HANDS ON - How I...
Sell Sunwear to Tweens
by Erinn Morgan

Sunwear for kids just makes good sense from a UV protection standpoint. "I tell the parents: 'Outfit the kids in sunglasses or let the UV light damage the child's eyes,'" says Ron Goldstein, OD, who has a practice in New York City.

Tween role model Raven Simone is growing into her own style with Calvin Klein Eyewear style ck 2048 sunglasses from Marchon

While some optical retailers encourage the sale of sunwear to the tween market, others don't believe there is much business there.

"We don't carry a lot in sunwear for kids," says Todd Laurrell, an optician with Youth Vision in Austin, Texas. "A lot of the sunglasses we have found are kind of expensive for most parents. They have already spent $200 on new glasses."

Still, others believe that there are many viable options and uses for eyewear of every category in the kids' market.

In fact, the eyecare professionals interviewed for this story have found success with all of the following for tweens: Plano sunwear, prescription sunwear, sunglass clip-ons, and photochromics.

PHOTOCHROMIC PLUSSES

Many ECPs have had great success with one option in particular for tweens: Photochromics. This selection is perfect for busy kids who require a prescription.

"Photochromics are perfect for the tween community. It's just one less thing to process when there is so much to remember," says Goldstein.

"They've got the glasses, they walk outside, and they have vision correction, sunwear, and UV protection."

Polycarbonate photochromics offer an all-in-one product that is virtually loss-proof for kids, answering one of parents' biggest complaints about sunwear. "Once you equip that kid with that pair of glasses, he is covered," says Goldstein. "He's got vision correction, safety protection, and UV protection. He has to lose the whole pair of glasses to lose the photochromics."

To make the purchase of photo-chromics palatable for parents, some optical retailers suggest package pricing.

"A polycarbonate lens with a UV coat is $98 and photochromics are an additional $79," says Bob Consor, OD, of The Eye Doctor's Office & Affordable Eye Gallery in Dallas. "We also offer the package with 50 percent off any frame."

This practice also offers a two-year warranty against breakage and normal wear and tear and a 30-day price guarantee.

"All this makes selling this product to the teens and tweens easier because the price is more digestible," says Consor, who notes that sunwear sales to tweens have gone way up since launching the promotion. "It is easier to deal with it as a package."

FOCUS ON UV

One way dispensers position photochromics and other sunwear options is by explaining the dire need to protect young eyes from the sun.

"In general, people receive 70 to 75 percent of their total lifetime UV exposure by the age of 12 or 13," says Goldstein. "That is lifetime exposure. To wait until you are out of college to get your first pair of sunglasses is a bit behind the times."

Most parents are aware of the need to protect their kids' skin from harmful UV rays. It is the ECP's job to educate them about the dangers to their eyes. "There is not a baby that goes out of the house without UV protection on their skin, but they have those big blue eyes staring out at the sun," says Goldstein.

EDUCATE EARLY

Many ECPs also recommend beginning the sunwear discussion for kids early on with parents.

"If you want the tween crowd to wear sunglasses, you have to start impressing the idea on them before that age," says Goldstein.

"I prescribe a lot of sunwear for children and I educate my patients as to what their children should be doing even if their kids have yet to become my patients--even if they are babies. By the time they are eight to 12, I have usually gotten them into sunwear already, especially if I know the family," he says.

Adds Consor, "The more a young person gets used to the comforts of sunwear, the more they'll want them as adults. We try to start them off as young children."

PROBLEMATIC PLANO

While many dispensers are having success with photochromics and their tween customers, most agree that plano sunwear is a tough area. One of the main problems is loss.

"The biggest complaint with plano sunglasses is that they lose them," says Goldstein.

Still, there are some angles to take with plano sunwear, especially for today's image-conscious tweens.

"We don't do much in plano sunwear for kids," says Randy Keeton, vice president of Keeton Vision Care, which has locations in St. Peters and Floriffant, Miss. "But it is an untapped market, especially for the teenagers and tweens in contact lenses."

The main challenge is finding the right product for tweens at a price that is right for parents. "It is a matter of trying to find glasses of decent quality that parents are willing to pay for," Keeton continues.

In addition, he notes, it may be worth it to promote sunwear sales during the tween's follow-up visit.

"A lot of times the parents are willing to buy sunwear later. You can position it this way rather than trying to lump the contact lens and sunwear sales together," he recommends.

In the plano arena, it is important to pay attention to the distinctive characteristics of this group of kids nearing their teen years.

"Tweens are more specific about what they want and what styles they like," says Laurrell. "They won't just get it because the parents want them to. They are more picky."