TM

emPower!

Variable Focus Eyewear

Evans Cooper
LXFM 502
May 5/25/2017
 Table of Contents
I. Executive Summary
1.1 Company Overview.. 3
1.2 Product Overview. 4
1.3 New Brand Proposition. 4
1.4 Brand Positioning Statement.... 4
II. The Product
2.1 The Technology. 5
2.2 How emPower Electronic Glasses Work .. 6
2.3 The Product Repositioning Strategy 6
2.4 SWOTS Analysis 7
III. Target Market
3.1 Industry: Eyewear.... 9
3.2 Target Customer Type. 9
3.3 Target Customer Profile 9
3.4 VALS: Achiever. 10
3.5 Segmentation Solution. 10
IV. Industry Analysis
4.1 Market Size 11
4.2 Characteristics of Key Market 11
V. Macroeconomic Analysis
5.1 Political & Legal.. 13
5.2 Economic 13
5.3 Social & Cultural. 14
5.4 Technological... 14
5.5 Natural Resources. 15
5.6 Legal. 15
VI. The Marketing Strategy
6.1 Product. 16
6.2 Price.. 16
6.3 Place.. 17
6.4 Promotion.. 18
VII. The Competitive Landscape
7.1 Potential Direct Competitors20
VIII. Suppliers and Intermediaries
8.1 Suppliers 22
8.2 Intermediaries22
Works Cited. 25

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I. Executive Summary
1.1 Company

Luzerne Optical Laboratories, Ltd. (Luzerne) is the largest independently-owned single location
wholesale optical laboratory in the United States. The company owns the technology and design
patents of the emPower variable focus glasses. Luzerne Optical is a family-owned and -operated
business. It has been in the eyecare industry nationally, as well as internationally, since 1973. The
laboratory services thousands of independent eyecare professionals and also engages in
technology development.

The company is a full-service laboratory and has a strong reputation in the industry for supplying
innovative, quality products, and services. The company has received numerous awards from
leading manufacturers such as Essilor/Varilux, Crizal, Corning, Zeiss, Polymer Technology and
Transitions for outstanding performance and excellence.1

Luzerne introduced emPower eyeglasses in 2011 and has since struggled with branding and
positioning the product. This presentation rethinks the companys marketing strategy and
proposes to reposition emPower as a luxury eyeglass technology brand. We are proposing this
strategy because of emPowers high cost to manufacture as well as our desire to ensure
continuous growth and expansion into a market demographic that will demand and pay for the
product based on emPowers aesthetics, usability, and exclusive pricing.

1.2 The Product Overview

What is emPower!? emPower is the latest in eyewear technology. With just the touch of a finger,
the viewer can change the lense from far sight to near- sight reading view. An invisible, electronic
near-reading segment is activated when the viewer needs close-up vision. When he pushes the
side button again, the view changes back to far sight vision.

The eyeglasses have lightweight composite lenses with a thin, transparent liquid crystal layer that
electronically changes the power of the lenses to add magnifying power for reading and other near
vision tasks when needed and quickly removes it when it is not needed.

The microchip and power source for the lenses are hidden within the temples of the frames.
Wearers have the option of operating the electronic glasses in three modes: manual on, manual
off, and automatic.

When "manual on" is set, the wearer can change the power of the lenses by making a quick
swiping motion with a finger against the temple of the frame. With a second swipe, the magnifying
power disappears, enabling a large, unobstructed field of view for distance vision. When "manual
off" is set, the near power disappears, so no unwanted magnification gets in the way of distance
and intermediate vision for driving, watching television, sports activities, etc. When "automatic" is

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set, added magnifying power appears in the lower portion of the lens when the wearer lowers her
head to read, and disappears when the head returns to an upright position.

emPower variable focus eyewear was introduced in 2011. But due to a series of design, production
cost, and low sales (resulting from poor strategic marketing execution), the company declared
bankruptcy in November 2013 and ceased operations.

Our task: To relaunch emPower and achieve successful results in the luxury eyewear sector.

