Though the market for eyewear in the U.S. grew at an annual rate of eight percent between 2004 and 2008, growth in 2008 was much more subdued at less than four percent. For the eyewear industry, an ongoing consumer paradigm shift in attitudes towards more frugality and less conspicuous consumption means high-flying fashion brands may suffer at the expense of less expensive alternatives. But can the major marketers and retailers adapt?

The U.S. Eyewear Market: Prescription and Nonprescription Lenses, Sunglasses, Contact Lenses, and Frames, 2nd Edition examines these questions and others by looking at the current market, trends, major brands, and consumer preferences. The report presents concise, thought provoking analyses of various aspects of the eyewear industry and provides a forecast for the market through 2013.

Report Methodology

The information presented in this report was obtained from primary and secondary research. Primary research entailed on-site examination of eyewear products in retail stores and consultations with eyewear industry observers and executives. Secondary research involved canvassing information and articles appearing in financial, marketing, and trade publications, company literature, and independent research reports, plus reviews of websites, blogs and readers’ comments posted on these sites.

Other sources consulted for The U.S. Eyewear Market were the U.S. Census Bureau’s Economic Census (1997, 2002, and 2007), Annual Survey of Manufacturers, Advanced Monthly Sales for Retail and Foodservice and the Annual Retail Trade Survey. Other market data sources included the U.S. Bureau of Economic Analysis (BEA), the U.S. Bureau of Labor Statistics (BLS), and the U.S. International Trade Commission (USITC).

The analysis of consumer behavior and demographics is based on data from the Simmons Market Research Bureau (New York NY) Spring 2008 and Summer 2008 Study of Media and Markets, which is based on the responses of over 20,000 adults age 18 and over.

About the Author

Cogitamus Consulting is a branding and market research boutique in NYC that's all about hard work, imagination and common sense. Working with our clients, we custom tailor solutions and provide creative, thought-provoking analysis that address the most pertinent questions facing marketers, through general business consulting, white papers, and branded product concept and strategy development.

Chapter 1: Executive Summary

Report Scope

Report Methodology

Categories and Products

Market Size & Growth

Global Eyewear Retail Market Dims 3%

Figure 1-1: Global Retail Eyewear Market, 2004-2008 (in millions $)

U.S. Retail Eyewear Market

Figure 1-2: Total Retail U.S. Eyewear Market and Percent of Total Global Retail Market, 2004-2008 (in millions $)

Retail is Major Point of Sale

Figure 1-3: Share of U.S. Retail Eyewear Market by Major Type of Business, 2008 (%)

Eyewear Sales by Product Category

Figure 1-4: Share of U.S. Retail Eyewear Market by Major Eyewear Type, 2008 (%)

Market Forecast

Global Market Growth at 1.4% Through 2013

Figure 1-5: Global Retail Eyewear Market Forecast, 2008-2013 (in millions $)

U.S. Retail Eyewear Market

Figure 1-6: Total U.S. Retail Eyewear Market and Percent of Total Global Retail Market, 2008-2013 (in millions $)

Competitive Landscape

Overview

Top Eyewear Companies Worldwide

Figure 1-7: Share of Global Wholesale Eyewear Market by Manufacturer, 2008 (%)

Top U.S. Retail Eyewear Companies

Figure 1-8: U.S. Eyewear Retailers’ Market Shares, 2008 (%)

Marketplace and Consumer Trends

Down Economy Means Thriftier Consumer

Fashion Industry Feeling the Pinch

Figure 1-9: Quarterly Clothing and Clothing Accessory Store Sales, 1992-Q1, 2009 (in billions $)

