The Asian Influence
The United States' Asian population is more powerful than you may think. Here's how this ethnic group is putting down roots--and what eyecare professionals can do to service its needs
By Erinn Morgan

Photogaphy: Peter Baker
Styling, Hair and Make-up: Alicia Kochis
Model: Molly Noe/Gilla Roos talent representatives
Location: Taipan Restaurant and Bar, Wesport, Connecticut

	Elegant Outlook. Mitani style ME-744. Tan swing top by Banana Republic

The Asian population in the U.S. is growing at a fast clip. In fact, the group is expected to grow from 3.9 percent of the total population in 2000 to 8.9 percent by 2050, according to the Census Bureau. After Spanish, Asian languages (Vietnamese, Tagalog, and the Mandarin and Cantonese dialects of Chinese) are the second-most common non-English languages spoken by those living on American soil (with an estimated 4.2 million speakers).

And they are significant consumers. The group has sizeable discretionary income--specifically, $296 billion in 2002, according to the Selig Center for Economic Growth at the University of Georgia. In addition, Asians' average household income is the highest of any ethnic group in the country.

They are also one of the most fashion- and brand-conscious groups, as compared with the white, black, and Hispanic populations. A full 46 percent of Asians say they like to dress in the latest fashions, according to a 2002 survey conducted by Mediamark Research, Inc. The survey also found that many Asians (28 percent) say they "like to impress people with their lifestyle."

Eastern Eyes. O&X New York style OP-42 for Kio Yamato. Black eyelet tank top by Banana Republics

"The Asian customer is very fashion-conscious," says Fanny Luk, office manager at Plaza Optometry, which has six locations in San Diego and Los Angeles that boast a client base that is nearly 90 percent Asian. "We carry a lot of designer names, and they are willing to pay extra for them as long as the quality and design is there. For example, we sell Cartier frames for over $1,000."

Certainly, this customer is an excellent target market. But if you think the Asian population does not touch your region, think again. While the metro areas of New York, Los Angeles, and San Francisco remain the most populated living spots, the fastest-growing Asian markets today are actually Las Vegas, Atlanta, Austin, Orlando, and Tampa, according to the William H. Frey analysis of the 2000 Census.

Optical dispensers can cater to this profitable group, but they must be aware that there are specific needs in terms of bridge fit as well as face shape.

FIT AND FUNCTION

The Asian population has unique eyewear fitting needs, mainly due to a more flat and narrow nose. "I order my frames in a range specifically to fit my Asian customer," says Diem Nguyen, OD, owner of Little Saigon Optometry in Los Angeles. "The smaller the bridge, the better--20 or more is too big, and 18 or 19 is best."

"The nosepad issue becomes more important for flatter bridges," says Robert Marc, president of Robert Marc Opticians, which has eight stores in New York and one in Boston. Marc also sells his own line, the Robert Marc Collection, in Japan. "That can be solved with adjustable nosepads on metal frames. Gooseneck nosepad arms, which have more of a bend to them and give the optician more room to extend, work the best. U-shaped nosepad arms also work well."

Oriental Opulence. Coach style Hailey for Marchon. Light green beaded tank and pleated gold skirt by Banana Republic	Sleek Styling. Gucci style CG 2706 for Sàfilo. Burgundy top and tan pants by Banana Republic

FASHION FORWARD

Dispensers say that the Asian population views sunglasses mostly as a fashion accessory. "Because they have dark eyes, they don't really view sunglasses as much as a necessity, but more as a fashion accessory," says Marc. "They buy looks more with light lenses. They tend to like and need six-base sunglasses and frames rather than eight-base and higher curve frames."

Asian consumers tend to be frequent shoppers and the most brand-conscious. "They like high-end quality and expensive eyewear," says Nguyen. "They prefer extravagant designer brand names from Japan and Italy. They view Japan and Italy as good quality, for which they are willing to spend more."