1.3 New Brand Proposition

Far-sight and reading glasses in one, at the touch of a button, emPower technology gives you one
lens that suits all of your vision needs

1.4 Brand Positioning Statement

To the savvy, sophisticated eyeglass wearer who also has to carry around reading glasses, when
you are ready to lighten your load, try the two-in-one auto-changing lens by emPower. It saves you
the extra hassle of having two pairs of glasses. This patented technology is available only through
select premium quality fashion brands. emPower is your eyeglass for both work and play.

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II. The Product
2.1 The Technology
emPower is a technologically advanced performance eyeglass lense that allows the wearer to
change the vision from her regular eyeglass prescription view to reading glass prescription view
with the touch of a button.

If a person wears bifocals or progressive lenses, this technology will revolutionize the way she
sees and uses her eyeglasses. emPower will:

Focus as fast as a blink,

Provide an invisible electronic near focus zone when desired,
Offer three modes of operation: automatic, manual on, manual off,
Provide wider fields of view compared to a progressive addition lens,
Allow for less distortion than a progressive addition lens,
Vision correction for all ranges of sight: far, near, and in between,
Allow you to turn near reading power off when desired, and
Rechargeable hidden battery.

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2.2 How emPower Electronic Glasses Work:
Hidden in the frames of the otherwise normal-looking glasses, are a microchip, micro-
accelerometer and miniature batteries. Each lens has a transparent LCD layer that can
electronically change its molecular structure, changing the focus only as needed. If viewer
tilts his head down to read a book or peek at an object up close, the accelerometer
automatically detects the motion, sending a signal to the LCD that alters how light is
refracted, change the prescription quietly in a blink of the eye. He can also put the glasses
in manual mode.
So why would anyone choose these electronic glasses compared to conventional
progressive lenses? One answer: With ordinary progressives, the wearer might be lying on
a couch or bed and tilting his head up to watch TV, which would otherwise be a challenge
if he is peering out of that portion of the lens that isn't meant for distance viewing. With
emPower, he would only summons a lens optimized for reading or closeups when one
needs to.
emPower looks and feels identical to today's fashion eyeglasses. It will be available in
numerous colors and styles, including wire (metal), zyl (plastic), rimless and rimmed
frames.
Frames include metal, memory metal, plastic, rimless and semi-rimless in both male and
female styles. All emPower frames include the electronic lenses, electronic control
package with internal power source and charger.2

2.3 The Product Repositioning Strategy

emPower! is an eyeglass technology company that we are re- positioning as luxury eyewear. We
are taking this strategy because the company has gone bankrupt. The company has struggled for
two reasons: 1. the glasses are not appealing in design, as the company has focused so much of
its attention on the technology, and 2. the cost of technology is so high that it requires a premium
price. In short, emPower needs to attract clients who will pay the premium price. We feel those
people are the purchasers of luxury, high fashion brands, and they happen to also embrace
technological advances if they add convenience to their lives. The frames have to be redesigned.
The company needs to use the frame designs of leading luxury fashion companies as well as their
brand following to achieve successful repositioning and significant sales success.

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emPower will become a luxury high technology eyeglass brand that will provide a high-tech,
fashion solution to those who desire savvy, fashionable reading glasses:
emPowers users will be the luxury-brand buyers of the modern life.
Their income will be the upper level, usually working in variety of professional managerial
occupations or entrepreneur, covering practically all industries areas, especially the mental
workers who do considerable reading, writing, or drawing
Their customers will also enjoy life and outdoor activities.
Age: 45+ years of age
Buying habits: Heavy luxury brand consumers.

2.4 SWOTS Analysis

STRENGTHS

Technology50% less peripheral astigmatism / distortion than progressive lens.

Have wider fields of view, including in the near, middle and long distance zone.
Automatic fast focus and vision correction.
Easy to operate and use. Eyewear allows the wearer to be in control of his/her vision by the
simple act of touching the side of his/her eyeglass frames.

WEAKNESSES
Needs more captivating, trendier designs.
High research and development costs.
The initial user may need to practice and adapt to the product.
Requires considerable charging.
Small niche market.

