• Scope
• Methodology
• The Product
  • Plano (Non-Prescription) Sunwear
  • Sports Glasses
  • Regulations
  
  
• The Market
  • Industry Overview
  • Table 1-1 U.S. Sunglasses Market, 2000-2005 (E) (in billion $)
  
  
• Key Trends & Factors to Growth
  • Sports Drive Sunglass Technology
  • Innovation
  • Sunglasses for Toddlers
  • National Health Organizations Recommend Sunglasses
  • Sunglasses…for Pets
  • Travel Retail
  • Table 1-2 Sunglass Sales in Travel Retail, 1999-2003, (in million $)
  • Designer Sunglasses
  
  
• Major Challenges
  • Aged Population Likely to Wear Prescription Sunglasses
  • Market Forecast
  • Table 1-3 U.S. Sunglasses Market Projections, 2005-2010 (E) (in billion $)
  • The Marketers
  
  
• Marketing Dynamics
  • Sports Icons Promote Brands
  • Bolle Company
  • Luxottica Spends Big on Advertising LensCrafters
  • Ray-Ban Enters Formula One
  • Oakley Sunglasses for Ducati
  • Product Placement in Movies
  
  
• Distribution & Retail
  • Sunglass Specialty Stores - Top Selling Channel
  • New Product Introduction
    • Bolle’s Fashletic Collection
    • The Consumer

Chapter 2 The Market

• The Product
  • Plano (Non-Prescription) Sunwear
  • Regulations
  • ANSI Standards for Sunglasses
  • Table 2-1 Standards for Permissible Light through Sunglasses, (ANSI)
  
  
• Industry Overview
  • Figure 2-1 U.S. Sunglasses Market, 2000-2005 (E) (in billion $)
  
  
• Key Trends & Factors to Growth
  • Sports Drive Sunglass Technology
  • Innovation
  • Sunglasses for Toddlers
  • Health Organizations Recommend Sunglasses
  • Sunglasses…for Pets
  • Travel Retail
  • Table 2-2 Sunglass Sales in Travel Retail, 1999-2003 (in million $)
  • Table 2-3 Total U.S. Domestic Travel Volume in Millions of Person-Trips*
  • Table 2-4 U.S. Domestic Travel Person-Trips based on Purpose, 2004
  • Table 2-5 U.S. Domestic Travel Person-Trips based on Mode of Transport, 2004 (%)
  • Table 2-6 Share of Annual U.S. Travel by Month, 2004 (% of person-trips)
  • Table 2-7 Season of U.S. Travel, 2004 (% of person-trips)
  • Designer Sunglasses
  • Alternative Products - OTC Reading Sunglasses
  
  
• Major Challenge
  • Aged Population Likely to Wear Prescription Sunglasses
  • Table 2-8 Prevalence of Myopia and Hyperopia among U.S. Population Above 40 years, 2002
  • Table 2-9 Prevalence of Cataract, Age-related Macular Degeneration (AMD) and Glaucoma among U.S. Population Above 40 years, 2002
  • Table 2-10 Prevalence of Diabetic Retinopathy among U.S. Population Above 40 years, 2002
  
  
• Market Forecast
• Figure 2-2 U.S. Sunglasses Market Projections, 2005-2010 (E) (in billion $)

Chapter 3 Top Marketer Profiles

• Luxottica Group S.p.A
  • Overview
  • Designer Brands
  • House Brands
  • Company Snapshot
  
  
• Oakley, Inc.
  • Overview
  • Company Snapshot
  
  
• De Rigo S.p.A.
  • Overview
  • Company Snapshot
  
  
• Benetton Group S.p.A
  • Overview
  • Company Snapshot
  
  
• Bushnell Performance Optics
  • Overview
  • Company Snapshot
  
  
• Safilo Group
  • Overview
  • Company Snapshot
  
  
• AAI Foster Grant
  • Overview
  • Company Snapshot
  
  
• Orange 21 Inc.
  • Overview
  • Company Snapshot
  
  
  • Signature Eyewear Inc.
  • Overview
  • Company’s Snapshots
  
  
• A.T. Cross Company
  • Overview
  
  
• Marcolin S.p.A
  • Overview
  • Company Snapshot

Chapter 4 Marketing Dynamics

• Advertising and Promotion
  • Reliant on Sports Icons and Imagery
  • Bolle’s Diverse Sport Relationships
  • Oakley Eyes Women’s Extreme Sports
  • Oakley Employee, Lance Armstrong
  • Safilo’s Carrera Sporting Brand
  • Ray-Ban’s ‘Change Your View’ Campaign
  • Ray-Ban Enters Formula One
  • Oakley Enters into Agreement with Fox Racing
  • Oakley Sunglasses for Ducati
  • Luxottica Spends Big on Advertising LensCrafters
  • Product Placement in Movies
  
  
• Distribution & Retail
  • Sunglass Specialty Stores - Top Selling Channel
  • Table 4-1 U.S. Sunglass Sales by Distribution Channel, 2004, (in million $)
  • Oakley Expands Distribution Network
  • Luxottica Controls Distribution Through Sunglass Hut
  • Solstice
  • Oliver Peoples
  • L.A. Eyeworks
  
  
• 2005 Survey of Independent Retailers
  • Most Buyers Prefer Plastic Lens
  • Figure 4-1 Sunglass Sales Share Based on Lens Materials
  • Service - Key Differentiating Factor
  • Figure 4-2 What Factors Distinguish Independent Sunglass Retailers
  • Polarization
  • Figure 4-3 Percentage of Polarized Sunlenses Dispensed to Consumers
  
  
• New Product Introduction
  • Oakley Inc.
  • Table 4-2 U.S. Oakley New Product Introductions, 2005
  • Bolle’s Fashletic Collection
  • Table 4-3 U.S. Bolle New Product Introductions, 2005
  • Chanel’s Ever-Popular Oversized Sunglasses

Chapter 5 The Consumer

• Simmons Survey
• Men’s Sunglasses
  • Table 5-1 Demographic Profile of Men’s Sunglasses Consumers
  • One-Third of Men’s Sunglasses Bought by Women
  • High Income Households are Major Consumers
  • Table 5-2 Shopping Frequency For Men’s Sunglasses
  • Table 5-3 Demographic Profile of Men’s Sunglasses Consumer, by Number of Sunglasses Purchased
  
  
• Women’s Sunglasses
  • Table 5-4 Demographic Profile of Women’s Sunglasses Consumer
  • Table 5-5 Shopping Frequency For Women’s Sunglasses
  • Table 5-6 Demographic Profile of Non-Prescription Women’s Sunglasses Consumer, by Number of Sunglasses Purchased
  
  
• Consumer Brand Awareness
  • Top-10 Accessory Brands
  • An Educated Consumer…
  • Figure 5-1 Retailer Perception of Consumer Knowledge of Sunwear Compared to 5 Years Ago, 2004
  • Psychographic Statements
  • Table 5-7 U.S. Consumer Attitudes Based on Number of Sunglasses Purchased, 2004
  • Table 5-8 U.S. Consumer Attitudes based on Sport Activity Involvement, 2004