buyer's forum

Making Sun Shine

Amy Spiezio

A Whole New World
“The vintage retro world that is dominating is going to slowly dissipate and what's going to replace it are modern thin shapes that don't even have names yet. Still bigger sizes, but different, modern, and refined.”

—Leslie Muller,
vice president of design, Marchon

LIGHTENING UP
“Doing more but lighterweight, that is an exciting problem to start attacking.”

—Jennifer Coppel,
manager of product design and development, ClearVision Optical

Sight Insight
“The future in eyewear is to share the sun between all of us. We need the right glasses to see the future and to live in peace.”

—Alain Mikli,
owner, Alain Mikli

SUNGLASS PREDICTIONS
Wondering where sunglasses are going in terms of design? EB asked designers to provide their forecasts: SIZE STAYS “We will be staying large for some time—more frame, more plastic.”
—Jason KIrk,
managing director, Kirk Originals

In Erinn Morgan's feature on the Power of Plano Sunglasses, Angela Andreis, ABOC, manager and optician at Eyemax Family Optical in Baton Rouge, La., suggested stepping out of one's comfort zone to sell more sunglasses. Try stepping out of your comfort zone when buying, too. Selecting a few eyecatchers can serve several purposes that can help your sunglass inventory stay on the move.

DRAW ATTENTION: Eyecatchers are just what their name says…they capture the attention and the imagination of passersby. Whether the frame was worn by one's favorite movie star or style maker, or if it's simply a shape or pattern that makes patients look twice, these special frames get eyes on the board and keep them there.

TELL A STORY: Every brand has its DNA, and that story just might make a sale. And though the dispensers can tell that story face-to-face, an eyecatcher paints the picture that tells a thousand words. Want to know what makes a collection special and tempting? Look at the eyecatcher frame to communicate the fashion of the season, and the underlying look that makes that collection special.

MAKE A SALE: More than ever, individuality is a message that speaks loud and clear to consumers. And what can be more special than the centerpiece of your display? Styles that sell may just surprise—and delight—you.

Inventory Question of the Month:
Eye-catching sunglasses fit in my dispensary: - Perfectly in my front window to draw traffic. - Not at all. We're a medical practice, so over the top is a definite “don't” for us. - Not-so-quietly doing its job, generating interest in sun collections and boosting sales. Please email your responses to managing editor Amy Spiezio at amy.spiezio@wolterskluwer.com