OPPORTUNITIES
Market: The eyeglass market is very large and spans from lower income to upper high
income.
Significant opportunity for luxury brand targeting, particularly in certain cities such as LA
and New York.
High global consumer need for spectacles.
Aging population expanding and living longer, requiring glasses.
Technology expanding. Electronic screens are being used more and more.
Opportunity to expand patent technology.
Technical upgrades available, such as sunglasses and transitions lenses.
Opportunity to enhance frame design.
Mature market with leading industry players, such as Luxottica-Essilor

THREATS
Technological threats from competitors developing knock offs.

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 Ability of some already well-established competitors to produce a cheaper line.
Requires a marketing budget to properly position and keep the product desireable.

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III. Target Market
3.1 Industry: Eyewear

The technology of emPower can be used in many markets, including weldings, academia, and the
broad-range, everyday consumer market -- that is, regardless of occupation. The total market
includes everyone who has to carry a pair of reading glasses with them as a result of age and
vision-reduction and makes over $125,000 per year. Given manufacturing costs, the suggested
retail price is $1,000 to $1,200.

Our strategy is to partner with eyewear designers and manufactures Gold & Wood and Cartier, and
eventually those who hold many of the licensing rights to other luxury brand eyeglasses, such as
Louis Vuitton, Tom Ford, Christian Dior, and Gucci. We will also incorporate two mass-market
brands into our marketing strategy -- Calvin Klein and Ralph Lauren -- given their universal
presences across multiple pricing tiers, including high-end/designer. We suggest a strategic
alliance with Gold & Wood, a premier Luxemburg luxury boutique eyewear company whose
customer base includes actor Samuel L. Jackson, rapper 50-cent, actor Will Smith, and other well-
known celebrities.

3.2 Target Customer Types:

1. Luxury brand buyers who like sophisticated tech-gadgets,

2. Lawyers who do a considerable amount of reading and have the income,

3. Well-established doctors who consistently put on and take off their glasses,

4. Corporate executives,

5. Retirees of high professional careers,

6. Celebrities and other high net worth individuals.

3.3 Target Customer Profile:

1. $125,000+ per year

2. High level of disposable income
3. Professional
4. 45+ years old
5. Self employed or holds a high-ranking position
6. At the age of considering reading glasses
7. Tech-savvy. Loves technology
8. Attracted to tech-gadgets
9. Loves high fashion brands
10. Enjoys high fashion and style
11. Lives in Japan, China, Europe, New York, LA, Miami, Hawaii or Silicon Valley
12. Loves high fashion cities such as Miami, Milan, and Florence
13. Frequently takes trips to exotic destinations, such as Saint Tropez

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3.4 VALS: Achiever 3

Have a "me first, my family first" attitude

Believe money is the source of authority
Are committed to family and job
Are fully scheduled
Are goal oriented
Are hardworking
Are moderate
Act as anchors of the status quo
Are peer conscious
Are private
Are professional
Value technology that provides a productivity boost.

3.5 Segmentation Solutions 4

Wealthy Older Mostly w/o Kids

Movers & Shakers is home to America's business class, a wealthy suburban world of dual-income
couples who are highly educated, typically between the ages of 45 and 64. Given its high
percentage of executives and white-collar professionals, there's a decided business bent to this
segment as they enjoy reading business publications and visits to business oriented websites.

Social Group: 04 - S1 Elite Suburbs

Lifestage Group: 08 - M1 Affluent Empty Nests
Demographics Traits
Urbanicity: Suburban
Income: Wealthy
Income Producing Assets: Elite
Household Technology: Above Average
Age Ranges: Age 45-64
Presence of Kids: Mostly w/o Kids
Homeownership: Mostly Owners
Employment Levels: Management and Professional
Education Levels: Graduate Plus

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IV. Industry Analysis
4.1 Market Size:

In 2016, global sales of spectacles were valued at US$102 billion, according to Euromonitor.5

4.2 Characteristics of the Key Market:

Rise in demand for functional spectacles

Growing prevalence of myopia (nearsightedness) is the main global issue behind the continuous
growth in demand for spectacles. Many clinical research studies are carried out every year to find
a way to control myopia, but research is still going on, despite many products being launched
which claim to help control it.

