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Message: [QUOTE="asuwish, post: 2382015, member: 1320"] This is the biggest misnomer out there. Luxottica produces about 40 brands of eyewear (they buy the licensing rights to some of the biggest names you know) yet there are probably over 500 eyeglasses brands on the market today. As far as markup is concerned retail mark up based on the wholesale price is not any greater than almost anything else. One of the better quality company's takes 200 man hour for every frame it designs, and that has a cost. Other company's make cheap knock off's of the style for much less since there is less work to be done and the materials used are not nearly as good. There is a very wide price range for products but you often get what you pay for. You could buy a Ford Fiesta or a Mercedes both drive on the road but some people will pay more for the better built vehicle. [/QUOTE]