Legacy of the 1970s

The 1970s saw Ray-Ban further adapt by developing products for two seemingly opposite arenas: the high-glamour fashion scene and the rugged sports/outdoors world. On the fashion front, the brand introduced models like the Ray-Ban Vagabond and Ray-Ban Stateside – both acetate-frame sunglasses that embraced the era’s love for big, bold accessories . The Vagabond and Stateside came in an array of colors and lens options, including the standard G-15 and new mirrored lenses (branded as G-31 mirror) to cater to the flashy disco aesthetic . These designs had a distinctly ’70s flair: think wide frames, sometimes with a two-tone color scheme or decorative touches. Such glasses were as much about making a style statement at the nightclub as they were about sun protection at the beach.

Simultaneously, Ray-Ban doubled down on functional innovations for outdoor enthusiasts. A big breakthrough was the development of the Ambermatic lens in 1974 . Ambermatic was a photochromic lens – it changed tint density depending on light and temperature. In cold, bright conditions (like on a ski slope or mountaintop), the Ambermatic lenses would darken to a brownish shade; in warmer or lower-light settings, they would lighten to a nearly yellow amber. This technology was a boon for skiers and mountaineers. Ray-Ban built an entire campaign around Ambermatic, marketing it as the perfect ski goggle replacement. They even released special Aviator and Outdoorsman variants with Ambermatic lenses. These sunglasses gave unparalleled contrast and “HD vision” in snow, as the amber tint enhanced shadows and outlines against the snow . A limited reissue decades later in 2012 for Ray-Ban’s 75th anniversary underscored how iconic the Ambermatic innovation was .

For true sports specialists, Ray-Ban also created extreme-purpose models. One example: sunglasses for mountaineering that featured leather side shields and a nose bridge cover (often referred to as “glacier glasses”). While akin to styles by Vuarnet or Julbo, Ray-Ban’s version leveraged its mirror-coated lenses and durable frames to compete in this niche . The company even touted the introduction of prescription sunglasses (RX-able frames) in the ’70s – a leap that allowed those with vision correction needs to finally wear Ray-Bans tailored to their eyesight .

Ray-Ban didn’t abandon its core models either: the Aviator got new mirrored and gradient lens options, capitalising on the mirror shades craze among police and pilots; the Wayfarer was produced in some new colours (though its popularity was dipping); and the Olympian and Balorama continued to sell steadily, especially to those inspired by action heroes of the day. In short, the 1970s for Ray-Ban were about refining and targeting – refined lens tech like Ambermatic and targeted models for specific lifestyles, from dance floor divas to daredevil climbers.

Economically and strategically, the 1970s were a mixed bag for Ray-Ban. The brand started the decade riding high on its diverse ’60s lineup, but by the late ’70s it had to confront a more crowded market and shifting consumer preferences. Ray-Ban’s strategy focused on solidifying its niche in every segment: If fashion went big, Ray-Ban had big frames (Vagabond/Stateside). If sports eyewear grew, Ray-Ban had high-performance options (Ambermatic, Outdoorsman). This hedging strategy ensured that Ray-Ban never became irrelevant, even if one segment cooled off.

One significant strategic move was the push into sporting goods retail. Previously, Ray-Bans were mostly in optical stores or fashion boutiques. In the ’70s, Bausch & Lomb placed Ray-Ban displays in ski shops (for Ambermatics), hunting/fishing stores (for Outdoorsman and Shooter models), and motorcycle outfitter shops (for Baloramas and Aviators). This not only opened new sales channels but also reinforced the notion that Ray-Ban had serious gear for serious hobbyists, not just fashion fluff. For example, an ad in a 1970s skiing magazine might showcase a skier wearing Ambermatic Aviators with the headline “From bright sun to overcast – Ray-Ban Ambermatic adapts,” directly targeting that niche .

On the marketing front, Ray-Ban in the ’70s capitalized on its legacy. One could find print ads nostalgically referencing “trusted by US Air Force pilots” alongside images of modern users. They also began using taglines emphasizing authenticity, like “The look is real… the Ray-Ban look” in contrast to the proliferation of imitators. This was increasingly important because competitors were encroaching. Brands like Vuarnet (with their own distinctive Skilynx lenses) and Oakley (founded 1975, starting with motocross glasses) were emerging to challenge Ray-Ban’s dominance in sports and youth markets. Ray-Ban’s response was essentially to stay true to itself – they didn’t radically overhaul their identity, but rather leaned on what had always worked: quality, style, heritage.

Financially, Ray-Ban likely saw slower growth in the late ’70s than earlier. Industry observers noted that by 1980, Wayfarer sales were at a low point (reportedly under 20,000 pairs per year in the US by 1980, down from hundreds of thousands in the ’60s) . Aviators were still selling steadily, but even they weren’t the hot new thing – that was about to change with some timely Hollywood help. Ray-Ban’s revenue in the ’70s also would have been affected by inflation and economic turmoil (oil shocks, recessions) that curbed luxury spending. Through it all, though, the company remained profitable and retained its crown as the top sunglasses brand. It’s telling that when the 1980s began, Ray-Ban had such strong brand equity that with a few astute marketing decisions, it would roar back into mega-popularity. The 1970s, then, can be seen as Ray-Ban’s resilient interlude – a decade of holding ground, refining products, and waiting for the right moment to once again dominate the cultural zeitgeist.