MERCHANDISING TO YOUR PLACE IN THE SUN
Suddenly Sunwear
By Martine Rothstein

Not so long ago, sunwear was predominantly sold through non-optical channels. As designers started expanding their stable of goods into areas other than apparel, sunwear entered the department store arena. The practitioners' use for plano sunwear was to accommodate the 25 percent or so of their customers who wore contact lenses. There was little interest in devoting space to sunwear, as sales were at best flat. A transformation over the past few years has altered department store exclusivity, making sunwear viable to all optical-based practices. No longer just considered an impulse or gratuitous purchase, sunwear has become savvy, sporty, elegant, and just plain fun. More importantly--consumers are opening their eyes to the benefits of sunwear.

Sunwear's new position in the marketplace can be advantageous to your bottom line and should be utilized. How to make a difference in your practice, and the way you sell and market sunwear, is a challenge and an inspiration.

A sailboat catches the eye of hobbyists looking for sunwear with a setup by Bright Displays

MERCHANDISING MAGIC

Showing off sunwear is all about the fundamentals--location, display options, safety issues, materials, color, and light. Once you make your commitment to these basics and jump into selling this category, add interchangeable themes to breathe new life into your sunwear displays.

Just as the seasons change, so too should your product mix and the area in which it is showcased. This keeps your sun product fresh, new and exciting. "Feature your sunwear, make your product different from everything else, that's selling success," says Ed Muehlberger, designer at Fashion Optical Displays in Paradise, Calif. Following are merchandising fundamentals to set you on your way.

Location, Location, Location. Always--at in-store boutiques, kiosks, window displays, and even a tabletop or countertop--position your product for optimum presentation. Aim to reserve an area that can serve as a store focal point and is easily accessible by your customers. Don't be discouraged if you can only reserve a small countertop or tabletop. If you don't have the width, go for the height. Once you locate an exclusive area, you can determine how to fill the space.

While designing your showcase, consideration for your overall store layout and your customer base are the foundation. Whether its is designed specifically for sunwear or can be adapted for various uses, purchase functional and striking displays from companies that specialize in optical point-of-purchase materials and visual merchandising paraphernalia. Most display companies offer free or nominally charged design services, ensuring you get the most from your investment. From countertop pieces and floor model rotators to illuminated display boxes and panels, your budget, inventory, and styling preferences will help dictate your needs and investment.

Eye level, or as close as you can get, ensures instant visibility and success--but it doesn't always make the best use of your space. Adding layers above and below eye range can serve to pique curiosity and get plenty of attention if you punch it up with color or lighting. This also may serve a second purpose--providing added space to house your inventory. Smaller areas are served best by displays with height. Glass shelving units serve well for tight spots and maximize your display area, as it may feature product from the ground up. For a more exclusive look, rotating or stationary pedestal displays add height too. Using your sun-space prudently, don't forget your four walls. The majority of practices use frame boards--covering at least two walls--rightfully for their ophthalmic frames. Consider an alternative colored or styled frame board to make one of your walls exclusively for sunwear.

	A custom sunglass wall at the Allenmore Clinic by Ennco Display Systems

Protecting your investment. This is an important strategy while planning your sunwear displays. Though you want maximum visibility for your sunwear, protecting your inventory against theft is paramount. Sunwear is a hot commodity, and branded sunwear in particular is at risk. The best way to preserve your investment is to make an investment into a locking system. There are enough locking display styles and designs to accommodate any size, shape, or store type. Consider a locking glass tower or case, say representatives from Bright Display of Woodinville, Wash. These locking enclosures often feature adjustable glass shelves that are secured on a pedestal and act as a centerpiece, permitting your eyewear to be seen from any point in your dispensary.

Visual impact. Displays featuring textiles and coloration will have tremendous impact on styling your sun area. Metal or acrylic displays in dark shades and metallic tones lend a cooler, high tech effect to your area.

Specifically for sunwear, incorporate materials that contribute to the industrial look--think avant-garde and revolutionary. Wood and glass in neutral tones add a sophisticated and couture image, great for designer brands and fashion modes. Leather and textured fabrics provide added high-end appeal. Acrylic-based displays highlighted with neon and bright colors will lend a youthful, trendy application to your presentation.

Incorporate single- and multiple-pedestal displays in translucent shades for glorious effects. Colors work best.

