FRAMES FOR MEN
What men Really Want
Whether they're in their trying-out 20s, high-flying 40s, or sensible 60s, these are the frames men want now
By Marcy Bruch

Enhanced vision is a priority among men 55 years of age and over. Polarized sunwear, such as Tommy Bahama style Konalea for L'Amy, is popular among this age group.

Many books have been written in an effort for women to understand the answer to this question: What do men want? While the revelation to what they want from females may still be elusive, at least this much is clear. When it comes to their eyewear, men want frames that are comfortable, make them see better, and look good.

Okay, so what else is new? If you look around at all the guys wearing khakis and polo shirts, you'll realize that comfortable style is what drives a man's fashion sensibility. The thing is, there is no such uniform when it comes to men's eyewear. 

What's more, a guy who's 25 wants something very different from a gentleman of 55. So here's the lowdown on what real men really want to wear when it comes to their eyewear.

Vanity, comfort, then vision

In sports and other male-bonding activities, boys will be boys no matter what their age. In eyewear, however, there are a few characteristics that separate the boys from the men. "When it comes to buying frames, guys in their 20s want to look as good as they can. Men in their 40s want to be as comfortable as possible, and a man 60 and over just wants to see as good as he can," observes June Renfer, optician at Willow Optical in Westport, Conn. "It's good to keep these priorities in mind depending on whether you're helping a Gen Xer, a baby boomer, or someone from the Silent Generation," she adds. And the points of difference don't stop there.

	Generation X men prefer small plastic frames, such as Op style Miami Beach for ClearVision, above.

What Gen Xers want

Most dispensers agree that when it comes to fashion-forward frames, it's the guys between the ages of 25 and 36, (better known as Gen Xers), who will go for the newest looks first. "More than any other age group, these men want their eyewear to express their individuality-they want it to make statement," points out Renfer. 

Scott Cozie, an optician for Optica in Aspen, Colo., agrees. "Men in their 20s and 30s are plugged into the fashion scene. So my advice would be to direct them to your boards that have your newest, hippest styles. Unlike their older counterparts, they come in with a clear idea of what they want."

And what do younger guys want? "Right now, they're going for smaller, rectangular styles in metal," say Cozie. "But there's also more interest in plastic, especially since Robert Downey Jr. began wearing black plastic rectangular frames on the TV series Ally McBeal." 

Dave Calvori, an optician at DiNapoli Optical in Albany, N.Y., has observed that his younger male customers are requesting fashion tints on their lenses. "They are asking for the photochromic lenses because they want a tint that is wearable in any light condition." In terms of what Gen Xers are willing to pay for prescription frames, many opticians say they would dish out anywhere from $150 to $200. 

In sunwear, Calvori notes that fashion follows function. "Many of these guys are weekend warriors so they want sunwear that's sport specific with all the bells and whistles, such as interchangeable lenses. Sport wraps are the frames of choice for this audience," he says. "You might say that when it comes to their ophthalmic frames, Gen Xers want up-to-the-minute fashion. In sunwear however, they want top-of-the-line function."

Three-piece rimless mounts are also popular among men 40 and over. Shown at left is Air Titanium style M338 for Lindberg.

What Baby Boomers want

When it comes to baby boomer men (age 37 to 55), their top priorities are function and comfort-across the board. "These men knock themselves out trying to stay fit by playing tennis, squash, and golf," says Cozie. "For that reason, comfort and durability are of paramount importance." 

Judy Brown, an optician for Rush Optical in Bellfoutaine, Ohio, says her middle-aged male customers are her biggest titanium frame fans. "These guys are well read on the latest technology, so they come in here understanding all the benefits of titanium. They're getting what they want most: Comfort and durability."

Adds Cozie, "This generation is in their peak earning years, so they're willing to shell out $250 to $400 for an ophthalmic frame. But for that kind money, they also expect a high level of service. In fact, if you're looking to sell luxury frames, this would be your bread-and-butter customer." While boomer men tend to go for high-tech metals, in plastic they prefer classic tortoise. "Baby boomer men have a stronger sense of themselves, so they are not as caught up by the whims of fashion," says Cozie. "Even though they definitely don't want to be seen wearing a double-bar aviator like their fathers, they tend to prefer classically styled frames," 

Renfer also notes that baby boomer men will rely more on their wives to help them pick out a frame, whereas Gen X men generally do not want input from a significant other. 