Expensive Branded Eyewear May Suffer

Consumers Not Vested in Eye Health

Managed Vision Care Influencing Purchases

Boomers Are Key Target Market

Kids’ Eyewear Important Too

Company Ethics and Added Values Important to Consumers

Recessionary Slump in Travel Will Impact Travel Purchases

Global Warming Means the Sun Will Shine Even Stronger

Counterfeiting, a Dangerous Business

Innovation and Design Trends

Choice Enables Constant Consumer Evolution of Me

More than Function and More than Fashion

Classic Styles Return

Logo a No Go

Designers, and Others, Seek Opportunity in Eyewear

Complementary Eyewear Category to Attract New Consumers

Technological Innovation Spurs New Products

Marketing Outreach

Opportunities for Marketers to Engage Loyal Consumers

LensCrafters’ Campaign Pulls the Right Heart Strings

Integrate, Integrate, Integrate

Bausch & Lomb’s Presbyopia Outreach Integrated Plan

Couponing Coming Back Strong Through Internet

Internet Main Place for Printable Coupons

Make Use of Alternative Medias

Doesn’t Need to be Flashy, Practical Works Too

Behavioral Targeting in Diverse Consumer Market

Product Placement Opportunities Abound

Away from Fashion to Health and Beauty

Rental Therapy, not Retail Therapy

Word-of-Mouth: Added-Value for Marketers and Consumers

Personalization, Control, Choice and Flexibility

The Consumer

Prescription Eyewear Penetration Levels at 59%

Figure 1-10: Consumer Penetration of Prescription Eyeglasses and Contact Lenses, 2003-2008 (%)

Wal-Mart Stealing Penetration Share

Table 1-1: Retail Locations for Consumer Purchases of Eyeglasses and Contact Lenses, 2003-2008 (%)

Selected Demographic Profiles: Optometrist versus Wal-Mart

Prescription Eyeglasses: Changeable Tint on Upward Trend

Table 1-2: Prescription Eyeglasses Penetration, 2003-2008 (%)

Prescription Contacts: Disposable Dominates

Table 1-3: Prescription Contact Lenses Penetration, 2003-2008 (%)

Sunglasses: Women Slightly More Involved

Table 1-4: Penetration of Men’s and Women’s Non-Prescription Sunglasses (Bought in Last 12 Months), 2004-2008 (%)

Consumer Demographics of Sunglass Users

Chapter 2: The Market

Report Scope

Report Methodology

Categories and Products

A Closer Look at Eyewear Products

Prescription Lenses and Lens Treatments

Prescription Frames

Plano Eyewear

Contact Lenses

A Brief History of Eyewear

Corrective Lenses in Use for Centuries

Figure 2-1: Portrait by Tommaso da Modena, One of the First Known Images of Spectacle Use

Johannes Kepler Explains Why Lenses Work

Benjamin Franklin Invents Bifocals

Concavity Improves Upon Original Lens Design

Sunglasses Developed for Sailors

Contact Lenses Have Evolved Over 100 Years

Style Comes Late to Story, but Has Taken Over the Narrative

Figure 2-2: Robert Q. Lewis and His Distinctive Eyewear

Figure 2-3: Tom Cruise’s Iconic Sunglasses in Risky Business

Packaging and Labeling

Federal Regulations

Health Professionals Write Prescriptions

Framed Eyewear Must Meet Impact Resistance Requirements

Medical Device Reporting Standards Apply

Regulators Act in Interest of Consumer

Sunglasses "Use Category" Labeling Is Voluntary

Table 2-1: Standards for Sunglass Blockage (%)

Voluntary Compliance with "Use Category" Labeling Is Lacking

Market Size & Growth

Eyewear Not Insulated From Worldwide Economic Woes

Marketers Optimistic Though

Global Eyewear Retail Market Dims 3%

Figure 2-4: Global Retail Eyewear Market, 2004-2008 (in millions $)

Previous Growth Driven by Emerging Economies, Lower U.S. Dollar

Table 2-2: Global Retail Eyewear Market and Year-over-Year Percentage Change, 2004-2008 (in millions $)

U.S. Retail Eyewear Market

Figure 2-5: Total U.S. Retail Eyewear Market and Percent of Total Global Retail Market, 2004-2008 (in millions $)

Consumer Spending, Inflation, Lower Dollar Mute Growth

Table 2-3: Total U.S. Retail Eyewear Market and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Retail is Major Point of Sale

Figure 2-6: Share of U.S. Retail Eyewear Market by Major Type of Business, 2008 (%)

Optical Goods Stores, Supercenters Leading Retail Outlets

Figure 2-7: Share of U.S. Retail Eyewear Market by Channel, 2008 (%)

Eyewear Sales by Product Category

Prescription Eyeglasses Dominant

U.S. Contact Lens Market Fully Mature

Table 2-4: U.S. Retail Eyewear Market by Major Eyewear Type, 2004-2008 (in millions $)

