Put the Spotlight on Sunwear
Adding sunwear to your inventory can mean a boost in business—but it won't sell if nobody notices it. Designers answer your questions about how to best show off those popular frames
By Susan P. Tarrant

Putting sunwear on risers or pedestals sets it apart. Shown is a classic black pedestal from Bright Display

If presentation is everything, why are those $400 sunglasses on a frameboard next to the semi-rimless kids' frames? Sunwear in all its glorious technology and funky style is so popular and profitable, there's no reason any optical shop or practice shouldn't show it off.

Sunwear is a great inventory for new stores. It lets customers buy something to try you out before they commit to switching all their eyecare needs to a new dispensary. But nothing will be successful unless you put it out there in an attractive setting to grab your customers' attention.

"If you (and your space) look good, you can sell more of anything," says Margaret Furman, display designer for Magic Design/Visual Dynamics. So to that end, Furman and other dispensary designers weigh in on some common problems experienced by ECPs who want to be made in the shade.

Q I want to create a section to promote sports and sunwear in my dispensary, but I can't add any space. How can I turn a large frameboard area dedicated to unisex eyewear into something attention-grabbing for sunwear and sports eyewear? The frameboard is near the back of the store on a side wall that ends at the intersection of the back wall and the side wall.

A Neil Freemer, regional manager, Eye Designs: If you're trying something new, the last place you want it is in the back—and definitely not on the rear of the side wall. But if you have no other option, use large, recognizable signage facing outward and away from the side wall.

Also, put additional signage around the dispensary so customers are made aware of the sunwear's presence and location.

	Shown top: A hand display from Magic Design/Visual Dynamics can be used in sunwear promotion. Below: A glass case such as the Provence Showcase from Fashion Optical Displays can display sunwear

A Jennifer Liu, lead designer, Ennco: Typically, the back of the room is not well lit, so look at your lighting first. Attach some sort of direct lighting or accent lighting, either track lighting or recessed cans with movable lenses.

Paint the space a little differently, too. Paint the rods a different color, or switch to metal ones. You'll start to see the focus change to that corner.

Slowly add design elements. Architecturally, you can make the entire wall section funkier by changing the wall material and wall elements.

A Margaret Furman, display designer, Magic Design/Visual Dynamics: Give the area a name, and label it with a sign. Call it your "Sunglass Boutique," or "Sunglass Corner," or the "Designer Sun" area. Even if you don't want to use a sign, refer to its name when directing your patients to the area.

You may want to enhance your sunglass area with special lighting, a ceiling fan, a different type of flooring, or a miniature store awning over the frameboard and/or displays.

A Amanda Case, designer and certified optician, Fashion Optical Displays: Use a display design that's different from the rest of your boards. Mount colorful frame bars directly onto the wall with a painted border or wood frame encasing the area. Use direct lighting to further the idea that the area houses works of art.

Q I'd like to add some high-end plano sunwear and sports eyewear to my mall location, but I'm worried about how to make displays pop and limit theft. What would you suggest?

A Jennifer Liu, Ennco: Locking systems (on frame bars) will do the trick for security, although sometimes they hinder the customer from trying on multiple pairs. Some locking systems allow customers to pick up the frame a little bit, but not to try it on.

If you don't want to use a locking system, place the display near the dispensing table, where there's usually a technician nearby.

For your high-end sunwear, designate a sunwear corner with its own sunwear consultation table.

When a customer heads over to that section, a dispenser can follow and the whole sunwear dispensing experience begins and ends right there.

It not only sets sunwear apart, but it also helps with security.

Top: The Bell Tower wall display from Ennco uses direct lighting and a unique shape to promote sunwear. Below: The Profiles series from Eye Designs is an example of a sunwear dispensing area

A Margaret Furman, Magic Design/Visual Dynamics: An enticing display is one which connects with the viewer.

Why do people wear sunglasses? In many cases, it's to model after an athlete, fashion look, or entertainment idol and for sun protection.

Build your display with that in mind. The "sea and surf" theme may limit you; broaden your display field with a travel theme that can take you to many display venues and "link" your international designer names to your sunglass display.

As for security, glass showcases best fit the bill. In addition, it's best to personally wait on the people in your dispensary who are shopping for high-end merchandise.

Q I have a storefront window that gets quite a lot of pedestrian traffic passing by. I'd also like to promote something new for me: High-end sunwear. Although I'm not very artistic or creative, I'd love to use the area of my dispensary in front of that window for sunwear promotion. Can you suggest something that's relatively easy, as well as attention-grabbing?

A Amanda Case, Fashion Optical Displays: Invest in a quality showcase and put it near the window. If you put your high-end sunglasses on or in a really beautiful piece, it will not only showcase the eyewear, but it will increase the perceived cost of the frames.

To better gain attention from passers-by, use colorful accessories, such as striped fabric or hand towels to resemble beach towels, tiny fake palm trees, and miniature beach furniture. Organic props, such as flowers or silk plants, can also complement high-end sunwear. But don't let your props outshine the eyewear.

A Dacie Lewis, owner, Bright Display: Motion and lighting are the most effective ways to attract the eye. You can erect shelves in the window or put up tall towers that rotate. Light them, either from direct lighting or use towers lit from within. Leaving those lights on and the tower turning after hours will continue to garner attention even after you're closed.

People strolling by will notice what's in the window and will come back when you're open.

A Neil Freemer, Eye Designs: A great way to grab attention through a window, especially if you don't have any shelf or counter space in your window, is to hang P.O.P. materials on fishing line from the ceiling.

If posters are single-sided, get two of them and glue them back to back, so it looks the same from the inside of the store as well. By hanging them from the ceiling, you're also creating motion, because they'll "float" in the window.