personalization. One of the hallmark initiatives was the introduction of Ray-Ban Remix, an online customization platform launched around 2013 . Through Remix (accessible via Ray-Ban’s website), customers could design their own pair of Ray-Bans – choosing frame model, color, lens type (including a spectrum of tints or polarization), even engraving a personal message on the temple. This was a pioneering move in eyewear at the time, giving individuals the ability to get a truly unique product while still sporting the iconic Ray-Ban logo. Remix proved popular among the digitally savvy generation; by allowing over 150 possible frame/lens combinations , Ray-Ban tapped into the “age of the selfie” where having something that stands out was a plus .

Simultaneously, Ray-Ban launched its own e-commerce and improved social media presence. The brand became highly active on Instagram and Facebook, sharing user-generated content of fans in Ray-Bans (an embodiment of “Never Hide”) and showcasing new drops. They created interactive content, like filters and AR try-ons, staying on-trend with tech. This digital-forward approach helped Ray-Ban maintain its cool factor with millennials who were coming of age in the 2010s.

Product-wise, Ray-Ban continued to modernize classics and introduce new variants. The Wayfarer II and Clubround (a hybrid of Clubmaster top and round lenses) were launched to capitalize on vintage vibes with a twist . The brand also experimented with materials like LiteForce – a thermoplastic introduced in the early 2010s that made frames ultra-light yet durable . LiteForce aviators and Wayfarers gave options to those who wanted the look without the weight, a subtle innovation to keep comfort at the forefront.

Ray-Ban wasn’t shy about collaborating either. While not as collab-heavy as sneaker brands, they did partner with the likes of Ferrari (for a co-branded Ray-Ban Scuderia Ferrari series with red accents and Prancing Horse logos) and numerous fashion retailers on exclusive colorways. These limited editions created buzz and drew in collectors. Ray-Ban also occasionally nodded to its past with reissues – e.g., bringing back the Ambermatic lenses in a special 75th anniversary collection in 2012, limited to 18,000 pieces worldwide . Such moves pleased the hardcore fans and heritage enthusiasts.

A major development was the launch of Ray-Ban Studios in 2016 . Ray-Ban Studios is a creative hub and platform where the brand collaborates with musicians and artists on special projects and capsule collections. By setting this up, Ray-Ban essentially institutionalized its relationship with music culture that had been informal in decades prior. Through Studios, they released limited sunglasses co-designed by artists (like DJ **Nina Kraviz’s cat-eye “Nina” frames in 2018 ) and hosted music events and content. This further ingrained Ray-Ban in the festival and music scene – a smart play as live music and festivals boomed in the 2010s.

Business and Market Dominance Entering the 2010s strong, Ray-Ban solidified its position as Luxottica’s crown jewel and the world’s top eyewear brand throughout the decade. Sales growth was robust globally, especially in emerging markets. Luxottica (which merged with Essilor in 2018 to form EssilorLuxottica) consistently highlighted Ray-Ban’s performance in financial reports, noting its double-digit growth in many quarters. By mid-2010s, Ray-Ban was estimated to be a $2+ billion per year brand , outpacing competitors handily.

A huge factor was Ray-Ban’s dominance in the sunglasses specialty retail space. Sunglass Hut, which is ubiquitous in malls worldwide, prominently features Ray-Ban as its lead brand. According to reports, Ray-Ban often occupied 20% or more of Sunglass Hut’s inventory and an even larger share of its sales. With Luxottica owning Sunglass Hut, Ray-Ban always got prime shelf space and promotion, creating a self-reinforcing cycle: people go to Sunglass Hut asking for Ray-Bans, and seeing them front-and-center encourages more to buy. Even independent optical shops, knowing the draw, devoted significant display to Ray-Ban.

Luxottica also strategically raised prices on certain Ray-Ban lines during the 2010s as the brand premium strengthened. Limited editions and new tech models like Chromance (Ray-Ban’s high-definition polarized lenses introduced later in the decade) were priced above the standard. Consumers didn’t blink – Ray-Ban by now had the credibility to command $200+ for a pair if it offered something special.

Moreover, Ray-Ban extended its product categories. The optical (prescription glasses) side became a big component. Many who never needed sunglasses still knew Ray-Ban through their eyeglasses frames – a market that brands like Oakley or Maui Jim don’t play in as much. By offering styles like the Clubmaster and Aviator in eyeglasses form, Ray-Ban captured office workers and students who wanted that intellectual yet stylish vibe. It’s telling that by late 2010s, you’d see Ray-Ban frames even in tech offices (the stereotypical Silicon Valley programmer with horn-rim Ray-Bans without lenses as a fashion statement).

One metric of brand health is also its secondary market and counterfeit prevalence. In the 2010s, Ray-Ban had to continually fight off a plague of fake Ray-Ban websites and Instagram ads selling knockoffs – a byproduct of immense demand. The company worked with authorities to shut down thousands of counterfeit listings and even introduced things like RFID tags on some models for authentication. While annoying, this “Ray-Ban spam” underscored just how desirable the product was worldwide.

All told, the 2010s saw Ray-Ban not only maintain the comeback it achieved in the 2000s, but accelerate it. By the end of the decade, Ray-Ban was stronger than ever: an expanding lineup, a finger on the pulse of culture, and financial results that made it one of the most successful fashion accessories brands on the planet. The challenge ahead was to continue innovating in an ever more tech-oriented 2020s, where wearables and smart devices would intersect wåith eyewear – and indeed, Ray-Ban had plans brewing on that front as the decade closed.