Non-Prescription, Sunglasses See Accelerated Growth

Goggles, Other Products Boom

Figure 2-8: Share of U.S. Retail Eyewear Market by Major Eyewear Type, 2008 (%)

U.S. Retail Eyewear Channel Sales

Figure 2-9: Total U.S. Retail Eyewear Store Sales and Percent of Total U.S. Retail Market, 2004-2008 (in millions $)

Table 2-5: Total U.S. Retail Eyewear Store Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Optical Store Share Largest, but Clubs and Supercenters See More Robust Growth

Department Stores Bear Brunt of Loses

Figure 2-10: Share of U.S. Retail Eyewear Store Sales by Store Type, 2008 (%)

U.S. Healthcare Specialist Eyewear Sales

Figure 2-11: Total U.S. Optometrist & Other Healthcare Services Eyewear Sales and Percent of U.S. Retail Eyewear Market, 2004-2008 (in millions $)

Optometrist Eyewear Growth Stable

Table 2-6: Total U.S. Optometrist & Other Health Care Services Eyewear Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Optometrist Share of Eyewear Sold Unchanged

Figure 2-12: Share of U.S. Optometrist Eyewear Sales versus Optometrist Services, 2008 (%)

Market Forecast

Global Market Growth at 1.4% Through 2013

Figure 2-13: Global Retail Eyewear Market Forecast, 2008-2013 (in millions $)

Table 2-7: Global Retail Eyewear Market Forecast and Year-over-Year Percentage Change, 2008-2013 (in millions $)

Global Growth Outside U.S

U.S. Retail Eyewear Market

Figure 2-14: Total U.S. Retail Eyewear Market and Percent of Total Global Retail Market, 2008-2013 (in millions $)

Table 2-8: Total U.S. Retail Eyewear Market and Year-over-Year Percentage Change, 2008-2013 (in millions $)

Growth Tempered by Consumer Spending Paradigm Shift

Economy, Wealth Destruction Key to New Consumer Habits

Effect on Eyewear Market

Future Performance by Product

Table 2-9: U.S. Retail Eyewear Market by Major Eyewear Type, 2008-2013 (in millions $)

Chapter 3: Competitive Landscape

Overview

Brands Galore

Made in Italy Still Important

Retail Landscape Varies

Top Eyewear Companies Worldwide

Figure 3-1: Share of Global Wholesale Eyewear Market by Manufacturer, 2008 (%)

Top Contact Lens Companies

Figure 3-2: Share of Global Wholesale Contact Lens Market by Manufacturer, 2008 (%)

Top Eyeglass Lens Companies

Figure 3-3: Share of Global Wholesale Eyeglass Lens Market by Manufacturer, 2008 (%)

Top Eyeglass Frame and Sunglass Companies

Figure 3-4: Share of Global Wholesale Eyeglass Frame and Sunglass Market by Manufacturer, 2008 (%)

Top U.S. Eyewear Retail Companies

Figure 3-5: U.S. Eyewear Retailers’ Market Shares, 2008 (%)

Vertical Integration & Consolidation

Luxottica: Manufacturer and Retailer

De Rigo Big in Europe retailing

Forward Integration Abounds

Fully Integrated

VSP Vision to Copy Highmark?

Luxottica Becoming a Power House

Safilo in Trouble

Competitor Profiles

De Rigo S.p.A.

Overview

Performance

Figure 3-6: DeRigo S.p.A. Total Net Sales, 2004-2008 (in millions $)

Table 3-1: DeRigo S.p.A. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Sales by Channel

Figure 3-7: Share of De Rigo S.p.A. Total Net Sales by Channel, 2008 (%)

Brand Portfolio

Table 3-2: De Rigo Brand Portfolio, 2009

Significant Events

De Rigo Partners with Lingerie Company

Figure 3-8: Ipanema

Figure 3-9: Venice Beach

Figure 3-10: Goa

Dollond & Aitchison Merges With Boots Opticians

Luxottica Group S.p.A.

