LensCrafters Focuses on Fashion

CHICAGO For most of its 30-year history, LensCrafters has been known for its blue-and-red clock logo and its ability to deliver prescription eyewear in under an hour. But over the past few months, the company has been revamping itself into a purveyor of stylish accessories.

Since April, the Mason, Ohio, company has undertaken a repositioning that has included a new ad campaign touting its fashion options, a revamped, more user-friendly Web site and an overhaul of its 900-plus stores.

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