Customers/Users Lumus has products that are both directed at the average consumer and for professionals. The DK40 and the DK32 models are more targeted at consumers while the PD18 model is directed at professionals. Lumus claims that they do not sell their eyewear directly to individuals and instead only to large chains. Lumus has a very professional looking website with sufficient information on their products. Other than that, they do not have any advertisements. They do not offer coupons or sales because their products are so new and involve cutting edge technology. The lamas main target market is business professionals looking to use technology to improve themselves and their business. Pilots and air force officials are also a target for Lumus. Their eyewear is designed to fit over a headset or a helmet.