Sunwear Wardrobing

How encouraging your customers to wardrobe with eyewear can help you sell multiple pairs

By Lindsey Aspinall Getz Photography by Peter Baker

With individuals investing serious cash into new clothes every season, many ECPs are pushing the trend of wardrobing with eyewear. Owning multiple pairs to match up with various outfits or activities is an emerging trend in the eyewear industry.

But it's a concept that's long been a selling point with the rest of the accessories world. A strong jewelry message is that the perfect wardrobe has the perfect jewelry, too. For bags, seasonal offerings in every size, shape, and color encourage the consumer to own multiples. And the footwear world has capitalized on the concept of a "shoe for every occasion." One necklace, one bag, and one shoe for every purpose doesn't fly. So why should it for eyewear?

"We've been on a crusade to educate to consumers that eyewear is a fashion product," says Karen Giberson, president of the Accessories Council. "We want consumers to treat it like an accessory."

CHANGING WAYS

Not bringing fashion and style into the mix may be hurting those ECPs who are trying to preach fashion AND function. "Spend time educating customers on the fact that every season new styles and trends will emerge—encouraging them to come in more than once a year for their routine exam," says Giberson. "If a customer can spend a lot of money on handbags and shoes, we need to train them to invest in their optical wardrobe as well."

Bill Curran, owner and optician of William Curran & Sons Opticians in Drexel Hill, Pa., says that the shift in viewing eyewear as a medical device to a fashion accessory is what's finally changing things. "Our customers are finally realizing that a pair of eyewear is a fashion accessory," he says.

Noticing that models wear different pairs of sunglasses in magazines and actors and actresses have on various pairs in the movies has helped, Curran says. "It's finally making them want to own multiple pairs for their own lifestyle."

SELLING MORE

Encouraging your customers to wardrobe with ophthalmic frames and sunwear is one of the easiest ways to sell multiple pairs. "We tell our customers they need at least one pair for dress and one pair for casual wear," says Curran. "Of course when you get into going out for an evening event, like a cocktail party, that's the way to sell even a third and fourth pair."

A few pairs to round out a complete wardrobe is a necessity, notes Giberson. Consumers need at least several different pairs, depending on their interests and activities. "A sensible wardrobe has a few pieces that match their lifestyle," she adds. "If they are sporty and involved in high action or adventure activities they need the eyewear to match that. But they also need to consider the type of career they have during the day and what eyewear would be appropriate at work."

Encouraging your patients to keep up with the latest trends can also help sell more pairs. Fashion styles come and go. "Just as people are constantly updating and building their wardrobes with items that are more current and less worn, we have to remember that our frames should be periodically updated as well," says Averjill J. Rookwood, owner and wardrobe consultant of Rookwood Wardrobing (www.rookwoodwardrobing.com), a wardrobe assistance company. Classic styles may have a longer life span, but those oh-so-trendy pairs need to be replaced often, she adds.

And don't be shy when it comes to multiple-pair sales. "For people who have a difficult time deciding between two different colors or styles of frames, don't be afraid to suggest purchasing both," says Lyndi Fandino Schmidt, OD, owner of Acuity Vision Boutique in San Francisco. "Different occasions call for different accessories."

HOW TO WARDROBE

Help your customers to complete a full wardrobe by getting to know their personal habits and lifestyles.

"The best way for your customers to build a wardrobe is for them to avoid buying frames that look too similar to pairs they already own," says Robert Marc, owner of his namesake dispensary. "Ask them about various activities they partake in and get a sense of their fashion style. Encourage them to go slightly beyond their comfort zone as that will allow them to discover a new look."

While patients may not buy a pair of frames for each and every outfit, most will want at least a few frames to pair with different clothing choices and environment, says Rookwood. "Eyewear choice is just as important in revealing someone's personality and serving as a expression of style as the clothes we wear are," she says. "An inappropriate choice of eyewear can ruin an outfit in the same way that a wrong shoe can."

"When helping your customer to build an eyewear wardrobe, start with the basics," advises Schmidt. "Tell them to consider a pair for work, home, and evening out. You can branch out from there based on their lifestyle and moods. Also don't forget to offer colorful lens tints if patients want to have fun with their options."

At the very least, eyewear wardrobing means selecting something that is appropriate for the situation. Marc notes: "Eyewear wardrobing is not simply a luxurious for the fashion-conscious, but is required to feel comfortable in any social setting. Just as one wouldn't wear the same shoes to a sporting event, luncheon, business meeting, and dinner party, it is unreasonable to assume that a single pair of eyewear works anywhere, anytime." EB