Accessories to Go
How leashes, cleaning kits, and cases keep athletes ready to run
By Marcy Bruch

Colorful eyewear retainers, such as the Tribal Series for EK Ekcessories have become part of the sport enthusiast's uniform and perform a functional purpose while making a fashion statement

Snowboarding, motor-cross biking, mountain climbing. These extreme sports all require high-functioning gear to help keep athletes performing at their peak. And since proper sunwear is all part of the sport enthusiast's uniform, accessories that will hold frames firmly in place and maintain them so they'll last longer play an important supporting role. That's where retainer cords, cases, cleaning kits, and repair kits come into play.

"In California, if there's a three-day weekend, you can bet most everyone is heading off to the mountains to ski and mountain bike or hightailing it to the beach to hang 10," says Rusty Bell, buyer for California-based Sunglass Express in Temecula and Tees 'n Things in Avalon on Catalina Island. "There's nothing worse than spending $250 for a pair of sunglasses only to lose them within a week while skiing, so I train my staff to always recommend an eyewear cord at the same time they sell a pair of sunglasses."

CROSS SELLING

That's also why Bell keeps a display tower filled with a variety of colorful eyewear retainers from companies like EK Ekcessories and Croakies in both store locations. Since the Catalina Island store includes resort wear, Bell cross merchandises eyewear cords with apparel and sunwear in the store window.

"Eyewear retainers retail for only about $4 a pair, so we try to encourage multiple sales by showing how a medley of retainers in a variety of fun colors will match various outfits," says Bell. "That way the retainers are perceived as both a fashion and functional accessory."

	Durable, stylish cases such as these from Corrine McCormack, are sporty accents

KNOW LOCAL DEMAND

Dave Weiler, accessory buyer for Iacon, which has 64 locations throughout the U.S., says he also believes in the necessity of carrying eyewear retainers in all the Iacon stores, a group of specialty sunglass stores including Sunglass Designs, Occhiali da Sole, the Sunglass Club, Sporting Eyes, and Oakley Icon.

But he notes that some areas of the country demand them more than others. "At our Colorado locations, cords are a must-have item. In southern California, however, they are more of an impulse purchase. Chicago happens to be a case-loving town. So we've got cases in every flavor, shape, and material you can imagine," he says. The key is to balance your accessory assortment according to your area's local demand.

"Every Iacon retail outlet showcases accessories differently based on the store's concept and location," adds Weiler. "For example, the Sporting Eyes stores target those with active lifestyles, so eyewear retainers and soft nylon cases with belt loops or Velcro straps are always showcased more prominently and in greater quantity in those locations."

Aside from properly balancing the accessories assortments throughout 64 stores, Weiler's strategy for this year is to increase accessory sales from three percent to five percent of overall sales.

One of the tricks he has up his sleeve to accomplish this is the execution of strong merchandising displays. "Our accessory program includes a customized fixture we developed ourselves with six sides that tells a story for each accessory category." In addition, Weiler says select stores will have a wall dedicated entirely to accessories.

Durable cases from Ron's Optical	A zip-up case from Astucci

TEACH EYEWEAR MAINTENANCE

While the western part of the country may demand more eyewear retainer cords, Vicki Nezinko, optician for Optical Illusion in Toledo, Ohio, says her bread-and-butter accessory items are cleaning and repair kits. "I believe in educating customers on eyewear maintenance," Nezinko says. "With anti-reflective and mirror coatings so prevalent in sports sunwear, we show people how to clean their new sunwear the moment of purchase and promptly suggest a cleaning kit to go with it."

Eyewear retainers, including Croakies' colorful pieces, can boost your bottom line

This focus on eyewear maintenance has yielded Nezinko about 10 percent of total sales from accessories at certain times of the year. She keeps cleaning kits in a basket next to the cash register, but also has chains, cases, readers, and a variety of other accessory gizmos showcased throughout the store.

Another accessory area she has done well with of late is fitting aids such as "silicone slippers" that are nosepads to better fit zyl frames.

Also, for temples that are tight or cause discomfort after extended wearing, Nezinko offers soft adhesive inside temple covers that make eyewear more comfortable to wear.

Going hand-in-hand with these items are repair kits. "They may only retail between $5 to $10, but repair kits are one of our fastest growing accessories because our customers have gotten more savvy about taking care of their eyewear. If they are engaged in a sporting activity or away on vacation, they want to be able to fix eyewear themselves without depending on me," Nezinko says.

	Novelty sport-themed cases win the accessories game for California Optical

SERVE UP SOMETHING DIFFERENT

Bob Russo, owner of Village Opticians in Essex Junction, Vt., says he's always on the lookout for eyewear accessories that are hard to find, yet genuinely fill a need.

Case in point: One of his current best-selling accessory items is yellow-lens clip-ons. "They are a godsend for older people with macular degeneration and others who have to drive at night because the yellow lenses enhance contrast, enabling them to see more clearly."

This item works well with the local geography, he notes. "In this mountainous region, they are an appreciated visual enhancement. What's more, since they retail for only $6, many people buy two pairs to keep inside the glove compartments of both their cars."

Because Village Opticians is located near Stowe Mountain ski resort, Russo keeps certain accessory items such as anti-fog creams in stock during the winter season as well.

"My total sales for accessories is only between three to five percent, but accessories are a necessary part of my merchandise mix nonetheless. If I don't offer them, someone down the road that does will get the sale," he says.

Cleaning packets and cloths and Dualies leashes from Hilco

UP THE PRICEPOINT ANTE

Some dispensaries have even taken their accessory business to the next level by offering premium products. Take Craig Chasnov, owner of Eyetopian Optical in Bonita Springs, Fla. "We offer $15 fine leather cases, and $40 semi- precious chains," he says. "I have a significant tourist customer base that want unusual item to buy as souvenirs. These accessory items go beyond the mundane, and are a little more special. The benefit for me is I've kicked up a $6 accessory sale to a $20-plus sale."

Still, Chasnov hasn't turned his back on middle-of-the road accessories either. "We've got it all. The cases, the chains, and the cleaners. It's all part of offering my customers soup-to-nuts service."