The Metro Man
Giving a new eye to the stylish guy
By Joanne F. Schell

Men often respond well to advertisements and P.O.P. materials in dispensary windows and displays. Shown: Lacoste style LC Homme 7357 for L'Amy, Inc.

In January 2004, the American Dialect Society held its annual conference and voted on the words which most signified the previous year. At the top of the list was "metrosexual."

From "Queer Eye for the Straight Guy" to the launch of Cargo, a men's shopping magazine, American society has seen the rise of the fashion-conscious male.

The metrosexual cannot be pegged into one single profile, notes Tim Stock, managing director for scenarioDNA, a New York-based marketing firm. "A metrosexual can be anything from a rock star wannabe to an aspiring corporate tycoon," he says.

Important things to note about this new species of man are that he is at a new level of consumerism and is willing to purchase more, but he is also more discerning. Eyewear is a channel in which men are expressing this desire to spend more on fashion.

"Eyewear can change someone's entire look," says Salvatore Sampino, manager of Malibu Eye Center Optometry in Malibu, Calif. "It is the most visible and powerful fashion accessory, because it is on your face and in everyone else's."

MOTIVATE THE MAN

So how can you capitalize on this fresh new market and take advantage of this source of revenue? Reach the root of men's motivation to buy. A man's greater interest in fashion means he may be more in touch with celebrity style and fashion magazine advertisements.

"The biggest motivators are athletes and movie stars," says Barry Bamberger, a licensed optician at New York-based Eyes on Broadway. "These men see what the stars are wearing, and they follow those cues."

	Aviator styles are considered hip by fashion-conscious men, such as Will Smith. Smith is shown here wearing Chrome Hearts Red Riot for Optical Shop of Aspen PHOTO COURTESY OF STEVE GRANITZ/WIREIMAGE.COM

This is especially true with sunglasses, where men feel safer taking risks. Having P.O.P. with celebrity models or pictures in the store window of Hollywood moguls sporting the latest trends is a smart way to bring in business.

This holds true with men in the Midwest as well as those on the two coasts, says Patty Stianos, office manager at American Vision in Chicago. Her store displays are an effective attraction for male clients. "Men usually come in based on what they see in the window or an ad in a magazine," Stianos adds.

PRICE IS NO OBJECT

One of the most positive things about the new men's market is that cost is less of a consideration.

"Image comes first, and cost is a small issue," says Bamberger. "Men would rather spend more and get an individual look."

According to a survey by Vertis, a Baltimore-based marketing firm, only 12 percent of men who purchased eyewear from a local optical store named price as their primary motivator.

Convenience is also not as important as it used to be. Only 16 percent of those surveyed purchased eyewear based on the convenience of a dispensary's location.

MULTIPLE CHOICE

Men are taking more chances with their eyewear style, and they are buying more pairs than ever. But, they won't make these purchases all at once. "They will wear a pair for a week or a month, and then come back for a different look," says Bamberger.

While women may purchase up to 12 frames to match their wardrobes, men may buy only two or three frames. But, Fann says she holds out hope that the metrosexual male market will boost frame sales for men. "Women are more fashion conscious now. But men are catching up."

Male Appeal

Men often take their fashion cues from what celebrities are wearing. This style, Pakalas by Oliver Peoples, has been seen on actor Brad Pitt It's essential to provide an accessible and interactive atmosphere with virtual try-on systems, open display cases, and clear signage in order to get men off of the sidewalk and into your dispensaries. "Men love open displays where they can walk up and try on the frames themselves," says Salvatore Sampino, manager of Malibu Eye Center, a Calif.-based dispensary. "They do not like to ask to be shown products. All of my high-fashion lines are showcased with the brand's own logo embossed in white on black Plexiglas signage, suspended by stainless steel columns," Sampino says. "It offers men an identification with the fashion images they see in magazines and high-end depart ment stores." Involve men in the buying process as much as possible, recommends Tim Stock, managing director for New York marketing firm scenarioDNA. "Develop interactive experiences," he says. "Men share a desire to customize and control." According to the company's "Marketing to Men" survey, one way for men to establish control is to do research before they enter the store. "The growth of the Internet has enabled men to become shoppers," says Stock. "They can do all the research and be as selective as women without ever leaving their computers."

Hot 10 For Him

Classic colors, such as black, are still hot with the style- minded man. Shown: Kenneth Cole New York style Retro-Fitted for ClearVision 1. Aviator shapes 2. Rectangular shapes 3. Thick, chunky plastics 4. Crystal frames 5. Classic colors: Blue, gray, brown, black, gunmetal 6. Titanium, aluminum, magnesium materials 7. Backside anti-reflective lenses 8. Polarized lenses 9. Photochromic lenses 10. Natural materials: Horn, leather, wood

Rectangular shapes are a top choice in the men's market. Shown: Ted Lapidus style TL-243 for Looking Good Eyewear	Having control over a purchase is a draw for the male shopper. The Ishin line, by Mitani USA, allows men to customize their frames by choosing the temples and frames separately	Sunglasses tend to give men more freedom to experiment with edgier styles. Shown: Mont Blanc style MB16 for Marcolin USA