An ageing population is also contributing to the growth in demand for spectacles. People aged 50+
are keen consumers of a long list of health and beauty products and fashion-forward options, and
receptive to tech developments. Brands are responding to this more assertive and outspoken
demographic, not because of its economic clout According to AARP, a US lobby group for seniors,
the annual economic activity of the longevity market in the US is worth US$7.6 trillion.6

The Impact of Digital Devices

With the widespread use of digital devices and early exposure to computer screens, peoples eyes
are being strained while focusing on screens to watch TV shows, read text and play games;
anything beyond the screen distance is often ignored, which can worsen the condition of ones
eyes. With consumers spending more time in front of digital devices and the worlds population
ageing overall, this has resulted in higher demand for functional spectacle lens, such as office
lenses, progressive lenses and digital device lenses, which generally cost more than a regular pair
of spectacles.

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Euromonitor 2017: Five Things You Need To Know about the Essilor-Luxottica Merger.

Digital Eyewear is Trying to Take Hold in the Market

Despite the unspoken failure of Google Glass, Luxottica and Google have sealed a strategic
partnership to develop innovative wearable devices, otherwise known as smart glasses. Following
the lessons from other wearable electronics that was first launched by technology companies with
a lack of fashion element, players entering the smart glasses market are wary of the geeky image
that smart glasses would potentially exude and which is perhaps the reason why Google Glass
failed to impress consumers. This makes tie-ups between technology companies such as Google,
lens manufacturer Essilor International SA and fashion-focused company Luxottica Group SpA a
win-win situation in projecting a dominance of the smart glasses market where expertise of all
elements are put together.7

Given Google Glasss first attempt was a failure, it is imperative that emPower learn from Google
Glasss mistakes and strategically target the right clientele and produce a desirable product for its
own sustainability and survival.

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V. Macroeconomic Analysis
5.1 Political and Legal

Chinas wage has been increasing and is now higher than some of its peers. This means operating
in China involves paying more in wages, which can cause business profit margin to narrow.

The Chinese wage rate is expected to rise as the labor force acquires more sophisticated skills
and the labor market reaches a near saturation point, but given that China accounts and will
account for a significant part of the global consumer market, investing in China has strong
justifications despite the rising wage rates.

Brand Impact:

Brand needs to take into account the financial impact of increasing wages in China, where its
manufacturing is done.

Brand also needs consider entering into China (and Japan) to sell its product, as these two
economies hold the number 1 and 2 ranks for luxury brand consumption.8

5.2 Economic

After a sluggish performance in 2016, global economic growth is projected to pick up pace in 2017.
The worlds real GDP growth is forecast to accelerate from 3.0% in 2016 to 3.4% in 2017.
Economic activity rebounded strongly in North America approaching 2% real GDP growth in the
fourth quarter of 2016 after a weak first half of the year. Consumer and business confidence
indicators have increased notably towards the end of 2016, which is anticipated to lead to more
rapid economic growth in 2017.

Brand Impact:
Positive consumer reports induce purchases to buy goods with more confidence, in place of
market hesitancy and concern. This is a ripe time for emPower to enter the market.

Potential for reduced consumer spending and weaker consumer confidence as some high-end
products can be considered discretionary or substituted as the economy shifts. Many companies
are experiencing an inability to create and drive market and product trends while anticipating
changes in customer behaviour/preferences and in the dynamics of the overall luxury goods
market.9

Brand Impact:
Band will have to do thorough research and target those consumers who consume luxury without
comparison or question -- yacht buyers, private plane purchasers, etc

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5.3 Social & Cultural

Ageing is a changing narrative as people are living and working for longer and prioritising wellness.
Brands are now aiming to make shopping fun, easy and enjoyable regardless of age, size and
shape. The push against an upper age limit for style icons continues in the media as more mature
consumers feature in articles and ad campaigns, enjoying leisure choices and working lifestyles
typically associated with their younger peers.10

Brand Impact:
As market expands with aging population expansion and healthier living, the brand stands to gain
from more product demand.

5.4 Technological
The power of artificial intelligence to transform the consumer journey is currently the hottest topic
in technology. Artificial Intelligence refers to technologies capable of performing tasks normally
requiring human intelligence.

Brand Impact:
Brand will need to incorporate artificial intelligence into its customer experience.

