The eyewear market is still dominated by overpriced European offerings.  Eyewear is a $65-billion-per-year industry projected to reach $165 billion by 2022.  It remains 80% dominated by Luxottica, while the two other European licensing behemoths Safilo Group and Marcolin largely occupy the rest of the market, producing eyewear under licenses with brands like Chanel, Prada, and Gucci. Their price points range between $300-$800, because of licensing and "middle man" markups. Luxottica has over $2 billion in cash and has purchased a series of hot, independent eyewear companies.   

Affordable optical is disrupting the market. Recently, younger brands have started to dig into "Big Three" market share by offering lower-cost eyewear.  By managing production and selling direct-to-consumer, Warby Parker grew to a billion-dollar valuation within a few years, boosting the second highest retail efficiency after Apple, while Illesteva has had success at the $165 price point.  Linda Farrow and Selima Optique have found retail success for independent fashion-driven lines at a somewhat higher price point. 

Coco and Breezy bring high fashion to affordable optical. C&B compete at the forefront with the design leaders. To wit: Fendi and Tom Ford keep knocking them off. A variety of factors are making direct-to-consumer th, even for luxury designers. Coco and Breezy appeals to consumers who prefer chic, high-fashion eyewear to Warby Parker's tamer designs, and have the brand recognition to immediately win customers.