Overview

Performance

Figure 3-11: Luxottica Group S.p.A. and Oakley, Inc. Total Net Sales, 2004-2008 (in millions $)

Table 3-3: Luxottica Group S.p.A. and Oakley, Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Sales by Channel

Figure 3-12: Share of Luxottica Group S.p.A. Total Net Sales by Channel, 2008 (%)

Sales by Geography

Figure 3-13: Share of Luxottica Group S.p.A. Total Net Sales by Geography, 2008 (%)

Store Growth

Figure 3-14: Luxottica Group S.p.A. Total Retail Stores: North America and Rest of World, 2004-2008 (number)

Unit Sales Growth and Implied Average Wholesale Price

Figure 3-15: Luxottica Group S.p.A. and Oakley Total Units Manufactured and Average Wholesale Unit Price, 2004-2008 (millions of units, $)

Brand Portfolio

Table 3-4: Luxottica Group S.p.A. Brand Portfolio, 2009

Significant Events

Luxottica Extending Significant Relationships

Ray-Ban Leading Eyewear Brand

Safilo Group S.p.A

Overview

Performance

Figure 3-16: Safilo Group S.p.A. Total Net Sales, 2004-2008 (in millions $)

Table 3-5: Safilo Group S.p.A. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Sales by Geography

Figure 3-17: Share of Safilo Group S.p.A. Total Net Sales by Geography, 2008 (%)

Sales by Product

Figure 3-18: Share of Safilo Group S.p.A. Total Net Sales by Product Type, 2008 (%)

Sales by Channel

Figure 3-19: Share of Safilo Group S.p.A. Total Net Sales by Channel, 2008 (%)

Brand Portfolio

Table 3-6: Safilo Group S.p.A. Brand Portfolio, 2009

Significant Events

Bausch & Lomb, Inc

Overview

Performance

Figure 3-20: Bausch & Lomb Inc. Total Net Sales, 2004-2008 (in millions $)

Table 3-7: Bausch & Lomb Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Contact Lens Sales

Figure 3-21: Bausch & Lomb Inc. Total Contact Lens Net Sales, 2004-2008 (in millions $)

Table 3-8: Bausch & Lomb Inc. Total Contact Lens Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Brand Portfolio

Table 3-9: Bausch & Lomb Contact Lens Brand Portfolio, 2009

Essilor International

Overview

Performance

Figure 3-22: Essilor International S.A. Total Net Sales, 2004-2008 (in millions $)

Table 3-10: Essilor International S.A. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Sales by Geography

Figure 3-23: Share of Essilor International S.A. Total Net Sales by Geography, 2008 (%)

Brand Portfolio

Table 3-11: Essilor International Brand Portfolio, 2009

Johnson & Johnson Vision Care

Overview

Performance

Figure 3-24: Johnson & Johnson Vision Care Total Net Sales, 2004-2008 (in millions $)

Table 3-12: Johnson & Johnson Vision Care Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)

Sales by Geography

Figure 3-25: Share of Johnson & Johnson Vision Care Total Net Sales by Geography, 2008 (%)

Brand Portfolio

Table 3-13: Johnson & Johnson Vision Care Contact Lens Brand Portfolio

Chapter 4: Marketplace and Consumer Trends

Down Economy Means Thriftier Consumer

Consumers Cut Back

Figure 4-1: Quarterly Retail & Foodservice Sales, 1992-Q1, 2009 (in billions $)

Figure 4-2: Quarterly Personal Consumption Expenditures (PCE), 1992-Q1, 2009 (in trillions $)

Fashion Industry Feeling the Pinch

Figure 4-3: Quarterly Clothing and Clothing Accessory Store Sales, 1992-Q1, 2009 (in billions $)

Expensive Branded Eyewear May Suffer

No Longer an Insulated Commodity

Retailers Seeing Effects

Certain Demographics Stabilizing Market

Consumers Not Vested in Eye Health

Lasik Lagging in Poor Economy a Positive for Eyewear

High Cost of Employee Health Care Means Eyecare Plan Changes

Prescription Frames and Lenses Stable

Managed Vision Care Influencing Purchases

Defined Contribution Plans May Be a Boon

HSA Growth Leads to More Spending

Boomers Are Key Target Market

Table 4-1: Projected U.S. Population, by Age Bracket, 2007-2020 (in thousands)

Boomers Have Complicated Emotional Needs

Aging Population Should Benefit Multifocals the Most

Table 4-2: Eyewear Use by Older Americans, 2008 (index)

