SPECTACLE LENSES
In Search of Poly
A trip across the country, shopping in various optical shops, reveals some intriguing realities about how dispensers are promoting polycarbonate lenses for kids
By Erinn Morgan
Illustrations By Jim Haynes

Posing as a mother shopping for frames and lenses for her 8-year-old active daughter, I visited several dispensaries across the country in the East, South, Midwest, and West. What I found was quite surprising. While there were many knowledgeable salespeople and well-stocked dispensaries out there, most of the shops were doing very little to actually promote polycarbonate lenses to children and their parents.

What�s more, there was not one brochure, countercard, or advertisement marketing the impact-resistant lens for kids. A few shops went so far as suggesting that poly was overkill for kids� lenses, saying that it was a too-soft material that scratches easily and costs more. These dispensers said they felt that plastic lenses were sufficient for most children.

What does this say about our sales techniques as an industry? Since most technical information shows that active children would benefit from the impact-resistant feature of polycarbonate lenses�not to mention the product�s duty-to-warn aspect�it would make sense that dispensers would push this product that can also increase their bottom line.

Here is a revealing walk through dispensaries from New York City to Kansas City and beyond.

National chain, N.Y.C.

This small, modern chain location is nestled in Greenwich Village, which is known for its nightlife and art scene. Its farther corners have also become a haven for families, many of them with small children.

The store stocked a small selection of children�s frames, about 10 or 12. But the salesperson said they could order anything if I presented a model number. They ranged in price from $89 to $130, and included styles from S�filo, Flintstones (Eyewear Designs), and Trendspotters.

The salesperson told me that polycarbonate lenses cost an additional $80. He also said that �children under 14 years of age are required to have polycarbonate lenses. They are shatter resistant and naturally thinner and lighter.� The store also offered a scratch coating for $20, which he recommended, and all frames and lenses had a one-year warranty on breakage or scratching. Overall, the salesperson was very informative and helpful, but the store�s selection was still very minimal for kids.

Local chain, Louisville, Ky.

One week before the Kentucky Derby, this town was a mob scene. Tourists, street fairs, Derby paraphernalia, and Mint Juleps were omnipresent. Still, this genteel town is very family oriented and the children�s eyewear market appears to be important.

I visited the downtown (Market Street) location of this multi-store optical chain, but found its offerings were limited as this location is in the process of transferring ownership. They admitted they were actually trying to get rid of stock and this was why they only had two kid�s frames at the time. They recommended contacting the chain�s Outer Loop location, which had more kids� goods.

Here, children�s frames started at $79 and ranged up to $169. The store carried many brands, including Save the Children, Puzzle, and Kadoodles. The salesperson told me, �We don�t have Disney but we can order it.� The store offered a package deal in which single vision plastic lenses are included in the price of any frame. Polycarbonate was a $30 upgrade charge and she recommends it for children. �They are impact resistant and good for sports because they won�t shatter and go into the eyes,� she said. �They are a little bit softer than plastic. And yes they do scratch. But we really try to go over with the child and parent how to clean them and avoid scratching.�

The company also offers a two-year warranty for $28 which will replace the lenses (for less than half price) or the frame (at half price).

Major local chain, St. Louis, Mo.

Known for its giant arch spanning the Mississippi River, this city is a haven for industry and manufacturing. It is home to many universities and well-known law schools. It is also, despite its big-town status, a family center.

Among the largest optical retailers in the area, this chain has six store locations in the area. They have also recently launched an extreme sports-related store which stocks Oakley eyewear, accessories, and clothing.

A visit to the St. Louis Galleria location revealed a strong selection of kids eyewear, including styles from Ogi and Microshapes. Prices ranged from $189 to $250 for most kid�s frames, and I was told that polycarbonate lenses would run an additional $198 ($135 for plastic single vision). There was also a selection of lower-priced frames that came as a package with poly lenses and ran from $130 to $160.

When I asked about the merits of poly, the saleswoman told me: �They are impact-resistant and some claim they are bullet-proof.� A two-year warranty was also offered here for the lenses, which would replace them at a cost of $21 per lens if they were scratched or broken.