In sunwear, Brown of Rush Optical points out that boomer men are also highly educated about the harmful effects of sun and therefore request polarized lenses more than any other age group. "They don't mind paying a premium for polarized lenses as long as you explain the benefits to them so they can justify the cost," she says. "Boomers are willing to do whatever it takes to maintain their health and hold old age at arm's length. So if you explain any benefit that addresses those issues, I guarantee you'll get a receptive ear." 

Perhaps the only category where fashion does take precedence for boomer men is in readers. "We do a phenomenal business in half-eye readers among guys 40 and older," says Cozie. They particularly like the mini fold-up readers that can be stored in their pockets, and they're open to buying multiple pairs so they have one at work and one at home. Since, they're less than $100, they'll even buy a pair in an off-beat color."

	Comfort and classic style is what matters most to baby boomers. Pictured here is Lafont's style Team.

What the Silent Generation Wants

When it comes to men who are 56 and older, fashion falls even lower down the priority list. "Men who are in their 60s and 70s tend to want the same kind of frame they've worn for the last 10 years," says Joe Pietretti, owner, Gramatan Optical, Mount Vernon, N.Y. "And more often than not, that's a larger sized double bar aviator. They like something that's got some weight to it." He adds, "They expect the frame to last another 10 years but they still don't want to spend more than $200 for it." 

Brown of Rush Optical is of another opinion, claiming that if a retired man's wife is with him, he's more open to change. "At this age, a man's wife holds more influence than ever, so if she feels strongly about updating his look, she can make it happen."

"Since their vision is what matters most to them at this stage of the game, I would build a bigger sale by offering the very best in lens technology," advises Renfer of Willow Optical. Still, Renfer says that she has had success getting older men into updated frames 80 percent of the time by showing them the frames are lighter, more comfortable and youthful looking. "We compromise by putting them in a frame that may have lenses a little larger, but without the double bar bridge, because that's the features that emanates a certain age." 

In sunwear, Pietretti says this group of men are prime candidates for the "fit-over style" sunwear. Doctors often recommend this sunwear to people after cataract surgery since they protect the eyes from all angles because of side shields. "You can do a brisk business with that sunwear and polarized lenses," says Pietretti. Adds Renfer, "Again good eyesight is this group's top priority, so I would focus on whatever features and benefits enhance vision-in both prescription lenses and sunwear." 

So whether a guy is in his trying-out 20s, high-flying 40s or sensible 60s, bear in mind what matters most to him, and you'll surely see more men walking out your door in new eyewear.

 

	What a Difference an Age Makes

Here are some tips on what matters most to each generation of the male population. Keep it in mind to better tailor your sales presentation.

Generation Y
7 to 24 years old

• The most technologically savvy, so would be drawn toward techno-driven P-O-P.

• Brought up in the era of brands. Stock up on brands that are geared to the youth culture.

• Sense of nostalgia. Likes retro-looking frames.

Generation X
25 to 36 years old

• Influenced by fashion idols and celebrities. Stay on top of what the current pop stars are wearing in frames and try to offer the same style or something similar. 

• Enjoys extreme sports, so they want all the bells and whistles when it comes to sport sunwear.

Baby Boomers
37 to 55 years old

• Obsessed with anti-aging so will want a frame that makes them look more youthful.

• Status-driven. Likes logos that reflect brands targeting this age group.

• Physically active. Wants all the bells and whistles in sport sunwear to enhance performance and stay fit.

The Silent Generation 56 to 71 years old

• Raised during the depression so they are more price-conscious. 

• Seeks high-function and practicality over brand names.

• Health concerns are greater so lenses that enhance vision and sunwear that protects eyes from harmful UV rays take top priority.

The GI Generation 72 years and older

• Even more price-conscious than the Silent Generation since they came into adulthood during the depression. 

• Enhanced eyesight and protection take precedence over styling, so address these needs first.

• Get them into more youthful-looking frames by showing them that they are lighter, more comfortable and more modern looking than the frames they are currently wearing.

source: d/g consulting