As more retail sales shift to online channels, a number of retailers are looking at ways to better
incorporate technologies into the physical retail environment in order to empower store associates
and improve the in-store experience. Using artificial intelligence, brands are able to more
intelligently and efficiently comb through data to better predict consumer behavior and offer
recommendations tied to individual consumers. Any business without an artificial intelligence
strategy will die in the next three years.

Brand Impact:
Brand will have to incorporate qualitative demographic analysis into its sales plan in order to more
effectively reach its target market and expand more deeply into it. My consider partnering with
Apple or Google for data gathering and client positioning.

Commerce in this era is about building experiences for one, not the mass market. Artificial
intelligence will be critical to doing so with chatbots and personal assistants driving the
conversation in this next era of conversational commerce. 11,12

Brand Impact:
Given the high price, chat boxes are also going to have to be used as a sales instrument lure
customers in -- benefits, attributes, technology, and quality aspects.

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5.5 Natural Resources
Green energy has seen strong growth between 2010 and 2015, with China leading the way with
the countrys final consumption of solar, wind and other renewable energy increasing by 231%
between 2010 and 2016 the highest in the world. As it becomes imperative for businesses and
governments to lower their carbon footprint as well as reduce their reliance on fossil fuels, which
are finite in supply, there is a growing interest in renewables. 13

Brand Impact:
Now that the technology has been determined, more research and development will have to go
into establishing more environmentally-friend manufacturing of the emPower! eyewear.

5.6 Legal

Lenses for spectacles/sunglasses sold in the U.S. must comply with the impact-resistant lens
regulation, 21 CFR 801.410, Use of impact-resistant lenses in eyeglasses and sunglasses. A
certificate illustrating the lens' compliance with the 21 CFR 801.410 should accompany each lot of
spectacle lenses/sunglasses. The certificate should reflect that the eyewear have been "sampled"
and are impact resistant, using a statistically significant method.14

Brand Impact:
Brand needs to ensure that the technology itself can withstand the government impact compliance
requirements, as well as long-term impact in order to maintain its reputation in the market and
establish strong brand equity.

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VI. The Marketing Strategy (Product, Price, Place,
Promotion)
6.1 Product
emPower allows the wearer to be in control of her vision by the simple act of touching the side of
her eyeglass frames. An invisible, electronic near reading segment is activated when she needs
close-up vision, and then disappears when she does not, affording her the enjoyment of viewing
through the entire lens, something she would not be able to do with bifocal. emPower also
enables her to carry only one pair of glasses, opposed to having to carry a second pair of reading
glasses.

The Electronic Advantage Compared to a Progressive Lens:

50% less peripheral swim (unwanted astigmatism / distortion) compared to a progressive
lens of equal optical power.
Distance Zone up to 2X the width of traditional progressive lenses.
Intermediate Zone more than 3X the width of traditional progressive lenses.
Near Zone more than 2X the width of traditional progressive lenses.
What does this mean to your vision?
It means that you can have the ability to switch the reading portion of your lenses on and off
whenever you want. Or, switch it to automatic mode and forget about it. You will have
uninterrupted vision, just like your progressive lenses but with wider distance vision, wider
intermediate vision, wider reading vision and half the peripheral swim that most people
experience while wearing a progressive lens.

6.2 Price
The prices will be based on luxury brand tier placement given the cost of the lenses. The
suggested retail price of the lenses is $1,000 - $1,200. Our marketing strategy is to partner with
luxury brand eyeglass brands Gold & Wood and Cartier, as these two brands sell glasses ranging
in price points of $850 to $50,500. Later on, we will add other brands. The average price of a pair
of glasses from Gold & Wood and Cartier is $1,500 - $2,500. Adding the emPower technology
would increase the overall price to $2,300 to $3,300 per pair.

Gold & Wood holds a lustrous clientele list, including the likes of rapper 50 Cent, actor Samuel L.
Jackson, actor Sylvester Stone, and Tim Cook, to name only a few.

