Eyewear: Tommy Hilfiger style 102-229 for Lantis.  Clothing: Shirt by Brick Wall, pants  by J. Lindberg, bag by Diesel.

They're young, they're trendy, and they're quick to whip out their wallets and spend money. That's why more companies are focusing their marketing efforts on Generations X and Y. Unlike their baby boomer parents-many of whom are busy socking money away for retirement-Generations X and Y are living it up like there's no tomorrow. Gen Xers are adults between the ages of 24 and 35 who are enjoying the perks of a strong economy with plenty of discretionary money. And even though Gen Xers represent only 17 percent of the population (46 million people), they spend about 50 billion more annually than their younger counterparts.

But just wait. Gen Yers-who range between 6 and 23 years of age-are already spending from $35 to $100 billion annually, and most of them haven't even graduated from college yet. At 75 million strong, they are the largest population group to come along since their parents, the baby boomers, who total 81 million. No wonder they've been nicknamed the echo boomers. And like their folks, their strength in numbers gives them significant spending power.

Eyewear: Adidas style A123/07 for Silhouette. Clothing: Shirt by French Connection, pants by Akademiks, wristband by Nautica Tech, sneakers by Nike.

Consider this: Today's average teen spends $105 a week. While approximately $50 of that spending money comes from mom and dad's pockets, the rest comes from part-time jobs. Thanks to the strong economy and shrinking labor pool, teen unemployment is at a record low-12.5 percent. And since teens don't have overhead costs such as rent and grocery bills, all that money is discretionary. That's why many retailers are looking to tempt teens into their stores. But luring them to spend isn't the only reason Generation Y represents such a lucrative market. Today's teens will soon be tomorrow's adult consumers. So if you earn their loyalty now, there's a good chance you can count on their business for years to come.

Yet teenage consumers are different from their parents when it comes to buying patterns. "Unlike older consumers who go to the store for a specific reason, Gen Yers view shopping as a social experience," points out Sarah Feidelholtz, associate publisher for Teen Style magazine. "It's an opportunity for them to hang out with their friends. That's why they prefer one-stop shop boutiques rather than department stores where they would have to split up to buy what they want."

It's Gotta Be Cool

And because their friends are important to them, peer pressure can be great, especially when it comes to choosing something to wear on their face. "If you're selling eyewear to a teen, their friend's opinion will validate the 'coolness' of a style, while their parents' views won't carry as much weight," maintains Michael Wood, vice president of Teen Research Unlimited (TRU). Steven Weisfeld, O.D., optometrist for Spectacles in Englewood, N.J., confirms this is true. "Often teens will come into our dispensary with a friend to pick out eyewear, then come back a couple days later with one of their parents to pay for it," says Weisfeld. "And most parents are wise enough to let teens choose what they want-even though they're footing the bill. Because otherwise, they simply won't wear the glasses," he says.

And what do teens want? "They either want eyewear that is totally rimless or they want funky retro-looking plastics," says Jean Marie Poppinga, manager of Purdy Opticians, New York City. "Fashion trends come and go at lightening speed among teens," claims Wood of TRU. "It forces retailers to stay on their toes because if something is hot today you can bet it will be ancient history six months from now." Many dispensers observe that actors of sitcoms like Friends or a popular movie start eyewear trends. For instance, Weisfield of Spectacles noticed that as soon as Mission Impossible II opened, teen boys came flooding in his dispensary looking for Oakley's Romeo style that Tom Cruise wore in the movie.

While 14- to 19-year-olds think colored double laminate zyls and statement pieces are cool, tweens (8 to 12 year olds) lean more toward metals in muted colors. "Tweens feel more self-conscious about wearing glasses so they want eyewear that's more conservative," says Poppinga. "We also direct the sell toward the parent since tweens don't view eyewear as an opportunity to make a fashion statement the same way teens do."

A Teens Need Prescription Sunglasses!

Yet despite her success selling to the teen market, Skinner has one complaint. "Many optometrists don't stress the importance of the need for teens to wear sunglasses-and they should. After all, kids spend more time outdoors than adults do." Adair believes the reason parents are reluctant to invest in a pair of prescription sunglasses for teens is because they are afraid they will lose them. "But if the doctor prescribed prescription sunwear for the teen, the parent wouldn't even question it because then they are viewing the need for sunwear from a health point of view."

By contrast, getting Gen Xers to wear sunglasses is no problem. "These young adults are sports oriented," maintains Franzblau, "and they want the appropriate sunwear for the activity." In fact, he maintains that most performance sunwear manufacturers target Gen Xers in their advertising for precisely that reason.

Eyewear: Converse style Rock Star for REM. Clothing: Shirt by J. Lindberg, pants by Dolce & Gabbana.

Campy Ads Most Effective

This is more body copy. Both Gen X and Gen Y grew up bombarded by advertising on TV, billboards, and radios throughout their lives. "They don't like hype. They're very savvy consumers," says Peter Levine, principle and executive creative director of d/g consulting in New York City. "Therefore, they resent being talked down to and told what they should buy," he adds. Favorite ads among both Gen X and Y are often more funny than hard sell. Is it any wonder then, that commercials like Old Navy and Target, which have campy, tongue-in-cheek messages, are what both Generation X and Y like best?

It's a matter of tossing out old ideas and preconceptions about merchandising and learning the nuances of Gen X and Y marketing. But it should pay off because the buying habits they display today will likely stay the same throughout their lives. And once dispensers understand what makes Generations X and Y tick, they're likely to gain their loyalty over a lifetime. EB