Welcome, What Makes Us Different?

"I believe we're different from many companies, not just optical companies. Our vision is to play a bigger part in the world. We believe we have a responsibility to the optical community, to our ClearVision community, and to the Long Island community. We approach our business from the point of view that it's not just about enriching the shareholders; it's about doing the right thing and treating everyone with care and respect all the time. This isn't just talk. We believe it is forward progress. We participate regularly in local philanthropy. We still do business with our first customer. Our compounded growth over the last 24 months is 33%. By consistently doing the right things, we prosper and remain stable. We have a 97% employee retention rate. We have long-term contracts with our licensors, which means they are very happy with how we run our business. We believe in the development of people and give 50 to 100 hours of paid training to every employee on an annual basis. So, why should you do business with ClearVision? We believe there are four compelling reasons:

1 Relationship.

You will have a highly trained sales consultant (who has a long tenure in the industry) calling on your office on a regular basis. That means you can have a stable relationship with ClearVision.

2 Eficiency.

Because of ClearVision's breadth of product, you will be able to purchase between 15 to 25% of your dispensary's frames from one sales company. Other frame vendors can advertise that. But, the difference is that you have to see three to four salespeople within those companies to fill the same needs.

3 Dependability.

ClearVision traditionally runs between 96 to 98% in-stock on product; we recently broke our own record and were 99.5% in-stock. We can do this because we have a very big commitment to a full inventory and to forecasting. Our collections tend to be very focused, so we typically have a large number of strong-selling frames, with long life cycles of two to three years per style.

4 Commitment.

We survey 8,000 customers every eight weeks and usually get back about 1,000 surveys, which I personally read. We are responsive. My name and e-mail are on the survey, so I get customers who e-mail me directly all the time. Looking for feedback is part of our commitment. We don't believe that you have to do business with us. But, we do believe that we have to earn your business."

The Foundation ClearVision founders Fred and Mimi Friedfeld speak out on inspiration, philosophy, and marriage. Q: What inspired you to start ClearVision? It all started when I was a Navy veteran who decided to go to optical school because the university year had already started. It was a fluke—I had no idea what an optician was. Q: What has been your business philosophy? Equality. We always felt that our employees were an extension of our family. Our customers were "the guests" who would be welcomed and treated graciously! Q: Did you think CV would become such a large, successful company? We never imagined it. We also never planned business succession, but David and Peter have done a monumental job to continue the philosophy that launched our company. Q: Why is CV different from other eyewear suppliers? Because there are Friedfelds standing behind the products and service. Also, our strong commitment to training our employees is unique. Q: What are you most proud of in business? Our family. Our children work as one unit; Doug and Liz are not employed by ClearVision, but they are very much involved with their brothers' successes.

David Friedfeld, president, ClearVision Optical

Beyond The Brand

The Customer In Focus

DISPENSERS EXPLAIN WHY THEY LOVE DOING BUSINESS WITH CLEARVISION.

Carroll Eyecare

Located in Eastern Maryland, this optometric practice recently made ClearVision products about 25 percent of their frame boards. Optician Kandy Gullickson tells us why.

Q: How long have you been doing business with ClearVision? Personally, I have been working with them on and off for 17 years. Our old owner wasn't carrying ClearVision but we just changed hands, so we've had it in for three weeks because of my recommendations. We went from maybe a few frames to about 130 from ClearVision. I am very happy with the way things are working out. I think it will be a long-term relationship.

Q: What is different or special about ClearVision? They have a system for reorders that is wonderful. Basically, one of the customer service reps calls me every two weeks for my reorder. Right now we just do that with ClearVision; with other companies, we have to call them ourselves.

Q: What do you like about ClearVision's products? The product lines they have get the customer's attention—they know the names and those are backed with quality.

Created by the Eyecare Business Special Projects Team.

25% of the retail price of the BCBGMAXAZRIA Hope sunglass is donated by ClearVision to breast cancer research.

Dilzer Eyecare

This optometric practice in Purcellville, VA enjoys the benefits of working with one sales consultant at ClearVision. Optician Maryon Augustine explains.

Q: How long have you been doing business with ClearVision? We've been selling their products for at least four years—BCBG, Ellen Tracy, OP, Izod, the core ClearVision product, and Jessica McClintock. We sell Jessica McClintock kids frames, too, and those don't stay here very long.

