Ray-Ban in the 1980s

The 1980s proved to be a renaissance for Ray-Ban, not just culturally (as we’ll see) but also in terms of product development. Interestingly, the brand’s key “innovation” of this era was less about new technology and more about strategic revival of its classics. Early in the decade, Ray-Ban (still under Bausch & Lomb) made a pivotal tweak to the Wayfarer design: in 1981-82, considering declining sales, they contemplated discontinuation, but instead gave the Wayfarer a minor facelift and commissioned trendy photo shoots to modernize its image . The frame was slightly refined (some Wayfarers in the ’80s had a less extreme tilt to the lenses compared to the ’50s version), and a variety of new frame colors were introduced – from flashy reds and blues to tortoise patterns – to appeal to fashionistas.

On the new product front, Ray-Ban expanded the Clubmaster series in the mid-80s. The Clubmaster, which took inspiration from 1950s browline glasses, was introduced around 1986 . It featured a combination frame (plastic top, metal bottom rim) and evoked a retro intellectual vibe. Though browline eyeglasses had been popular in the ’50s (Malcolm X famously wore them), Ray-Ban’s Clubmaster sunglasses brought that vintage style into the ’80s with great success. By some reports, the Clubmaster became the third best-selling style of the late ’80s, right behind the Wayfarer and Aviator . It didn’t hurt that Michael Douglas sported tortoiseshell Clubmasters in the 1987 film Wall Street, giving them a yuppie-chic image.

Ray-Ban also issued a special edition called The General in 1987 . This model was essentially a beefed-up Aviator with a bold upper bar and squarer lenses – explicitly designed as a tribute to General Douglas MacArthur’s famous WWII sunglasses. The General capitalized on the enduring military chic trend and gave Ray-Ban an “American hero” themed product for its 50th anniversary. It became a hit among those who wanted an extra-strong dose of that Aviator style.

On the tech side, Ray-Ban didn’t introduce anything as radical as Ambermatic this decade, but they did improve lens coatings and materials incrementally. Mirror coatings in various hues (silver, blue, etc.) became widely available on Aviators and Wayfarers in the ’80s as mirror shades were very fashionable. Ray-Ban also started using a new high-strength nylon material for some frames (like certain Wayfarer variants) to make them lighter and more comfortable. By the end of the ’80s, polarized lenses – once a niche – were offered on many Ray-Ban models as a premium upgrade, recognizing consumers’ growing interest in enhanced glare reduction (fishermen and drivers particularly sought these).

In essence, the 1980s for Ray-Ban weren’t about launching dozens of new models (in fact, they trimmed some of the less popular ’70s styles). It was about streamlining and supercharging the icons: the Aviator, Wayfarer, and newcomers like Clubmaster. That focused lineup, paired with some special editions and colorways, prepared Ray-Ban to fully exploit the massive wave of publicity coming from pop culture.

Ray-Ban’s turnaround in the 1980s is often cited in marketing textbooks – it’s a case of a brand deftly leveraging pop culture to resurrect and elevate itself. At the dawn of the decade, Ray-Ban’s cachet was at a low ebb (especially for Wayfarers). The brand’s strategy, guided by Bausch & Lomb’s realization that they had a classic that just needed reintroducing, was to create desire through visibility. The 1982 product placement strategy was the linchpin. For relatively little cost, Ray-Ban essentially got endorsements from Hollywood’s biggest stars without having to pay them directly – the characters they played did the selling. This clever tactic resulted in Ray-Ban being featured in over 60 films and television shows from 1982 to 1987 . The consistent presence of Ray-Bans in media not only boosted sales immediately but rebuilt the brand’s long-term cool factor.

Sales numbers tell the story. In 1980, fewer than 20,000 Wayfarers sold; by 1987, Ray-Ban was moving 1.5 million Wayfarers annually in the U.S. alone . Aviator sales similarly jumped into the millions per year by the late ’80s . Ray-Ban went from being a brand that B&L considered phasing out, to accounting for a significant chunk of Bausch & Lomb’s revenue. According to reports, Ray-Ban’s global sales in 1988 were so strong that B&L struggled to keep up with orders . Factories were running at full tilt (they even had to open new production lines) and some popular models were on back-order due to demand outstripping supply .

On the marketing front, Ray-Ban evolved its messaging to suit the youth. In 1987, they launched a campaign around the slogan “Never Hide” – encouraging individuality and confidence, much of which was inspired by the organic message their product placements conveyed: be yourself, and look cool doing it. (The “Never Hide” moniker would formally title a campaign in 2007, but the ethos was born in the ’80s.) Ray-Ban ads in the late 80s often featured diverse groups of people – rockers, surfers, businessmen – all wearing Ray-Bans, subtly saying that whoever you are, Ray-Ban complements your style by letting your personality shine. This broadened the brand appeal beyond just the movie associations.

Additionally, Ray-Ban took care to manage its distribution and pricing to maintain an image of attainable exclusivity. They weren’t super cheap (roughly $40-$50 a pair in the 80s, about $100+ today), but they were within reach for many consumers, especially given the aspirational draw. The brand also fought counterfeits and cheap knockoffs aggressively, knowing that scarcity and authenticity were part of its allure. They introduced more distinct branding on the products (like the logo on lens, and subtle RB engravings on the frames) to help customers spot fakes – a practice that increased as copycats flooded flea markets.

By the end of the 1980s, Ray-Ban was on top of the world. However, there were storm clouds forming in the eyewear industry as tastes started to shift again and new competitors (like Oakley) emerged strongly. Ray-Ban’s strategy to this point had been hugely successful, but the brand would soon face a new challenge – the tumultuous 1990s – which required a different approach. Nonetheless, the 1980s solidified Ray-Ban’s legend; it was the decade that turned Ray-Ban into not just a sunglasses brand, but a piece of Americana.