buyer's forum

stock STUDIES

by amy spiezio

Photography: Peter Baker Styling: Meredith Gray Hair: Michael Burgess Makeup: Leslie Atiles Models: Cara Roberts and Deborah Fenker, Johnston Agency, and Kathleen Eyewear: Revlon style RV559 from Altair

Are framebuyers born or made? Because many frame buyers fall into the position by virtue of being in the right place at the right time, too often inventory specialists are required to make practice-driving decisions based on a minimum of training.

Most of the time, this means inventory is acquired based on trial and error. Until now. The Frame Buyer's Certificate Program, cosponsored by the Vision Council of America's Eyewear & Accessories Division and Eyecare Business magazine, will help buyers maximize dispensary profit potential; select, manage, monitor, promote, and benchmark frame inventory; and gain core business and financial skills for effective buying.

The program runs over the course of International Vision Expo East, with courses ranging from "Product Pricing Strategies" and "Eyewear Pricing Strategies" to a Fashion Panel and "Want vs. Need—How To Create Eyewear Desire."

Eyecare Business' editors will be providing their expertise on building retail strategies for profitable dispensing with panel programs on April 12 and 13. Senior Editor Karlen McLean, ABOC, NCLC, will moderate "Power Panel: Maximizing Your Dispensary's Potential" on Saturday and Editor-in-Chief Stephanie K. De Long will moderate the crowd-pleasing Retail Merchandising Panel on Sunday.

Q: What is your biggest buying challenge?
■ I'm not sure if my pricing structure is providing my practice with the highest possible returns.
■ I understand frame technology, but the fashion trends are a mystery.
■ Fashion is my first love, but I'm new to optical and the details are puzzling.
■ I have the right frames, but I'm just not sure how to really make them move.

To respond, please call 215-643-8106, email spiezioaj@lwwvisioncare.com, or visit www.eyecarebusiness.com.