- Aurora Illuminating Glasses
Active task lighting right where you need it
- Half light and low light conditions can cause irritation anddifficulty to a large range of people as well as causing eyestrainand potentially allowing for accidents due to poor vision. Thisis particularly pronounced in those over the age of 40 due tomacular degeneration.
The problems around this area were thoroughly investigatedby the design team to find a solution and possible new productopportunity. This has led to a design proposal which is believedto solve a number of problems in this area.
- The proposed product is a range of spectacle frames thatilluminate the area directly in front of the user and allow the userto adjust the light intensity according to their need. The framescan also be used by people requiring illumination directly infront of them, such as hobbyists and readers.By 2014 the UK spectacles market will have a capitalisationof £3.2billion, boosted by the 63% of the UK population whowhere spectacles. Of this group those who fall in to the olderABC1 category will be targeted as they have more disposableincome and are more likely to be looking to purchase glasses.The market is dominated by a number of large manufacturersand retailers which present a good distribution potential butoffer a barrier to entry.
- Within the first three years after launch it is proposed that the product has been marketed to all large retailers and independents and has become a strong brand with a moderaterange of frames that cater for both sexes and also reading and full frames.By being sold through registered opticians the Aurora frameswill be placed in a different league to low cost ready readers.In order to differentiate from other spectacles frames strongand clear POS displays will be placed in store to encouragethe sale of the product.
The frames can be manufactured for £3.59 but including all costs will more than likely cost in the region of £5 per unit. Itis proposed that initial frame designs are sold to retailers for£20 offering a 300% profit margin and have an RRP of £45giving the retailer a profit margin of 125%. This is a penetrationstrategy and as more frames are added to the range prices.