Boomers Drive Readers Market

Kids’ Eyewear May Need More Than a Fun License

Bespectacled Kids Perceived as Smarter

Contacts Improve Self-Perception in Kids

Company Ethics and Added Values Important to Consumers

Global Consumers: Will Spend More on Ethical Brands

Sustainability Initiatives Offer Myriad Possibilities

And They Are Financially Viable

Recessionary Slump in Travel Will Impact Travel Purchases

Global Warming Means the Sun Will Shine Even Stronger

Counterfeiting, a Dangerous Business

A Never-ending Battle

Chapter 5: Innovation and Design Trends

Choice Enables Constant Consumer Evolution of Me

Room for More Than One Pair

More than Function and More than Fashion

Classic Styles Return

Bold and Rock & Roll

Figure 5-1: Cinzia by Cinzia Designs

Figure 5-2: Cazal by Eastern States Eyewear

Figure 5-3: Corinne McCormack by Corinne McCormack, Inc

Figure 5-4: Mariella Burani by Grant Italia

A Return to Femininity

Figure 5-5: Ete by Optylux

Figure 5-6: Nathan Jenden by B. Base IDG

Figure 5-7: Brendel by BBH Eyewear

Figure 5-8: Jill Stuart by Eyewear Designs Limited

International Flavors

Figure 5-9: Jhane Barnes by Kenmark Group (Men)

Figure 5-10: John Paul Gaultier by Fusion Eyewear (Men)

Figure 5-11: Accessories by Ron's by Accessories by Ron's (Women’s)

Figure 5-12: Lafont by Lafont Co. (Women’s)

The Preppy Handbook

Figure 5-13: Colors in Optics’ Vintage Sun

Figure 5-14: Tourneau by Tura LP

Figure 5-15: D&G by Luxottica Group

Figure 5-16: Lacoste by Charmant USA

Relaxed and Loose

Figure 5-17: Randy Jackson by Zyloware Eyewear

Figure 5-18: Hart Schaffner Marx by Signature Eyewear

Figure 5-19: Dolce & Gabbana by Luxottica Group

Figure 5-20: Solterra Designs by Zoom Eyeworks

Logo a No Go

Designers, and Others, Seek Opportunity in Eyewear

Complementary Eyewear Category to Attract New Consumers

Fashion, Sports, Footwear, Celebrity and More—Entering Eyewear

Branded Readers Introduced Outside of Eyewear and Accessories

Technological Innovation Spurs New Products

Computer Use Causes Special Eye Issues

Science and Technology Come to Eyewear

Setting Sights on Nano-Technology

Room For Low Tech

Grassroots Development a Rich Source for Ideas

Contact Innovation Ongoing, But Message Not Heard

Chapter 6: Marketing Outreach

Opportunities for Marketers to Engage Loyal Consumers

LensCrafters’ Campaign Pulls the Right Heart Strings

Get Close to Your Core Consumer

Re-enforce Brand Values with Appropriate Strategies and Tactics

Integrate, Integrate, Integrate

Bausch & Lomb’s Presbyopia Outreach Plan

Price War in Eyewear’s Future?

Virtual Marketing Makes Most of Recession Dollars

More People Cocooning and Online in Recession

Couponing Coming Back Strong Through Internet

Internet Main Place for Printable Coupons

Vast Array of Coupon Sites

Make Use of Alternative Medias

Doesn’t Need to be Flashy, Practical Works Too

Behavioral Targeting in Diverse Consumer Market

Mobile Offering Sees Positive Response

Study Shows Interest in Location/Time Based Mobile Coupons

Product Placement Opportunities Abound

Placement Not Limited to Television or Film

Reliance on Sports Icons and Imagery

Good Causes a Good Draw

Luxottica Launches OneSight

Appropriate and Authentic Celebrity Relationships

Make Sure the License is a Good Fit

Political Arena, the Next Big Thing?

Away from Fashion and into Health and Beauty

Customer Service Benefits Become Important Again

Rental Therapy, not Retail Therapy

Word-of-Mouth: Added-Value for Marketers and Consumers

Does WOM Need the Human Touch?

