Motivational Eyewear

Classic, first-class designs help keep the luxury market moving

STORY: amy spiezio

PHOTOGRAPHY: peter baker

HAIRSTYLING: milexy morres

MODEL: mari white, bell agency

FASHION STYLING & MAKEUP: Leslie Stoeffler Atiles

Special thanks to Gama Aviation for access to its aircraft and facilities. The staff can be reached at www.gamagroupusa.com.

Times are tough. There's no doubt about that. But even though the economy may be a speed bump for the luxury market, savvy retailers can keep their high-end products on the move by focusing on the important factors: high-quality design and an awareness of clients' needs.

SELLING TRENDS

The high-end eyewear world has been on a powerful, 20-year upward swing, thanks to never losing sight of the importance of giving clients what they want. Today, keeping those clients means focusing on several factors:

Traditional values. In the tough times, those eye-grabbing show stoppers in the front window may be more likely to stay in the window. Instead, consumers can be expected to opt for refined looks that can be worn in a variety of situations.

■ Classic inspirations: Aviators, P3s, and wayfarers all harken back to prosperous and secure times—they're the optical form of comfort food.

■ Softer shapes: The new crop of high-end, deep-B models with faceflattering curves make frames increasingly wearer-friendly.

■ Subdued colors: Gray and blue tones steep into a muted palette, joining the ever-present black and tortoise.

Flying under the radar. While the high-end consumers aren't ready to give up their luxuries, they are going to be far more private about it. Logos and design details that draw excessive attention to wearers just won't fly these days. Instead, look for:

■ Bling-free zones. New, downsized logo patterns that feature more of a monogram's sensibility in their appearance.

■ Our little secret. Many high-end designers have removed all blatant product identity. Only those in the know can tell just who clients are wearing.

Going first-class. Regardless of the economy, the wealthy want what they want. Be ready to offer this group the level of quality and elegance they expect in their accessories.

■ Personalize eyewear. Custom jeweled touches bring a jewelry feel to frames.

■ Upgrade materials. Classic styles get rarified in exotic woods, horn, and precious metals. For example, gold or platinum aviators get an OK for liftoff.

■ Handbag stand-in. Those who won't pay $5,000 for a purse will still pay the comparative bargain price of $500 for a pair of their favorite designer's ophthalmic frames or sunglasses that they can wear every day. EB

ROLLING on board in John Varvatos style V729 from Base Curve/REM Eyewear

First-class all the way in Chloe style CL 1153 from L'Amy

Escada style VES658S by Viva International Group

NetJets style Tango from Modo