Get Your Game On
Sportswear is gaining popular appeal. Try out these tips to market sports eyewear to the masses
By Joanne F. Schell

Sports eyewear companies have introduced chunkier, more fashion-forward styles. Shown here: Maui Jim Classic style Nani SNEAKER PHOTOGRAPHY BY PETER BAKER

With professional wear making a comeback in the workplace, consumers are taking the time on the weekend to develop their own casual style—and that means sportswear. But today's athletic fashion isn't limited to a sweat suit and a pair of running shoes. "This isn't the sportswear of past decades," says Tim Stock, managing director for ScenarioDNA, a New York-based trend reporting firm. "It's not about wanting to be a jock. It's about wanting to live the celebrity life. We have glamorized sports and athletes to celebrity status. That makes people aspire to be athletic, but they might not play a sport. If they have all the accouterments, though, they might gain a bit of that glamour."

There's also a practical reason for the movement toward sports. "Without a doubt, millions of Americans are adopting an attitude toward a healthier lifestyle," says Mike May, director of communications for SGMA, a sports marketing firm based in North Palm Beach, Fla. "To complement that theme, people like sporty wardrobes that reflect an upbeat, athletic look. It's only natural for men and women to choose accessories that complement the athletic looking clothes that they buy."

NEW LOOK, NEW FRAMES

This new trend toward all things sporty has provided ECPs with the opportunity to market frames once reserved for hard-core athletes to nearly every patient.

Eyewear designers are making it easy to find an athletic look for everyone. Even some of the most technical and extreme sport eyewear companies have released street-appropriate styles (see Extreme to Mainstream p. 54). Some high-fashion brands have created their own distinct sport casual style, as well.

Here are ways to market sportswear on your frame boards.

The sporty look can range from heavy plastics to sleek metals and bright colors. Shown here (from left to right): The North Face style Slipstream for Marcolin USA; style 88 Special from Blinde by Richard Walker; and Columbia style Destiny for L'Amy

BUILDING A WARDROBE

Athletic eyewear is one piece of an accessories wardrobe for the patients at Eastside Vision Care in Providence, R.I. Appealing to the many aspects of daily life is an effective sell. "People often want a sporty look and then a separate pair of frames for dress," says office manager Chrissy Barratt.

Approximately 65 percent of Eastside Vision's sunglass inventory is sporty in style. Generally, multiple-pair sales also include sporty ophthalmic looks in the mix. "Metal sports ophthalmic frames are doing very well," says Barratt. "Rectangular and square shapes have been popular."

Some optical styles can be as sporty as a pair of sneakers. Shown here: adidas Eyewear style V6054 for Silhouette SNEAKER PHOTOGRAPHY BY PETER BAKER

TOUT MULTIPLE USES

The fact that sports frames can go from the streets to the slopes can be a big selling point for wearers hoping to get the most out of their purchase. "People wear these frames boating or in the Hamptons, but also on the street downtown," says Tim Fabozzi, owner of Disrespectacles, a New York City-based dispensary.

"People are realizing the importance of having a sports sunglass," says Timothy Donovan, president of Optical Options of Aspen in Aspen, Colo. "They will use them for cutting glare and wind on a bike, but use them for driving as well."

BROADCAST STAR POWER

Hollywood A-listers were the first to adopt the athletic style—Paris Hilton, Jessica Simpson, and Ashton Kutcher have all made jeans, track suits, and T-shirts part of their signature look, says Stock.

Point-of-purchase materials featuring celebrities are a surefire way to increase interest in the latest athletic trends. Many frame companies offer photos of sponsored athletes or celebrities for display in dispensaries.

Also, look to celebrity magazines, such as US Weekly, InStyle, In Touch, and Star to illustrate sporty style to your clients. Each week these publications feature candid shots of stars in frames that could be in your inventory.

KNOW YOUR DEMOGRAPHIC

The sporty look can work for everyone, but what will sell at your dispensary boils down to levels of wearability and what's in vogue in your area. In Aspen, for example, Donovan reports that customers between the ages of 30 and 55 are drawn to the relaxed look offered by casual sport style. For these clients, metal aviators might be more suitable than neon wraps—but they will want to look cool while being comfortable.

"It's usually the 9-to-5 guy that's been stuck in a routine. He comes here for something a little different," Donovan explains.

In the college town of Providence, however, Barratt reports that Gen X and Gen Y clients have created the highest demand for athletic looking frames. But individual tastes within that group vary. Students from the Rhode Island School of Design have much more adventurous taste than those from Brown, says Barratt.

For a winning outcome, carry frames that can suit everyone from the skater kid's mom and dad to the classic, all-American athlete.

Even technical styles are adopted for street wear. Shown here: BodySpecs style String