Equal Shopper-tunity
Planning a frame variety for a diverse population
By Amy Spiezio
With more than 304 million citizens in the United States, it can be said with certainty that one size does not fit all. In the world of frames, manufacturers are becoming increasingly aware of the need for diversified offerings to help dispensers create fully balanced frameboards.
The children's market has developed into a number of unique, age-appropriate categories. Above, Koodles image courtesy of ClearVision Optical; below, Jones New York Petites style J207 from REM Eyewear
ETHNICITY: WORKING CONSIDERATIONS
It's important to remember the rainbow of cultures—along with specific fitting recommendations and business preferences—in today's market. According to Culturaldiversity.org: There are four major challenges for healthcare providers and cultural competency: 1. Recognizing clinical differences such as a higher risk of hypertension in African Americans and of diabetes in certain Native American groups; 2. Successfully communicating linguistic nuances; 3. Respecting the belief systems of others when it comes to medical care; and 4. Establishing a trusting healthcare provider/patient relationship.
Once you are able to communicate successfully, having a variety of frames that fit a diverse marketplace is key. Flattering and preferred color tones and shapes are important, while lacquer finishes appropriate for skin acidity and varied bridge and temple sizes help finalize sales.
| cultural colors: |
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| While every individual has his or her own preferences, some general commonalities tend to be found among different cultures when it comes to color choices. Blue is the overall winner—it's universally the favorite color. But second-favorites vary: African Americans and Hispanics often choose purple, Asians tend to like pink, and Caucasians frequently go for green. Color preferences often develop because of a culture's environment. For instance, Hispanics prefer bright colors because those shades retain their integrity in Latin America's bright sunlight. Here are a few other cultural color tendencies, according to Colorcom® and the Color Association of the United States: African Americans: Bold, saturated tones of reds, yellows, browns Hispanics: Bright, warm tones ■ Mexicans: Reds, blues, black ■ Puerto Ricans: Pinks, purples ■ Cubans: Pastels, salmon, and flamingo pink — Tara Rosenzweig |
THE LARGE & SMALL OF SIZE
A SizeUSA survey completed in September 2003—a project gathering U.S. sizing data with the use of a 3D measurement system—showed that people are getting taller and heavier…but they are getting heavier at a faster rate than taller.
These results proved true across the board of the analysis, which included more than 10,000 male and female subjects representing six age groups and four ethnicities.
Plan on your frame inventory growing, not only by number, but by size as well. And, as the country is supersizing, don't forget those left behind the curve—petites.
Multi-cultural frame options allow for the development of frameboards that meet a wide variety of fitting needs and style options for a wide variety of people. Shown clockwise from top: XXL style 76-er from A&A Optical; Baby Phat Tween style 130 from Modo; Sean John style SJ2016 from Marchon
EXPANDING CHILDREN'S MARKET
A children's frameboard isn't just a small grouping anymore. Rather, it is a collection that takes youngsters from babyhood to adulthood via unique, age-appropriate collections.
Babies' unformed bridges demand eyewear with silicon unifit bridges. Today's new lines offer increased comfort for baby and more stylish options to make the transition less traumatic for parents.
In addition, the children's segment is splitting the school-age demographic into three unique groups: children, tweens, and teens. These groups follow developmental trends and aesthetic appeals.
SENIOR POWER
The senior buying power is growing every year. But that doesn't mean this group is an easy sell. According to the AARP, more than a quarter of seniors are concerned about the economy and cutting back on spending.
Once you have patients ready to update their prescriptions, discuss the importance of new frames as well as lenses. Have product ready to illustrate that lighter frames will provide more comfort, flexible frames will be more durable, and fresh colors will be more flattering in order to help them decide to trade in their old frames for a completely new pair. EB
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