BREAKING THE MOLD
Their numbers are growing—and dispensers can expect the unexpected with today's baby boomer and senior customers. Aguide to creating an inventory that's just right for them
By Erinn Morgan

Boomers and seniors are open to a wider variety of styles and are more fashion-oriented than previous generations. Shown opposite page: Live Eyewear's Cocoons are a styled- up version of traditional over Rx sunwear with an expanded age appeal, shown here: Cocoons Stream Line model C605G (on woman) and Cocoons Slim Line model C402A This page, top to bottom: Traditional styles, such as aviators with up-to-the minute touches appeal to this market, shown: Gucci style gg 1827s for Sàfilo; semi-rimless eyewear has the lightness of rimless with an accent to draw the eye away from wrinkles, shown: Jaguar style 35004 for Eastern States Eyewear; this market isn't afraid to opt for the high end, shown: Chanel style CH2082B for Luxottica

Today's seniors and baby boomers may just surprise you. Sure, there are those who cannot seem to steer clear of the styles of their yesteryear. But, an increasing number are better educated about eyewear and open to modern styling.

"As dispensers, we have a tendency to think older people want older-looking, boring frames. But they really do not," asserts Nancy di Cosmo, president of Au Courant, which has locations in Princeton, N.J., Bal Harbor, Fla., and Troy, Mich. "You'd be surprised how many elders gravitate toward modern looks. One of our customers is a lady that is the epitome of class. She is in her late 70s, stylishly dressed, and well-to-do. She was coming out of her contact lenses and getting her first pairs of real glasses. Surprisingly, she picked two modern styles with AR and mirror coatings."

The key, many dispensers say, is to not pre-judge the older customer walking in your door. Work with them to understand their lifestyle and the eyewear that will suit them best from both a style and function perspective. "Pull out a pair of purple frames with red checked temples and you might be surprised that they say, 'Oh, I always wanted to wear something like that,'" says di Cosmo.

With this concept in mind, many eyecare professionals observe that they do not merchandise specifically for their senior and baby boomer customers. The fact that these groups are more open to style and price means that they may also wear what patients in their 30s and 40s are wearing.

"Seniors are much more fashion-oriented than they have been in the past," says Greg Ferguson, owner of Beach Drive Optical in St. Petersburg, Fla. "They are also more willing to spend money. When I first started in this business, if the frame wasn't 20 years old, they weren't throwing it out. But things have changed. I worked with a woman in her 70s the other day, and she bought a couple of Cartiers and a Versace."

Still, there are frame qualities and styles that can be specific to your aging clientele, such as larger eye sizes and more conservative styling for those not quite ready to go in new directions.

Thus, dispensers can appeal to their senior and boomer customers with a strong assortment of style and quality in addition to a measure of frames more on the safe side.

Here, we offer some pointers on getting the right mix.

DIFFERENT STROKES

While their age range is close, boomers and seniors are definitely two distinct groups. So, it is likely they will be seeking different things when they walk in your door.

One noticeable difference is that many boomers make an effort to educate themselves before they make a trip to your dispensary. "The baby boomer is a very educated customer," says Ferguson, whose clientele consists of about 40 percent boomers.  

Given this trend, dispensers have to be on top of their game with product stock and knowledge. "A guy came for prescription sunglasses, and he knew more about them than I did because he had done a lot of research on the Internet," adds Ferguson.

Style is also high on the boomer's priority list. "They want very stylish, up-to-the-minute frames," says Block.

"The men like rectangles, and some lean more to styles on the square side. They like a classy look," says Patricia Cavener, general store manager of Optical World, which has eight locations in New Jersey. She adds that zyls in all sizes have been popular for women. "They are definitely going for more color," she says.

On the senior front, some opt for fun, modern looks while others fall back on the traditional. "Some seniors want something more like what they had when they were younger," says Block. "They are looking for larger sizing and sturdy quality—things they remember back in the '60s and '70s. They want a good frame and a good value." Features like spring hinges appeal to this customer as a value-added quality.

On the opposite side of things, some report style-conscious senior customers. "Our seniors are a little bit older version of the boomer—still fashionable," says di Cosmo. "As long as you can fit a progressive lens in that frame."

The lens front is an important aspect for both of these age groups. "Progressive fitting is a concern," continues di Cosmo. "You have to have someone skilled behind the desk to know what all the lens options are. Take a look at the prescription and you know whether it's going to work or not with that frame—if you know what you are doing. You have to have your staff trained and keep up with all the fast-changing lens progress." EB

IT Figures

Color and style still appeal to boomers and seniors, shown: Mikli styles A0502-01 and A0504-03

Boomers

• Total number of Americans born 1946-1964 (ages 41 to 59): 76,957,164
41-45 (born 1960-1964): 22,855,827
46-50 (born 1955-1959): 21,833,393
51-55 (born 1950-1954): 18,933,261
56-59 (born 1946-1949): 13,284,683
• By the year 2030, the baby boomers will be ages 66-84 and make up about 20 percent of the population.
• Over 50 percent of boomers live in the following nine states (in 2000): California, Texas, New York, Florida, Pennsylvania, Illinois, Ohio, Michigan, and New Jersey.
• Average household income (before taxes):
Ages 35-44: $61,091
Ages 45-54: $68,028
Ages 55-64: $58,672
(Source: MetLife Mature Market Institute Analysis)

Seniors

• Total number of Americans born 1939 and earlier: 35,986,082
65-75 (born 1929-1939): 19,890,612
76-85 (born 1919-1928): 12,024,034
85+ (born 1918 and earlier): 4,071,236
• By 2030, the 65+ population will more than double to about 71.5 million, and by 2050 will grow to 86.7 million.
• 17.6 percent of the residents of Florida are 65 and older, followed by West Virginia (15.6 percent), Pennsylvania (15.3 percent), Iowa (14.9 percent), North Dakota (14.7 percent), and Rhode Island (14.5 percent); Alaska has the smallest percentage of residents 65+ with 5.7 percent.
• Average household income (before taxes) for this group ranges from $35,118 for those 65-74 and 23,890 for those aged 75 and over.
(Source: MetLife Mature Market Institute Analysis)