"It's all about bright, bold, beautiful," says Sandra Bright of Bright Displays. Color incorporated in the design of the display can add a dazzling touch. Vivid and neon colors are a great contrast to the dark lenses featured on most of your sun frames. Think fun in the sun.

Light is mesmerizing, just think of the way a fireplace draws us to stare. A well-lit area is always key, but you can liven up any location with spotlights, colored lights, even a strobe light dusted off from your disco days or purchased from your local party store. Look around your store and utilize your current overheads or track lighting into your sun area. "Incorporating track lights really gives your display that extra punch," says Justine Kish, display designer at Ennco Displays. Numerous displays have light fixtures and spotlights built in and are begging for a little originality such as colored bulbs or the new painted bulbs that project images which reflect off of flat surfaces.

Make islands work. An alternate plan designates more than just a sunspot. For an island/kiosk area or an in-store boutique, invest in furniture fixtures or purchase displays that will work on tabletops or countertops. Look for pieces that are functional, safe, and timeless in style. Larger pieces allow for the incorporation of smaller items and designs that can change the personality of your display for the changing seasons and holidays. For a fresh idea, consider purchasing a small kiosk or wood cart, the type you see frequently used on the street or in malls.

A security-conscious case by Design Concepts is illuminated to show off sunwear

THEME DREAMS

Now that the fixtures are in place, it's time to play around and add in the fun. Decorating your stores with colors and personal touches can create tremendous draw and a fun new look. Frame companies have posters, plaques, photos, and displays available for free, usually with a minimum purchase. These objects can add personality to your area and target the demographic and style intended for the sunwear you are selling.

Promotions during holidays and seasonal styling can really boost your sales, as well as freshen-up, even revive your sunwear display. Taking advantage of holidays and special events can liven up and enhance any sale, especially if you plan ahead. And always remember, people love freebies and extras. If you can offer a small, low-cost gift that ties into your theme, that gift with purchase may be just the hook to close the sale.

Think family vacations and get out a school calendar to plot your strategy and implement your ideas. About a month before school vacations is prime time to set up a tropical dream, winter wonderland, or springtime sunshine displays. Anything related to the outdoors can be tied into sunwear--and inspire your clients to buy new sunwear.

Check with your local travel agent for old travel posters and a couple of paper ticket pockets for effect. A travel bag from home works as a reminder to not forget to pack your sunwear, and a poster or sign with a line or reminder: Sunwear: Don't leave home without it! or Don't be caught "naked" on the beach! helps too.

For a fun-in-the-sun display, start with a bottle of sunscreen and a glass with fake ice cubes and a straw. Include a hat and a towel, and if you are really daring, throw down a little sand from the local craft store and a beach ball. Voila! You've created an instant reminder that a new pair of shades would complete their trip. As a gift with purchase, try offering a free waterproof case or throw in a small bottle of sunscreen.

A winter wonderland can be as simple as a little snow (pillow stuffing or fake snow from a fabric or craft shop) with a ski boot (from your closet or picked up from your local thrift store), a knitted cap, and gloves. Surround your winter wonderland with some holiday lights. All of this around your sunwear is a pleasant reminder that though it may be cold, the sun still shines. Again, try and work in a gift with purchase. Consider SPF lip balm and neon zinc oxide in a hard case, free with a purchase of a new pair of shades.

HOLIDAY GIFTING

Holidays are a great time to offer a gift with purchase, everything from a sample bottle of perfume--many designer sunwear brands offer their other accessories in sample size for free or a nominal price--to a drawing for a free dozen roses delivered to their sweetheart on Valentine's day.

Sunscreen lotion is always a great giveaway as it is a natural compliment and message driver. Don't be afraid to get a little corny: Remember you are looking to entice customers and lure them to your displays.

Take advantage of Valentines Day. A Protect Your Sweetheart theme with paper and candy hearts randomly spread around red velvet swatches of materials works with color-coordinated sunwear to catch the eye.

For Easter, try a "Dress in your Sun-day" best display with eggs, baskets, and Easter bonnets presented on frosted acrylic displays featuring sunwear with pastel-colored lenses.

Whatever you decide, follow the fundamentals and tap into your creative juices to ensure your sun-zone is a success. Put your imagination to work and soak up increased sunwear sales.