The effect of meteorological conditions on eyewear sales: a forecasting analysis for Essilor-Luxottica.

The world of fashion and seasonal collection management represent areas of great interest for economic research, with a particular focus on the various factors that influence consumers, including brand, style and influencers. With the increasing importance of data-driven strategy in business, this thesis aims to combine these trends to offer a quantitative approach useful for marketing strategies and collection management. The research's goal is to examine the influence of external factors, particularly weather, on sales of glasses, an accessory known to be highly susceptible to seasonality. This study will be applied to a case study of Essilor-Luxottica, world leader in the eyewear sector, which aims to offer eyewear not only as an accessory of necessity, but above all as a luxury and trendy accessory. This thesis takes a quantitative approach, analysing daily sales data cross-referenced with weather data to identify seasonal and geographical patterns. The analysis focuses on predictive models that will allow strategic collection management and marketing campaigns to be optimised.