WILL CONK: OAKLEY OPTICS PLM

PORTFOLIO

NOVEMBER 2015

PLM RX FRAMES: PORTFOLIO

• ACTIVE LIFESTYLE RX FRAMES

• Concept/Target/Design

• Collection

• GTM and Marketing

• Results

• Market Research

• TRAINING PACK: PREPARING REPS TO SELL OAKLEY RX

• Brand/Category/Materials/Competitive Advantage

• Product/Collections

• ABOUT WILL

• OPTIONAL: 2017 LINE PLAN (UPON REQUEST/CONFIDENTIAL)

• The best way to see how I work

ACTIVE LIFESTYLE RX FRAME PROBLEM STATEMENT: There are no Rx frames on the market that

can be used for both sport and daily life needs

TARGET CONSUMER: Active Rx wearer, with strong experience wearing

frames. Function, performance and aesthetics critical. Age: 30-40+

CONCEPT: Versatility of do-it-all product. Interchangeable color from

work to sport; aesthetic of lifestyle frame with sport twist

DESIGN: Lifestyle frame meets sport features and aesthetic, subtle

Oakley sculpture and Brand ID (straight stems, ear socks)

Great for sport, but not for school

or work

Great for school/work, but can’t

be active in it.

Wrap for coverage

and sporty look

PRODUCT KICKOFF

Lifestyle Frame

appeal Interchangeable

color

ACTIVE OPHTHALMIC: CROSSLINK

Sport nose pad Interchangeable

SAME FRAME

DESIGN TO DEVELOPMENT

INTERCHANGEABLE TEMPLES

SPORT LIFESTYLE DESIGN

CROSSLINK COLLECTION LEVERAGE SUCCESS, ESTABLISH PLATFORM

CROSSLINK GO TO MARKET TRAIN REPS AND ACCOUNTS

MARKETING ATHLETE AUTHENTICATION

RESULTS: 3 STYLES IN TOP 20 YTD

• EXCELLENT SALES ACROSS GLOBE

• 75% OF ASIA LINE SHARE

• 15% OF SHARE IN OTHER KEY

REGIONS

• RX FRAMES BUSINESS GREW 15%

WITH ADDITION OF CROSSLINK

CONSISTENT SUCCESS

POST RELEASE RESEARCH WHY WAS THIS PRODUCT SO SUCCESSFUL?

High value

for younger

consumer:

25-35

Color options

are key in

Asian markets

High value to

older

consumer:

35-50

SPORT

PERFORMANCE

QUALITY

MARKET RESEARCH CONDUCTED ACROSS 5 COUNTRIES

10

BRAND ACCESS/UNISEX- $140

CORE LIFESTYLE: $160 PREMIUM LIFESTYLE - $200 -$220

ACTIVE LIFESTYLE- $200

PERFORMANCE LIFESTYLE COLLECTION BALANCE PRICE, MATERIALS, AND DESIGN FOR BROAD CONSUMER REACH

RX FRAMES CATEGORY: 2015

REP AND KEY ACCOUNT TRAINING

COMMUNICATING THE BASICS THAT BUILD OUR BRAND AND PRODUCT

WILL CONK

THE OAKLEY BRAND

SPORT

PERFORMANCE

QUALITY

Oakley is a high performance athletic brand known for

innovation, craftsmanship, and quality.

3 TERMS CONSUMERS SAY ABOUT OAKLEY

THE RX FRAME MARKET

What do consumers want?

31% of consumers want a PERFORMANCE frame

OPTICAL CONSUMER RESEARCH: FROM LUX

WHERE DOES OAKLEY FIT?

Oakley has a 2% marketshare, and considered performance brand

OAKLEY PERFORMANCE LEVERAGE OVER OTHER LUX BRANDS

PERFORMANCE PLASTICS Acetate O Matter nanOmatter

Min Temple Thickness (MM) 3 2 1

Tensile Strength (PSI) 4,350 8,800 15,200

Density (g/cm^3) 1.28 1.00 1.27

Melting point (degrees F) 170 270 426

Rich color

Minimal sculpture

Doesn’t maintain shape

Tumbled, never painted

Good color

Light, strong, flexible

Excellent sculpture

Tumbled, painted or filmed

Ideal for 3 point fit

Limited color

Extreme strength and flexibility

Good sculpture

Can’t paint

Heavy and brittle

Acetate Omatter Nanomatter

WHY WE FOCUS ON OMATTER

PLASTICS USED AT OAKLEY FUNCTIONAL PURPOSE FOR EACH MATERIAL

Acetate- shape and color,

women’s only

Omatter- Strong, lightweight, and

sculptured

Nanomatter- thin aesthetic,

flexible function

UNOBTAINIUM (EARSOCKS)

PROPRIETARY NO SLIP GRIP 3 POINT FIT

BRAND ID

VS

COLOR

FUNCTION, COMFORT, AND AESTHETIC

3 POINT FIT- STRAIGHT STEMS

FUNCTION

Minimize head force

Maximize retention

Reduce Facial Crowding

Avoid Mastoid bone

AESTHETICS

Brand ID

SPORT

PERFORMANCE

QUALITY

MARKETING THROUGH DESIGN

19

YOUR PERFORMANCE RX STORY

Acetate Omatter with Wire Core

Unobtainium

• 2X Stronger

• 25% Lighter

• Heat resistant

BRAND DIFFERENTIATION

PLIABLE WITH LOW HEAT

PERFORMANCE WIRES COMPARED

Titanium C5 Carbon Fiber

Min Temple Thickness (MM) 1 1.5 1.5

Tensile Strength (PSI) 63,000 60,000 300,000

Density (g/cm^3) 4.5 8.8 1.55

Melting point (degrees F) 3,300 2,400 3,500

Strong and lightweight

Easy to sculpture

Hypoallergenic

Expensive

Strong and medium weight

Easy to sculpture

Potential Nickel Allergies

Inexpensive

Ultra Strong and ultra lightweight

Unique look and feel

Stiff and VERY difficult to sculpture

Ultra Expensive

Ti C5 Carbon

50% OF OUR BUSINESS IS WIRES, WHY WE USE EACH MATERIAL

ABOUT WILL: ACTIVE DAD

WORK FAMILY HOBBIES & FRIENDS

WILL’S STRENGTHS