Q: What is different or special about ClearVision? We deal with one sales representative. About a fifth of our boards are ClearVision products and it is just so much easier to deal with one person for all these products.

Q: Do you use the Rx Express reorder program? Yes, the customer service rep calls every Friday and it works really well; she keeps me abreast of any items on backorder and is really good at suggesting other colors if need be. They are also really good at sending POP products for our office.

Q: What is different or special about ClearVision? They are really good at supplying good cases with their frames. The OP collection has great options—blue with a yellow print that looks like waves or a yellow case that is hard plastic. A lot of the frame companies just don't have cases today.

Wheaton Eyecare

Manager Wayne Delaney explains how this four-location practice in the Chicago suburbs has grown their business with ClearVision over 20 years.

Q: How have you grown your business with ClearVision? It has grown steadily over a period of time. Ten years ago, we stocked about 15 percent of our products from ClearVision; five years ago, it was 20 percent. Today, it has grown to 30 percent.

Q: Why do you continue to do business with the company? Over the past 10 years they have become much more brand conscious and have worked to license recognizable brand names that help the customer feel comfortable. Also, the product quality is very good and they have great performance with delivery—there are few backorders and their shipping and order-taking capabilities are simply some of the best in the industry. And, their sales rep is always on top of things; he visits us regularly and also has someone come in and set up the new POP displays.

Q: What is different or special about ClearVision? They keep things fun and light but take care of business. ■

Grow Your Business…Simply

WHAT ONESOURCE^™ CONSULTING CAN DO FOR YOU.

Do you ever wish you could see fewer sales reps? Choosing a frame supplier that can meet a wide variety of your product needs can help dispensers realize this goal–and save you valuable time in the end.

Which is exactly why ClearVision offers OneSource^™ Consulting, a one-stop shopping concept for eyewear retailers that serves up more great products from one top-notch sales rep. "We have been building on our product mix for the last four years to be able to offer the OneSource concept," says David Friedfeld, ClearVision president. "Before, you might have had to go through a variety of companies, or multiple company divisions, to get what you need." Today, ClearVision offers everything from premium fashion brands and memory metals to kids' frames and core products. While ClearVision suggests that eyecare professionals invariably need more than one supplier, the company's goal is to provide dispensers with a strong percentage of their frame board.

With OneSource, you can deal with just one rep, one discount structure, one coop program, and one set of company policies. "We save you lots of time, money, and headache," says Freidfeld. "That's OneSource."

Here are the key OneSource strategies which retailers can use to grow and streamline their business:

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The Right Product:

The time has never been better to re-evaluate your inventory mix. In fact, according to the Eyecare Business 2008 Trend Report, this task was the Number One strategy that eyecare professionals are using to address today's business challenges. With ClearVision's OneSource Consulting, getting the right mix can be an efficient, onestop shopping experience. "If you need men's, women's, or children's product, ClearVision provides it all very nicely, instead of having to go out and get a lot of companies to help you on your boards," says Friedfeld.

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One Sales Consultant:

Want the simplicity and satisfaction of working with one rep? So do your peers. The Eyecare Business 2008 Trend Report showed that ECPs want their frame reps to be accountable and customer-oriented, plus provide follow-up, show product differentiation, and communicate value. ClearVision Optical's sales representatives are trained to meet and exceed all these expectations–and more. As OneSource Consultants, they can help dispensers target the right assortment for their customers, from young to old and value- to luxury-oriented.

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The Best Service:

It's as simple as that–ClearVision prides itself on providing better service through OneSource. An example is the company's Rx Express program, which is a weekly reorder program of frames that are selling. "In a situation where a dispenser doesn't reorder product, they typically sell the best-selling product they have and it comes off the board," says Friedfeld. "What's left is not as many best-selling frames until the salesperson comes around and restocks. Statistics show that the independent ECP may lose 15 to 25 percent of sales because the customer walks out and buys eyewear somewhere else. Unless they have the right product." With Rx Express, ECP's have their own customer service concierge, in addition to their sales consultant. Specially trained and dedicated service agents work with the same customers weekly. ■

THE PERFECT MIX
The Eyecare Business 2008 Trend Report shows that ECPs across the country have product assortments that are predominantly mid-range but lean towards the high end. The ClearVision product range falls in line, proportionately, with these product needs. 19% Value 49% Mid-Range 29% High End

The Brand Portfolio

ClearVision backs up its refreshing business strategies with an impressive roster of brands—from fashion-focused and contemporary to classic and kids-oriented—that can also help ECPs increase their bottom line.