Personalization, Control, Choice and Flexibility

Chapter 7: The Consumer

Note on Simmons Market Research Bureau Consumer Data

Prescription Eyewear Penetration Levels at 59%

Figure 7-1: Penetration of Prescription Eyeglasses and Contact Lenses, 2003-2008 (%)

Wal-Mart Stealing Penetration Share

Table 7-1: Retail Locations for Consumer Purchases of Eyeglasses and Contact Lenses, 2003-2008 (%)

Consumer Demographics by Selected Retailer

Optometrist Consumer Evokes White-Collar Boomer

Table 7-2: Optometrist or Eye Doctor Shopper Demographic Characteristics, 2008 (index)

Wal-Mart Shopper Suggests Price-Concerned

Table 7-3: Wal-Mart Vision Center Shopper Demographic Characteristics, 2008 (index)

Other Retailers Usage Strong Among Retirees

Table 7-4: Other Retailers Shopper Demographic Characteristics, 2008 (index)

LensCrafters’ Shopper Traits Similar to Optometry’s

Table 7-5: LensCrafters Shopper Demographic Characteristics, 2008 (index)

Prescription Eyeglasses: Changeable Tint on Upward Trend

Table 7-6: Penetration of Prescription Eyeglasses, 2003-2008 (%)

Purchase Trends Show Same

Table 7-7: Penetration of Prescription Eyeglasses (Bought in Past 12 Months), 2003-2008 (%)

Consumer Demographics by Eyeglass Type

No Surprise—Bifocal Skews Toward Retirees

Table 7-8: Bifocal User Demographic Characteristics, 2008 (index)

Regular Eyeglass Users Hard at Work

Table 7-9: Regular Eyeglass User Demographic Characteristics, 2008 (index)

Changeable Tint User Similar to and Different than Bifocal User

Table 7-10: Changeable Tint Users Demographic Characteristics, 2008 (index)

Prescription Contacts: Disposable Dominates

Table 7-11: Penetration of Prescription Contact Lenses, 2003-2008 (%)

Hard Lenses on the Way Out

Table 7-12: Penetration of Prescription Contact Lenses (Bought in Last 12 Months), 2003-2008 (%)

Consumer Demographics by Type of Contact Used

Disposable Users Skews Young Professional

Table 7-13: Disposable User Demographic Characteristics, 2008 (index)

Soft Users Even Younger

Table 7-14: Soft User Demographic Characteristics, 2008 (index)

Extended Wear Users Popped for Children in Household

Table 7-15: Extended Wear User Demographic Characteristics, 2008 (index)

Slight Differences in Colored and Hard Lens Users

Table 7-16: Colored or Tinted User Demographic Characteristics, 2008 (index)

Table 7-17: Gas Permeable/Hard Wearer Demographic Characteristics, 2008 (index)

Sunglasses: Women Slightly More Involved

Table 7-18: Penetration of Men’s and Women’s Non-Prescription Sunglasses (Bought in Last 12 Months), 2004-2008 (%)

Women Who Have Purchased Two Pairs in Past 12 Months Highest Penetration

Table 7-19: Penetration of Women’s Sunglasses, Number of Purchases in Last 12 Months, 2004-2008 (%)

Table 7-20: Consumer Penetration of Men’s Sunglasses, Number of Purchases in Last 12 Months, 2004-2008 (%)

Consumer Demographics of Sunglass Users

Table 7-21: Sunglass User Demographic Characteristics, Men and Women, 2008 (index)

Consumer Agreement with Select Attitudinal Statements

Style a Motivating Factor, More so for Women

Lack of Insurance an Issue for Hispanics and Blacks

One-Third Spending Less on Eyewear

Education a Factor in Medical Procedures

Table 7-22: Consumer Agreement with Selected Attitudinal Statements, 2008 (%)

Table 7-23: Top Demographic Characteristics of Consumers Who Agree with the Statement: Style Glasses Is As Important As Function, 2008 (index)

Table 7-24: Top Demographic Characteristics of Consumers Who Agree with the Statement: My Insurance Limits Choices I Can Make, 2008 (index)

Table 7-25: Demographic Characteristics of Consumers Who Agree with the Statement: I am Buying Less Expensive Eyewear Because Of Economy, 2008 (index)

Table 7-26: Demographic Characteristics of Consumers Who Agree with the Statement: Medical Innovations Are a Better Solution Than Glasses, 2008 (index)

Appendix: Addresses of Selected Marketers