The clip-on sunglass lens business has seen tremendous growth in sales and product availability over the past few years, but this was not always to the liking of optical dispensers. In the adult sector of their business, many felt that clip-ons were encroaching on sales of second pairs of prescription sunglasses as well as those of plano sunglasses. While some dispensers still struggle in a love/hate relationship with this category, many say that clip-on sales in children's eyewear is a completely different story.

Dispensers note that children (and, more aptly, their parents) are much less likely to purchase a second pair of prescription or plano sunglasses. Therefore, the clip-on sale is both a good way to create additional business and help children protect their eyes from the sun.

"It's a good way to get kids into sunglasses, and parents feel like they are getting an extra added value," says Joni Schrup, optician and frame buyer at McDonald Optical Dispensary, Iowa City, Iowa. "I've noticed during the past 12 to 18 months that parents have become more aware of their children's need for protection of sunglasses. Thus we have seen an increase in the sales of clips. They see it as more economical than a second pair."

For those who decide to focus on the kids' clip-on business, the challenge becomes how best to market them in terms of packaging, pricing, merchandising, and educating the customer. But the challenge may be worth it: Many dispensers report up to 30 percent of their kids' frames as being sold with clip-ons.

TO PACKAGE OR NOT TO PACKAGE?

Package pricing or � la carte? Some say that packaging is the way to go, as many children's frames are package priced with polycarbonate lenses already. This way, the parent sees the whole value of the overall frame, lens, and clip-on in one price.

"If you package it together with the clip, then it's good," says Anita Mizrachi, executive director of optical affairs at Dr. Melman's Eyeland in Voorhees, N.J. "If it is � la carte, then people stop and ask, 'Do we really need to spend the money?'"

At Eyeland, packages of a frame, polycarbonate lens, and a clip run about $150, whereas packages of just the frame and poly lens are $135 (and the clips are priced separately). "It's all marketing," says Mizrachi. "For example, if I'm a clothing retailer selling a skirt for $14.95, but also offer a skirt and blouse combo for $22, then it's OK to buy both because it seems like a good deal."

At Pavillion Vision Center, which has three locations in Mequon,Wisc., optician and frame buyer Sandy Meier says her children's clip-ons are always priced � la carte unless the frame manufacturer sells them as a package with the frame. Here, clip-ons for kids cost $40 to $50.

"Kids generally like the look of the clip-ons, but the reason the parents buy them is because they are less expensive than a second pair," she says.

DISPLAY AND THE DETAILS

Optical retailers say it's only necessary to show a few styles from each line adorned with clips on the dispensary's frame board. "We show several styles on the frame boards with clip-ons so people can see that this is an option. We show one or two from each line," says Kelly Kupsch, ABOC optician and frame buyer at The Glasses Menagerie in Minneapolis, where about 25 percent of the children's eyewear is sold with clip-ons.

"Even though we only show a few frames on the boards with clip-ons, we always mention that it's an option," adds Maureen Ulmer, optician and owner of EyeMaginations Inc., a group of five optical shops (including two high-end boutiques and three children's stores) in the Tempe, Ariz. area. And while Ulmer says that she does a fair amount of clip sales, she warns of other issues considered before recommending a clip-on.

"If they have a high plus prescription, it will not work well because it ends up touching the lens and could scratch it," she says. "And age is an issue as well. Eight to 10 is the best age, but earlier is not so good because they may not take care of the clip and lose or scratch it."

To ward off this problem, many tell parents it is best for them to keep control of the clip until the child needs it.

And they also take some time to explain a few things about the clip to the child as well as giving them a special case for it.

At EyeMaginations, Ulmer passes out a sheet on care and other concerns to parents after making their child's eyewear purchase.

Overall, dispensers agree that clip-on sales are a growth area that will remain a part of their business. "I love the kids' business," says Ulmer. "And the business is getting better and better as more creative products for children are becoming available." EB