Competitive Nature
Function and fashion are no longer at odds in the sports eyewear market. A balanced merger of the two in today's frames is appealing to customers who want their technology to look good.
By Erinn Morgan
photography by peter baker

fashion consultant, erinn morgan
hair & makeup, kathleen richards
styling, ionia dunn lee of illusions
model, aiden turner of click

Style is an integral part of sports today. Sports-related items are marketed with an attitude of culture and fashion. High-exposure sporting events, such as the Olympics, broadcast the unique style of the athletes to a global audience. As athletes and their sports gain mainstream attention, both participants and spectators are emulating their favorite pros. Sports eyewear is a part of this equation as an important part of an athlete's equipment.

Tennis anyone? Hitting the courts in performance-conscious fashion with Revo style 4003 for Luxottica, clothing and accessories by Fila, Wilson Hammer tennis racquet.

Sports eyewear is taking on an edge all its own. While manufacturers are pushing the technology envelope to come up with better-performing eyewear, designers are adding in strong elements of style that make a statement. "There is a huge blend of fashion and function going on in sports eyewear today," says Marty Shattuck, owner of All Sports Eyewear in Park City, Utah. "There is definitely a movement in the direction of having both. People want to look good and have performance."

The blend of features and a broadening audience puts sports eyewear in a better position than ever to increase your sales. "The sports eyewear we carry and sell is definitely more fashion driven," says Richard Morgenthal, owner of Morgenthal-Frederics, a chain of four high-end optical shops in New York City as well as a distributor of an upscale eyewear line under the same name. "Even in our own line, we make some steep eight-base wraps with flexible temples and polarized lenses that could be considered for either fashion or sport."

	Born to be wild Harley-Davidson HDS 337 for Viva International Group, t-shirt and jeans by UFO, jacket and shoes by Harley- Davidson, motorcycle courtesy of Harley-Davidson

COOL RUNNING

Which came first: Style or technology? While sports eyewear is obviously driven by sports and athletes' needs, the inevitable marriage of function and fashion was formed through efforts made on both sides. Major sports figures exude an unmistakable style all their own, but they also need equipment that can enhance their performance through technology.

On the other hand, fashion followers have embraced sports across the country, and major designer lines such Prada and Chanel have added sports clothing to their repertoire. Prada now offers a line of ski clothing, Gucci makes a yoga mat, and Chanel has designed a snowboard to sell through its stores. "A designer, such as Chanel, might show a ski goggle in its runway show. Whether they put it into the line is a different story, but it gets the idea out there," says Morgenthal.

These influences all have a trickle-down effect to the sports eyewear customer, who is now coming into optical shops looking for performance eyewear that looks good. "For us, function is first in sports eyewear," says Tricia Kitch, co-owner of In-Spex.com, a Website focusing on the sales of prescription sports eyewear. "Comfort and light weight is second. Fashion--sleekness, color, and style--is third. We think Rx all the way, but we also want to make something that is aesthetically cool."

Shredding the slopes Bollé style Piraja; hat by UFO; jacket and pants by Burton; sweater by Fila; gloves by Nike

The three-year-old, Lancaster, Pa.-based business caters to athletes across the country who train for bicycling races and triathlons. It was born out of a two-location optical business, Albright Opticians, but today runs as a separate business. "My partner [Jim Albright] and I got into it because both of us are triathletes, bike enthusiasts, and opticians," says Kitch. "We were training and racing with people and seeing that they didn't have proper protective eyewear for their sport. That's because they had a prescription, but their optician said they couldn't do it for sports eyewear."

FUNCTIONAL FASHION

Eyecare professionals with expertise in sports eyewear suggest starting off a sale with a discussion about lifestyle with the customer. Determine how they use their sports eyewear and then discuss appropriate lenses, features, and benefits.

	On your mark... Nike style Mojo for Marchon; tank top, shorts, and socks by Fila; sneakers by Nike

"People get the fashion side of sports eyewear, but you have to explain the function side," says Paula Donnelly, director of product development for LensCrafters. "If it's something that's technical, it must be explained, especially if it has some uniqueness, such as rubberized temple tips to help secure it better to the head during activity. As for the frame, they just want it to fit well."

It is important to realize that there are two distinct groups of sports eyewear customers in today's market: The recreational enthusiast and the extreme sports participant. These two groups require different approaches in terms of merchandising, product, and presentation. "The recreational sports person is not concerned how the frame is designed to remain in place during activity; they expect that," Donnelly says. "But the extreme sports person asks, 'Can I do tricks with this, and is it going to move around?'"

With growth occurring in both recreational and extreme sports, chances are that you will have plenty of both types of customers walking in your door. "People are seeing all the cool sports eyewear looks on athletes. They want to have that look. They are aware of brand identity, but how the frame looks on them is their number-one concern." says Donnelly.

Playing through Maui Jim Pipeline style 40610; clothes, visor, and glove by Nike; shoes by Oakley

For these clients, the next step is to move into the fashion aspect and present frames that work with their face shape and personal style. Style will often drive multiple pair sales, so it's important to have a good selection of the latest trends in sports eyewear.

The extreme sports customers are much more daring in their eyewear choices. "The more extreme sports people like the fact that their glasses are different," says Donnelly.

COLOR ME SPORTY

Color, in particular, is adding excitement to this functional tool and drawing potential users. "Colors are more vibrant, but it's not the neon of yesteryear. There are incredible blues, limes, citrus hues, and reds," Kitch says. People want different colored lenses, as well as frames. "They like the aesthetics of them as well as the function," says Kitch. "Many also want multiple pairs of sports eyewear with different lens colors instead of interchangeable lenses."

Shields are coming on strong, as well as light-as-a-feather looks, Kitch reports, and flash mirrors on clear lenses are also picking up. Overall, sports eyewear is an exciting category offering great potential within the optical market. Both its technical design and style are cutting edge. The product to appeal to this educated customer is certainly out there, waiting to perform.