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Rapper 50 Cent and Samuel L. Jackson in Wood & Gold

6.3 Place
In general, there are four places where eyeglasses are purchased: traditional providers, boutiques,
online, and in-store. Traditional providers include Lenscrafters, Target Vision, Sears Vision, and
Americas Best. Traditional providers do not attract luxury brand buyers as do speciality eye frame
boutiques and in-store luxury brands such as Cartier. Boutique shops and luxury in-store sales
create the luxury feel that the affluent customers are accustomed to and expect. They often carry
more avant garde glasses as well. The clerks also tend to be supremely knowledgeable of the
brands and are more apt to selling them. They often aim to provide a luxury customer experience
similar to the experiences offered by luxury brand stores.

We will distribute through the following sources, where luxury brands are accessed easily:
Wood & Gold website
Cartier website
Cartier stores
Specialty boutiques throughout the world: For example, where all places Wood & Gold and
Cartier are sold, which include but not limited to,The Eye Gallery - Atlanta, Optique, Thoma
and Sutton, and Coco Lunette.
For great brand exposure, the emPower Partnership glasses will be sold at Duty Free
shops worldwide, with the ability to have the prescription filled online and the glasses
shipped to the client.

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Boutique Eyewear Shop Duty Free Shop

6.4 Promotions
emPower Partnership will co-brand with Wood & Gold and Cartier and place ads in the following
magazines:
GQ Magazine
Town & Country
Luxe Magazines
Robb Reports
W magazine
Hemmings Sports and Exotic Cars
Duponts Registry of Fine Autos
Local City Luxury Magazines, such as D Magazine (Dallas)
Business newspapers and magazines such as Atlanta Business Journal, CEO Magazine,
and Entrepreneur Magazine

emPower will also advertise on the following luxury eyeglass and online fashion magazine sites:

http://www.luxuryeyewearforum.com/
http://spectr-magazine.com/
https://www.2020mag.com/
http://4seemagazin.com/
http://gq.com/
http://wmagazine.com/

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Social Media

LinkedIn - LinkedIn is a social media website for professionals. The company provides statistical
data to companies who wish to target marketing. emPower will target executives and buy ads to
run on their posts.

Pop-up ads - Google offers pop-up advertising based on search engine history. emPower will run
ads based on the click history of those searching for:
Luxury brands,
Luxury brand eyewear,
Luxury travel,
Current Wood & Gold and Cartier clients.

Luxury brands keep clientele data. Wood & Gold has been around since 1995 and Cartier since
1847. emPower will utilize this database list and send out speciality pamphlets introducing the
new product.

Events
emPower will send out event invites, tour majors sites, and host private parties at exclusive places,
such as the W Hotel, the Ritz Carlton, and Cartier stores, and put on demonstrations.

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VII. The Competitive Landscape

7.1 Potential Direct Competitors

Bifocals, Multifocal, and Reading Glasses

Currently, those with impaired vision and who are in need of corrective eyewear for reading opt for
bifocals, multifocal, or reading glasses.

The primary drawbacks of these lenses vary.

Because those who require both reading lenses and far-sight lenses must have different
lens powers, the portion of the lens with the power needed for either visual task is limited in
size.
The near vision portion of the lens frequently gets in the way when one wants to see things
in the distance.
No-line progressive lenses contain unavoidable aberrations in the lateral periphery of the
lenses that can cause some wearers to experience noticeable blur and an undesirable
feeling of movement or "swim," especially with quick head movements.

To avoid these issues, some people with presbyopia (farsightedness caused by loss of elasticity of
the lens of the eye, occurring typically in middle and old age) choose to purchase several pairs of
eyeglasses with single vision lenses one pair for distance vision, one pair for reading and
another pair for computer work and other activities at arm's length. But this is expensive and
cumbersome.

Three industry players have attempted to address this issue: emPower, ADLENS, and Superfocus.
ADLENS and Superfocus are regarded as potential because both companies have discontinued
their product due to price, expense, appearance, technology, and/or poor marketing execution.

ADLENS

Adlens variable focus eyewear features an exclusive frame and lens combination with self-
adjustable lenses that enable the wearer to focus on objects at any distance. Adlens introduced
Sundials in early 2014. The lightweight "spare pair" sunglasses offer UVA and UVB protection and
have temple dials that adjust for near or far vision needs from -6D to +3D.

