buyer's forum
The Earliest Adapters
Amy Spiezio
Speaking with Kathryn Dabbs Schramm, optician and owner of fourstore kid's chain, A Child's View, about her experiences with kids' eyewear, she was a little bit surprised to discover that the overall frame market was just getting to the 50:50 or more than half plastic when compared with metal sales. In her world, that's been the case for years.
And that's the kids' market in a nutshell. Adults may joke about tiny technicians, but there's nothing childish about a kid working masterfully on a computer or smartphone or some other late-breaking technology. Now it seems the same goes for style. The youngsters, and that's not just teenagers but gradeschoolers and pre-teens, too, are far more fashion-forward than their parents and caretakers. One only has to look in the arms of celebs to see the real stylists are the children of celebrities with the mohawks and mini-biker boots—often rocking adorable sunglasses with increasingly chic designer labels.
So when it comes time to set up kids' inventory, it's important to remember that building a kids' dispensary or section requires far more savvy than an understanding of nursery rhymes and memories back to your own school-room experience. Instead, check out the runway and note the colors and shapes that are just coming into style. Youngsters will be seeking these options and are far more likely to comply with wearing instructions if they are happy with the way they look.
| Kids' Stuff |
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| Designs on Decor Kathryn Dabbs Schramm, FNAO, is the author of “Dispensing Pediatric Eyewear.” Following are tips from the book's chapter on Creating Eye-Catching Children's Displays. ACTION While wordy P.O.P. is a great tool to educate parents, kids prefer to see their product promotion in motion. Display your spring hinges or other special features “in action.” FOLLOW THROUGH THE WINDOW Select a theme such as a movie or book and duplicate the effects throughout your displays, including the front window. Remember to include the same toys used in displays in the children's play area, and to have the same frames used in the window display in the dispensary so your window can stay intact to attract more patients. FOLLOW THE BASICS When putting a display together, keep heavier, larger items on the bottom and build up, but not too high. Kids tend to remove things from the bottom first, so be sure your displays are stable, well balanced, and sturdy. IDEA SOURCES Wondering where to get your ideas? Schramm recommends a few stops: ■ Visit children's clothing and toy departments of major stores for current color and design trends. ■ Attend back-to-school night or other school-sponsored functions. Watch for fashion trends, especially brand names. ■ Watch TV. Tune in to the kids channels. Not only are the programs a real learning experience; the commercials are great. |
| Inventory Question of the Month: |
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| When it comes to trends and eyewear or sunglasses, younger customers: - Have become more brand conscious. - Wear their glasses only because they have to. - Are looking to create their own cool looks with the latest eyewear options. Please email your responses to managing editor Amy Spiezio at amy.spiezio@springer.com. |
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