JESSICA MCCLINTOCK

Romance in the Air As one of the most recognized brands in America for bridal, formal wear, and evening gowns, designer Jessica McClintock has made her mark on the fashion landscape. The company's design focus is on feminine styling and romantic, beautiful details. The Jessica McClintock eyewear and sunwear collections follow the same direction with pretty, elegant shapes in metals and plastics.

▼OP

THE ORIGINAL SURF BRAND

OP is a powerful lifestyle brand rooted in a history that began when Ocean Pacific was founded as a surfboard label in the 1960s. Today in the U.S., it also happens to be the Number Five most-recognized lifestyle brand by consumers. The OP mission is to create quality active-lifestyle products with genuine value, authenticity, and style. The OP eyewear collection follows this lead with frame styles that continue to show—and take new interpretations of—the brand's heritage.

▲CLEARVISION

VALUE MEETS RELIABLE QUALITY

Over 59 years of experience go into the design of the quality- and value-oriented ClearVision Collection. This incredibly well-rounded collection of 50 styles, priced at $29.99 to $36.99, appeals to a broad range of consumers. Both classic and contemporary looks are available and the reliable quality at this price point is unsurpassed.

▼IZOD

On the Cutting Edge

A rich past is an important part of the present at Izod, a contemporary menswear brand that was launched in the early 1900s. Today, it is one of America's most well-known men's sportswear brands. Cool, active, and fun, the IZOD brand appeals to today's stylish man. Modern design is the trademark of the frame collections, including the flexible and durable Izod memory metal PerformX (PFX) eyewear and sunwear styles, which feature the superior Triflection^™ polarized polycarbonate lens.

▼KIDS

GREAT FRAMES FOR HALF PINTS

Nobody covers kids' eyewear like ClearVision. Jessica McClintock Eyewear for Girls replicates the romance and beauty of all this brand's products. Izod Boys keeps up everywhere from the skate park to the snowboard slope with frames that boast superior, durable components. Active kids can catch the wave of surf culture with the OP Kids eyewear collection designed for boys and girls. Even tiny tots get into the eyewear action with Fisher-Price, the Number One recognized brand name among parents of preschool-aged children.

▼BCBGMAXAZRIA

International Style

When it launched nearly 20 years ago, BCBGMAXAZRIA was named for the French phrase "bon chic, bon genre," a Parisian saying meaning "good style, good attitude." Today, this trend-setting lifestyle brand embodies this title with joie de vivre—its products are a true combination of European sophistication and American spirit. Designer and founder Max Azria has built an impressive retail presence worldwide and sets the trends for today's fashion consumers. The BCBGMAXAZRIA eyewear and sunwear collections follow this lead with distinctive, style-driven men's and women's frames.

▼ELLEN TRACY

Timeless Elegance

No other name is as synonymous with American style as Ellen Tracy. With its focus on luxury materials, exquisite tailoring, a sophisticated color palette, and stunning signature prints, this designer brand creates the concept of a total wardrobe for the working woman. The Ellen Tracy eyewear collection draws its inspiration from luxury and elegance to create timeless styles in shapes and colors that appeal to the modern, successful woman.

▲COLE HAAN

LUXURIOUS INNOVATIONS

In 1928, Trafton Cole and Eddie Haan designed the first Cole Haan shoe during the Jazz Age in Chicago. To them, quality was tantamount and the style, like the era's music, was smooth and sophisticated. Today, Cole Haan has evolved into a global lifestyle brand that stands for premier fashion and luxury—its product lineup includes everything from men's and women's footwear and handbags to outerwear and small leather goods. The focus is on artisan quality, special details, and innovation like NIKE AIR technology; the fashion direction exudes a "downtown" style that is unique and eclectic. The eyewear collection for men and women, which includes 30 optical and 13 sun styles, also boasts the trademark quality and artisan design of Cole Haan.