– Led by Harvard Business School Professor Juan Alcacer… Plans to cover three topics: Breezm’s initial market entry process, overseas expansion strategy, and overcoming difficulties in the process of entering the US market.
– To be used as a textbook for the fall semester OPM course for founders and CEOs of mid-sized companies around the world
Personal eyewear brand Breezm (CEOs Sung Woo-seok and Park Hyung-jin) announced on the 14th that its achievements in pioneering the custom eyewear market and expanding overseas were selected as a research case by Harvard Business School (HBS).
Harvard Business School is famous for using corporate case studies as teaching materials rather than general textbooks to develop the comprehensive judgment and problem-solving skills required by future managers. This Breezm research course was led by Harvard Business School Strategy Professor Juan Alcacer, and paid particular attention to Breezm’s maximization of the personalized area in the traditional eyewear industry and its redefinition of the customer’s product purchasing experience.
In fact, Breeze has improved consumer inconveniences by introducing innovative technologies such as 3D facial scanning, AI style recommendations, and virtual fittings to the eyewear industry, which is supplier-centered, with its standardized production method and opaque pricing policy. In addition, it uses 3D printing and laser cutting technologies to directly manufacture polyamide and titanium eyewear frames in its own factory, reducing production costs and providing customers with customized eyewear that best fits their faces at a reasonable price.
The case study focuses on the initial market entry process of Breezm, and two more studies will be added in the future, covering ▲Brezm’s overseas expansion strategy ▲overcoming difficulties in the process of entering the US market. The first case study published this time will be used as a fall semester textbook for the OPM (Owner/President Management) course for founders and CEOs of mid-sized companies around the world. Breezm CEO Park Hyung-jin will also attend the US lecture to introduce Breezm’s innovative case.
“I am very pleased that Breeze’s innovation has been recognized by being selected as a case study by Harvard Business School just before the opening of our second store in the U.S. and the launch of an app that allows customers to order custom glasses,” said Park Hyung-jin, CEO of Breeze. “We will do our best to promote Breeze more actively in the U.S. market and grow into a next-generation Warby Parker that can improve the quality of life for people around the world through this opportunity.”
Meanwhile, Breeze has been growing steadily since its launch in late 2018, recording sales of KRW 10.8 billion with over 25,000 units sold last year alone, up 52.5% year-on-year, and achieving its best performance ever. It currently operates 13 stores in Seoul, Gyeonggi, and Busan, as well as a store in New York, USA, and recently attracted KRW 8 billion in Series B investment, spurring efforts to solidify its position in the custom eyewear market.
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