High-end dispensaries, Kansas City, Mo.

Kansas City, which stretches across the state borders of Missouri and Kansas, is today a sophisticated city with a plethora of restaurants, nightspots, and jazz clubs. But its roots as a Western town which was the center for livestock trade are still quite apparent. Still, many residents say it is a great place to raise a family, and thus kids are a big business in this area.

The main upscale shopping area is called the Plaza and is a multi-street outdoor center with everything from Restoration Hardware to Starbucks. There are only two optical shops located in this area, and stops into both of these locations revealed that neither one carried a single kid�s frame. The salespeople were apologetic, however neither location said they planned to stock kids frames anytime soon.

Four-location operation, Vail, Colo.

Even in this mammoth ski resort�s off-season, the town center was bustling. Obviously a place that relies primarily on tourist business, Vail still boasts a number of local residents and families living in its high-cost housing.

I visited the company�s Crossroads location, a four-unit optical chain (which also has its own lab in the area). Located at the base of the mountain, it is a well-stocked store which offered the best selection of kid�s eyewear I had seen so far. Much of the stock was in sunwear�a big business even for kids at a ski resort�but there were optical offerings as well. Vuarnet kids ran about $30, Bugaboos were $18, and Oakleys were $70.

The sunwear came in great colors and adult styling, some with the trendy combination of black frames and yellow lenses. The store didn�t offer any P-O-P or brochures on polycarbonate, but the salesperson was extremely knowledgeable and helpful. �All polycarbonate lenses have a hard scratch coat, but they are still softer than glass and will scratch,� he said.

Optometrist, grand junction, Colo.

This town, which is nestled amongst the famous Colorado bookcliffs a few miles from the Utah border, is a big family center. I visited an optometrist�s office with an attached dispensary close to the downtown area. The frame selection for kids was housed, amongst small toys and play figures, in a small open shelf display on the wall in the back of the shop.

It was comprised of Disney Eyewear, Osh Kosh, and Kids Central frames that ranged from $79.95 to $89.95. The salesman told me that plastic lenses would cost an additional $45 and polycarbonate lenses would be an additional $15 to $20. But he was quick to tell me that �polycarbonate is overkill. It scratches easily and, really, plastic is enough for kids.�

This push against polycarbonate truly surprised me and I questioned him further about the importance of the impact resistance of the lens.

He stuck to his guns, however, saying that only if a child was really into sports should he or she have polycarbonate lenses.

Optometrist, Moab, Utah

Moab is an outdoor sports mecca located amongst red rock mountains in Southeastern Utah. It boasts everything from world-class mountain biking and kayaking to rock climbing and four-wheeling. It is another spot that caters to both a tourist and local crowd, and there are many families in the area.

This optometrist�s office had a small dispensary attached to it, in which there was a moderate amount of children�s eyewear. Prices ranged from $40 to $90 for Hush Puppies Pups, Guess Kids, and Osh Kosh frames. The $40 frames had a one-year warranty on breakage and anything over $40 had a two-year warranty.

The salesperson also told me that they were excited about receiving the new Barbie collection of eyeglasses for little girls. She said they were very trendy in colored plastics.

I was told that plastic lenses with a scratch coating would cost $50 and polycarbonate would be $30 more. She told me that polycarbonate was impact resistant and also a little lighter than plastic lenses, but she said that polycarbonate was not necessary for kids unless they were very much into sports.

Again, I was discouraged from purchasing polycarbonate.

This philosophy on pushing customers away from a better lens for kids�which is also a profit center for the dispensary�is very surprising, especially in areas that are known for outdoor sports, and also because of the duty-to-warn issue. Aren�t all children active, regardless of whether or not they play on an organized sports team?

Additionally, even the shops that promote polycarbonate verbally could benefit from take-home brochures or point-of-purchase materials discussing the benefits of the lenses.

From this assignment and visits to a few dispensaries across the United States, it is quite apparent that most dispensaries could better their bottom line by paying more attention to the kid�s business, as well as promoting polycarbonate lenses for them.