The Fun Factor
What frames give kids a kick
by Marcy Bruch
photography by Dani Steele
hair & makeup: Michelle B for Mark Edwards, Inc.
models: Moses Williams; Colton Parsons; Isabelle Nicolay; Courtney Wade; Cohlie Brocato; Kelly McLead; Alia Gharsi--all for Product

wanna play? Grown-up style and kid-friendly color set the scene for Moses' fun in Nike style 4602 for Marchon and shirt by Gap

It's just a fact. Most kids are on a quest for fun. If it weren't for that, where would the Disney empire be today? In the optical world, those savvy enough to succeed in this arena realize that fitting frames on children is only half the plan. It's a positive experience that wins the kids--and their parents--as customers.

Just ask Rosanne Rosetti, managing optician for Medford Optical in Medford, Mass. About 75 percent of Medford Optical's business comes from children's eyewear, and Rosetti displays about 500 kids' frames at any given time. "Children sit on benches while we fit them. If they start getting fidgety, we just lift the top of the bench where they'll find a bunch of toys inside they can play with," notes Rosetti. "It's also a way of entertaining a sibling while a brother or sister is getting fitted."

In fact, the fun factor of this dispensary has been so successful that Dana Cohen, owner of Medford Optical, opened another children's dispensary in neighboring Stoughton, Mass., and took it to the next level. "At that location, all the walls are painted in primary colors, and we use a video camera to televise how kids look in various frames so they can see how they look on TV with their eyewear. It makes the whole fitting process entertaining," says Rosetti.

P.O.P. THAT DELIGHTS

Strong P.O.P can often make or break a new children's eyewear collection. "I can usually tell if a new kids' brand will succeed based on whether the manufacturer skimps or goes all out on point-of-purchase materials," notes Anne McHargue, an optician at All For Kids Eyewear in Arcadia, Calif., where 90 percent of the business comes from kids.

If the brand is linked to cartoon characters, offer stickers or mini-action figures to get the kids interested. For example, McHargue gives her young patients SpongeBob SquarePants stickers and keeps a talking Mickey Mouse toy in the kid's dispensing area. "All these ancillary props reinforce the link between the brand and the eyewear, which builds toward the sale," McHargue says.

	she loves me? Colton, left, in NBA style Tip-Off for Marcolin and shirt by Gap, hasn't decided if it's true love for Isabelle, right, in Lafont style Dakota and top by The Children's Place

THE FUN OF CUSTOMIZATION

Taking a cue from stores like Come Out And Clay that let children make customized artwork, some eyewear manufacturers give kids the opportunity to customize their own eyewear. A line of colorful three-piece rimless mounts for kids has done extremely well at Salle Opticians in Atlanta. "Kids can mix and match the colors of the temples and bridges, and choose from a variety of lens shapes, creating eyewear that's uniquely their own," says owner Wendy Salle. "It's a creative way of getting children to select their eyewear that's also entertaining."

Though the frames are relatively pricey, at around $265, Salle says the kids want them because they mimic what their parents are wearing, but with more color. "Kids today have become savvy shoppers, so they're not always going to want frames with cartoon characters plastered all over. They want to have eyewear that looks like what their parents or celebrities wear. The only element that makes the frames look more juvenile is strong color."

did you hear? Grapevine info from Courtney (above), in Sferoflex style 2831 for Luxottica and top by Old Navy, surprises Cohlie (below, right) in Harry Potter style HP3509 for Logo of the Americas and Gap shirt

DURABILITY AND WARRANTIES

While kids go for the cool and familiar, you can't overlook what's important to parents when it comes to their kid's frames. "You have to offer parents some value too, since they're the ones who pay for the frames," says optician Katie McLean from At Kid's Specs in Overland Park, Kan.

Parents want to make sure that frames are backed up with a warranty. Providing all kid's frames with at least a one-year warranty, and memory metal frames of more than $200 with a two-year warranty is a proven winner. "It goes with the territory that you'll constantly be getting broken frames that have to be repaired or sent back to the manufacturer. If I didn't have the warranties, it would make it more difficult to be profitable," says Sharon Kurtz, owner of Children's Carousel of Eyewear in Orlando, Fla.

Offering high-quality product is of the utmost importance when selling children's eyewear. "If you get too many broken frames returned, it reflects badly on you and your business will ultimately suffer," McLean says.

THE BEST-SELLING FACTOR

Here are the frame styles kids like best, according to a spot check of dispensers across the country.

What boys want: In silhouettes, any geometric shapes sell best, especially rectangles and squares. There has been some interest in round frames among boys due to all the media coverage of the Harry Potter movie. In colors, boys prefer blue, brown, tortoise, or silver. Metal frames win hands-down over plastic among boys. And if dad wears a three-piece rimless mount and it's available, you can bet junior will want that look as well.

What girls want: Softer frame shapes such as ovals, pillows, or teacup/muffin shapes that flair out slightly at the top. In colors, like the boys, blue is number one, followed by violet, aqua, and red. Although metals sell better than plastic with girls as well, young girls are taking a fashion hint from hi-profile women in the media wearing plastics and are seeking double and triple laminates in soft hues of honey or tortoise.

What works for both: The color blue is a favorite for boys and girls. And children love clip-on sunglasses--as long as they can hold on to them. Since durability is so important, invariably metal frames, especially memory metal, sell best across the board. When it comes to lenses, polycarbonate lenses are the dispenser's pick for all kid's eyewear.

SUNGLASSES AND BEYOND

Stressing to parents that it's never too early to get their children to wear sunglasses is a consideration that helps protect children's vision and boost sales. "Kid's sunwear is definitely a growing part of my business because parents are more educated about the harmful effect of UV rays," says Kurtz.

Sports eyewear is another potential sale for children's eyewear. "I always recommend prescription sport goggles for kids who engage in any kind of athletic activity as well," she adds.

And what advice do these dispensers give to those wanting to beef up their kid's business? "Obviously, you'd better like kids, because if you don't, you won't have the patience that's required in this business," replies Kurtz.