The concept is Eyewear Boutiques, which is stores that are very different in design, prodcuts, and services. Its slogan is "change Your Look." therefore, customers are motivated by the "Optical Stylists" to try or add a new look. Their philosophy is that eyesore is like cloths, you change your cloth according to the occasion. Eyewear is the same. There's the "Business Look," "Causal Look, "fun Look," and "Elegant look'