Each variable focus lens in Adlens glasses contains an elastic membrane within a chamber
between two thin, lightweight polycarbonate lenses. When fluid is injected into this chamber by
turning a removable knob on the side of the frame, the elastic membrane bows inward or outward
within the chamber, which changes the power of the overall lens system.

Adlens also was working on a new adjustable eyeglass lens technology called Variable Power

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Optics, which would enable wearers with presbyopia (farsightedness caused by loss of elasticity of
the lens of the eye, occurring typically in middle and old age) to even more conveniently switch the
power of their Adlens glasses to see objects at all distances.

Adlens variable focus glasses were designed for use as a temporary or spare pair of glasses, and
the power of the lenses could be customized instantly to correct from -6 diopters (D) of
nearsightedness to +3 D of farsightedness with the simple turn of a dial. They also could be
adjusted for special visual needs, including reading and computer use, or used to manage
fluctuating vision for people with poorly controlled diabetes or after eye surgery.

Superfocus

Superfocus adjustable focus eyeglasses were introduced in 2009 and were previously marketed
under the name TruFocals. Though no formal announcement was made, the company ceased
operations and closed its doors in March 2014.

Each lens in Superfocus eyeglasses was a set of two lenses. The front lens of the set contained
the wearer's distance vision prescription. The back lens had a rigid surface and a flexible one. By
moving a slider on the top of the frame's bridge, the wearer could change the shape of the back
lens, adding magnifying power for better intermediate and near vision.

Because this manual adjustment changed the power of the entire lens, Superfocus adjustable
focus glasses gave wearers a much larger field of view for intermediate and near visual tasks
(computer use and reading, for example), compared with conventional bifocals, trifocals and
progressive multifocal lenses.

These two companies are mentioned as a competitors because with new interest and the right
capital infusion, they could resurface.

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XIII. Suppliers and Intermediaries
8.1 Suppliers

Essilor-Luxottica (recently merged) is the number one provider of lenses and frames worldwide.
We propose that emPower partner with Essilor-Luxottica for lower technological development,
pricing, and strategic relationship building -- allowing for a more fluid entree into the global luxury
eyewear market.

Luxottica15
Luxottica is a market leader in the design, manufacture and distribution of fashion, luxury, sports
and performance eyewear with high technical and stylistic quality. Among its core strengths, the
companys portfolio includes Ray-Ban, Oakley, Vogue Eyewear, Persol, Oliver Peoples, Alain Mikli
and Arnette as well as highly attractive and prestigious licenses including Giorgio Armani,
Burberry, Bvlgari, Chanel, Dolce & Gabbana, Michael Kors, Prada, Ralph Lauren, Tiffany & Co.,
Versace and Valentino.

The company has increased its manufacturing capacity with the recent addition of three new
laboratories in Europe, North America and Asia-Pacific, which are completely integrated with its
logistics hubs.

Essilor16
Paris-based Essilor was created in 1849. . 170 years later, as a result of constant innovation and a
capability to meet the needs of all, they now provide global solutions for correction, protection and
prevention to ensure the visual health of 7.4 billion people across the world.

Today Essilor is a market leader, providing solutions seen by professionals and consumers as the
reference in correction, protection and prevention for visual health. With strong brands such as
Varilux, Crizal, Eyezen, Xperio, Transitions, Bolon, Foster Grant or Costa, Essilor is
active across prescription glasses, sunglasses and reading glasses, and in ophthalmic optics
equipment.

Cartier
Gold & Wood and Cartier manufacture their owns eyeglasses.

8.2 Intermediaries

As mentioned previously, the intermediaries would include boutique optical shops, Gold & Wood
corporate, Gold & Wood shops, Cartier corporate, and Cartier stores.

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IX. Recommendations
Lucerne has experienced tremendous problems with the launch of emPower. These problem stem
from its mis-positioning in the market place. We recommend the following key actions:

1. Position emPower as a luxury item

2. Target those who earn $125,000 plus a year
3. Partner with and co-brand emPower technology with Gold & Wood and Cartier to start with
and add additional luxury brands such as Tom Ford and Gucci later
4. Use Luxottica-Essilor for product development efficiencies and relationships
5. Distribution at specialty boutiques, Cartier, and Gold & Wood shops
6. Use celebrity endorsements

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 - Works Cited -

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