There is a certain pride parents feel when a friend, neighbor, or colleague acknowledges their children as 'cute.' And, whether their kids are 2 or 12, to parents, cute is always a compliment. In the eyes of your average 12-year old, on the other hand, it is more than just a little likely that the time for cute has come and gone. You can be reasonably certain, as well, that if a 12-year old is standing in front of you awaiting the decision on her first pair of glasses, 'cute' is not the look she's going for.

The problem, quite possibly, is that her parents are thinking cute, because they still suffer the ongoing trauma of their own first eyewear experience. When it comes to getting glasses, moms fear nothing more for their daughters than the translucent pink plastic frames of their own youth, and most dads would voluntarily go through puberty again rather than see their sons in 'poindexter' plastics or those semi-shrunken shiny gold versions of their father's double-bridge aviators.

"Cute and cool are real issues, for the parents and the kids," according to Toni Maruschak of Jackson, Mich.'s Professional Vision Center, "because everyone is concerned about fitting in."

Luckily, children's frames have come a long way since the boomers and the older Generation-Xers were prescribed their first pairs. Thank heavens! Today, the array of plastic and metal offerings specifically designed for the pint-sized market is almost enough to make heads spin.

Cute frames in great colors and shapes with familiar characters emblazoned on the temples, end-pieces or bridge are readily available. And, most likely in an attempt to conjure up images similar to those in advertising from the likes of Gap Kids, merchandising and ad materials capitalize on the parent's need for cute and include cherubic eyeglass-adorned faces in a whole host of playful environments. But as kids are growing older before their time, is there really a place for cute in the children's optical market? If so, how and to whom does 'cute' sell? And when does 'cool' rule? 

THE DEFINITIVE CUTE CROWD

Practically the word of choice to describe this age group, "cute" definitely reigns supreme in the 2-7 year old optical market. Although, according to consultant and VCA spokesperson Carol Norbeck, "frames that are considered cute" (Hush Puppies, Disney, and Fisher-Price offerings, for example) "sell well partly because to parents of optical's very young customers, brand names inspire confidence and comfort."

Youngsters to about 7 years old tend to follow these parental choices without much dissent for two reasons. First, although no child wants to wear glasses, selections with cases and temple treatments that feature their favorite characters can make them a little more comfortable. Second, the smaller youth styles are likely available in what is the favorite color of the moment. "Bright colors like pink and green really appeal to this group," according to Brennon O'Sullivan, A.B.O.C., manager of Lindsey Optical in Preston, W.V.

Among peer groups, this bunch also tends to be a bit less envious of their eyeglass wearing counterparts than older kids, not necessarily interested in one-upping each other, but in imitating each other. So just as is the case with their toys, lunch boxes, and backpacks, having glasses like everyone else's feels right to wear them.

Beyond age 7 or 8, however, brands that feature the likes of Mickey, Minnie, and Bugs are less than appealing to these pint-sized eyewear buyers. To the in-betweeners, the concept of cute versus cool styling becomes a big issue.

IN THE MIDDLE

Eight- to 12-year olds, the next segment in the children's market, know enough to have their eyewear choices influenced by fashion trends, but are not yet brave enough to be too different from others. Just as they are the in-between demographic in the children's market, their eyewear selections mirror this middle-of-the-road status.

Traditional, simple, contemporary looks are the rule rather than the exception. "Most of my pediatric patients fall in the 7-11 year old age range," notes Robert Davidowitz, O.D., owner of Cohen's Fashion Optical in Huntington Station, N.Y. "These kids go for muted colors and neutrals like brown, bronze and pewter, but they are also much more interested in frames from Polo or Calvin Klein than they are in the more traditional kids collections."

"This propensity for adult styles isn't so much because they come in looking for adult frames or specific brand names," he says. "It's because they know they definitely don't want kids frames."

O'Sullivan points out that he's "never really heard of a controversy between cute and cool stylings, but that the fashionability of the frame is definitely an issue. So we encourage our patients to try all types of frames." He concludes by saying, "we always sell the frame that looks best on the child. In this age range and in our area, however, girls do tend to go with the 'cute' frame, while the guys are all about 'cool.'"

TOO COOL FOR SCHOOL

Generation Y-a.k.a. Generation Net-is the indecisive nomenclature for 'kids' between 13 and 18. This particular crowd, however, is far from kid-like. They are very cutting-edge; leading the way in defining that which is fashionable for everything from music and movies to eyeglasses.

It's not surprising, then, that just like when buying their clothes, these kids know that brands like Polo, Hilfiger, Calvin Klein, and Esprit are "da bomb" when it comes to eyewear. Anything less than a top brand name is, well...not.

Another thing to remember when outfitting Gen Net is their fascination with technology.

Likely to run rings around their parents repeatedly on technical skills, the Net crew finds 'cool' in all things hi-tech. They are also almost desperate in their quest to grow up. As a result, they look at the array of higher-end adult eyewear offerings as their due...a personal rite of passage. Frames in titanium and flexible metals, frames with notable brand names, and funky, statement-making plastic frames are great movers.

Although surprised, Davidowitz admits he sees "a lot of the teen market walking out with $300 frames. It's amazing. Parents come in because their kids need glasses and they think 'I hope I get a good value.' Kids come in thinking, 'If I'm gonna wear glasses, I'm gonna wear nice glasses.' They know what's in fashion, and they usually win-even when the price tag hits $300."

SO WHAT WORKS?

The children's market is indeed a difficult one. "There are no real authorities on children's eyeglasses," admits Norbeck, "and not a whole lot of really fashion forward frames have traditionally been designed for kids. Consequently, most parents still purchase conservatively for their children."

For Professional Vision's Maruschak, what works is what fits with the patient's personality. "Fashion is a very important component in any eyewear purchase, regardless of age, so we evaluate each patient individually because you can't assume anything based on age and gender."

Eva Nowak of MacQueen Eye Care in Chicago, Ill. agrees, and adds that, "in our office, all that's important is that the frame looks good and has a good fit. Once you've accomplished that it can be whatever the child wants it to be...cute or cool." EB