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Limited Editions

by Amy Spiezio

For years, the car market, the toy market, and the collectibles market have all fed the demand for unique and exclusive offerings by their die-hard fans. Now fashion is increasingly involved in giving its fans a little something extra, too.

Recent collections of limited edition clothing from Karl Lagcrfcld and Roberto Cavalh for retailer H&M drew crowds who slept on the sidewalks of New York for a chance to buy once-m-a-lifetime styles. Limited edition sun and ophthalmic collections arc increasingly making special appearances in optical shops and generating excitement in current and potential eyewear collectors.

AS AN EYE-CATCHER…

Truly unique eyewear pieces often push the style boundaries, tempting just a few fashion-forward clients to buy them. However, the rest of the world may be drawn into your practice by the stunning original in the window. And, they may be ready to buy something similar, but with a lower price tag and more mainstream styling.

1. For the 20th anniversary of Oliver Peoples, sunglass style Harlot got the limited edition treatment with 1.5 carats ot diamonds set in 10g total weight ot gold. 2. A limited edition vttrine style FS498R inspired by the Palazzo Fendi is the latest in an ongoing series ot limited editions In the line. 3. Designed to complete the Roberto Cavalll Cruise collection, "Eva" sunglasses by Marcolin are a limited edition that comes with a case/bag. 4. Only 1,500 pairs ot Marc Jacobs style MJ198/S, with case, will be made available worldwide. Each pair will be numbered

AS A CELEBRATION…

Everyone loves an excuse for a party. Limited edition launches often mark a milestone for a frame company, or designer, such as an anniversary. Use the manufacturer's celebrations as a focal point for your promotions and trunk shows, and get the buzz going about that brand and your product.

5. The Dolce and Gabbana limited edition collection offers glamorous, sparkling editions inspired by Hollywood's stars. Shown here, style DG 06042B, "Cate"

AS A STATUS SYMBOL…

Having limited edition collections in your dispensary sends the message that you have something that your competition doesn't. It says that your dispensary is a cut above the rest, with special access to the best frames.

Limited editions are fast-moving products, and savvy retailers don't keep them for long. They use the controlled quantities to build drama and excitement—and even to generate a bit of competition for eyewear styles.

AS AN OUTREACH TOOL…

Eyewear aficionados don't want to wear what everyone else is wearing. Access to limited edition frames provides an opening point of conversation with these elite buyers.

When styles arrive, take a few minutes to call clients and let them know you have a limited number of exclusive frames in the brand they love.

It's a way to get them in the shop and buying beyond their traditional exam schedule. EB